Positioning for Profitable Growth in the Nigerian Creative Industry

7/30/2019 Positioning for Profitable Growth in the Nigerian Creative Industry

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POSITIONING FOR PROFITABLE GROWTH IN

THE CREATIVE INDUSTRY

Uche Nworah

FRIDAY NOVEMBER 23RD [email protected]


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The Creative (&) Cultural Industry

The creative industries refers to those industrieswhich have their origin in individual creativity,

skill and talent and which have a potential for

wealth and job creation through the generationand exploitation of intellectual property. (UK

Department of Culture, Media and Sport)

May also be referred to as the cultural industries...Hesmondhalgh 2002, or the creative economy

...Howkins 2001.


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Which professions make up the creative industry?

This includes a range of economic activities which

are concerned with the generation or exploitation

of knowledge and information (intellectual

property compared to bricks & mortars). Howkins' creative economy comprises

advertising, architecture, art, crafts, design,

fashion, film, music, performing arts, publishing,R&D, software, toys and games, TV and radio,

and video games (Howkins 2001).


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The Creative IndustriesWriter/Author Creative/Graphic

Artist

Recording artist Songwriter Social Activist

Songwriter Comedian Interior Decorator Blogger/OnlineJournalist Politician

Photographer

/Videographer

Fashion Designer Talent/Artist

manager

Model Sportsman

Print Journalist Branding/

Advertising

Practitioner

Event Planner Broadcast Journalist Performing Arts

Publisher Actor Film Producer Film Director Architect

Music Producer Music Director On-Air Personality Disc Jockey (DJ) Video Jockey (VJ)

Make-Up Artist PR Practitioner Singer/Artist/

Entertainer

Jewellery Maker Choreographer/

Dancer

Reality Show

Contestant

Celebrity Cook Celebrity anything Public Speaker Serial Public

Nuisance (SPN)

Life Coach Web Designer/IT

Practitioner

Entrepreneur Showbiz Impresario Others???

4


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The Creative Industries: The UK Example

Contribute 7.3% of GDP and employ over 2 million people (5.1% of

UKs employment). Accounts for 10.6% of UKs export of services

The sector is forecast to play a bigger role in coming years. "Thecreative industries are a big part of the CBI's plans for a more

dynamic and rebalanced economy, and the country's future success

is tied up with their success. They're a part of the business

community that deserves championing. Confederation of British

Industry (CBI) Boss

Active and sustained UK Government support through the

Department for Culture, Media and Sport (DCMS)

The Government wants to create the right environment to start and

grow a business, making sure that people working in the creativeindustries have the right managerial and leadership skills to do so. It

has committed to introducing a one-in one-out rule for new

regulations, sunset clauses, and an immediate review of all inherited

regulation in the pipeline.


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The Creative Industries: The UK Example

The government also funds the Cultural Industries DevelopmentAgency (Cida). The CEO is Nigerian born Toks Majek-Akisanya

There are also numerous grants, funding support and other supportfor practitioners

The United Kingdoms creative economy is the largest in theEuropean Union and as a percentage of Gross Domestic Product(GDP) probably the biggest in the world.

The creative sector accounts for 7.3% of the UK economy, around60 billion, and is comparable in this respect to the financial

services industry. The sector is growing at twice the rate of theeconomy as a whole

The government is promoting Britain as the worlds creative huband envisages creative industries at the heart of the nationaleconomy.


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Group Task

Analyse the creative industries in Nigeria with

a view to highlighting successes, prospects,

challenges and recommendations to relevant

stakeholders on way forward for sustainablegrowth


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The Creative Industry In Nigeria The first National Policy Dialogue on the development of

creative/entertainment industries in Nigeria held in Lagos in July 2012

to identify challenges and develop a roadmap going forward. The event was organized by the Federal Ministry of Tourism, Culture

and National Orientation, supported by UNCTAD, UNDP and theNigerian Export-Import Bank

The objectives of the Policy Dialogue were:

(i) to facilitate synergies between the Government and stakeholdersto support and re-position the creative industries as importantvehicles for economic and social transformation.

(ii) to highlight the rising contribution ofcreative industries toNigeria's economy, GDP, trade, tourism and image promotion.

