I find it a bit difficult to give this article a title but eventually I did, you can call it “The Beauty Behind Creativity” or “How To Make Your Marketing Campaign Viral” whatever you decide to call it still fits into the context of what I expressed in this article. It’s about Oyinlola Famodun’s wedding proposal to Yemisi, taking a look at it from a creative and marketing point of view.
Every business is interested in increasing its marketing return on investment (ROI). Effective marketing seeks to reach audiences when they are most likely to be open and attentive to the message. Business owners need to think carefully about their delivery mechanisms; newspaper, radio, TV, social media, and others. Also, they have to consider the creativity of messages that are to be tailored to these target audiences.
“Effective marketing seeks to reach audiences when they are most likely to be open and attentive to the message”
Research has it that an average Nigerian is being exposed to at least 100 – 500 marketing messages in a day and you can imagine how each message will fight to gain first place in the thoughts and minds of this individuals to propel the action, a purchasing action or conversion as it is measured in some industries.
This all boils down to how creative these disseminated messages were; these involve its marketing approach, the product and business model.
“Everyone wants viral growth, but very few people understand how to create it”.
First, your product itself has to be worth talking about—and in addition, your creativity should be unique .
While reviewing some Ads and marketing campaigns on the internet; some were captivating but nothing was compared to the freshness, creative, breath-taking and goose-feel effect of Oyinlola and Yemi’s proposal on YouTube, With almost 3000 views( awesome) just within some weeks.
Oyinlola defiled the cliche that Nigerian men are not romantic. Romance was left in the hands of the women to paddle
From the scenery, settings, costuming, make-up, models (musicians), music, to the camera works; all technicality was on point. Oyinlola’s proposal must have been a well-thought and researched one, he certainly must have watched other wedding proposals and be dissatisfied, fueling the energy to make the moment not only unique and of course memorable for his future wife but for all viewers to enjoy its creative power.
The wedding proposal projected a perfect duo, creating an atmosphere of love, romance, ecstasy, fulfillment and uniqueness.
Obviously, it took a creative mind to be able to get the right words, actors, music, timing, costuming, camera works and audience. The introduction of the Nigerian song titled Femi, which means marry me by Nigeria-born musician/ songwriter Brymo that ushered the creator/protagonist/groom – Oyinlola himself, left viewers completely captured and emotional. Irrespective of the location, he represented his culture with pride and gait.
Most brand owners would not have infused indigenous contents into their campaigns and adverts due to its chosen environ or settings. So many adverts shot outside the shores of our beloved African continent carries so much foreign taste that we forget that the higher percentage of consumers hail from Africa, and they also forget it is an avenue to inseminate culture in the ads.
A good example is the GLO free tomorrow Ad, shot by a Hausa man selling Suya, we could obviously perceive culture being represented in the Ad.
Modern consumers yearn to be exposed to marketing messages that reflect their lifestyle, locality, culture and identity. Creativity spans from those little yet important factors that should come into our copy when composing our messages. If business owners can apply this same creativity and smart work with deep thoughts to their message content and marketing approach, then sales will not be their problem.
Using Oyinlola Famodun and Yemisi Orekoya’s creative wedding proposals as a perfect example we will use this medium to summarize few creative steps to attain effective marketing pursuit.
Oyinlola Understood His Mission
As delicate as wedding proposals are, Oyinlola understood his mission, he was aware of the intricacies that were lurking at every corner, debilitating against the success of his mission. He understood the task ahead, which is the first step in achieving his aim.
As a business owner, you need to understand your business niche by answering questions like
1. What do you do?
2. Who needs what you do?
3. How do you best approach these projects?
4. How much am I willing to pay for these projects?
If you can answer these questions properly, then you are on your way to business success.
Oyinlola Broke the Mission into bits
The video started with a planned disguise, a restaurant setting, with a waiter by the corner and Yemisi’s presence with friends all come into view and then our supposed waiter intentionally messes Yemisi’s dress. All actions were intertwined into each other, no action was left out, no haphazard work was done , the scenery played into each other because the mission was broken into bits and clear.
