WEF Global Shapers – Lagos Hub

Business Writing Skills Project

MARKETING WORKSHOP

Brief Introduction BRENTT Consulting is a young and dynamic marketing

consulting firm, founded in 2008, that provides marketing and business planning services for small businesses and entrepreneurs. Our services can be

divided into two: Planning & Marketing Data.

Brief Introduction

Lola Talabi-Oni, MCIM & Member ESOMAR, has over 10 years work experience with companies such as Cadbury Nigeria, LTC-JWT Nigeria, IBM Canada, LTC-JWT, Cadbury Nigeria, and Goodwin Procter LLC, USA.  In 2008, she co-founded, BRENTT Consulting, a marketing consulting firm focused on market research for SMEs in Nigeria and across Africa.  She is currently Co-Founder/CEO of Jobtree, a tech startup in online recruitment slated to launch in June 2013. 

Lola holds a B.Com(Hon) Marketing & International Management, from the Tefler School of Management - University of Ottawa and was nominated a WEF Global Shaper of the Lagos Hub in 2012.

WHAT EXACTLY IS MARKETING?

Basic Marketing Definition.

Marketing is essentially ALL activities and programs that draws interest into your

product/brand/service and creates ‘intent to buy’

• Sales on the other hand deals ONLY with the follow through of the ‘intent to buy’

4 Ps of Marketing

PRODUCT PRICE PLACEMENT PROMOTION

What are you offering?

What is the value to me?

Where will I see/touch it?

How will you entice me to it?

Coke PET N150 • Shoprite• TFC• Ozone

‘Bring 3 caps get 1

free bottle!’

MARKETING PLAN v. BUSINESS PLAN

• Has done an environmental scan – competitors vs. your offering

• Is focused on ONE key target audience but has viable secondary audiences

• Has a 4P plan for each target audience

• Is backed by local & relevant market research

• Has a strategy & direct objective for each media – including social/new media

• Ties budget to timelines to direct goals

A Good Marketing Plan:

A Good Marketing Plan:

• Research the current industry– Top players?– Middle players?– Lower players?– Why? Attributes Important to Industry

Setting Target Audience

Segmentation

FOOD DRINK

CHOCOLATEY

MA

LTY

REFR

ESH

ING

MILKY

Bournvita

Milo

Horlicks

Ovaltine

Three Crown Choco

Milo Can

Segment: Malty, MilkyBrands: Milo, Ovaltine, Horlicks

• Who are they? -- Age, Gender, Income, Lifestage (Married? children?)

• Where are they? -- VI? Ikoyi? Ikeja? Okoko? Yaba? Unilag? Church? Office?

• How big is the group size? - All tea drinkers? All parents? All children?

• Where do they usually buy? - supermarket? open market? online shopping?

• Media Habits? - Dstv? Social Media on mobile? NTA? iPad? Internet access?

• Why do they use? -- to sleep? to replace meals? because it’s cool/fashionable?

Target Audience

Always Remember

Trying to be everything to everybody will only leave you being nothing special

to anybody!

BRAND STRATEGY

Brand DNA

Who EXACTLY is your brand?

• Youthful• Quirky

• Business-like & Professional• Best Friend• Favorite Aunt

• African? Nigerian?• Funny• Naughty

• Wholesome• Heritage• Creative

Unique Selling Point (USP)

UNIQUE SELLING POINT

What is the one special thing about your brand that no

other can boast about?

???

‘Farafina is a wholly Nigerian publisher publishing a variety of great books at world-class standards’

• Your brand DNA and your USP (brand identity) must flow through EVERY single customer ‘touchpoint’ or experience with the brand

• You must live and breathe the essence of your brand. It starts with YOU!

• It should be refreshened and evaluated every few years.

• It should be consistent throughout ALL communication – business cards, handbills, radio jingles, sales pitch, manner of dressing, how phone is answered.

• MUST BE REAL!

Brand Cohesiveness

INTEGRATED MARKETING

OBJECTIVE

STRATEGY

TACTIC

Integrated Marketing

EXECUTION

“I want to increase sales of my designer work shirts”

“Every bank worker on Herbert Macaulay must buy at least one of my

shirts”

“Roadshow & Handbills”

“Hire students to hand out handbills; hire roadshow

company to parade Macaulay on Mondays for 2

5 weeks”

Golden Rule of Marketing

Every kobo you spend for ‘Marketing’ should be tied to an objective & strategy.

• If you don’t know or can’t figure out the objective & strategy, SAVE YOUR MONEY!

• Generate sales

• Increase my market share i.e expand into a top player

• Refresh your brand/brand image

• Educate your customers (new regulation, new innovation, new endorsement)

• Damage control for negative reviews or bad press!

Common Marketing Objectives

Marketing Tactics

Integrated Marketing

Mix

Advertising

Sales Promotions/Discounts

Conferences/EventsPublic Relations/Press

Personal Selling

Low Cost: BE CREATIVE!

ffdd

• Key (and fun!) is to be creative. Almost anything can work if you know your target audience VERY WELL.

• You can also use low cost advertising tactics in between big campaigns for continuity.

Advertising Tactics

• Handbills• Email Marketing• Bulk SMS• Tshirts• Facebook Ads• Other Online Marketing• Roadshows• Business Cards• Vehicle Ads – Stickers• Blogs• Newspaper Columns• REFERRALS & ENDORSEMENTS!

High Cost: SCRUTINIZE!

ffdd

• Always schedule high cost campaigns in groups for maximum impact. Sustain them during down times with low cost campaigns

• You can also use low cost advertising tactics in between big campaigns for continuity.

Advertising Tactics

• Billboards• TV Ads• Some Online Advertising• Roadshows• Newspapers/Magazine• DStv• Sponsorships• Cinema Advertising• Outdoor Marketing

THANK YOU!

BRENTT Consulting@InfoBRENTT

http://brenttconsulting.wordpress.comwww.brenttconsulting.com

info@brenttconsulting.com