How to succeed as an event planner
So, you’ve set up your events planning company but have hit a few snags along the way. You thought everything was in order and progressing well and aren’t sure why you’re not as successful as you projected. Don’t panic yet. Shit happens, don’t let that stop you from achieving your dreams though we’ve got your back. Here are some tips that’ll help you towards becoming the badass events planner you’ve always wanted to be. Be good at managing The first step in managing starts with you. It’s very easy to feel like you have wasted a whole day doing nothing when you haven’t properly managed your time. Once you’ve mastered the ability to coordinate yourself and work efficiently, you’ll find that you’re achieving more. Next, look at your team. How are you coordinating them? Are roles clearly defined? Are deliverables clearly set so your team is doing what they are supposed to? If not, time to step up your game. You’re the leader here, guide your team and lead them to success. Be resourceful Resourceful here means being creative when facing any problems. As an events planner you will undoubtedly face random problems that can emerge during events. If the electricity doesn’t trip up, there’s a toddler throwing a tantrum while someone is trying to give a speech. You need to sit yourself down for a one-to-one. How effective are you at thinking on your feet and using your gifts to problem-solve? To win you must be able to remain calm while the world burns around you. When something doesn’t go your way, think quick and sort things out resourcefully. Be good at communicating This is linked to teamwork as your team is integral to your success. Make sure your team is clear on your ideas and your vision. When communicating with your team, be respectful to everyone regardless of their role. Speak the same way to your decorators as you will to the catering team. When anyone on your team offers suggestion, listen. Accept criticism when necessary and be open to their ideas. Your team should run like a well-oiled machine. Every single person has their part to play in running an event smoothly. Be best friends with your vendors As an events planner, the most important relationships you’ll have outside your team is with your vendors. Vendors come in different flavours, they are the ones that make your events run without a hitch. The caterers, the rental companies, the hotels, the music band…maintain a good relationship with them. Study your vendors, learn about them by conducting interviews (formal or informal). When you have an established relationship with them, you stand a better chance at getting the discounts you ask for. Once your vendors become your bffs you’ll be able to reap rewards. They may even refer clients to you. Be mindful of your clients There is no set formula to ensure that all your clients are happy and content. The first step to growing your niche of customers who will always use your services and refer you to others is to do right in whatever you do. Listen to what your clients want and uncover their hidden needs. Then when you are creating their events, add that unique touch that only you can bring. This will make you stand out and is another step to achieving the success you deserve. Be passionate Remember the passion that you had when you started out as an events planner? Don’t lose it. Keep that passion burning. It should be the fire that never goes out. Passion for what you do will get you through any rough patches that you may encounter. Passion will also make it easier to run your business day-to-day. When you need to crack your whip to get things done, it’s your passion that’ll drive you.
Minding your own business: the strategic and leadership responsibility
Minding your own business is very important as a leader or CEO. Leaders of any kind have three fundamental responsibilities – crafting a vision, building followers, and championing execution. Whether you are a celebrated musician, entertainer, actor, politician or business person, you become a leader the day your vision starts to gain a following and people start paying real attention to what it is that you are doing. This is where the responsibility of leadership actually begins – in continuing to gain the wilful interest and attention of followers (clients, business partners, staff) through the art of your work and business. Even as you champion execution in original and remarkable ways. Minding your own business That process is what I call minding your own business. Minding your own business here means paying deep attention to the way that you operate, direct and lead your business. All this so that the end game can be a masterpiece. Fanciful? Not so. The most successful businesses are led by CEOs who are usually atypical in the way that they think and do. That is what gains them recognition, that is why the world begins to pay attention. These CEOs think deeply about their business service and or product. They think laterally about the potential outputs and products of their work. And they do different through their thought