Presentation by Sherif lanre akinpelu marketing edge virtual imc quarterly summit June 25 2021

1. The Purpose Question &
How to Win Reluctant Customers
MARKETING EDGE: IMC Quarterly Virtual Summit 2021
June 25 2021
Winning in the Digital Economy:
By: Akinpelu Sherif Lanre

2. Meet
• I live at the intersection of Strategy, Marketing, Behavioural
Science, & Technology.
• Strategy Lead at SPV Communication Solutions
(MTN Nigeria’s Marketing Communication Agency)
• Brands & Communications Strategist & I have worked on
Etisalat, Dangote Cement, Dangote Salt, DanQ Seasoning,
Keystone Bank, Spectranet, MTN etc.
• Founder: @strategytrybe @bookerzng
• A Bibliophile and a Polymath in the making.
• Human Rights Activist
Copyright| Akinpelu Sherif Lanre 2021
Sherif Lanre Akinpelu AKA: @iamfadeyioloro
ARPA, ANIPR, MACSPN, MAPGUK, MSPN

3. Copyright| Akinpelu Sherif Lanre 2021
“Digital is not just a
channel, it is a
mindset.”
When we talk about digital, we are reffering to the Internet, Technology, Experience, Engagement etc.
– Karen Boswell

4. Copyright| Akinpelu Sherif Lanre 2021
Brand
Strategy
Marketing
Strategy
Digital
• Brand Purpose
• Empathy
The essence of digital is
to connect the dot.
Business
Strategy
How you want
people to see &
relate with your brand
How you want
To make selling
interesting.
How you want to grow your biz
(People to things & vice versa).

5. How Digital Disrupts
Copyright| Akinpelu Sherif Lanre 2021
Business Model
Target Audience
Tools & Techniques
Uber, AirBnB, TikTok, Kuda Bank,
Paystack, Axa Mansard
1. Data & Analytics: Business Intelligence,
Consumer Journey, demographics
2. Behaviour: Psychographics
Hubspot, AdWords, TikTok, SEO,
Photoshop, Figma
Source: Thomas Crampton

6. Why Brand Purpose?
Copyright| Akinpelu Sherif Lanre 2021
“Brands are expected to play much
more important roles in the society...”
– Thomas Kolster
According to the 2020 Edelman Trust Barometer,
80% of people feel that businesses should come
up with solutions to some of society’s biggest
problems, such as unemployment, plastic
pollution, climate change and even racism.
A concrete brand purpose captures the 3WS:
1. What you do
2. Why you do it
3. How you do it
Click here to watch

7. Copyright| Akinpelu Sherif Lanre 2021
How to win
the Reluctant Consumer

8. Copyright| Akinpelu Sherif Lanre 2021
People are Loyal Switchers.
They are not loyal to brands
but to the category.

9. Copyright| Akinpelu Sherif Lanre 2021
1. Empathise:
What, Why &
How.
2. Trust
Brand
Purpose
Short & Long
Term Planning
Understand
Your TA
Use data
Embrace
Technology Creativity Behavioural
Science
How can Tech
make your
business easier &
better
1. Short is for sales
2. Long is for
brand building
1. Psychography
2. Demography
3. Buyers behaviour
4. Consumer
Journey
5. Culture
Research
1. Qualitative
2. Quantitative
3. Consumer
Journey
4. Sales Figures
5. Web/App
Analytics
Captures how people
actually make decisions,
rather than how they
claim to. (Psy+Sociology)
Creativity is the
combination
of existing elements
to solve business
Problems.
7 Rules to Follow

10. Copyright| Akinpelu Sherif Lanre 2021
1. This 60:40 split coincides with peak effectiveness and efficiency.
2. According to the Creative Effectiveness Report 76% Brand
Building, 24% Short Term Activations is the ratio split that is likely
to give the most effective returns.
With creativity, you can charge more and make more profits
Budgeting & Creativity

11. Copyright| Akinpelu Sherif Lanre 2021
Some Case Studies

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Taps into creativity & Behavioural
Science (social proof)
THE POPSICLE ELECTION
Watch Here:

13. Copyright| Akinpelu Sherif Lanre 2021
Taps into Behavioural Science
(Baby Schema Effect)
THE POWER OF CUTE
Watch Here

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Taps into creativity & culture
(Current Mood in Nigeria)
MTN WE MOVE:
Watch Here:

15. Copyright| Akinpelu Sherif Lanre 2021
Taps into Behavioural Science
(Status Quo Bias)
KRAFT HEINZ NEW NOT IMPROVED
Watch Here

16. Copyright| Akinpelu Sherif Lanre 2021
To win reluctant consumers, we need
to embrace Data, Behavioural
Science, & Creativity
“
”
– Sherif Lanre Akinpelu

17. Phone: +2348039200199
EMAIL: sherifakinpelu@gmail.com
Twitter & IG: @iamfadeyioloro
THANK YOU