2023 in focus: How experiential marketing agencies in Nigeria can better manage their finance to stay liquid in 2023

Samuel Adedeji writes on how experiential agencies can stay liquid in 2023

Agencies must manage their finances strategically in order to maintain liquidity in 2023 as the experiential marketing sector in Nigeria expands and changes. This entails being proactive in managing cash flows, cutting costs, and maximising revenue streams. It is more crucial than ever for the agencies to have a sound financial plan in place given the increasing level of market and economic volatility.


First, focusing on developing a substantial and diverse clientele is a crucial strategy for managing finances and maintaining liquidity. In order to achieve this, the agency must actively seek out new clients and projects, as well as make sure that both short-term and long-term contracts are present. This can assist in generating a consistent flow of income and lowering the danger of financial instability.


Carefully controlling spending and upholding a tight budget is another crucial tactic. This entails determining areas where expenses can be cut and exercising strategic investing and spending. For instance, organisations can give priority to mandatory costs, like employee salaries and benefits, over optional costs, like office renovations or pointless travel.


A proactive approach to managing cash flows will also help experiential marketing agencies in Nigeria maintain their liquidity. This entails keeping a close eye on revenue and spending and making sure the organisation has enough cash on hand to cover its debts as they fall due.  This might entail putting strategies into action like prompt client billing, negotiating fair terms of payment, managing working capital, and using credit lines or other financing options to fill in any gaps in cash flow.


Last but not least, having a well-defined and efficient financial plan in place is crucial for experiential marketing agencies in Nigeria. This entails establishing specific financial goals, regularly assessing the agency’s performance in relation to these goals, and monitoring any deviations. As a result, the agency may be better able to identify potential obstacles and opportunities and adapt its financial plan as necessary.


In conclusion, it will be difficult for Nigerian experiential marketing agencies to manage finances and maintain liquidity in 2023. However, these organisations can overcome the difficulties and continue to prosper in the upcoming year by concentrating on developing a solid and diverse client base, controlling expenses, controlling cash flow, and having a well-defined financial plan in place.



Koolkids talks: Sports as a never-dying consumer passion point

In the realm of business, longevity is somewhat of a hat trick. This is because it is hard to get, but very possible. The rapid change in consumer needs has illuminated the need for sustainable marketing strategies. Leveraging passion points gives brands a better chance of developing loyal customers. Brands need to demonstrate to their clients that they are sincerely dedicated to it. Every brand will have a different approach to this. Sports are one method with a proven track record of impact. In this article, we’ll explore some of the ways you can get your customers to show the same kind of loyalty as football fans. So, whether you’re a fan of the sport or not, read on for some helpful tips.

The Intense Loyalty of Football Fans

Do you know the intense loyalty football fans have for their team? the kind that will always be there for them? the kind of passion that has been woven deeply into the culture and has been passed down from generation to generation. As a brand, you should be striving for the same kind of loyalty from your customers. It’s not easy to achieve, but it’s definitely worth it. There are a few things you can do to foster that kind of loyalty. According to Topend Sports, football is the most popular sport in the world, with over 3.5 billion fans globally. This means that football is enjoyed by roughly half of the world’s population. This opens doors to new opportunities to connect with customers. 

How brands can leverage this passion point for Customer Loyalty

So what’s the key to getting this level of loyalty from your customers? Here are three ways brands can connect better with football fans:


1. Leverage the “unpopular” culture within the community: In order to build brand loyalty, brands can associate themselves with identified communities that comprise the game. Burger King once identified and associated its brand with the football gaming community by hosting competitions and rewarding fans online. This resulted in an increase in brand mentions, engagement, awareness, and product trials. 


2. Connect with them on a personal level. Fans feel a connection to their team because they share common values and interests. Brands can create this same kind of connection with their customers by identifying what they care about and resonating with those values. Creating customized, branded football kits for fans is a good example. It adds a level of exclusivity and a personal touch to the experience.


3. Create exclusivity using digital experiences: Fans feel like they’re part of the team, and they’re proud to wear the team’s colours and cheer on their players. You can create the same feeling of connection with your customers by giving them access to exclusive content, providing them with customer support, and letting them be a part of your community using exclusive NFTs that give them access to a locker room Virtual reality experience before a big game.


Finally, football fans are among the most devoted customers. They are devoted to their team and will go to any length to show their support. One way to capitalize on this never-ending passion is to optimize the consumer experience. This enables your brand to resonate with the identity of that community. If you can accomplish these goals, you will be well on your way to developing the same level of loyalty between your customers and your brand that football fans have for their team.


Reach out to us today and let us help you connect better with your consumers using tech, insights gained from intelligence over time.


Koolkids talks: The future of Brand Communication

Show your Story, Don’t Tell your Story

I have learnt something really cool over time: the power of “showing your story” I know you would be wondering what I mean by “Showing your story” but LET ME EXPLAIN! 

Seth Godin once said “Brands are built around stories and stories of the identity of who we are and where we’ve come from are the most effective stories of all”

Showing your story is a powerful way to bring brands to life. So, you know how you watch a blockbuster movie and then you run to surf YouTube to know the behind the scene story of how the movie was put together? That is the power of curiosity and that is what consumers possess. They always want to know what goes on behind the scene of every brand. Do not just display your product or services or your achievement but also show a story of how the product was done or how the service was carried out. 

