Experiential Marketers Association of Nigeria (EXMAN) has designed a code of conduct to sanction members who litter streets, roads and other public places after brand road shows.
The code of conduct, which was launched recently in Lagos, seeks to ‘name and shame’ defaulters.
The guidelines ensure that marketing communications are legal, decent, honest and truthful, and that consumer confidence is maintained.
Before large client companies engage marketing agencies or service providers they require them to be members of a recognised trade body and/or adhere to industry code of conduct which provides a level of trust and confidence.
Other major client companies have also adopted their own marketing charters, and it is highly likely that adherence to the EXMAN code of conduct will be incorporated into many of these charters.
Kayode Olagesin
EXMAN President Kayode Olagesin, who is also Towncrier Limited Managing Director, said by practising self-regulation, the body ensures the integrity of experiential marketing, activation, promotion and direct marketing.
The value of self-regulation as an alternative to statutory control is recognised and advisable, he stated.
Marketers have a primary responsibility to ensure that their marketing communications are legal and comply with industry code. Marketing communications should comply with the law and not incite anyone to break it, added EXMAN Secretary General, Otis Ojeikhoa.
The EXMAN code is intended to complement and support other industry codes, according to Olagesin.
However, given the nature of most experiential marketing campaigns, and the fact that they can include a wide range of different individual activities, it may require investigation and collaboration to agree on codes.
Olagesin explained that any marketing communications activity delivered as part of an experiential marketing campaign will be investigated. However, because of the nature of experiential marketing, it often involves marketing activities that are unusual, innovative and perhaps even unique.
As a result, it is difficult to draw up a full list of marketing activities, which would fall under the scope of EXMAN code of conduct, Olagesin stressed.
Areas the code focuses on include distribution of samples by a brand ambassador to consumers, distribution of other promotional materials by a brand ambassador to consumers, live events to communicate marketing messages and oral marketing communication.
One point that should be stressed, Olagesin maintained, is that the EXMAN code of conduct is intended to cover marketing communications delivered by representatives of a brand (brand ambassador) directly to consumers.
The code does not cover face-to-face selling or product demonstration unless such activities are combined with experiential marketing.
Olagesin explained that when the term ‘brand’ or ‘product’ is used in the code, it encompasses goods, services, ideas, causes, opportunities, prizes or gifts.
He defined a consumer as anyone likely to see a marketing communication, whether in the course of business or not.
So, the EXMAN code of conduct applies to both consumer-facing activities and business-to-business activities.
