Experts Share Incisive Case-Studies At 2016 African Experiential Marketing Summit in Lagos

The ninth edition of African Experiential Marketing Summit with
the theme ‘The University of Brand Experiences’ was held recently in Lagos. The
event attracted many international experiential marketing experts who presented
papers and shared quality experiences and case-studies. The speakers include
Dan Hanover, Founder and Editor of Event Marketer magazine, published in the
United States of America, Noukuthula Radebe, Marketing Manager at Yellowwood
Brand Architects and Carol Abade, Chief Executive Officer, EXP Group amongst

Presenting his paper on the theme of the event, besides thrilling
the audience with emotional driven experiential marketing case studies, Dan
Hanover revealed that “Experiential marketing can be used successfully to build
relationships, raise awareness, increase loyalty, establish relevance,
encourage interaction and product trial, create memories, stimulate positive
word of mouth, change the mind of dissatisfied customers, create product
desire, verify the target audience and increase return on marketing
The celebrated ‘Marketing Magician’ who is the world leading
provider of experiential content also said “Africa is gradually accepting the
model of social media and experiential marketing. Africa consumers have
progressed over the last five years and are becoming digital natives using all
the forces put in place to evolve quickly over the next couple of years not
only to a population super power but a brand super power.”
Carol Abade on her own path explained that “Experiential marketing
is about enabling personal connections between brands and consumers by creating
real life experience worth sharing. These experiences combine digital and real
world connections to create stronger memories and emotional bonds between brand
and consumers.’
Carol also stressed that marketing need to shift boundaries. “We can’t
develop the right brand strategies without real consumer insights. We must
bring back agencies into a collaborative process that focuses on the target.”
Also speaking at the event  Nnena
 said the most
powerful experience are those that are shared. Experiential marketing is not
about PR stunts but about connected experiences that put the user at the centre
to not only connect with the brands but also share their experiences through
their own social networks.
Noukuthula Radebe spoke on the place of social media in
experiential marketing. According to him
media is a channel not a strategy. It is a tool that should sink in with brands
around the world. In order to stand out and earn a coveted place in consumers’
hearts and minds, brands and agencies need to create viral and lasting
impressions through connected, impactful experiential marketing activations.”
The African Experiential Marketing Summit is a brain child of EXP
Marketing, an Experiential Marketing Agency with operations in 15 countries
across Africa. It is a forum organised to learn, share and discuss experiential
marketing trends and strategies in the African market.