leadership. Many years ago I was in a two-day strategic planning workshop in Nairobi, Kenya. There we had been tasked to imagine a new future, to see who our clients would be in 5, 10 and 15 years time. We were tasked to think about how we would engage with those clients in subtle yet strong ways. We also had to complete the same exercise for our staff. What competencies, skills or disciplinary expertise would we want and need in our future staff? What would it mean for the operations and administration of our firm today? The implications for today were important because we want to create a future, not to arrive at a future that we had not made ourselves. Creating your future I remember being completely mind-boggled by the exercise. The projected requirements some members of our team were coming up with seemed improbable and fantastic. Yet they were inspiring. From renewable and clean energy consultants, to sustainable agriculture experts, to corporate responsibility consultants. These may seem obvious now, but 15 years ago it was not. Back then consulting involved business process re-engineering, financial management, human resource management and the likes. No one was really thinking of consulting in these ‘new age’ disciplines. But therein lies the responsibility of minding your own business. The amazing thing was that even though the process started slowly, some ten minutes into the exercise a new electrifying energy filled the room. As one person dared to imagine, we all started to imagine. Even as we imagined what the business might look like in years to come, we all got excited about the part that we individually would play in that new future. I think that was what really stirred the energy. Suddenly everyone’s work and contribution became meaningful. Our leader had started the process of championing execution. Imagine and create new possibilities Eight years ago in Lagos, Nigeria, my team sat in consultation to the then Governor of Lagos State, Babatunde Raji Fashola, advising him and his commissioners on their respective medium term sector strategies. We imagined a Lagos where priority was placed on adherence to the rule of law and on a culture of proactive service delivery. We imagined a Lagos exemplified by physical, artistic and cultural attractions with international appeal. A clean environment of aesthetic beauty and serenity. A Lagos where there is security of life and of property. Where was this Lagos? It was in the mind of our future. Effective business leaders set aside time to imagine and examine new possibilities, even though they may not immediately know the ‘how to’. It is the process of imagining and being committed to new possibilities that is actually the most critical part of being strategic as a leader. We don’t reject an idea just because we are not sure of ‘the how’. The best of business leaders are risk takers, doers, and the makers of things. It is time to start minding your business.
Thelma Golden, Director and Chief Curator of Studio Museum Harlem: “The digital age has made it easier for artists”
Art opens us up to the world. We can get a glimpse into the culture and history of a people through their creations. When it comes to African art, many artists are visual griots who tell a story through their visual work. The digital age has made it easier for artists to present their works on a larger platform. Thelma Golden, Director and Chief Curator of the Studio Museum in Harlem, explained to us at She Hive NYC 2016 that art at its core is multidisciplinary. Here are some of the points that Thelma Golden highlighted. – “Digital spaces for art display can have pros and cons. Many museums plan so far ahead that it could take years for your art to be showcased, digital spaces in this instance can be great for artists to bring attention to their work.” – “Create a support system within your peer group, within different fields, they can be cultural mentors to you.” – “Art being in the digital space has been to the great benefit for artists who don’t always have access to the official portals of art.” – “When thinking about investing in art you need to do your research. First figure out what you like, go to museums and see what is for you. For example, do you like abstract art? Do you like art with a lot of texture? To live with art, you want to be around something that inspires you and provokes you.” – “One of the amazing things about collecting contemporary art is that you get to know the artist. Knowing about the artist should also be criteria when investing in art pieces.” – “You should only buy art from reputable sources to ensure that you are getting what you paid for.” – “Follow artists that you like on social media and see their path, engage with them.” She Hive NYC attendees learned that art is an investment in culture itself. If you want to be an agent for change in the distribution of African art, be involved in the art scene. Sign up for a museum membership within your community. Visit art exhibits whenever possible. There is strength in numbers, have your peers get involved. Let’s go out and support!