(iii) to identify the myriad challenges affecting the growth ofcreative

industries and to develop a roadmap to address them. The Nigerian Copyright Commission (NCC) says Nigerias creative

industry is capable of contributing more than N1 trillion annually tothe nations economy according to the Director-General of thecommission, Mr Afam Ezekude during the 2012 National CreativityDay celebration in Abuja.


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The Creative Industry in Nigeria (2) In 2010, President Jonathan midwifed a $2 million soft loan via the

Nexim Bank and Bank of Industry to help deal with the obstacles

that prevent the growth of the industry such as piracy, lack ofventure capital, lack of proper marketing and distribution network,poor capacity building of filmmakers so as to improve quality andbetter production practices. However, only a few filmmakers havebeen able to access the fund, a situation that has caused muchfrustration in the industry

Coordinating Minister of the Economy, Mrs. Ngozi Okonjo-Iwealaplans to create a new window under the YouWIN Programme(Sure P) to allow in a short-term basis some quick funds to supportmembers of the creative industry

There is a buzz globally about the creative industry in Nigeria and a

recognition of the talents that abound The Nigerian creative industry renaissance appears to be led by

music, comedy, writers and Nollywood

Many challenges still stunt sustained growth


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A Few Known Creative Entrepreneurs

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Chinua Achebe on Beginning Writers

Most writers who are beginners, if they are honest withthemselves, will admit that they are praying for readership asthey begin to write. But it should be the quality of the craft, notthe audience, that should be the greatest motivating factor. Forme, at least, I can declare that when I wrote Things Fall ApartIcouldnt have told anyone the day before it was accepted forpublication that anybody was going to read it. There was noguarantee, nobody ever said to me, Go and write this, we willpublish it, and we will read it, it was just there. But my brother-in-law, who was not a particularly voracious reader, told me

that he read the novel through the night and it gave him aterrible headache the next morning. And I took that as anencouraging endorsement

(There Was A Country, Chinua Achebe, paragraph 2, page 61)


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Creative Entrepreneurs

As a creative person in business, you have yourown unique creativity, your ambition about whatyou want your enterprise to become, and your

own ideas about what success means to you. Creative entrepreneurs blend creativity with

smart business thinking

Successful creative entrepreneurs embrace both

creativity and business. David Parrish, author ofT-Shirts and Suits: A Guide to the Business ofCreativity


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BUSINESS OR HOBBY?

Success for your creative enterprise may include a range of factors inaddition to financial reward, such as fulfilling creative ambitions,staying true to personal values, and gaining recognition for your work.

Each enterprise will combine these and other ingredients differently tocreate their own particular definition of success.

The challenge for you as a creative person when planning anddeveloping a business is to combine creativity with the best businessideas, so as to turn creative talent into income streams.

Crucially, this is not a matter of making a compromise betweencreativity and businessits a matter of getting the best of bothworlds.

Success means different things to different people, so as a creativeentrepreneur you need to be clear about your own definition of success.In other words, you must be clear about where you are planning to go.

(Business Link UK publication)


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Business Plans

The paradigm in the music business has shifted and as an artistanda businesswoman, I have to move with that shift.

(Madonna - Recording artist and entertainer)

The best business plans are useful documents which become aroute map or pocket guide to help you on your journey tosuccess.

The best business plans provide milestones and measures ofsuccess, so that progress can be tracked as the business develops.These key performance indicators (KPIs) measure the most

important aspects of the companys performance and are thebusiness equivalent of a cars dashboard, providing the driver withessential real-time information.


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Strategic Planning Strategic planning involves using your head as well as your

heart, using left-brain logic as well as right-brain intuition,to steer your creative passion in the direction of businesssuccess.

Creative talent does not automatically deserve businesssuccess, so you need to assess all your creative options todecide which are likely to be the most feasible in businessterms.

To be creative as an amateur with no requirement to makemoney provides opportunities for infinite artistic freedom.

However, once you take your creative talent into thecommercial arena, you will have to deal with two majorfactors competitors and customers.

The late May Nzeribe taught me a lesson once on gettingpaid for ideas at a clients meeting


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ANALYTICAL TOOL: PRIMEFACTS

A useful checklist to identify characteristicsthat are potential strengths and weaknesses is

the PRIMEFACTS checklist This is an acronym for ten factors which

provide headings for your analysis of your

enterprises: People, Reputation, Intellectualproperty, Market information, Ethos, Finances,Agility, Collaborators, Talents, and Structure.


