
Volkswagen Group Africa continues creative partnership with Ogilvy
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
MARKETING STRATEGY
By our News Team | 2021
Tough laws and long approval processes shouldn’t be a barrier to effective marketing strategies in highly regulated environments.
Marketing professionals have always been creative problem solvers – and these skills need to be ramped up when operating in regulated industries such as pharmaceuticals, healthcare, finance and insurance, says Desirée Gullan, Co-founder and Executive Creative Director of marketing agency G&G Digital.
Stringent laws and regulations, not to mention lengthy approval processes, can seem like too many obstacles in the way of highly effective creative communication campaigns, notes Gullan.
But she emphasises that marketing in regulated industries shouldn’t feel stifled by rules and processes. It’s an opportunity to flex your creative problem-solving skills in a smart and disciplined manner.
Image by Gino Crescoli from Pixabay
Here are her four steps to reaching audiences in regulated industries:
Due to long approval processes and other due diligence matters, ad hoc campaigns may not be possible. Smart, long-term planning that doesn’t feel forced, dated or irrelevant can get excellent results and help you save money by avoiding costly mistakes and oversights.
Your team needs to be aware of what’s at risk with the smallest error or oversight. It’s also important to work in the same direction. Invest in training and take the time to educate and oversee the process.
This will prevent issues all the way through the process, from planning to campaign execution. Remember, the weakest link can cause the most damage.
In regulated industries you don’t have the luxury of making big claims, even if you have the data to back it up. Focus on building trust and authority, which allows you to reach your audience organically and push them further down the sales funnel.
Key opinion leaders can assist in this process by bolstering carefully curated ideas. Use thought leaders in your industry to build trust.
Innovative and relevant storytelling can set your brand apart from others, as well as give you the opportunity to really explode in reach, relevancy and engagement. Consumers tend to veer toward brands that have a story they can resonate with – especially in highly regulated industries.
Craft every detail, from the way you tell a story to the amount of planning you put in. It all comes together in the long term. With the right approach, discipline and experience, you can find success despite the circumstances.
Now’s the time to reshape your strategy and pursue opportunities for growth, Gullan says.
Source: G&G Digital marketing agency
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
Nigeria reportedly has less than 4% of its cold chain capacity requirement. Much of Africa faces a similar challenge.
The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
As African commercial aviation expands, Marketing 5.0 has a vital role to play in enhancing operational efficiencies and customer service.
Researchers find that the location of sales interactions may be just as important as crafting a clever sales pitch.
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
Travel industry marketers and content creators now have data-backed info on how to act, express emotion, or place products in a video.
Strong and varied speaker lineup explores into this year’s theme of ‘Resilience and Growth Through Sustainable Marketing’.
Formula milk companies must ‘stop presenting incomplete scientific evidence and inferring unsupported health outcomes’ say WHO and UNICEF.
Experienced marketer moves up from her previous position as Head of Brand and Communications for the company.
Annual CMO Breakfast in Kampala hears that achieving success in the boardroom requires depth and an understanding of your ‘kingdom’.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.