Key steps to creating your business with Sharon Beason, Founder of Womeneur
Creating a business model can come with its challenges, it is not always easy and requires significant strategy. Womeneur is a platform for women to develop their businesses professionally. During She Hive NYC 2016, Womeneur Founder, Sharon Beason went over the initial steps needed to develop a business. In this workshop, attendees learned that paying attention to detail can make all the difference in the trajectory of a business. Here are some of Sharon’s strategies on developing a business professionally. It has to make sense Think about how viable your business is. No matter what business you are in, you are always in the business of solving problems. Ask yourself, am I solving a problem? Do your research and know who your competition is. You must see where your competition is slacking and solve the problems that they are not. For example, if they are not responding to customer phone calls make sure that you are. If they are low on merchandise, make sure that you are not. Aim high Within the industry that you are looking to get into, see who on a grand scale is doing what you aspire to do. For example, if you are looking to make handbags, look at who is currently the most successful at doing it. Study the strategies that the company uses. Have a well-defined niche and target that audience. Create a customer profile for that niche. Be as meticulous as possible when defining your target audience, this allows you to make better customer-centered decisions. Ask yourself, what do they look like? How do they speak? What are their interests? Listen to your audience You have to actively listen to your target audience’s needs and go where they are. For example, if most of your target audience uses Instagram to communicate go there and read about the discussions that they are having on that platform. Sharon explained that people’s commentaries give you a snapshot into their mindset. If you have a well-defined understanding of their problems, you can more readily provide solutions. Workshop participants went home with the key takeaway that if they set up their business models effectively, they can become agents for change within their respective industries. In order to become an agent for change you must listen to the people that you want to serve and always make it your priority to fulfill their needs.
To disclose, or not to disclose: Striking the right balance when making a case for your business
As promised in Navigating The Catch-22: Successfully Fundraising For Your Business, this segment discusses, in detail, the nuts and bolts of confidentiality agreements. Also referred to as Non-disclosure Agreement (NDA), the NDA keeps certain aspects of what an entrepreneur will discuss or disclose with a potential investor a secret. While an NDA is an important document that helps protect your new venture’s confidential information, entrepreneurs should endeavour to strike the right balance between protecting their business secrets and sharing relevant information with potential investors to attract capital or other resources. 1. Timing is everything: Relationships come first Indeed, the know-hows of your new venture might necessitate the execution of a NDA. However, this does not mean that you should walk into a potential investor’s office for the first time offering a NDA as a substitute for a handshake. This singular act may, in fact, be counterproductive as it may scare away savvy investors! The use of the words “scare away” is intentional. Indeed, this choice of words begs the question, “Why would a potential investor be reluctant to sign an NDA, if they do not intend to breach the agreement?” A few answers are listed below: Most potential investors sit on numerous pitch competition boards. They encounter numerous entrepreneurs in their professional lives and are often asked to sign NDAs. Consequently, your NDA may be number 500 on the request list. As such, a potential investor’s reluctance to sign your NDA may not be because they intend to disclose your trade secrets, rather, it may be due to the practicality of keeping track of thousands of NDAs that they receive. From a practical standpoint, it gets really challenging to track thousands of NDAs especially where entrepreneurs submit pitch decks with similar ideas. Investors are not only attracted to an idea but to other factors such as your team, track record, probability of success etc. Given that NDAs are important legal documents, investors will often want their lawyers to review these documents before they sign. This costs time and money—two things that have huge opportunity costs for an investor. Notwithstanding, if you are concerned about a potential investor’s ability to protect your confidential information, you should vet them. This can be easily done by utilizing your networks to find out more about a potential investor. If you are not satisfied with the results of your due diligence, then consider safeguarding your proprietary information. You have to strike the right balance between keeping your business know-hows a secret and attracting investors. The free flow of ideas is an important factor in further developing your product and raising capital. However, you do not need to disclose every minute detail of your business to an investor if you do not feel comfortable doing so. 2. Practical consideration when reviewing an NDA When you get to the NDA stage, it is imperative that you carefully review the NDA, negotiate the terms, and participate in the drafting process. If there are provisions you do not understand in the NDA, don’t feel embarrassed asking about