Consumers are interested in authentic brands. One way to show authenticity is showing the journey through which their beloved offering is made. Process or behind the scene videos are tremendous ways to show your story. Consider experiential marketing agencies such as Connect Marketing Services as an illustration.  Activations for brands are carried out by experiential marketing agencies. When a brief is received, experiential marketing agencies can film a video of the brainstorming session, follow it through with the implementation of their plans, and then launch the brand activation. They can then post the video to all of their social media networks. That is what I meant by “Show your Story, Don’t Tell your Story” Both beautiful and unpleasant moments can be found behind the scenes.

Your customers will have a better grasp of who you are and what you stand for if you share your story. This can enable people to relate to your brand intimately, which is essential for establishing trust. Arsenal’s “All or Nothing Arsenal.” documentary took us inside the Arsenal locker room to observe how they prepare and train specifically for the forthcoming football games. In this way, we would know they are not just galivanting but putting in hard work to win and please us the fans.  This is a vivid example of showing your story.

One of my friends once helped me recognise the importance of showing your stories while creating a trustworthy brand. Storytelling includes everything from the goods you sell to the customer service you offer, and it helps to summarize how your clients perceive or view your brand as a whole. Actually, what distinguishes you from your rivals and inspires customer loyalty is your brand.

Consumers are now passionate about the environment and self-care. Brand communications will tilt towards more purpose-driven topics as brands have become more ideas-led. Brands will communicate their corporate social responsibility to build brand reputation and image some more.

Interactive marketing through Live Product videography is another excellent example of a brand that chooses to show rather than tell its story. Every time a product videographer creates a product video, he shows you the process, including his successes and failures, so you won’t assume everything went perfectly the first time. He can also get real-time feedback from consumers as well as create a sales mechanism for instant pre-orders of products. 

In conclusion, your story is important because it helps people to understand who you are and what you stand for. When customers know what your story is, they are more likely to trust and communicate with you. To create deep communication, brands should therefore leverage consumer insights and communicate in a way they can connect better with their consumers whilst staying true to their brand identity.


Talk to one of our experts today and let’s future-proof your brand communications


Koolkids talks: Experiential Marketing for tomorrow

Banner for Connect Marketing KoolKids Talks series on the future of experiential marketing

Aizehi Itua once defined an experience as a series of memorable engagements throughout a journey. For businesses, this comes in form of a transaction. From how latent customers become brand ambassadors, marketing has evolved over time and has developed models to ensure they constantly win at the top of mind, point of sale and after-sales. As technology continues to evolve, new and innovative ways of marketing are being created. One of the most interesting and captivating new methods is experiential marketing.

Experiential marketing uses physical experiences to engage customers and leave a lasting impression. It’s a type of marketing that focuses on creating unique, interactive experiences for customers. It’s also perfect for brands that want to connect with their customers on a more personal level. It allows customers to interact with the brand in a way that goes beyond just seeing an ad or reading a post. Experiential marketing immerses them in an experience they will remember. With so much competition, brands need to find new and innovative ways to stand out from the crowd, and experiential marketing is a great way to do just that. It’s not just about getting customers into the shop; it’s about leaving a lasting impression that keeps them coming back for more. And that’s what it’s all about.

Experiential marketing isn’t only beneficial for brands, but also for consumers who prefer personal interaction with the brand. It’s memorable, more personal, and creates a sense of community around the brand. When people come together to experience something fun or exciting, they feel like they’re part of something special. This can help attract new customers and keep existing customers coming back.

We have experienced the acceleration of technology and for the experiential marketing space, this speed is equally a cancer and a relief. As this broadens the possibilities to be imagined by experience designers. It also improved the quality of work that can be delivered by brands. However, it’s fast paced nature can be costly and make ideas go stale in no time. Having said this, questions have come up about what is next for this space? Is experiential marketing future-proof or just a trend? What does the future of experiential marketing entail?

Well, to be honest, it’s hard to say. But one thing is for sure: experiential marketing will become increasingly important. As technology advances, we’ll see more opportunities for brands to connect with their customers on a personal level.

Think about it: In a world where people are constantly bombarded with advertising, it’s more important than ever to create an experience that people will remember. And that’s where experiential marketing comes in. By creating an interactive experience, you can connect with your customers in a way that traditional advertising can’t.

So how can you use experiential marketing in the future? It depends on your industry and your target audience. But some ideas are:

– Hosting events or experiential pop-ups

– Creating interactive online campaigns

– Developing brand ambassador programs

Here are some trends to keep an eye on in the coming years.

1. Live events will continue to be popular. People love the experience of being in the same room as their favourite author, musician or speaker.

2. Virtual and augmented reality will continue to grow in popularity. Experiences that allow people to immerse themselves in other worlds are always fascinating.

3. Interactive installations are becoming more popular. Creating hands-on experiences is a great way to engage people and remind them of your brand. Real-time

4. Social media will continue to play a big role in experiential marketing. Platforms like Snapchat and Instagram allow people to share experiences in real-time with their friends and followers.

5. Promoting good causes (CSR) 

4. Increased brand collaborations 

As we move further into the 21st century, it’s becoming increasingly clear that experiential marketing is the future. By creating unique, one-of-a-kind experiences, brands can leave a lasting impression on their customers.

If you want to keep your finger on the pulse, consider how you can integrate experiential marketing into your business. If you wish to create an interactive storefront or host unique events, there are no limits to what you can do.

Experiential marketing is a powerful tool that, when used correctly, can have a huge impact on your business. This is one thing we have mastered at connect marketing services having done this for 15 years with over 50 global brands served.

Chat us up today to Start your next experiential marketing campaign today.