As part of its ongoing efforts in bridging the gap between town and gown, igniting the passion-and possibilities for students in embracing experiential marketing, the Experiential Marketers Association (EXMAN), today, stormed the University of Ibadan in the Oyo state capital to engage students in the Faculty of Arts, particularly in Communications on the business of experiential marketing.
EXMAN President Tolulope Medebem set the tone for the session, articulating the association’s vision to nurture talent within the experiential marketing sector. Medebem emphasized the critical role of such engagements in shaping the industry’s future workforce and the importance of bridging the gap between theoretical knowledge and practical application.
The programme featured a lineup of distinguished experiential experts who shared their insights and experiences. Wole Olagundoye, Managing Director of Outori Limited, commenced the presentations with a comprehensive introduction to experiential marketing. His discourse covered the fundamental principles of the field and its strategic position within the broader marketing landscape, to provide students with a solid foundation for understanding the industry’s dynamics.
Building upon this groundwork, Abiodun Oshinibosi, Field Marshal of Abelinis Limited, expanded the scope of discussion. Oshinibosi dug deeper into the wider applications of experiential marketing across various industries, while offering students a panoramic view of career opportunities and potential growth trajectories within the field.
The event reached its apex with an interactive session led by Nana Milagrosa, MD/CEO of MPXM. Milagrosa’s segment focused on the practical applications of experiential marketing concepts, engaging students in hands-on exercises designed to test and reinforce their understanding of the material presented.
To conclude the engagement, students participated in a competition that allowed them to demonstrate their newly acquired knowledge. Cash prizes and other incentives were awarded to the top three performers.
This University of Ibadan outreach follows EXMAN’s established pattern of academic engagement. In the 2022, during its 9th AGM, the association conducted a similar session at Dennis Osadebe University in Asaba, Delta State. That event featured presentations by industry experts including Kayode Olagesin, EXMAN’s pioneer President, and Rosemary Akpo, Managing Director of EXP Nigeria and GA Productions.
Beyond these university engagements, EXMAN operates additional programmes aimed at developing the experiential marketing industry. A key initiative is the Experiential Certified Brand Ambassadors Program (ECBAP), launched in 2016. This program seeks to professionalize field activation personnel through online and distance learning opportunities. Additionally, ECBAP provides year-round insurance coverage for brand ambassadors working with EXMAN member agencies, addressing both educational and welfare aspects of workforce development.
EXMAN’s influence in the industry is cannot be understated, with 50 member agencies collectively generating annual billings exceeding 30 billion naira. The association’s member agencies employ over 25,000 contract and part-time field activation personnel, a big statement to the economic impact of the experiential marketing sector in Nigeria. EXMAN’s multifaceted role includes protecting, promoting, and regulating the activities of certified players within the country’s experiential marketing landscape.