the intent of that provision. Below are a few items you should consider when negotiating your NDA: Ensure that the party that signs the NDA has the authority to do so. Check to make sure that individual is an authorized officer of the company. Ensure that the NDA details what the word “confidentiality” means. If the definition is too broad and contains everything under the sun, you might get a lot of push back from your potential investors. So, be practical about the scope of the definition! In the same light, your NDA should clearly explain what doesn’t constitute confidential information. Remember, exceptions are equally as important as inclusions. The NDA should also detail the manner of the disclosure that will be kept confidential. For example, will both parties treat oral disclosures as confidential information? It is also important that you carefully think through your negotiation strategy during the NDA drafting phase and that you negotiate from a practical perspective. Spending too little negotiating a NDA might create an impression that you are not a savvy businesswoman. This perception may hurt your negotiating power with your potential business partner in the long run. On the other hand, overly negotiating a NDA might make you appear as one who might be difficult to work with. It is essential that you find the right middle ground. As a general rule of thumb, entrepreneurs should not negotiate past three drafts. More drafts may be required for an extremely complex project. Treat the NDA negotiations as a pre-investment negotiation interview. During this stage, your potential investors are just getting to know you. This is your opportunity to show them that you are savvy businesswomen with excellent negotiation skills. During the drafting phase, be cognizant of who will have access to the confidential information. Will all employees have access to the information? What third parties will have access to the information? All these considerations are important as they let you know the individuals that will be privileged to the information you have provided. Your NDA should also list each party’s responsibilities or burdens. Ensure that the NDA contains remedies that are reasonable. Most importantly, research your potential investors or business partners to ensure that the individual or firm is a reputable and fair player in the market. To summarize, it is imperative that you carefully consider the timing of requesting an NDA. When it becomes necessary to execute a NDA, carefully negotiate your NDA and ensure that you understand every word on the agreement before you sign on those dotted lines. In the next segment, we will discuss the art of successful negotiation. If you would like insights on a particular topic, write to us! We are listening.
Asmau Ahmad, Plum Perfect CEO: Lessons on building a business in tech
The She Hive made its way to NYC and it held no punches! Guest speaker Asmau Ahmad, CEO and founder of Plum Perfect, showed us that building a business in tech requires strategy, confidence and persistence. Trained as a chemical engineer, Asmau understands the importance of being both precise and thorough. Asmau’s Plum Perfect is a mobile technology that allows the user to submit a photo selfie, it then analyzes the content of that photo to recommend makeup products that work for your complexion. During She Hive NYC 2016, Asmau shared with us how she navigated her path within the tech industry. Here are some lessons we can take away from Asmau’s journey. Be flexible Your ability to stay alive as a startup is directly correlated to your ability to pivot quickly. This means that you need to learn what is moving very quickly and move directions. Do not get too emotionally invested in something that clearly isn’t working. If you have been working on something that needs to be revamped, just make the necessary changes. You can either grow fast or die slowly, the choice is yours. If your startup does not have the funds to market itself, partner with bigger brands and let them do the marketing. Data is king Use data tracking tools that allow you to see how your users interact with your technology, Google Analytics and Mixpanel are some resources Asmau suggested. Listen to your users, read all of their reviews and make adjustments accordingly. Your most enthusiastic customers and your most angry customers will be the ones who give the most feedback. Feed off the energy of your most enthusiastic customers and give them what they want. Conversely, solve the problem of the angry customers and give them what they want too. You want to get to a happy zone with as many customers as possible. Reach out to investors Asmau said that she focused on mostly women-led investors to help push Plum Perfect forward. It’s important that you find investors that fall in line with your business interests. Choose one revenue model that you want to focus on, state what you want clearly and simply. Investors need to know that you are well informed about the product you’re pitching. Know your numbers when presenting, what has been your ROI thus far? How much do you need to carry out your next endeavor? Get investors who not only give money but also invest time into your project. Surround yourself with people who are smarter than you. You do not always want to be the one with the best ideas in the room. There are some instances where an investor will not take you seriously unless you have an MBA degree, it is validating for them. Asmau’s takeaway is that business school is not mandatory for running a successful business. If you have a viable business model and can think logically you can run a business.
