By Merit Ibe
Stakeholders in the marketing field have asserted that becoming a sustainable marketer is no longer optional as sustainability has become a necessity for the future.
Issues around this claim was the crux of discussion at a recent Industry Summit themed: “Sustainable Marketing for Growth,” held in Lagos recently.
In his keynote, Marketing Director, Nigerian Breweries PLC, Emmanuel Oriakhi, who was represented by Samson Oloche, Portfolio Manager, NB Plc, pointed out that as consumers are becoming more conscious of their environmental imprint, sustainable marketing is becoming more important.
According to him, “the economic challenge affects every player in the economy. It is only when we come together that we can tackle the challenges and forge a way going forward,” noting that there are different consumers with varying expectations there is therefore the need to create products that meet them at their various needs.
“It is important to know that we cannot talk about fixing an industry without addressing the problems each individual group in the industry face to be able to fashion out a holistic solution to the total group.”
He further stressed that sustainable marketing ensures that marketers adopt ways of ensuring that the expectations are met, adding that, there is so much the consumers want from brands and so as brand managers, what we are giving in terms of value should be beyond what we are getting from the consumers.
“Sustainability is a journey which has not arrived at its destination but it is up to all of us to find a way to make an impact on the consumers and the environment at large. Social media is playing a huge role in ensuring that every conversation is brought to the fore hence brand managers should take advantage of this to put their brand in front of the people and to control the narratives.”
Also, in her presentation, one of the guest speakers, Omobolanle Victor-Laniyan, Head of Sustainability, Access Holdings, who was represented by Moji Coker, Head of Communication, Access Holdings disclosed that, “Innovative marketing requires that a company innovates by producing new products and services while improving and updating existing ones. This strategy often ensures that companies continuously identify better ways to develop and market products and services.”
She noted that “companies adopt innovative methods through new product development, product packaging, positioning strategies, specifications, market segmentation, customer value, delivery of goods and customer satisfaction. Enlightened marketers and sustainable businesses understand how to market new products or enter new markets successfully. They also know that the perfect way to grow and achieve success is always to offer consumers what they want.”
She pointed out that, “Meeting Customer Priorities: With increasing awareness about environmental and social issues, customers prioritize sustainability when making purchasing decisions. Sustainable products offer long-term value and positive impacts, aligning with customers’ desire to support environmentally and socially responsible brands. Studies indicate that a substantial portion of consumers are willing to switch brands if they perceive a lack of sustainability, underscoring the importance of integrating sustainable practices into marketing strategies.”
A guest speaker, Brand, Strategy & Communications Manager, Stanbic IBTC, Rita Akao said, “Build your ideal target audience biography (clients, employees shareholders, regulators, activists, stakeholders, or the public) Know how and where to communicate with your audience. Listen to what your audience says back to you.”
According to her, “plan to integrate a strategic plan to reach the right audience at the right time, to drive the best results. Select the best intervals for your communication. Consider having a specific plan per project also. Be consistent.
“Create milestones and communicate them effectively. Measure success of a programme by how many people it touches (impact). Report your success and impact. Use a good topic around the problem your audience has. You need great engaging content – quality and not just quantity. Be unique, creative, useful and above all, create content your audience needs.”
Also, panelists at the event resolved that consumers are key to brand building, therefore, taking consumers into cognizance while developing a sustainable marketing plan for growth is not only important but crucial.