Presentation on theme: "Corporate Profile 2014. WHO WE ARE A passionate community of brand experts with a cursory eye for enlivening the brand proposition through action- inducing."— Presentation transcript:
The Brandstrat & ID Process Process The Brandstrat & ID
Our Point of Difference At Brandstrat & ID, we provide an innovative and practical approach for market evaluation and penetration. Our own desire is to partner YOU in your endeavour to respond to the challenges of your immediate industry, within the realities of the economy, in order to respond favourably to the needs of your customers. This partnership is based on our philosophy of: Researching customer attitudes / behaviours Understanding your brands salient benefits Embedding desired brand image in customers mind.
The Brandstrat & ID Process Listening to the voice of the Customer We will begin by closely studying users and prospective end-users of your product / services This is with a view to securing accurate information on present brand perception from your customers point of view. This we call Customer Intimacy. Identifying Primary Customers To broaden your market penetration objectives, Brandstrat & ID proposes the empirical method of identifying primary customers, by segmenting the market : - Where do prospective customers live/work - Their lifestyles and social interests - What media are they often exposed to.
The Brandstrat & ID Process The Challenge of Change In the highly competitive world of marketing communications, the market for goods is shrinking whilst the creation of goods and services are on the increase. Innovation is therefore synonymous with corporate survival... we ask is there a fresh, incisive approach? The customers mind by nature craves variety. As such when boredom sets into the relationship with a brand, intimacy is destroyed and the erosion of loyalty sets in. By constantly seeking fresh ways of sustaining customer intimacy with your brands, Brandstrat & ID achieves her primary goal of matchmaking brands and consumers for a mutually beneficial and lasting relationship.
The Brandstrat & ID Process Our Account Management Approach We believe that understanding the clients business and industry is a prerequisite to adding value. We achieve our understanding through: –Client Immersion Sessions: On being awarded a piece of business, our first step is to arrange an immersion session with the client whereby the designated account management team arranges and attends a workshop with the client to gain a 360- degree understanding of the business. –Competitive Intelligence: With the clients approval, the agency will source information on competitive activities as well as media and product surveys specific to the clients industry to gain a fuller understanding of the clients competition and target market.
The Brandstrat & ID Process Our Account Management Approach contd - Service Level Agreement: the Agency utilises this as a key instrument to ensure that delivery to the client is of top quality and timely. The SLA forms an appendix to all our contracts with the client. It is an agreement which requires the input and agreement of both Agency and client to predetermine deliverables and turnaround times. - Activation Monitoring: the Agency is saddled with the responsibility of monitoring any field activity being executed by its team on the field. This is to ensure: i) that the activities of both the Brand Ambassadors and their Supervisors are put in check so as to ascertain if they are properly conducted on the field ii) to confirm if the activation team(s) is/are working according to the brief handed to the Agency by the Client iii) to have first-hand knowledge of issues that may arise on the field during activation and be able to get back to Client for immediate action iv) to be able to set standard that would serve as a benchmark for future field activations
The Brandstrat & ID Process Staffing and Training Deployment Training & Simulation Recruitment Personnel Interview 2 weeks before activation 2 weeks before activation 1 week before activation At the start of activation
The Brandstrat & ID Process Networking and Logistics Brief & Secure cooperation of stakeholders at all outlets Validate the data-base of all outlets to be activated Delivery of sampling/sales stock and Merchandising items Agree scope of activity, number of outlets to be visited & final budget 4 weeks before activation 3 weeks before activation 2 weeks before activation 2 weeks before activation Finalize route plan & personnel deployment, sampling stock Req 2 weeks before activation
The Brandstrat & ID Process Logistics Administration Personnel Deployment Daily Stock Summary Report Templates Daily Performance Report Template Weekly Stock Summary Report Template Location Change/Deviation Report Template Project Plan Stock Requirement
The Brandstrat & ID Process Capability financial We have the financial capability of executing activation projects in excess of N300 MILLION
THE CHALLENGE To fund expansion, Bank PHB needed to raise N200 billion through initial public offer within 8 weeks Pre- IPO, the banks awareness and imagery was not high enough to warrant high consumer confidence and stock purchase Brandstrat & ID was commissioned to design and implement on-the-ground consumer engagement programme to address problem
OUR APPRACH - WHAT WE DID Brandstrat & ID designed and managed investors forum We designed and implemented street-level activation across 7 major cities in Nigeria
Locations: Katsina, Uyo, Ilorin, Enugu, Akure, Kano and Owerri Bank PHB Initial Public Offer (Investors Forum)
RESULTS Bank PHB IPO was over-subscribed by 24% Banks awareness increased across the country, particularly in the core North
To make available Oando 3KG O-Gas cylinder for the bottom of the pyramid to encourage them to switch to using cooking gas as the preferred alternative cooking fuel to the Kerosene, firewood, coal and dung THE CHALLENGE Pre-activation, the bottom of the pyramid sees cooking gas as a status thing that is beyond them and therefore favours other cooking fuels that are harmful to their health and the environment
