EXMAN introduces brand ambassadorship program •Tasks FG on effective experiential marketing

Experiential Marketers Association of Nigeria (EXMAN) has announced the launch of its Certified Brand Ambassador Program (ECBAP), aimed at protecting and rewarding non-staff of the 40 agencies under its umbrella,  who form the greater part of the industry’s workforce.

Announcing this at the just-concluded Annual General Meeting of the association, held in Abuja,  recently, the president, Dr Rotimi Olaniyan, who also announced the launch of the association’s newsletter, explained that the decision to introduce the program was informed by the need to re-organise the operating structure of the activation industry.

Dr Olaniyan further stated that one of the ways the association hoped to achieve this would be by establishing a central register of field activation personnel across the country, while also offering on-line and distance learning as well as all year round group life and personal accident cover to brand ambassadors recruited by any of EXMAN’s 40 member agencies.

According to him, the initiative which would be insured by Mutual Benefits Assurance, had become necessary since the experiential marketing industry employs over 25,000 contract and part-time field activation personnel on behalf of brands,.

The EXMAN boss also announced the launch of the association’s newsletter, the EXMAN Quarterly, which would serve as the official mouth piece of EXMAN and the experiential industry.

‘The objective of the newsletter is to ensure that it helps to establish our foothold within the broader marketing industry, and project our thought leadership as active practitioners in the service of brands.

The editorial slant of the newsletter will be to inform, educate and promote the practice of experiential marketing as a leading profession with the larger marketing communications industry,’ he stated.

Meanwhile the association, in a position paper, read by its president, has charged governments at the three tiers, across the nation, to make effective use of experiential marketing, citizen engagement and community relations in marketing their policies to the citizenry.

Describing the three marketing elements as the most effective and potent ways of engaging Nigerians, the EXMAN boss described the association as offering the opportunity for government to gain sufficient partnership from the private sector for its initiatives.

“We offer the opportunity for government to receive immediate feedback from citizens on the effects of their public policies and projects. The association has healthy relationships with most communities across the country, due to many years of brand activations and engagements within these communities,” he added.