I
find it a bit difficult to give this article a title but eventually I
did, you can call it "The Beauty Behind Creativity" or "How To Make Your
Marketing Campaign Viral" whatever you decide to call it still fits
into the context of what I expressed in this article. It's about
OyinlolaFamodun's wedding proposal to Yemisi, taking a look at it from a
creative and marketing point of view.
Every business is
interested in increasing its marketing return on investment (ROI).
Effective marketing seeks to reach audiences when they are most likely
to be open and attentive to the message. Business owners need to think
carefully about their delivery mechanisms; newspaper, radio, TV, social
media, and others. Also, they have to consider the creativity of
messages that are to be tailored to these target audiences.
"Effective marketing seeks to reach audiences when they are most likely to be open and attentive to the message"
Research
has it that an average Nigerian is being exposed to at least 100 - 500
marketing messages in a day and you can imagine how each message will
fight to gain first place in the thoughts and minds of this individuals
to propel the action, a purchasing action or conversion as it is
measured in some industries.
This all boils down to how creative
these disseminated messages were; these involve its marketing approach,
the product and business model.
"Everyone wants viral growth, but very few people understand how to create it".
First, your product itself has to be worth talking about—and in addition, your creativity should be unique .
While
reviewing some Ads and marketing campaigns on the internet; some were
captivating but nothing was compared to the freshness, creative,
breath-taking and goose-feel effect of Oyinlola and Yemi's proposal on
YouTube, With almost 3000 views( awesome) just within some weeks.
Oyinlola defiled the cliche that Nigerian men are not romantic. Romance was left in the hands of the women to paddle
From
the scenery, settings, costuming, make-up, models (musicians), music,
to the camera works; all technicality was on point. Oyinlola's proposal
must have been a well-thought and researched one, he certainly must have
watched other wedding proposals and be dissatisfied, fueling the energy
to make the moment not only unique and of course memorable for his
future wife but for all viewers to enjoy its creative power.
The wedding proposal projected a perfect duo, creating an atmosphere of love, romance, ecstasy, fulfillment and uniqueness.
Observation
Obviously,
it took a creative mind to be able to get the right words, actors,
music, timing, costuming, camera works and audience. The introduction of
the Nigerian song titled Femi, which means marry me by Nigeria-born
musician/ songwriter Brymo that ushered the creator/protagonist/groom -
Oyinlola himself, left viewers completely captured and emotional.
Irrespective of the location, he represented his culture with pride and
gait.
Lesson 1Most
brand owners would not have infused indigenous contents into their
campaigns and adverts due to its chosen environ or settings. So many
adverts shot outside the shores of our beloved African continent carries
so much foreign taste that we forget that the higher percentage of
consumers hail from Africa, and they also forget it is an avenue to
inseminate culture in the ads.
A good example is the GLO free
tomorrow Ad, shot by a Hausa man selling Suya, we could obviously
perceive culture being represented in the Ad.
Modern consumers yearn
to be exposed to marketing messages that reflect their lifestyle,
locality, culture and identity. Creativity spans from those little yet
important factors that should come into our copy when composing our
messages. If business owners can apply this same creativity and smart
work with deep thoughts to their message content and marketing approach,
then sales will not be their problem.
Using OyinlolaFamodun and
YemisiOrekoya's creative wedding proposals as a perfect example we will
use this medium to summarize few creative steps to attain effective
marketing pursuit.
Oyinlola Understood His Mission
As delicate
as wedding proposals are, Oyinlola understood his mission, he was aware
of the intricacies that were lurking at every corner, debilitating
against the success of his mission. He understood the task ahead, which
is the first step in achieving his aim.
OyinlolaFamodun
The Goal
Lesson 2
As a business owner, you need to understand your business niche by answering questions like
1. What do you do?
2. Who needs what you do?
3. How do you best approach these projects?
4. How much am I willing to pay for these projects?
If you can answer these questions properly, then you are on your way to business success.
Oyinlola Broke the Mission into bits
The
video started with a planned disguise, a restaurant setting, with a
waiter by the corner and Yemisi's presence with friends all come into
view and then our supposed waiter intentionally messes Yemisi's dress.
All actions were intertwined into each other, no action was left out, no
haphazard work was done , the scenery played into each other because
the mission was broken into bits and clear.