Brandstrat & ID was commissioned to design and implement on-the-ground consumer engagement programme to address problem THE CHALLENGE contd
OUR APPRACH - WHAT WE DID Brandstrat & ID designed and managed the consumer engagement programme We designed and implemented street-level activation across 7 locations within Lagos as text-run before a pan- Nigeria campaign scheduled to start first quarter of 2014
OANDO 3KG O-GAS MARKET ACTIVATION IN LAGOS AND ENVIRONS
Over 12,000 people were engaged over the 7 days of activation by the Brand Over 2,000 units of gas cylinders were sold while close to 120 retailers came on-board in the different locations activated RESULTS
THE CHALLENGE To generate adequate awareness for Air Nigeria with air travellers in Lagos most especially traders Pre-activation, the Airlines awareness was very low and it does not have a clear cut brand image Brandstrat & ID was engaged to design and implement a street level activation that will address the challenges stated above
OUR APPRACH - WHAT WE DID Brandstrat & ID designed and implemented street level activation in areas contiguous with our target audience, with special focus on markets across Lagos Brandstrat & ID designed and managed the street level activation
The Brandstrat & ID Process Our Gallery AIR NIGERIA AWARENESS GENERATION CAMPAIGN IN LAGOS
RESULTS Air Nigeria ticket sales increased by 35% within 2 months after campaign in Lagos and over 20% increase was witnessed in other destinations across the country
The Brandstrat & ID Process Our Gallery The library launch took place in the following locations: Abuja, Kaduna, Enugu, Katsina, Bauchi, Sokoto, Minna, Asaba and Kano Bank PHB National Scholars Scheme (Library Launch)
The Brandstrat & ID Process Our Gallery Virgin Nigeria Street Level Activation in Calabar & Eket
The Brandstrat & ID Process 0ur Gallery Sterling Bank New Image Campaign in Abuja, P/Harcourt and Lagos
The Brandstrat & ID Process Clients worked for: Oando Oil & Gas BestBrands Limited Bank PHB (now Keystone Bank) Virgin Nigeria Sona Breweries Society for Family Health Plant Geria Nigeria Limited astraLogica GSM Refill Vouchers Niger Insurance Plc Cosmos Trade Limited Legacy Foods
The Team Rotimi Fayemi arpa, mnimn – Chief Executive Officer Rotimi Fayemi is a brand expert with experience spanning over 17 years. A graduate of Obafemi Awolowo University, Ile-Ife, he started his carrier at LTC Advertising, now JWT/LTC as a Client Service Executive. He worked on different accounts among which were: Guinness Nig. Plc brands, Royco Seasoning Cubes, Andrew Liver Salt, Habib Nig. Bank (now Bank PHB) to mention a few. He left LTC Advertising in year 2000 to set up and manage Trump Marketing Services with like-minded people. In 2007, he started R.F Consulting - an Integrated Marketing Communications company, which later metamorphosed into Brandstrat & ID Limited – an integrated below the line marketing support, branding and activation Company. He is a versatile branding expert and has attended various courses on branding, direct marketing and business development.
The Team Safat Atinuke Olayori – Head, Client Services Safat is a graduate of Mechanical Engineering from the University of Lagos. She started her career in advertising in 2005 at TQA International where she worked on MALTINA SIPIT activation which involved town-storming and road shows around Lagos. She later joined Discovery Brands Management where she was actively involved in Lacasera SEARCH FOR SERA. She also worked on DN MEYER, CRUSADER, PRICEWATER COOPER amongst other accounts. In 2010 she joined Black and Precious Advertising as Head, Business Development and managed many blue chip accounts. She joined Brandstrat & ID Limited in 2012 as Head Consultant, Client Services.
The Team Femi Olubajo – Head, Activation and Deployment Femi is a graduate of Political Science from Ogun State University, Abeokuta. He started his carrier with Town Criers and left after 6 years as Project Supervisor. Projects Femi has worked on include: Benson & Hedges Road Show (pan Nigeria) in 2001, Maltina Road Show (pan Nigeria) in 2000, So Klin Detergent Road Show (North East) in 2004, Virgin Nigeria Crazy May Offer in 2006, Dr. Brown Sanitary Pad (sales and awareness drive), Star Trek in 2003, London Challenge-2002 to 2004. Virgin Nigeria awareness drive in Calabar / Eket in 2007, Virgin Nigeria awareness drive in Sokoto in 2007, Bank PHB Investors forum in 2007, Bank PHB National Scholars Scheme (Library launch) in 2008, Sterling Bank new image campaign in 2009.
Olamide Garba - Head, Operations Olamide Garba is a graduate of Civil Engineering with a knack for Marketing Communications. He graduated from the University of Ilorin in Kwara State. He started his carrier with Towncriers in 2003. Projects Olamide has worked on include: - Benson & Hedges Menthol Pull sales/reward promo in P/Harcourt -2003 - Globacom launch in P/Harcourt-2003 - Starcomms sales promo in Lagos-2004 - London King Size Pool Challenge in the S/West, S/South and S/East of Nigeria-2004 - V-mobile Project Rose in the South West-2005 - Golden Penny sales promo in Lagos-2006 - Heineken Project Sell Out in Lagos-2006 - Benson & Hedges Visual Pool Project in Lagos-2008 - Rothmans LEP promo in P/Harcourt-2009 - London King Size Project Sparkle in Lagos-2010 - Pall Mall Open 24/7 campaign in Abeokuta-2011 The Team
Gboluwaga Idowu arpa – Head, Strategic Planning Gboluwaga is a graduate of Fine and Applied Arts from the Ladoke Akintola University of Technology, Ogbomoso.He started his career in advertising at Rosery Limited as a client service executive and doubled as operations supervisor. He later left for Ethical Marketing and Services Limited (an integrated marketing communication outfit), he rose to the position of Head, Client Services and business development. He has managed many blue chip accounts and FMCGs including PeakMilk, PZ, Toyota, Sharp, Virgin Nigeria and Bank PHB.