Town Criers: Engaging Trade And Consumer Promotions With Excellent Marketing Strategies

Town Criers
Kayode Olagesin, MD, Town Criers.

By Tunji Faleye


Towncriers Limited is a leading experiential marketing and marketing consultancy agency.


The agency proved its worth at the maiden edition of Experiential Marketers’ Association of Nigeria’s (EXMAN) award winning 1 gold medal to occupy 5th position on the medal table.


Speaking on the work that won award for Towncrier, Kayode Olagesin, Managing Director of the agency said, the simplicity of the idea and the impact in bringing the brand message to life in a most dramatic way was what stand the work out. 33 Export Lager is the beer that promotes friendship so when we were tasked to run an in-bar promotion for the brand, we took it a step further. We searched for and found a simple game that is inexpensive (given number of locations running into several thousands) and compact (easy to carry and deploy by brand promoters, fun and easy to play by consumers.)

“We found the perfect match in Jenga which is very engaging and was the perfect ice-breaker to get complete strangers playing together and making friends. The consumers loved it and they demonstrated that love to the brand as 33 Export Lager is waxing stronger by the day.”


Interestingly, the unique selling proposition of the agency has over the years been distinguishing it as a leader among its peers. For instance, Olagesin said, “our work carries this indelible imprint, the harmony between strategy and concept plus the extra touch that delivers the brand message through an unforgettable experience that bonds the consumer to the brand.  You will find all of these in our ROI delivering an award winning work for 33 Export Lager Beer, in line with our commitment to delivering simple solutions that grow brands.”


Though Olagesin said that the agency’s focus is not on winning awards, however, the awards and recognitions Towncrier has won are enough to keep on energizing the team and contributing to the return on investment of it clients. According to Olagesin, “In the process of delivering solutions to clients, we have also delivered on ROI for our clients and when our clients’ business grows it follows that ours will grow as well. It is also very nice for work to be recognized. I am sure this will help us to work harder in the search for solutions.”


Appraising the awards in general, Olagesin said that the EXMAN executive committee and organising committee did a very good job, adding that they have set a very good standard by which subsequent editions will be appraised in terms of judging, integrity of the process, event organization, ambience and quality of attendance. “I feel very proud of the achievements of our young association despite just being four years old, he said.


Towncriers is a very versatile agency given it understanding of all the gamut of Integrated Marketing Communications. It is not a typical experiential agency as the agency’s experience covers strategy and creative development given the background of some of its top member of staff. Being also a pioneer in the BTL space in what is now known as the experiential industry has given the agency a broad experience which shows in the range and complexity of projects it handles.


According to Olagesin, “right now, the agency is implementing a major, nation-wide Trade Marketing project for a multinational client on an ongoing basis. The scope, by a third party agency, is unprecedented and the result since roll out is quite impressive. We have, over the years, moved our business away from singular big budget events that often do not impact the brands ROI beyond the noise to multiple, multi-locational events pan Nigeria that delivers an experience to more consumers and greater return in terms of equity and volume to the brand. Our numbers are staggering. Between 2015 and 2016 we delivered the following numbers: Number of Consumers engaged = 1,611,942; number of activations = 14,445; number of clients = 15; number of promoters engaged= 27,198; number of supervisors engaged = 60 while the agency activated in 70 cities.


In some of its brand activation, Towncrier has implemented road shows for various brands across Nigeria in both rural and urban areas. For instance, the agency usually goes round all the geopolitical zones at least twice annually. This has enabled the agency to understand the terrain having continuously traversed the length and breadth of the country since 2002.


The agency has the conceptual ability to create bespoke content to address a variety of needs. According to Olagesin, “some of our content solution includes a short feature film and a talk show for a client. We also developed proprietary platforms for brand propagation purposes.”

In the aspect of its events marketing & management, the agency has managed a variety of big and small events for various clients including the biggest concerts in Nigeria (B&H and Star.) In 2012, Towncrier implemented the Star Shine on promotion draw events which was 100 events across six regions in eight weeks at an average of 10 events simultaneously across Nigeria per weekend.


In the aspect of it trade and consumer promotions, the agency helps brands induce consumers and the trade by creating value for their products and services. Over the years, it has designed and implemented engaging trade and consumer promotions for clients like Nigerian Breweries, UAC, Promasidor, MTN Nigeria, using long or short-term marketing strategies.


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