An complished brand strategist and CEO of Neo Media & Marketing, Mr. Ehi Braimah has explained why Experiential Marketing will continue to grow in Nigeria. Ehi, who was speaking on the second anniversary of Experiential Marketing Association of Nigeria (EXMAN) revealed that with reduced global resources, brands worldwide now know the importance of creating the right experience and they are moving from above to below the line.
Assessing the performance of EXMAN in the last two years, Ehi, who is a trustee of the body, feels the association is promoting a sense of community for all registered practitioners who are now guided by the code of conduct. “EXMAN also allows for genuine interaction, networking, capacity building and training to bridge the knowledge gaps that existed”, Ehi stressed.
On challenges facing the association, Braimah identified getting the right fee for services; marketing budgets that are consistently scaled down due to the current economic circumstances and the effect this trend has on members income.
Looking at the area of solution he said, “we are working hard to ensure that EXMAN takes it rightful place in the marketing communications industry”. Explaining further, he said, “We must meet up with the rest of the globe. Experiential Marketing is growing big in other parts of the world. We are talking about corporate events, mobile marketing, sponsorship, brand pavilions, flash mobs, mall marketing, influencers’ campaigns, live entertainment, hospitality programmes, road shows, multi-cultural events, field marketing, trade shows, and many others. There are huge opportunities”.
Ehi, a graduate of Industrial Mathematics from the University of Benin, has 28 years’ experience in a career spanning journalism, public relations, entertainment & leisure marketing, and event management. He has consulted for a plethora of multinational organizations including, Coca-Cola, Unilever, Cadbury, Promasidor and Nigeria Breweries amongst others. In 2013, after only four years of operations, his company, Neo Media was ranked among the top 50 fastest growing companies in Nigeria by the Allworld Network and Tony Elumelu Foundation.
He is a member of the Nigerian Institute of Public Relations (NIPR) and the Nigerian Institute of Management (NIM) and the Nigerian-American Chamber of Commerce (NACC) where he serves as Chairman of the Programmes Committee of the Chamber.