Five essential books on leadership
One of the best ways to become a leader is by soaking up advice from those who got there before you. A plethora of leadership books exist and it can be daunting to decide where to start. You may want to go with popular books like “The 48 Laws of Power” or you may consider this list which spices things up by choosing books with a specific kind of woman in mind. Whether you’re the woman whose family and friends dismiss her anxiety because “Africans don’t deal with that” or you’re struggling to find a balance between being a wife, mother, daughter, aunty, bff and/or businesswoman, we’ve got a book on leadership for you. “#Girlboss” by Sophia Amoruso: For the woman who doesn’t have time for the haters Sophia Amoruso is the founder of Nasty Gal, an online fashion retailer worth over $250 million. When she was 22 years old, she was broke and had spent most of her teens on the road and shoplifting. “#Girlboss” is a book for the a typical CEO, it charts Amoruso’s ascendance into success offering practical life and career advice. This one is for the women who walk the unbeaten path and have to listen to people asking them why they are setting up a puff-puff business when they haven’t yet married. In “#Girlboss” Amoruso reminds us to be loyal to our passions and remain nonconforming. “Flying Without a Net: Turn Fear of Change into Fuel for Success” by Thomas J. DeLong: For the anxious #MotherlandMogul “Flying Without a Net” is a useful guide to anxious professionals. Fear of the unknown is very real for some of us. It holds us back from new challenges and dims our brightness by making us vulnerable. In this book, Thomas J. DeLong, Harvard Business School professor, teaches how to deal with fears and to turn vulnerability into strength. “Flying Without a Net” is essential learning on how to confront fears and improve on your courage. “The First-Time Manager” by Loren B. Belker, Jim McCormick and Gary S. Topchik: For the newbie just starting out Called the “ultimate guide for anyone starting his or her career in management”, “The First-Time Manager” is effectively a beginner’s guide. This book is great for newbies venturing into the worlds of management and entrepreneurship. It offers easy advice on diverse topics from discovering your management style and hiring and keeping your staff motivated to dealing with bosses and leading meetings. “Nice Girls Don’t Get the Corner Office: Unconscious Mistakes Women Make That Sabotage Their Careers” by Lois P. Frankel: For the good girl ready to go bad Apparently nice girls carry last. You may be making huge mistakes in your career by being overly likeable. “Nice Girls Don’t Get the Corner Office” is a must-have for business women. It shows that being a nice girl may not be the best way to take charge of your career. Lois Frankel coaches us on getting rid of unconscious mistakes such as multi-tasking and not negotiating. “The Emperor’s Handbook: A New Translation of the Meditations” by Marcus Aurelius: For the multitasking woman This list won’t be complete without one from history. Marcus Aurelius ruled Rome from 161 to 180 A.D, he was also a legislator, a parent, a military officer, a political leader and a spouse. No wonder, Aurelius is considered to be one of the most powerful and respectable leaders in history. And where better to learn than from a leader whose name is remembered thousands of years after his death? “The Emperor’s Handbook” brings timeless lesson from a Roman emperor to readers of today. It is a translation of Aurelius’s private personal notes on life, leadership and everyday advice. What kind of leadership books is for a woman like you? Share them with us.
