Marketing presentation given at the Business Writing Skills Workshop, a project of the Lagos Hub of the WEF Global Shapers Community

1. WEF Global Shapers – Lagos Hub
Business Writing Skills Project
MARKETING WORKSHOP

2. Brief Introduction
BRENTT Consulting is a young and dynamic marketing
consulting firm, founded in 2008, that provides marketing and
business planning services for small businesses and
entrepreneurs. Our services can be divided into two: Planning
& Marketing Data.

3. Brief Introduction
Lola Talabi-Oni, MCIM & Member ESOMAR, has over 10 years work experience with
companies such as Cadbury Nigeria, LTC-JWT Nigeria, IBM Canada, LTC-JWT, Cadbury
Nigeria, and Goodwin Procter LLC, USA. In 2008, she co-founded, BRENTT Consulting, a
marketing consulting firm focused on market research for SMEs in Nigeria and across
Africa. She is currently Co-Founder/CEO of Jobtree, a tech startup in online recruitment slated
to launch in June 2013.
Lola holds a B.Com(Hon) Marketing & International Management, from the Tefler School of
Management - University of Ottawa and was nominated a WEF Global Shaper of the Lagos
Hub in 2012.

4. WHAT EXACTLY IS MARKETING?

5. Basic Marketing Definition.
Marketing is essentially ALL activities and
programs that draws interest into your
product/brand/service and creates „intent to
buy‟
• Sales on the other hand deals ONLY with the follow through of the „intent to
buy‟

6. 4 Ps of Marketing
PRODUCT
PRICE
Coke PET
N150
What are
you
offering?
What is
the value
to me?
PLACEMENT
• Shoprite
• TFC
• Ozone
Where will
I
see/touch
it?
PROMOTION
„Bring 3
caps get 1
free bottle!‟
How will you
entice me to
it?

7. MARKETING PLAN v. BUSINESS PLAN

8. A Good Marketing Plan:
•
Has done an environmental scan – competitors vs. your offering
•
Is focused on ONE key target audience but has viable secondary audiences
•
Has a 4P plan for each target audience
•
Is backed by local & relevant market research
•
Has a strategy & direct objective for each media – including social/new media
•
Ties budget
to timelines
to direct goals

9. A Good Marketing Plan:

10. Setting Target Audience
•
Research the current industry
– Top players?
– Middle players?
– Lower players?
– Why?
Attributes Important to Industry

11. Segmentation
CHOCOLATEY
Milo Can
FOOD DRINK
Milo
Ovaltine
Horlicks
Three Crown
Choco
MILKY
REFRESHING
MALTY
Bournvit
a

12. Target Audience
Segment: Malty, Milky
Brands: Milo, Ovaltine, Horlicks
•
Who are they? -- Age, Gender, Income, Lifestage (Married? children?)
•
Where are they? -- VI? Ikoyi? Ikeja? Okoko? Yaba? Unilag? Church? Office?
•
How big is the group size? - All tea drinkers? All parents? All children?
•
Where do they usually buy? - supermarket? open market? online shopping?
•
Media Habits? -Dstv? Social Media on mobile? NTA? iPad? Internet access?
•
Why do they use? -- to sleep? to replace meals? because it‟s cool/fashionable?

13. Always Remember
Trying to be everything to
everybody will only leave you
being nothing special to
anybody!

14. BRAND STRATEGY

15. Brand DNA
Who EXACTLY is your brand?
• Youthful
• Quirky
• Business-like & Professional
• Best Friend
• Favorite Aunt
• African? Nigerian?
• Funny
• Naughty
• Wholesome
• Heritage
• Creative

16. Unique Selling Point (USP)
What is the one special
thing about your brand
that no other can boast
about?
UNIQUE SELLING
POINT
???
„Farafina is a wholly Nigerian publisher publishing a variety of great books at
world-class standards‟

17. Brand Cohesiveness
•
Your brand DNA and your USP (brand identity) must flow through EVERY single customer
„touchpoint‟ or experience with the brand
•
You must live and breathe the essence of your brand. It starts with YOU!
•
It should be refreshened and evaluated every few years.
•
It should be consistent throughout ALL communication – business cards, handbills, radio
jingles, sales pitch, manner of dressing, how phone is answered.
• MUST BE REAL!

18. INTEGRATED MARKETING

19. Integrated Marketing
OBJECTIVE
STRATEGY
TACTIC
EXECUTION
“I want to increase sales of my
designer work shirts”
“Every bank worker on Herbert
Macaulay must buy at least
one of my shirts”
“Roadshow& Handbills”
“Hire students to hand out
handbills; hire roadshow
company to parade Macaulay
on Mondays for 2 5 weeks”

20. Golden Rule of Marketing
Every kobo you spend for
„Marketing‟ should be tied to an
objective & strategy.
• If you don‟t know or can‟t figure out the objective & strategy, SAVE YOUR
MONEY!

21. Common Marketing Objectives
•
Generate sales
•
Increase my market share i.e expand into a top player
•
Refresh your brand/brand image
•
Educate your customers (new regulation, new innovation, new endorsement)
•
Damage control for negative reviews or bad press!

22. Marketing Tactics
Advertising
Sales
Promotions/Discounts
Personal Selling
Integrated
Marketing
Mix
Public Relations/Press
Conferences/Events

23. Advertising Tactics
Low Cost: BE CREATIVE!
ffdd
• Handbills
• Email Marketing
• Bulk SMS
•Tshirts
• Facebook Ads
• Other Online Marketing
•Roadshows
• Business Cards
• Vehicle Ads – Stickers
• Blogs
• Newspaper Columns
• REFERRALS & ENDORSEMENTS!
•
Key (and fun!) is to be creative. Almost anything can work if you know your target
audience VERY WELL.
•
You can also use low cost advertising tactics in between big campaigns for continuity.

24. Advertising Tactics
High Cost: SCRUTINIZE!
ffdd
• Billboards
• TV Ads
• Some Online Advertising
•Roadshows
• Newspapers/Magazine
•DStv
• Sponsorships
• Cinema Advertising
• Outdoor Marketing
•
Always schedule high cost campaigns in groups for maximum impact. Sustain them
during down times with low cost campaigns
•
You can also use low cost advertising tactics in between big campaigns for continuity.

25. THANK YOU!
BRENTT Consulting
@InfoBRENTT
http://brenttconsulting.wordpress.com
www.brenttconsulting.com
info@brenttconsulting.com