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Dwindling fortune worries experiential marketers

By Editor
26 July 2015   |   11:00 pm
The newly elected executive council of Experiential Marketers Association of Nigeria (EXMAN), led by the president, Dr Rotimi Olaniyan has resolved to confront the several challenges facing their operations, which include dwindling revenue, reduced margin, and slow growth amongst others. The new leadership made this known after its 2nd Annual General Meeting in Abeokuta recently…

The newly elected executive council of Experiential Marketers Association of Nigeria (EXMAN), led by the president, Dr Rotimi Olaniyan has resolved to confront the several challenges facing their operations, which include dwindling revenue, reduced margin, and slow growth amongst others.

The new leadership made this known after its 2nd Annual General Meeting in Abeokuta recently where a new executive member was elected. Apart from Olaniyan, others in the new exco are Vice President-Wole Olagundoye; General Secretary- Kehinde Salami; Financial Secretary-Kayode Idowu; and Publicity Secretary- Abiodun Oshinibosi.

The new president said the new team would work at growing profitability and market size. He believed that the 25 per cent growth rate is realizable given the six critical goal areas set up to drive the process.

An optimistic Olaniyan said this would be achieved in the next one year and to achieve this, he said the body would only worry itself about six critical goal areas.

“First is revering the industry and basically protecting the industry from non-professionals, and secondly, is about thought leadership. This is putting in place initiatives that would ensure that we maintain cutting edge as a practice and professional service industry.”

Other areas, Olaniyan believed could spur the intended growth rate include improving the internal training capacity and focus on client engagement. “We will focus on client engagement as a critical issue. It is time to set up a proper forum to be able to engage with clients and bring them up to speed with the challenges that we all faced.”

According to him, “Everybody in the experiential marketing industry is complaining, we have reduced margin, we have payment compensation terms that we don’t feel is adequate to cover our operational cost not to talk about the little profit at the end of the day, which we can use to reinvest, so there is a need for us to do some work in that area,” he said.

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