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ANALYTICAL TOOL: ICEDRIPS

External factors should be evaluated too, and

a similar checklist for identifying potential

opportunities and threats is provided by the

ICEDRIPS: Innovation, Competitors,

Economics, Demographics, Regulations,

Infrastructure, Partners and Social Trends


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Things to Consider before setting up shop

Strategic Planning

- Understanding your Customers

- Profiting from your Ideas

- Organisational Structures

- People and Skills

- Promoting your Products / Services

- Financial Management

- Legal and other issues


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Positioning for Growth

To position for growth, there is an assumption that

already one has clearly identified his/her path in the

creative industry such as

There must be some evidence of demonstrable

talent or set of creative skills that can appeal toothers to the point that they are willing to pay for

the service (all of us may be able to sing in the

shower but this does not necessarily mean that we

have the talent to sing Reality bites, therefore many who are currently

caught up in the creative industry gold rush may be

better off going back to 9 to 5 jobs


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POSITIONING AT TWO LEVELS

S/N MICRO (PRACTITIONER) MACRO (GOVERNMENT/INSTITUTIONAL)

1 Nature/Nurture Sustained support (e.g. the UK model

looking at the activities of DCMS, Cida,

Universities UK etc)

2 Local and global linkages,

networking, affiliations

Making data available

3 Continuous improvement through

skills development, training etc

Appointing the right people to head

government agencies with a mandate to

support the work of the creative

industries

4 Learning the business side ofthings including branding

Setting up a specific creative industriesministry as the Ministry of Tourism and

Culture which overlooks the creative

industries appears to be more focused on

tourism


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Some Brand Experts Views on Positioning

Positioning starts with a product. A piece of merchandise, a

service, an institution, or even a person. But positioning is notwhat you do to a product. Positioning is what you do to the

mind of the prospect (Positioning: The Battle for your mind, Al

Ries & Jack Trout, 1981)

Positioning means owning a credible and profitable position

in the consumers mind, either by getting there first, or by

adopting a position relative to the competition, or by re-

positioning the competition.(Understanding Brands, Cowley.

D, 1996)

Strategic positioning is creating a unique and sustainablecompetitive position (Professor Michael Porter at the Tony

Elumelu lecture series, August 11, 2011)


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Thoughts on Brand Positioning in Nigeria Many organisations seem to have lost their way in the desert, not

able to know what they stand for (brand essence), what to promise

and how to communicate such promises to their customers andwhat/how to deliver on any such promise (look towards the Telcosand banks for culprits where a big gulf exists between brandpromise and service delivery)

This could be as a result of failure of brand leadership, lack of

capacity and total disregard for the paying customer, not helped byweak regulatory frameworks (NCC ban in Oct 2012 of Telco promosdue to poor QOS)

It could also be as a result of the nature of the Nigerian economywith much power still very much in the hands of the seller. A

situation that has led to buyers being happy and grateful for evenfinding to buy in the market certain goods and services

The above can be said of the creative industry when we look atwhats happening in Nollywood, the media, music, fashionindustries etc


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Brand Positioning in Nigeria: The Creative Industry Outlook

Show business Media Fashion Advertising/

Branding

(1)How are the individuals/firms listed above positioning

themselves?

(2)Give evidence of such positioning strategies

(3)What is your view of the success/failure of such positioning

strategies

(4) Suggest alternative strategies


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Brand Value Propositions & Promise

All Brand value propositions should simply let the

consumer know: What is in it for him/her?

To propose to a customer, youve got to decide what

you stand for, what you think people think you standfor, what you can actually offer over the long time.

Anything else is positioning to fail

Brand positioning is more about what the brand does

and stands for and less of what the brand says (talk is

cheap)


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What Are We Positioning As?

The biggest

The most entertaining blog The first

The better

The best

The oldest

The most customer friendly

The cheapest The most cost effective.