The 4 minute guide to SME marketing: Much ado about big budget
“Jennifer our business only has #xxxx and I can show you our account statement if you don’t believe me. I really would love to do marketing o, but If I spend that kind of money now, I would have nothing left to run my business.” This was a real statement from a friend of mine during a conversation we had about his recently launched platform. At some point during the conversation, I had to subtly remind him that if he does not market his platform, he wouldn’t have a business to run in another few months. I cannot say this enough, when it comes to getting your business out there, marketing is a big deal. As you think of your product you also have to think about how you will go to market with that product. Having worked with/and for startups and small businesses, I am all too familiar with the budget constraints. There is usually too little cash competing with too many business priorities. This, coupled with the fact that for a long time small business owners have been told that marketing (and subsequently advertising) is for the big players with big budgets, have made them shy away from it until it becomes an absolute necessity. The real questions are: Can you create buzz around your product or service without a killer budget? Yes! Can you get people to care about your brand and actually want to engage with your brand without having to dole out a shit load of money? A big yes! These things are very possible as long as you are committed to going through the marketing process in a creative and deliberate way. As we go further in this series, we will explore multiple strategies and tactics that you as a small business owner can deploy in growing your customer or client base. However, today, I would like to speak to 2 things that I consider very essential at the early/launch stage of your business that will cost you little or nothing to implement: Be approachable One of my favorite IG luxury fashion retailers once did a PSA that encouraged people to come into her store and window shop even though they might not be able to buy any of the items at that particular time. I thought that was really warm and inviting and it inspired my first interaction with her business. Truth is, your brand essence notwithstanding, if your business projects an image of being aloof or arrogant, people will probably have a difficult time connecting and interacting with it. Give something back Earlier this year I bought a pair of shoes from one of these online stores and inside the box was a voucher with a discount code for 20% off my next purchase. This was to thank me for choosing them and to encourage me to choose them again. I was quite pleased with both my purchase and the incentive and let’s just say before the end of the day I had redeemed my voucher. Make people feel appreciated for spending money on your business and you give them a powerful reason to want to spend more. More often than not superior marketing can beat a superior product. Coca Cola and Pepsi are fantastic in illustrating this because despite the fact that Pepsi typically wins in blind taste tests, Coca Cola still controls a huge chunk of the carbonated soft drinks market. However, superior marketing does not always imply superior marketing spend/budget. With a healthy dose of creativity, strategic marketing and sometimes just plain hustle you, with your little or no marketing budget, can achieve results that would rival that of an FMCG with their seeming infinite marketing spend.
Begin with the end in mind
I am sure we have all heard the saying ‘begin with the end in mind’ more times than we care to remember. Most times this is said in the context of our own lives and how we should be approaching the goal realization process. Perhaps the best-known individual on this is Steven Covey in his ‘The 7 Habits Of Highly Effective People’, where habit 2 speaks to this directly. I was reminded of this very saying a week ago when I had a one-on-one meeting with my mentor. In conversation my mentor asked me what my end goal is. I asked him what he meant and at that very moment I realized that in so much as I understand where I see the business going, I have not actively put together my business end goal. A business end goal is all about where you see yourself as a businessperson in seven to ten years. Unlike a typical business mission and vision statement, this is about you the person in as much as it is about the business. Take for example a person who wants their business to be the leader in providing information communication technology (ICT) on the African continent; the key question is how will this person know when the milestone has been reached? What are they using as a yardstick for success? More than that, what is the ultimate role you would like to play in business? You may want your company to be a regional leader in its area of work, but your personal ambition may be to have multiple business interests without you being necessarily involved in each business on a day-today basis. It may be that your passion is unrelated to the daily grind of deal making and operations management, but rather in advocating for a particular cause that gives meaning to your life. In this particular case, what drives you is the ability to derive income while not being bogged down by the minutia of managing a business or multiple business interests. Your end goal is thus to create businesses that allow you to spend your energies on things that bring you meaning. Thus, by year x, you want to be in a position to have built businesses that run independently of your daily input so that that you can focus your time on what your care most about. When you begin with the end in mind, you are letting your imagination guide you. As Steven Covey puts it, the exercise of imagination is based on the principle that all things are created twice: first mentally and then the actual physical creation, with the physical following the mental in the same way a building follows a blueprint. The world of business is challenging and often times we are stretched beyond our limits. It is during