Vanguard, FRIDAY, NOVEMBER 9, 2012 — 23
Campaigns, experiential marketing do not change consumers behaviour — African Marketing Forum BY PRINCEWILL EKWUJURU
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HE African Social Marketing Forum has said that commercial campaigns, experiential marketing and engagement through winning propositions and amount spent on campaigns do not guarantee a successful change in consumers attitude. This was the assertion of life experiences of discussants at the first African Social Marketing Forum hosted by EXP, an activation agency in Nigeria, where it agreed that it does not matter how big or how much spent on campaigns, but rather, what tactics are employed to break down the barriers confronted daily, can only help companies achieve their objectives of engaging and making a difference. Speaking, David Boon, Group Director, EXP International, on ‘Experiential marketing, Insights, Learn-
ing and Best Practices,’ said, “from experience, concept of experiential marketing knowledge does not change consumers insight. “We do a lot of work across Africa and have seen a trend of opening the corridors of communication and networking, sharing ideas across industries – all with the view to trying to help in learning from each other in making their efforts more effective.” According to him,”Whether we are in commercial marketing or Social Marketing, Non Governmental Organisation (NGO) field, we are all about behaviour change, while noting that there are three levels of knowledge which are; shared understanding, shared commitment and unity of action. Based these actions, Ms. Lillian Achieng, Social Marketing Regional Coordinator, EXP, East Africa had to tie this to the sanitation programme in
Tanzania and Lighting Africa Programme in Kenya, whilst giving best practice and insights from East Africa on sexual and reproductive health, renewable energy, civic
education, hygiene and sanitation which worked as a result of the social marketing mechanism fused into the programmes.
Euro Global unveils new products at partners’ forum BY PRINCEWILL EKWUJURU & ESTHER ONYEGBULA
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URO Global Foods and Distilleries Limited has unveiled three new products; Savana Apple Drink, Julius Tonic Wine and Tempranillo Wine, as it fetes trade partners. Speaking at the event, Director, Sales, Euro Global Foods Mr. Felix Aighobahi, lauded the distributors for attending the 2012 Partners’ Forum. According to him,“This event will help us continue to build strong rela-
tionships and to share exciting information about our new products, and we always receive great feedback from our customers that further help us meet their expectations.” He disclosed that as part of Euro Global’s mission to provide quality products for all classes of the society, the company is continually investing in state of the art production equipments that both guarantees the company’s ability to meet product demands while also ensuring reduced production cost.
P&G’s Always Pad, Williams Sisters join forces to empower girls By PEACE ONYEUKWU
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LWAYS sanitary Pad from the stable of Procter and Gamble (P&G) Nigeria has joined forces with visiting international tennis stars Serena and Venus Williams to empower and inspire girls at the Government College, Ikoyi. Commenting on the Williams sisters’ visit, Temitope Iluyemi, External Relations Manager, West Africa of Procter& Gamble, said the Williams sisters visit has empowered more girls to break the moulds that have stood between them and their potential. They surely now dream bigger and strive harder as a result. “Their support of our puberty education programme is another way to help give these girls the confidence to enjoy womanhood without
limits.” The programme is designed to empower girls to live life to their fullest. 800,000 Nigerian girls take part every year and 8 million have benefited so far since inception 12 years ago.” Serena Williams sharing her life experiences, narrated stories on their setbacks and how she had overcome them to return to the peak of her game; “Luck has nothing to do with it, because I have spent many, many hours, countless hours, on the court working for my one moment in time, not knowing when it would come”. Commenting on the importance of sisterhood in facing challenges, Serena mentioned how supportive her sister had been through the years helping her cope with a variety of challenges both on the field and in life.