TOA Marketing, started in 2017, offers Marketing Strategy and Digital Marketing. Some of TOA’s digital marketing offerings include; Social Media Marketing, Digital Advertising, Content Marketing, SEO, PPC etc.
The company started due to Ore Afolayan’s followership on Twitter. Brands reached out to him to help them recruit, onboard, and coordinate influencers that would amplify and promote their products. Upon execution of many of these projects for several FMCG brands, the journey to start a marketing agency developed afterwards.
Ore Afolayan, CEO and founder of TOA Marketing, with a background in consumer psychology, brand strategy, marketing, and advertising, has over 7 years of experience working with brands in financial services. Before TOA Marketing, Ore Afolayan was a freelance digital journalist.
The following are the highlights of the interview between World’s Leaders and Ore Afolayan:
Do you prefer B2B or B2C marketing?Why?
Since we have individuals with different skillsets in the team, we have professionals who prefer B2B through strategic partnerships and other B2B marketing tactics. We also have professionals who prefer to market to B2C through social media ads, content marketing and other tactics. The diversity of our skillset helps TOA Marketing work with both B2B and B2C clients.
Do you think there is a place for traditional advertising? If so, in which scenarios or for which businesses?
Yes, there is still a place for traditional advertising in the world today. In the informal sector, players in that space (artisans and small business owners) still largely rely on traditional advertising and it works for them. This includes flyers, banners, and signposts. This is because their ideal customer is someone who walks by their stalls or shops and then impulsively buys products. Also, big brands, startups, and SMEs that are marketing to people in the informal sector and rural communities still need to connect with them through billboards, radios, and televisions, as this customer segment still walks the streets, seeing billboards, turning on their televisions and radios to be updated, informed, and entertained.
How do you keep updated on marketing trends, tools and techniques?
To stay updated on marketing trends, tools and techniques, TOA Marketing subscribes to podcasts, mailing lists and other industry materials. We also use social listening tools to keep updated on what is happening in the industry.
What elements does a marketing campaign need in order to be successful?
The Goal of the campaign (Marketing Objective), the product’s USP, the targeted audience’s persona, the content/message, and content distribution channels are some of the elements of a successful marketing campaign.
What differentiates you from the other marketing firms?
TOA Marketing is different from other firms because of the diversity of our team. From social Gen-Zers to nerdy Millennials to seasoned thought leaders in the industry, This enables us to have fresh innovative ideas and years of experience during strategy sessions.
What contextual factors do you take into account when providing services to your clients?
We take into account the firm’s generic strategy, firm size, type of market, firm’s life cycle stage.
How do you handle team members who have different opinions about the direction of a campaign?
The beauty of having a team is the diversity of opinions. This diversity helps you see things through the lens of another person, another customer or another client. You are able to see how other people may internalise or process your campaign, even before it starts. So, when these varying opinions come to fore, we try to understand them and measure their effectiveness against the success of the overall campaign.
Tell us about your proud moment as a leader and the achievements of TOA Marketing?
My proudest moment as a leader was when TOA Marketing was shortlisted as one of the Top 100 Emerging SMEs in Nigeria for the year 2019.
How do you ensure a culture of integrity and innovation in TOA Marketing?
To ensure a culture of integrity and innovation, TOA Marketing regularly facilitates training and mentorship programmes for its staff. Alongside educational programs, TOA also ensures that members of staff are well-equipped with the right and up-to-date technology and tools.
Tell us about your vision for TOA Marketing.
My vision for TOA Marketing is to be Africa’s leading marketing agency.
What career advice would you give to new leaders who are interested in working in marketing?
For new leaders just starting out in marketing, it is important to understand the psychology of the consumer. It is not all about the product and how best to take it to the market, but also understanding the needs of the consumer. Do they really need this product? At what point is it best to show them this product? What platforms do these consumers often visit? How can you take your product to them there? How frequently will they like to see your messages?
It is very important to understand the consumer and meet them at their point of need.