Marketing Edge Fireside Conference: experts proffer solutions to contemporary business challenges
“Predicting the Future by Creating It” was the theme of discuss as the maiden MARKETING EDGE Fireside Conversation got underway at the National Institute of Marketing of Nigeria (NIMN) boardroom venue situated on Adekunle Fajuyi Road, GRA, Ikeja, Lagos State.
The conference aptly tagged “Fireside Conversation” was the first of its kind to be organised by MARKETING EDGE, a foremost agenda-setting marketing and brand focused magazine. It was an initiative of the company’s management with the objective of further strategising and radically positioning the publication for its continued market leadership and dominance across the Nigerian brand and marketing journalism sphere.
Conversations at the conference were facilitated by very prominent and leading figures from top marketing and strategic communication firms, including Managing Director/CEO, O2 Academy, Ozone Mbanefo, Femi Adelusi, Managing Director/CEO, Brand Eye Limited and Boye Adefila, Managing Director/CEO, Down To Earth Marketing Limited.
Addressing the conference forum of participants which included majorly members of staff and management of the frontline publication, Ozone Mbanefo tutored the audience on the gains and benefits of self development, emphasising that the bedrock to every noble achievement in business lies in observing three key principles which he highlighted to include relevance, originality and impact on the immediate environment.
According to him, to be relevant in any given endeavor, players in the business must always think in the direction of what to contribute to the development of the organisation rather than on what to consume out of the business. He pointed out that leadership could not be defined in terms of what is given to an individual but rather something that must be earned by the individual.
He suggested that the audience must seek to show originality in their doings through the display of excellence and empathy and also seek to impact on their environment by demonstrating leadership and influence on others stressing that “God has called us to see each other through and not to see through each other”.
For Femi Adelusi, CEO, Brand Eye, success in business must begin in finding answers to some given critical questions and that includes knowing whether or not one was into business that is dying or one that was merely existing. While submitting that the sphere of specialised media publication in Nigeria was not dying but rather one that is going through a phase of declining growth, he cautioned that for any media publication business to thrive and succeed, operators in the business must adhere to ensuring quality of content delivery, create multiple delivery channels and endeavour to create opportunities for consumers of its product offerings.
In addition Adelusi said such organisation must engage in cross selling processes and ensure credibility in information source at all times.
On his part, speaking on the subject he entitled “Selling and Marketing Media Product for Productivity in a Competitive and Fragmented Media Environment: Prospects and Challenges, Boye Adefila, CEO, Down To Earth Marketing observed that as first step to success in all business endeavors, operators in the enterprise must begin with self-definition.
In his word: “How you define yourself will go a long way to determine how much you are able to fix your budgets.”
He suggested that operators in a business must be willing and ready to always seek the help of others and ensure that they hook their marketing strategy to their business strategies.
“A great product does not mean a great business. Kill what is not working and maximise your resources. Make idea generation an individual culture and integrate your products. Innovation is not creativity,” he noted, adding that, we can be creative without being innovative”.
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