Expert Highlights Power Of Experiential Marketing

Brand expert Segun Obafuso has said that consumers are more likely to remember experiences they actively participate in than messages they simply consume.

Speaking at a branding event in Lagos, Obafuso said brands must adapt to changing consumer expectations by creating opportunities for meaningful engagement rather than relying solely on traditional advertising.

According to him, consumers increasingly prefer brands that engage them in the spaces they already occupy and contribute to moments they value.

Using Maltina as an example, Obafuso said the beverage brand has remained relevant for five decades by evolving alongside changing consumer habits while maintaining its core identity.

He cited the brand’s recent partnership with the Morayo Brown Show as an example of experience-driven marketing.

As part of its May 27 celebrations under the “Nourishment Fit For You” campaign, the brand sponsored the programme’s live studio experience, where audiences participated in interactive activities, watched practical demonstrations, and received branded gift packs.

He also noted that the company extended its consumer engagement campaign to Ikeja City Mall, where it organised music, dance, games, and other interactive activities for children, youths, and parents.

According to Obafuso, such initiatives demonstrate the growing importance of experiential marketing as brands seek to strengthen connections with consumers.

He said the interactions generated conversations and memories that extend beyond the events themselves, helping to shape long-term consumer perception of a brand. He added that while platforms, technologies, and consumer habits have changed significantly over the years, brands that remain relevant are those that understand evolving consumer needs and create experiences that resonate with their audiences.