Nigerian brands are consumer-centric but more sales-driven – Aguocha
By Felicia Nwosu
Lynda Aguocha, founder, ‘Live with Lynda’, a brand and campaign critiquing platform, has averred that Nigerian brands, though consumer-centric, are more sales than marketing-driven. She, therefore, urged brand owners to make consumer-centric marketing a priority for quality and memorable customer experience in order to drive higher Return on Investment (ROI), sustain growth and increase profitability.
Aguocha said this while responding to questions at a talk-show session during the Advertisers Association of Nigeria (ADVAN) event tagged, ADVAN Ignites, which was sponsored by Gordon’s London Dry Gin. The event hosted integrated marketing communications and marketing stakeholders to a memorable evening of cocktails, canapés, conversation, and networking.
The advertising and marketing communications consultant, who, through her critiques, has kept brands on their toes, agreed that Nigerian brands are consumer-centric but argued that they are more sales conscious. She suggested that they should adopt an approach to marketing that prioritizes customers’ needs and overall interest.
“Of course, Nigeria brands are consumer-centric but they are more sales driven. Being consumer centric means understanding your customer and knowing what they want, and I think a lot of brands are doing that. I urge them to try to balance things. I am not saying they should not have sales in mind, but if you are more consumer-centric, you sell more,” Aguocha said.
The media practitioner expressed concern over some big brands that proudly neglect such powerful marketing tool while relying on their size and prominence for turnovers.
“Sometimes you hear some big brands say ‘this thing is not going to affect my products or stop people from buying them’. It means such brands is not consumer-centric – if they are, they have to be thinking about the welfare of the customers every time. The fintech space is one of the consumer-centric brands because they look at the industry, find a loophole and fill it,” she said.
Assessing the brand communication landscape, she said there has been a noticeable transformational growth and suggested that brands adopt strategies that provide a profound understanding of consumer’s needs, and how to meet such needs with a wholesome experience.
“The brand communications sphere is growing rapidly and we thank God for that. A lot of brands are beginning to see the need to create a niche and be innovative. There is room for improvement, especially now that there is a plethora of channels. You should see your online community as your family member, but made of different demographics, genders and philosophies.
“Brands need to pay attention to details and also communicate clearly for their audience to understand. They should ensure to hire the right people. Let’s incorporate storytelling much more to reflect the Nigerian culture and also to help our audience to relate easily with the brand, immersed with technological expertise,” Aguocha concluded.
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