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LINKPOINT: Connecting Brands And Consumers With Innovative Brand Activations


By Tunji Faleye

Ropo Alabi, MD, Linkpoint

“Your connections to all the things around you literally define who you are.” – Aaron D. O’Connell.

small: we’re social

Going by this quotation by Aaron D. O’Connell, connection is one important thing that shapes an individual, organization and brand. Interestingly, a Nigerian experiential marketing agency has realized the place of connection and how it can be used to build the brands in its custody. One such agency that is connecting brand and consumer is Linkpoint, led by Ropo Alabi who is ably supported by Ibrahim Anibaba. Linkpoint has successfully implemented innovative brand activations and pioneered campaigns such as introducing creative dispenser (Rocket Man) to Lipton Tea Activation in West Africa.

Incorporated in 2005 as specialist brand activation agency that focuses on brand growth through innovative activations, Linkpoint is a non-traditional promotional marketing company that can deliver brand directly to customer making a lasting connection.

The company is blessed with the most amazing creative and project team as well as a database of dedicated and professional brand ambassadors to implement the clients’ ever demanding assignments.

The agency is a specialist brand activation and experiential marketing company with a distinct focus on brand growth through innovative activation. Linkpoint is made up of a dedicated team of enterprising and innovative young professionals who are resilient, result-oriented, and ready-to-go.

The agency also leverages on digital to remain relevant in the fast-paced experiential marketing business. According to Alabi, “We are aware of the impact of digital on the global marketing space and because of this we deploy the use of digital tools like Google analytics for real time monitoring and tracking of our activities.”

Worthy of mention is Linkpoint’s bouquet of services which includes brand activation, direct marketing, events management and other BTL marketing activities.

In brand activation, it extends the brand’s power to communicate, add reach and meaning, build visibility and memorability, reinforce key associations while unlocking the latent potential of brands by staying true to a brand’s essence and turning it into an enduring, memorable relevant experience.

In event management, Linkpoint focuses on creating unique, inventive and exceptional ideas, managing both corporate and private functions, from conceptual design, planning and organization.

In outlet mapping, the agency endeavors to connect clients and their retailers by helping them to develop better systems of service.

Finally, in road shows, Linkpoint provides a fun way to promote brands to the masses using a coordinated and cost-effective approach that includes product sampling, fair and exhibition and direct selling and merchandising- a core competence of Linkpoint services where it just doesn’t take brand to consumer but also makes them buy the brand.

One reason Linkpoint has been able to position itself as a go-to agency in experiential marketing space is traceable to its vision of standing out as the best brand activation company in West Africa. The agency places a high premium on offering quality and impactful activation delivery through the strength of its wealth of experience, creative and multi-skilled human resources employed and technology deployed for planning, execution and appraisal of all activations.

The agency also holds the relationship it enjoys with its clients very dear to heart. This is why Link point has made transparency the bedrock of its operations. It keeps detailed reports, voice contact, correspondence and other relevant documents in a project file for clients even if they never ask for it.

The agency’s proprietary work philosophy is also hinged on 360° brand stewardship. The concept behind the philosophy is geared towards one end, and one alone to ensure that a powerful brand idea underpins all Linkpoint’s creative executions for clients.

To differentiate itself from the competition, Linkpoint has concentrated its efforts in sales. The agency has successfully implemented hundred per cent sales targets for most of the brands under its portfolio. Linkpoint strategically does this through effective consumer promotion and other means available to it to increase brand presence, profitable growth, building brand awareness, encouraging customers to switch to the products of its clients, improving demand and building a better relationship with wholesalers, retailers and consumers.

The experiential agency prides itself to be a responsible, responsive, innovative organization that places top priority on its clients’ bottom line. Synergy between in-store and out-store activations is ensured as both services are offered under one roof. The agency approaches every campaign by putting all the energy into it with much enthusiasm. To the agency, every activation is different, and pays more attention to it. At Linkpoint, this philosophy flows into its core value of ensuring a win-win situation for its clients, the consumer and itself.

That is why it is not a surprise that the agency has won some awards and received accolades for well-done jobs as a result of its dint of hard work and tireless dedication.

Worthy of mention is this year’s EXMAN Awards the agency won, making it one of Nigeria’s leading experiential marketing agency. According to Alabi, “this feat was a long time coming and we are proud to have achieved this now. It feels good to be recognized for creativity, smart work and excellence in service delivery to our clients, creating exceptional brand experiences for their consumers and every member of the value chain. This also comes as a propeller to do more. We can’t rule out the impact of our formidable team in making this happen.

“The year 2019 has been an exciting one for Linkpoint Resources. We recently did our brand health check (Half year review) and can see that we are on course to achieving our target for the year. We constantly thrive on goodwill with our clients which has positioned us as a Can-Do agency to meet our clients BTL needs. The team is highly motivated and accelerated to perform and we are on course.

“We have come up with concepts that enable our clients carry out multi brand activations at lesser cost. Bulk negotiations targeted at delivering top-notch activations with very good ROI and less cost.

How effective are these innovations on the clients’ brands’ return on investment? He said, “as an agency that has carved a niche for itself in direct selling, we incorporate sales into most activations done for our clients and with this, drive massive off-take for their brands at the points of engagement. These have constantly worked in ensuring good ROI for our clients which is a niche we’ve carved for ourselves.”

Among the clients that Linkpoint has worked for are: Reckitt Benckiser Nigeria, MTN Nigeria and Nigerian Breweries to mention a few. These brands are top players in the Nigerian Fast Moving Consumer Goods industry.

Apart from the feat achieved at EXMAN 2019, the company has won many awards in previous years. Some of the awards include: West Africa Marketing Agency of the Year- Brand Activation Category presented by Africa Finance Awards; Best Experiential Marketing Agency in West Africa 2017 by West Africa Innovation Awards; Consumer Brand Activation 2016 by Brand Campaign Magazine; Most Innovative & Impactful Brand Activation Company Award – Nigeria Brand Award 2014; Best Sampling & Direct Marketing Consulting Firm of the year 2009. West Africa World Class Relationship Marketing Consultant, 2008, of the Institute of Direct Marketing Nigeria; West Africa Best Business To Consumers (B2C) and Direct Marketing Agency of the year 2006.

“Success usually comes to those who are too busy to be looking for it.” At Linkpoint, it is certain that the agency will not rest on it oars as it has many innovative ideas in the pipeline for the rest of the year and 2020. According to Alabi, “we are on top gear to build highly motivated brand ambassadors who are key drivers of brand activation. We also hope to maintain our competitive edge by investing more on digital tools that are relevant to brand activation. We will  be doing a lot on capacity building into 2020 in order to add more values to our deliverables.

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