Business owners should endeavor to break the mission into specific goals, you can start by jotting down the activity goals (calls per day, proposals per month, referrals per call, etc.) that you can control. You set results goals (sales per month, amount per sale, profit per sale, etc.) to measure your progress, and track them closely.
“Fuel your action by increasing your activity and measuring the results”.
Oyinlola Understood his Need and Reached out to it
There was a need to create a unique and memorable wedding proposal. To create an atmosphere of romance, warmth and love. Did he reach out for it? Of course, He did, if not, admirers, viewers and even event planners won’t have a story to reflect and guide them on establishing wedding proposals.
Always consider your customers’ needs assume your prospects will buy only what they need. How can you convince them of that much aim need? Emphasize the features of your product or service that reduce costs and solve problems for the customer. Reposition your wares if need be, be creative in your sales and marketing.
Oyinlola initiated and maintained a favorable attention.
Right settings, right orchestrated audience, right mission, right result.
Effective marketing, referrals, strong sales skills, and strategic questions are the keys to creating favorable attention. Diligent follow-through and above-and-beyond customer service are the keys to maintaining it.
Oyinlola Sold on purpose
Watching the video will only connote one thing; the creator knew what he was doing. He understood what he wanted to do and achieve at every stage of the proposal, was it the effect of the amazement in Yemisi’s eyes or her uncertain mood and surprised face?
As a business owner, you need to know both what to do and why you’re doing it at every step along the way. Who are you targeting and why? What are you going to tell them and why? What are you going to ask them and why? What is your proposal going to look like and why? When are you going to ask for the order? If you don’t feel sure of yourself at every step of the selling process, get some training or guidance.
Oyinlola asked, listened and acted
A lot of research work had to be done before the success of Oyinlola’ wedding proposal, it is certain that he asked people, perhaps friends of how well the idea was, he listened to their views and acted in line with the concluded concept.
These three words summarize success in sales. Marketing messages must be creative, planned, relevant, and direct. Listening skills must be highly developed. And You must respond and take action that proves that you listened to the customer and want the sale.
Oyinlola took the responsibility not only the credit
As a role model to many people, he realized his position as a creator and sender of a message to one who shared a special place in his heart. He took the responsibility of creating the message and tailoring it through the best medium.
As a sales agent, a brand owner you need to realize that you are the team leader. The company looks to you for direction and supports your effort. To build a strong support team willing to go the extra mile when you need it, give your team the credit for everything that goes right, and take the blame when it goes wrong.
Oyinlola worked on the basics
The basics were fully established, location was cozy and on point, ambiance was laced with the right music and actors in view. A deeper research on Oyinlola’s personality could reveal that he’s more of a reserved and conservative person. He broke out of his shell in order to produce something as courageous as this video portrays.
Make a decision to improve your weaknesses, and set goals to force yourself to do the things you don’t like to do. Be more creative in your prospecting, fact finding, and presentation skills. Imagine the perfect sales person.
Oyinlola developed his attitude
As a reserved person, you doubt if he could be able to create such an impeccable performance.
As a sales agent, you must develop your attitude, conquer your fears, change the beliefs that limit your success. Your thought habits control your commitment, enthusiasm, persistence, resilience, happiness, and confidence. Be aware of them, decide which ones are unproductive, and then make a commitment to change. Attitude is controllable. You can become the person you want to be!
Oyinlola maximized his time
Oyinlola kept us in suspense, wondering how this idea will evolve into something beautiful. And in less than six minutes ,he achieved his aim, no boring dialogues, and actions, all between that little time frame, he kept us glued and captivated our hearts.
When planning your campaign, focus on your goals. Test every activity for its importance and urgency. Create an ideal schedule, and test your actual time use it daily.
Oyinlola and Yemisi’s wedding proposal has paved the way as a model for an effective marketing creative campaign. We all appreciate the creativity and yearn to be partakers of this blissful union.One thing that intrigued me was bellanaija’s caption of the vdeo on her blog that reads
“WOW! Oyin & Yemisi’s London Proposal Deserves an Award”