What’s your name and position within the organisation?
I am Kazeem Abimbola, Managing Director of Connect Marketing Services Limited, a Sponsorship and Experiential Marketing agency located in Africa’s largest commercial hub, Nigeria.
Connect Marketing Services creates experiences that help brands connect to their audiences, engage and build lasting, profitable relationships. With global and local partners and affiliates, we boast of over a decade servicing world class brands in countries across Africa.
How did the organisation come to work with the current sponsors?
Over the years, we identified the gap and opportunity in the sponsorship and experiential marketing sector. Organisations did not have a good understanding of the concept, the fair market value, how to leverage sponsorship and the evaluation process needed to measure Return on Investment (ROI) and Return on Objective (ROO).
We prioritised creating methodologies to gain consumer insight and tools for measurement and evaluation.
These were the thoughts that birthed Connect Marketing Services. To further understand and serve as thought leaders in this sector, we prioritised creating methodologies to gain consumer insight and tools for measurement and evaluation.
This made us the go-to Agency for top brands in the Sponsorship and Sports Marketing sector.
What ‘bigger picture’ did this relationship seek to meet?
In most of the markets in Africa, there is a dearth of reliable data, or records, or even global best practice in the marketing space.
When brands invest in assets, they invest because of several objectives, our reason for being is to help to create a bridge that enables these investors to meet and exceed their stated objectives. In most of the markets in Africa, there is a dearth of reliable data, or records, or even global best practice in the marketing space. We seek to create standards and performance indices that clients agree to and to build those platforms that enable them to dial up consumer passions.
The goal is to create the ultimate win/win scenario. Make returns by ensuring Clients generate revenue and Consumers have ideal products, services and experiences. We have a track record of these engagements in Banking and Finance, Telecommunications, Technology, FMCG and other key sectors of the economy. Our work record covers the B2B and B2C sectors.
How is the effectiveness of the relationship(s) measured?
The primary criteria we use to measure the effectiveness of our relationships with clients is the outcome of client reviews. Based on agreed criteria, we submit ourselves to regular reviews. In terms of our existing clients, we have several clients that we have worked for in the last seven years out of our ten-year history.
Other key criteria will be references and advocacy from clients, mutual success in attaining financial targets, frequent and deep interaction with key stakeholders and being a part of our clients strategic planning process. We have lost a few clients in the past dues to global agency realignments, etc.
A major constraint is brands wanting a quick fix of ROE – not understanding that investment in sponsorship takes long term return of investment.
Managing a broader and cross section of brands comes with its own significant challenge. A major constraint is brands wanting a quick fix of ROE – not understanding that investment in sponsorship takes long term return of investment. We have been able to provide a tailored clientele solution through informed sponsorship market dynamics and how to leverage it effectively within short and long term.
What metrics do you use?
Our Partnerships and Affiliations provides us with the necessary access to global methodology and best practices. With a KEY PLAN methodology (research, Evaluation, Filter & Score, Tactical Plan & Measurement) – we identify measurable ROO/ROI objectives, create leveraging programs, define measurement tools and establish success criteria’s like length of service, revenue of business, knowledge of client and level of interaction, recommendation & advocacy to client to mention a few.
What are the current trends within your business area, and how are they affecting how you work and how you deliver on strategy?
The industry is evolving showing favourable indications that integrated marketing helps synchronize digital solutions that impacts on the lives of peoples at a broader base in Africa.
Growth in smart phone penetration and the rising tide of millennials (& their insatiable needs) are key determinant for us as an agency…
Growth in smart phone penetration and the rising tide of millennials (& their insatiable needs) are key determinant for us as an agency to grasp and at intervals audit to understand their passion point and leverage to help brands connect through insight thus delivering on a focus strategic options yielding measurable result.
How has sponsorship changed in your industry over the past few years?
A case study for comparison will be Nigeria music industry and the flood of brands aiming at key influencers who help brands connect with their target audience. In 2006/7, we experienced this boom.
And how do you think it’s going to change in the next five years?
In five years’ time as a sponsorship expert, I see agencies co-owning properties like COACHELLA for instance and getting clients to buy-in and connect with its audience.
Today, we still see brands positioning themselves as youth-focused brands, sponsoring and owning properties that touches key youth passion point. In five years’ time as a sponsorship expert, I see agencies co-owning properties like COACHELLA for instance and getting clients to buy-in and connect with its audience.
How are you harnessing and executing on digital strategy?
Harnessing technology is the new oil for not just Nigerians but Africans, brands wants a wider and targeted reach to position its offering. We have identified that data mining in Africa is a challenge /opportunity that when effectively resolved can be leveraged to fit brands.
What challenges have you encountered, and how have they been overcome?
Africans are multi-talented, and the growth of science and technology is still at infancy. Our organization is challenged to continually lookout for opportunities that will build Africans together using science and technology and proliferating made-in Africa brands to compete with the western world.
The Sponsorship and Experiential marketing industry has been a fast growing and yet challenging at the same time. Connect Marketing has not been an exception to these challenges but due to experience and a methodical approach, we have been able to rise above these challenges.
Some of these have included the following:
Staff Retention and agency proliferation: it has become increasingly hard to retain permanent staff in this sector due to the proliferation in the industry. Many staff leave to other agencies and some to start agencies. The barrier to entry is low.The case of contract staff is even more pressing. They make up the bulk of operation staff and when they are not retained, the standard of sponsorship leveraging, and activations reduce significantly.
Our Remedy: For permanent staff, we put in place a structure and policies that enable individuals enjoy the benefits of profits associated with business development and an innovation programme to bring personal dreams and passions to life.For contract-based staff, we created a programme which allows staff to carry out other tasks and jobs when not contractually employed by us. However, we maintain loyalty by providing basic allowances and training which also keep them up to speed with the industry trends.
High Expectations associated with technology and digital marketing: With the growth of technology and the “take over “of digital marketing, clients have really high expectations in terms of operations and standards (as seen in other events and activations worldwide). Some clients are not aware of the challenges in procurement and deployment of these facilities due to infrastructural constraints.
Our Remedy: Frequent training and international partnerships. These have help us take the societal limitations into account and provide world class technology driven solutions and good leverage of digital marketing platforms.
Vendor partnership and selection: the demand for quality over quantity is a key factor for us. Its paramount that in a porous marketing environment like Africa that we identify vendors that can eliminate at least 85% of the problem using a high-performance level, multitalented team of professionals.
Our Remedy: That’s why we provide a 360-degree integrated marketing solution to our client. We are comprised by a uniquely talented professional whose football print and tools meets world best standard practise.
This we leverage and help brands customise to fit the African terrain.
www.connectmarketingonline.com
email: info@connectmarketing.com