“The experiential agency of the future is an agency which will still be able to create that deep engagement using the five senses. These can help us create deeper engagements, open new markets and build future markets for the brands we represent. I would say that the post-recession is for us to retool and initiate developments of new and fresh competencies. “Clearly, there were the times of plenty. I believe this is the best way,” Afolabi emphasises. We also need to understand and create deeper engagement with our consumers in new ways. We ourselves need to be creative and employ technology. Key factors that will underpin experiential marketing Brands will definitely want to continue to engage with their consumers,” he says. Two things will definitely exist: brands and her customers. “However, there are opportunities which speak to the core of our activities. It is about creating and involving people’s senses through what I call ‘senspiration’ engagements. This is more about creating connectivity, engagements and one-on-one contact with people. “Today we have a recession, which has a direct impact on the kind of industry which we have. This is because, along the way, some competitive advantages are going to wane and new ones will evolve,” Victor Afolabi, founder of a Nigerian experiential marketing agency GDM Group, has told Marketing Edge, NigeriaĪfolabi takes a look at the practice and challenges of the experiential marketing business in the age of the new normal, a recessionary Nigerian economy, and the future. However, there’s reason to engage the market in a new way.
“I think there’s always an opportunity for the experiential industry. Nigerian agency boss discusses the need to see beyond the the experiential marketing space in ‘the age of the new normal’.
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