those times that our bigger goal/end needs to carry us through. Taking the ICT company example, say now an opportunity comes to take the business to other markets, your end goal enables you to make an informed decision on what you need to do. For instance, will the time requirements of moving beyond conquered markets square up with your personal end goal? Perhaps you may end up concluding that the potential revenue does not justify sacrificing these goals, or that your team requirements must support this ambition to the largest extent possible. You can only square up your personal vs. business interests once you have made an honest determination of what is important to you and where you see yourself at your predetermined timeframe. Lack of such a determination may leave you drifting and following others’ priorities/ambitions without the gratification that your journey should bring you. While waiting to reach your pinnacle point, you can still do something towards achieving your personal ambitions by doing small tasks towards that very end. How do you start you may be wondering? Below are three actions you can start with you to ensure you are continuously working towards the end in mind: Develop a business and personal goal statement This statement should answer the questions of what and who you want to be. Aligned to that is what you would like your business end to look like at point x; in other words, what is your ultimate business objective? Be sure to be as clear as daylight when you work through this- the clearer and specific you are, the better will be your ability to continuously measure your progress. This statement should be an articulation of that mental picture which will form the beginning to the physical realization. Take it one day at a time When you begin with the end in mind, your days will never be the same again. Each task, or project will be a clear fit into the bigger end. Only then are you able to make things happen for your personal and business ambitions. Your decision-making improves, as you know instinctively what makes sense and in what way this makes sense. Conflicts between personal and business goals are clearly identifiable and can be resolved in a more systematic way. It’s not cast in stone In as much as your business plan is a fluid document, so is your personal plan. Just because you have a desire to advocate for children’s’ rights in your 20s does not mean that’s what you ultimately want to do. Be open minded to the changes you need to make as you go along, review your timeframes, and reassess your priorities from time to time. When you are true to yourself, irrespective of what your goal statement looks like today- the values you hold and your passions stay with you. When you begin with the end in mind, you put yourself in a better position to succeed. You do not make haphazard decisions around your business and personal life. It is only then that you can have a better grip of you in your entirety.
Debunking the “Marketing is Advertising” myth
Advertising is not marketing. As a marketing professional I encounter clients who usually do not understand that although all advertising is marketing, not all marketing is advertising. Marketing is an all-encompassing practice, made up of various elements such as strategy, customer research, trend investigation, public relations, social media promotion, product design, pricing techniques, promotional campaign activities, distribution management, competitor research, innovation, concept and service design, content creation, copywriting, and so much more. All of these efforts need to be working together to build a successful product or service. Advertising on the other hand is really only one form of marketing but that which everyone actively notices. It is the promoting of brand awareness to a large target audience via mass media, such as television, print and radio. Let me try to simplify this Think of marketing as a box of crayons with different colors, while advertising is just one color in the entire box. To create a masterpiece that isn’t lackluster, you need to play around with the different colors in your box of crayon. I thought it was important to establish this because I encounter quite a lot of entrepreneurs and business owners who think that because they have a Facebook or IG page, they are ‘marketing’. While social media is a fantastic marketing tool, it is but one in the arsenal of tools that are available to you. Nonetheless, advertising works The big brands have proven this over and over again. They have also proven the fact that advertising needs the support of other marketing elements to deliver good results. So while you would be serenade by Power Oil sachet jingles on radio on your way to and from work (Advertising), you would also find that Power Oil sachet at almost every street corner (Optimized Distribution). More importantly, advertising alone would not solve all of your marketing problems. So for example, you can choose to invest your limited funds in a radio campaign or on Facebook sponsored posts but all of these efforts would yield little or no results if you do not have a product that solves a real consumer need. However, the process to dimensioning & understanding these needs is a marketing process called customer and market research (and definitely not advertising)! Another example is the lady who sells packaged food items (Say 5kg at ₦8000) and wants to increase her sales. She might not necessarily need to spend money trying to set up a billboard along the third mainland bridge. What she could do is launch smaller variations of her product (let’s say 2kg @₦4000) that students and other low income earners can afford. This would help her appeal to more people and broaden her market space. Am I making sense? The lesson today is single minded: Marketing is much bigger than advertising. And to be very honest, marketing is a tough concept to get your arms around but that is why I am here. To help you get the hang of it such that you would get actual returns on all investments (time, money and effort) made into this very vital aspect of your business.