By Oluwagbenga Bankole
The Managing Director of EXP Nigeria,
Mr. Wole
Olagundoye has stated that marketing
is not complete without experiential marketing.
Olagundoye who stated
this in an interview with BRANDCRUNCH noted
that in the ATL space, all components
- radio, TV, billboard and print do the same thing creating awareness.
“Experiential
marketing takes it further by enabling interaction, it brings the brand to life
via the experiential platforms. For instance, I ask “where is the
differentiation in print ads?” The real differentiation is in the activities
the brand engages in with the consumers. This is why we believe in the potency
of experiential marketing,” Olagundoye stated.
While speaking on the forthcoming 2nd edition of the African Experiential
Marketing Summit coming up on the Wednesday, February 4, 2015 at
the Civil Center in Lagos, Olagunsoye said that the conference is
put together to further explain how experiential marketing can help marketers
achieve their marketing objectives, adding that in essence, the theme saying
“if you plugged your marketing mix into experiential marketing, you will
definitely hit your marketing objectives.”
He disclosed that there is a dearth of
knowledge on experiential marketing in the industry so what we are doing is to
entrench and deepen the knowledge about experiential marketing in the industry.
He added that globally it is believed
that experiential marketing delivers for brands, but if marketers don’t know
how to deploy it then the brand will not gain the momentum and traction it
deserves.
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