The NAFDAC Head of Investigation and Enforcement, Federal Taskforce, Embugushiki-Musa Godiya, also said the agency would work to ensure that fake cosmetics and other counterfeit products were completely wiped out of the country.
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Mastering digital-age marketing communications skills
By Goke Ilesanmi
The concept of effective communication, whether Marketing Communications and/or Corporate Communication, has changed in scope and dynamics in this digital age with the multiplicity of technological devices and social media platforms. The world is now a global village with many business and career opportunities as well as global threats of competition. We need to be able to communicate well to overcome the challenges and stay ahead of competition.
Marketing Communications refers to the various media, means and/or tools adopted by corporate organisations to convey messages about their products, services and/or brands either directly or indirectly to (prospective) customers with the intention to persuade them to buy. Marketers employ marketing communications tools to create brand awareness among potential customers, which means some image of the brand gets created in their minds thus helping them to make the buying decision.
Marketing Communications uses the following tools collectively referred to as Marketing Communication Mix or Promotion Mix:
- Personal selling: This is the traditional method of marketing communication where the salesmen approach the prospective customers directly and inform them about the goods and services they are dealing in.
- Public relations and publicity: Public relations is a strategic communication process of building mutually beneficial relationships between organisations and their publics. Public relations is all about reputation-building. It is used to gain trust and understanding between an organisation and its various publics. Organisations achieve effective public relations and publicity through effective relationship with the media by sending press releases on their achievements and/or activities to them for free publication.
- Direct marketing: This is done through emails, letters, etc., to communicate directly with the prospective customers without involving any third party in between.
- Advertising: It is an indirect, paid method used by the firms to inform (prospective) customers about their goods and services via television, radio, print media, etc.
- Sales promotion: This includes the several short-term incentives to persuade the customers to initiate the purchase of the goods and services. This promotion technique helps in retaining the existing customers and attracting the new ones with additional benefits. This promotion technique includes rebates, discounts, paybacks, Buy-one-get-one-free scheme, coupons, etc., are some of the sales promotion tools.
- Events and experiences or corporate social responsibility: Organisations employ this technique by sponsoring non-profit or community events, sports, entertainment, etc. The essence is to reinforce their brand image in the minds of existing customers, attract new customers and create long-term relationships with them. The name of an organisation sponsoring an event can be seen on the playground boundaries, player’s jerseys, trophies, awards, etc.
- Word-of-mouth marketing: It is one of the most widely used methods of marketing communication. Here, satisfied customers share their experiences with their peers and friends about the goods and services they bought recently. This method is very crucial for the firms because the image of the brand depends on what customers feel about the brand and what message they convey to others.
Marketing communications versus corporate communication
It is noteworthy that both Marketing Communications and Corporate Communication use these communication tools with a different approach but towards the same end. The main difference between Corporate Communication and Marketing Communications is the target audience. Corporate Communication is targeted towards all stakeholders of an organisation, such as the customers, employees, media, investors, etc. Marketing communications is specifically targeted towards consumers of goods and services.
While Marketing Communications focuses on brand or product or service positioning to improve sales and boost profitability, Corporate Communication traditionally focuses on corporate branding. Corporate branding is about positioning an organisation itself as a brand. That is, creating massive awareness about its mission, vision, values, achievements, etc.
Research report: A recent report by McKinsey & Company shows that only 13 per cent of customers remained loyal to a brand in 2017. So, 87 per cent considered other brands while 58 per cent switched to a new one. Reasons for this were poor marketing communications and ineffective corporate communication.
Digital marketing communications
Today, corporate organisations must be versatile in digital (marketing) communications skills to succeed unlike what had obtained before the advent of digital or new media in those days. Therefore, organisations that want to succeed in marketing must effectively and innovatively apply all the marketing communications tools such as:
- Digital Advertising
- Digital Sales Promotion (through the corporate website, etc.)
- Digital Public Relations and Publicity (through both digital news and social media)
- Direct Marketing (through Email, WhatsApp, etc.)
- Interactive Marketing (where customers interact with companies online and have their requests met as done by Amazon, etc.)
- Digital Personal Selling (through platforms such as Skype, Slack, Google Hangouts and FaceTime, Zoom, etc.)
- Word-of-Mouth Marketing also called Digital Influencer Marketing where a brand inspires or compensates influencers (e.g. celebrities, content creators, customer advocates and employees) to get the word out on their behalf.
To be continued
PS: For those making inquiries about our CV/Profile Writing and Speech Writing Services; Political Persuasion and Presentation Course; General Public Speaking and Business Presentation Course; Professional Writing Course, etc., please visit the website indicated on this page for details.
GOKE ILESANMI (FIIM, FIMC, CMC), CEO of Gokmar Communication Consulting, is an International Platinum Columnist, Professional Public Speaker, Career Mgt Coach and Certified Mgt Consultant. He is also a Book Reviewer, Biographer and Editorial Consultant. Tel: 08056030424; 08055068773; 08187499425
Email: [email protected]
Website: www.gokeilesanmi.com.ng
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Invoke executive order for state, LG police, Afenifere tells Tinubu
The pan-Yoruba socio-cultural and political organisation, Afenifere, on Saturday, urged President Bola Tinubu to invoke an Executive Order for the establishment of state and local government Police.
Afenifere, in a statement by its National Publicity Secretary, Jare Ajayi,in Ibadan, the Oyo State capital, also called for the erection of close-circuit television sets and deployment of modern technology for security purposes in strategic locations to end insecurity.
