The Experiential Marketers Association of Nigeria (EXMAN), in partnership with Lagos Business School (LBS), recently hosted the inaugural Experiential Marketing Management Programme (EMMP1), shedding light on the future of experiential marketing in Nigeria.

The two-day event, held at LBS, featured industry leaders and experts discussing the evolving landscape of experiential marketing. Tunji Adeyinka, GMD Republican Group, delivered the keynote address on the “Future of Experiential Marketing in Nigeria,” setting the tone for insightful discussions.

With a focus on reinvention and transformation, day one of the programme delved into operational challenges and strategic planning in experiential marketing. Panels and workshops led by distinguished speakers, including Kayode Olagesin, Julius Agenmomen, Sola Antwi, and moderated by Nana Milagrosa Utomi, provided actionable insights and best practices.

Facilitator Chris Ogbechie, Dean of LBS, guided participants through strategic planning exercises, emphasizing the importance of getting it right for successful marketing initiatives. The Innovation Challenge sparked creativity as teams tackled real-world challenges under the scrutiny of industry veterans Felix King, Kehinde Salami, Rosemary Akpo, and Ekeno Eyo.

Day two focused on actionable solutions, with sessions exploring consumer insights and innovative marketing approaches. Professor Uchenna Uzo of LBS led an interactive workshop on understanding client and consumer landscapes, drawing on insights from LBS-EXMAN studies. The Innovation Challenge continued, highlighting the importance of innovation and implementation in achieving marketing success.

Tolulope Medebem, President of EXMAN, highlighted the programme’s mission to broaden understanding of experiential marketing and its significance. She emphasized the gap in knowledge among professionals and prospective clients, underscoring the need for continued education and professional development in the field.