The most convenient

The media with the widest coverage of

The clothing label for

Aim to be good in your category and at what you do


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Positioning: An Agency Perspective

Identification of the true uniqueness and relevance

of our clients' brands and enterprises in order to

create strong differentiation, clear strategic focus,

and outstanding business performance Positioning succinctly defines the target, the

category in which the brand competes, their

differentiated benefits, and what the company must

do to prove those differentiated benefits to thecustomer


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Steps in Brand Positioning Articulate Brand Attributes

What the brand delivers through features and benefits to consumers. Promise to Consumers

What consumers expect to receive from the brand.

Be Better Than Competitor attributes

What the other brands in the market offer through features and benefits to consumers.

Pricing

An easily quantifiable factorYour prices vs. your competitors prices. Deliver Consumer perceptions

The perceived quality and value of your brand in consumers minds (i.e., does your brandoffer the cheap solution, the good value for the money solution, the high-end, high-price tagsolution, etc.?).

Take some time to create a thorough picture of the current market and how your brand fits inthat market to determine your brands current position. If thats not the position you wantfor your brand, take the necessary steps to change it based on the gaps defined when you

analyzed the five factors above.

You must know that brands are better built by substance and publicity, and thenmaintained by substance still, and advertising


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CREATING COMPETITIVE ADVANTAGE

The Use of Out-of-Home Advertising Media

Uche Nworah

FRIDAY NOVEMBER 23RD

2012


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Out-Of-Home Media

Out-Of-Home media, also known as OOHmedia refers to advertising media which arehosted on platforms outside peoples homes

and offices. They can be seen at shoppingmalls, recreation parks, and on majorhighways and roads displaying clientsadvertisements. Such advertising are targeted

at particular audiences, usually mobile ortransit target publics with the aim of achievingdistinct advertising objectives.


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OOH MEDIA LANDSCAPE IN NIGERIA Very vibrant medium and a

multi-billion naira industry

Many OAAN registeredoutdoor firms managing

several boards across Nigeria

All major formats like Wall

drapes, Lamp posts, 96 sheets,

Gantries etc are present

Pricing is subjective in the

absence of data

Lacks dependable metrics

Too many regulators at state,

LG and federal government

levels

OOH media practice currently

undergoing a revolution as

practitioners re-group and

also investments in LED

platforms


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Top Advertisers - Outdoor

4452

1777

74 2

13451002

67 1

3932

3158

1132 1098 1034 92 3

4648

4191

2567

2027

17821276

0

1000

2000

3000

4000

5000

M

.T.N

GLOBACOM

GUINNESS

NIGE

RIA

AI

RTEL

ETISALAT

NIGERIAN

BREWER

IES

2009 2010 2011

TOTAL SPEND ( Billion) = 28.1

Value(Million)

Source : MMS

The Biggest, Highly

Discerning & Demanding

Advertisers know this


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Total Ad Spend by Media

31%

41%

45%

40%

29%

27%

14%

13%

13%

15%

17%

15%

0%

200

9

201

0

201

1

TV Outdoor Radio Press

N 43.1b

N 97.5b

N 102.8b

3year Media Investment

Table & Consequences


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AIRPORT TARMAC BUS BRANDING

version 1, August 22nd 2012


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GANTRY



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WALL PANEL



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UNIPOLE


WALL DRAPES


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WALL DRAPES



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LED (ELECTRONIC BOARDS)



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ULTRAWAVES (scrolls 3 messages per face)


O S


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MEDIAN LITEBOXES



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BUS SHELTERS


ROOFTOP BILLBOARD


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ROOFTOP BILLBOARD


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THE ROLE OF OOH IN CREATINGCOMPETITIVE ADVANTAGE

A platform for

communicating the brandsmessages

Used to position the brand

as dominant in the minds

of the audience through therentals and acquisition of

big stature boards

Used in supporting sales at

the street level

Deployed to drive brand

penetration

CHALLENGES

Market weariness

Regulatory issues (e.g NCCand the recent ban on

consumer promos)

Issues of believability etc


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Group Task

As the National Manager of OOH Media in a leadingtelecommunications company in Nigeria, you have receivedthe mandate of the Board to initiate the process of rentingback-lit lampposts nationwide for advertising.