Ajayi said, “There are indications that Tinubu is desirous of putting an end to this deleterious menace. Towards the end of January this year, he approved the procurement of digital tracking tools to enhance the apprehension of bandits, terrorists and armed robbers.
“On Monday, April 22, this year, he used the occasion of addressing participants at the African Counter-Terrorism Summit which opened on that day in Abuja to assure everyone of his government’s readiness to ensure greater security. Unfortunately, recent happenings have not shown that the President’s desire in this respect is being worked upon.
“President Tinubu should get state and local government police off the ground immediately through the invocation of an Executive Order while the process of amending the Constitution continues.
“Close circuit television sets, deployment of modern technology for security purposes including drones must be effected immediately.”
He explained that the statement was motivated by the recent reports of banditry and kidnapping in Ogun, Edo, Ekiti, Oyo, Kogi, Zamfara and Niger States, respectively which made a research organization declare Nigeria as one of the top nations where kidnap ranks highest globally.
Ajayi noted that Fulani herders and farmers’ clashes kept occurring in Osun, Ondo and Oyo State; Otu, Igbeti and Alaga in the Oke-Ogun area of Oyo State were the latest victims.
The Afenifere spokesperson also said, “In order to end insecurity, enhance people’s welfare and ensure the sustenance of Nigeria as one of the top investment destinations in Africa as desired by the government, there is the urgent need by the Federal Government and security agencies to be more innovative and decisive.”
He lamented that banditry, including armed robbery, kidnapping was still occurring on South-West roads such as Lagos-Ibadan, Ibadan-Ijebu-Ode; Akure-Ilesa-Ibadan; Ore-Ijebu Ode-Lagos, Ikirun-Osogbo-Ilesa; Lokoja-Abuja, Owo-Benin and Ibadan-Iseyin-Saki.
“Latest reports have it that on Monday, May 13 instant, eight cocoa farmers were kidnapped at Marindoti Cocoa Farmers’ settlement in Ovia South-West Local Government Area of Edo State. Three students of Millicent Secondary School in the same area on their way to write their Senior Secondary School Examination, were also kidnapped at the same time.
“A sum of N31 million was reportedly paid to ransom three people who were kidnapped at Longe village on Ibadan-Ijebu-Ode Road last week Sunday. On Thursday, May 16, one Seliat Adeniji (nee Raji) was kidnapped in her Ebedi home in Iseyin, Oyo State. Her guard was killed in the process.
“Hon Bello Hassan representing Zurmi/Shinkafi Federal Constituency in the House of Representatives last Tuesday claimed that terrorists have sacked about 50 communities and abducted over 500 people in his area of Zamfara State as bandits overran Zurmi, the second most populous town in the state killing palace officers as well as policemen.”
To put a serious check on all these, the Afenifere spokesman said that there was an urgent need to dig deep into the roots of the menace and to be decisive in applying the necessary measures.
News
NAFDAC shuts cosmetic shops in Lagos, seizes counterfeit products
The National Agency for Food and Drug Administration and Control has shut three shops and raided others during a clampdown on the sale of unregistered “Dr. Teal’s” brand of cosmetics in Lagos State.
The agency disclosed this in a post on its X handle on Saturday, stating that the action came after a complaint from the trademark holder.
The statement read, “NAFDAC has shut down three cosmetics shops and raided others, targeting the sale of unregistered ‘Dr. Teal’s’ brand cosmetics. This action follows a complaint from the trademark holder regarding potential counterfeit products.
“Two suspected shops along Excellent Line at the Trade Fair Complex were targeted, resulting in sealed shops and invitation letters issued to attendants.”
It added that another development unfolded at Okas Global Link Limited where NAFDAC confiscated over 200 cartons of various Dr. Teal’s products and other unregistered cosmetics, suspecting them to be the source of distribution.
A shop identified as Cubana Stores at Phil Hallmark Plaza was also reported to have been sealed for stocking and selling the moisturising body and bath products of the alleged unregistered Dr. Teal’s brand.
NAFDAC added that according to its regulations, shop owners found guilty of selling unregistered products face penalties of up to ₦5m fine.
It said shop owners were also being questioned as part of ongoing investigations.
In the statement, the agency emphasised the health risks associated with fake cosmetics, stating the potential dangers of using products containing harmful substances.
News
Traders, soldiers clash at Banex Plaza in Abuja
The Federal Capital Territory Police Command has deployed intelligence officers to Banex – an electronics and telecommunications gadgets market, in Abuja following a conflict that ensued between soldiers and some traders on Saturday.
A viral video seen by our correspondent on X on Saturday showed a multitude of civilians overpowering some soldiers during a free-for-all fight at Banex.
The Defence Headquarters, and the spokesperson for the Nigerian Army, Onyema Nwachukwu could not be reached for comments as of press time.
Meanwhile, a trader who simply identified himself as Abdul, told our correspondent on Saturday that the conflict ensued over the sale of a mobile phone.
“There’s a problem at Banex now. Some soldiers came to complain about a phone, and during an argument with the traders, a fight ensued,” Abdul simply revealed.
When contacted over the development, the spokesperson for the FCT Police Command, SP Josephine Adeh said the Commissioner of Police, Benett Igweh has deployed officers of the FCT Intelligence Response Team to the scene of the incident.
“The CP has deployed the Intelligence Response Team to the scene,” Adeh confirmed.
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