OyinlolaFamodun
The Makeup
Lesson 3
Business
owners should endeavor to break the mission into specific goals, you
can start by jotting down the activity goals (calls per day, proposals
per month, referrals per call, etc.) that you can control. You set
results goals (sales per month, amount per sale, profit per sale, etc.)
to measure your progress, and track them closely.
"Fuel your action by increasing your activity and measuring the results".
OyinlolaUnderstood his Need and Reached out to it
There
was a need to create a unique and memorable wedding proposal. To create
an atmosphere of romance, warmth and love. Did he reach out for it? Of
course, He did, if not, admirers, viewers and even event planners won't
have a story to reflect and guide them on establishing wedding
proposals.
Lesson 4Always consider your customers'
needs assume your prospects will buy only what they need. How can you
convince them of that much aim need? Emphasize the features of your
product or service that reduce costs and solve problems for the
customer. Reposition your wares if need be, be creative in your sales
and marketing.
Oyinlola initiated and maintained a favorable attention.
Right settings, right orchestrated audience, right mission, right result.
OyinlolaFamodun
Lesson 5Effective
marketing, referrals, strong sales skills, and strategic questions are
the keys to creating favorable attention. Diligent follow-through and
above-and-beyond customer service are the keys to maintaining it.
Oyinlola Sold on purpose
Watching
the video will only connote one thing; the creator knew what he was
doing. He understood what he wanted to do and achieve at every stage of
the proposal, was it the effect of the amazement in Yemisi's eyes or her
uncertain mood and surprised face?
YemisiOrekoya
Yemisi Still Anticipating
Lesson 6As
a business owner, you need to know both what to do and why you're doing
it at every step along the way. Who are you targeting and why? What are
you going to tell them and why? What are you going to ask them and why?
What is your proposal going to look like and why? When are you going to
ask for the order? If you don't feel sure of yourself at every step of
the selling process, get some training or guidance.
Oyinlola asked, listened and acted
A
lot of research work had to be done before the success of Oyinlola'
wedding proposal, it is certain that he asked people, perhaps friends of
how well the idea was, he listened to their views and acted in line
with the concluded concept.
Lesson 7These three words
summarize success in sales. Marketing messages must be creative,
planned, relevant, and direct. Listening skills must be highly
developed. And You must respond and take action that proves that you
listened to the customer and want the sale.
Oyinlola took the responsibility not only the credit
As
a role model to many people, he realized his position as a creator and
sender of a message to one who shared a special place in his heart. He
took the responsibility of creating the message and tailoring it through
the best medium.
Lesson 8As a sales agent, a brand
owner you need to realize that you are the team leader. The company
looks to you for direction and supports your effort. To build a strong
support team willing to go the extra mile when you need it, give your
team the credit for everything that goes right, and take the blame when
it goes wrong.
Oyinlola worked on the basics
The basics
were fully established, location was cozy and on point, ambiance was
laced with the right music and actors in view. A deeper research on
Oyinlola's personality could reveal that he's more of a reserved and
conservative person. He broke out of his shell in order to produce
something as courageous as this video portrays.
Lesson 9Make
a decision to improve your weaknesses, and set goals to force yourself
to do the things you don't like to do. Be more creative in your
prospecting, fact finding, and presentation skills. Imagine the perfect
sales person.
Oyinlola developed his attitude
As a reserved person, you doubt if he could be able to create such an impeccable performance.
Lesson 10.As
a sales agent, you must develop your attitude, conquer your fears,
change the beliefs that limit your success. Your thought habits control
your commitment, enthusiasm, persistence, resilience, happiness, and
confidence. Be aware of them, decide which ones are unproductive, and
then make a commitment to change. Attitude is controllable. You can
become the person you want to be!
Oyinlola maximized his time
Oyinlola
kept us in suspense, wondering how this idea will evolve into something
beautiful. And in less than six minutes ,he achieved his aim, no boring
dialogues, and actions, all between that little time frame, he kept us
glued and captivated our hearts.
Lesson 11When
planning your campaign, focus on your goals. Test every activity for its
importance and urgency. Create an ideal schedule, and test your actual
time use it daily.
Oyinlola and Yemisi's wedding proposal has paved
the way as a model for an effective marketing creative campaign. We all
appreciate the creativity and yearn to be partakers of this blissful
union.One thing that intrigued me was bellanaija's caption of the vdeo
on her blog that reads
"WOW! Oyin&Yemisi’s London Proposal Deserves an Award"