Bearing in mind the importance of using this street level

OOH platform in creating competitive advantage, outline(a) How you will go about this project (b) what majorfactors to bear in mind in selecting the locations (c) Thechallenges you encounter (d) The time frame thenationwide roll-out will take (e) Make suggestions to

management on critical success and other factorsconcerning the companys use of lampposts and other OOHplatforms


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Li d Ik ji


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Linda Ikeji

(Blogger at lindaikeji.blogspot.com Well, the truth is that you cant do one thing for the rest of your life. I

started modelling very early in life in 1998. By 2004, I realised that most ofthe people I modelled with had all moved on." And she did moved on fromModelling to Blogging and become a top Blogger!

Now I have more money than I even know what to do with it. I makemillions of Naira from what I love doingblogging. The best part of all this

is that I would blog for free. Now I dont chase money anymoreit chasesme. Its not even just about the money, its the great friends Ive met viathis blog, the wonderful people I interact with here, the freebies I get.How much of a big deal I am to some people. Once in a while I think ofthat 19 year old girl who trekked for miles to school because she wouldnot sell her body and I say to her, we made it, Linda, we made it!

Recognised in Forbes Magazine (African edition/August 2012) as thehighest paid blogger in Nigeria)

Li d Ik ji


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Linda Ikeji

(Blogger at lindaikeji.blogspot.com Well, the truth is that you cant do one thing for the rest of your life. I

started modelling very early in life in 1998. By 2004, I realised that most ofthe people I modelled with had all moved on." And she did moved on fromModelling to Blogging and become a top Blogger!

Now I have more money than I even know what to do with it. I makemillions of Naira from what I love doingblogging. The best part of all this

is that I would blog for free. Now I dont chase money anymoreit chasesme. Its not even just about the money, its the great friends Ive met viathis blog, the wonderful people I interact with here, the freebies I get.How much of a big deal I am to some people. Once in a while I think ofthat 19 year old girl who trekked for miles to school because she wouldnot sell her body and I say to her, we made it, Linda, we made it!

Recognised in Forbes Magazine (African edition) as the highest paidblogger in Nigeria)

What we say and what we do


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What we say and what we do

A bank positions itself as the one customer bank but some of the banking halls stilllook like 1990s banking halls

A Telco says everywhere you go, yes, everywhere the customer goes, the reception is

poor A bank says it is in your best interest but marketing staff do no think so, not until the

targets are lowered and made more realistic

A bank promises to manage customers wealth but its top execs live a luxury Bentleyjet-set lifestyle

A government security agency says it is your friend but we all know that our friend

shouldnt make us part with money all the time A bank says it is committed to environmental protection but its generators are on round

the clock in all its branches

A bank that prides itself as a leader in customer service and asks if we would rather notbank with them stills grapples with customer issues

President YarAdua said his administration would be anchored on the principle of therule of lawthis was exploited by some unscrupulous officials who had scant regard forthe law. However, as the man at whose desk the buck stopped, he must acceptresponsibility and Nigerians indeed hold him accountable for everything that happenedon his watch. (Segun Adeniyi writing in the book Power, Politics & Death, 2011)

Th B d E i t Th F t


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The Brand Environment: The Factors

that Impact on the Brand

Internal

Business strategy

Quality of human capital(branding, mgt, sales etc)

Manufacturing capacity Cash flow & resourcing

Marketing mix

Corporate culture

Organisationalstructure/hierarchy

Ownership (a key factor)

External

PESTLE Factors

Michael Porters 5 Forces


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The definition of a Lovemark is a product, service or

entity that inspires Loyalty Beyond Reason Saatchi &Saatchi


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GROUP ACTIVITY

Prepare a presentation to the whole class focussing on the following:

BLUE TEAM: Plans of showcasing the creative industries in Nigeria throughan annual Creative Day to convince decision makers to take practical stepsto support these industries

YELLOW TEAM: Establishing a foundation in support of creative industriesin Nigeria

GREEN TEAM: improving the profile of creative industries and help themturn into a factor within the local economic and social environment.

RED TEAM: Developing awareness of the creative sector byproving/showing to policy makers the potentials

ORANGE TEAM: Creating awareness of the socio-economical importanceof the creative industries in Nigeria

GREY TEAM: Map a particular city's creative industries and developstrategy for promoting the creative industries through media campaign.


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Group Work

Read the case studies provided and suggest

ways in which the firms are sustaining their

competitive advantage

Make recommendations on how to furtherstrengthen the businesses competitiveness

Documents

Positioning for Profitable Growth in the Nigerian Creative Industry