www.ikekalufile.blogspot.com

2016 has ended and we have started another interesting year, we cannot but ask ourselves questions like; how will 2017 be? Will the recession be over soon and what must we do to stay afloat in times of recession? These are very important questions we should ask as we kickoff business this year.  The word recession is no longer new to us, it is all around us. But what is recession? The National Bureau of Economic Research (NBER) defined a recession as “a significant decline in economic activity spread across the economy, lasting more than a few months, normally visible in a real gross domestic product (GDP), real income, employment, industrial production and wholesale-retail sales”. Economic recession can also be defined as a negative in the real GDP growth rate of a country for two consecutive quarters (say first and second quarters). Judging by the above definition Nigeria is experiencing economic recession, since her first and second quarters growth in 2016 were -1.7%...

A friend once asked me if a spa needs marketing to survive. My answer was emphatically yes—marketing is essential not just for survival, but for delivering a great experience, achieving growth, and ensuring profitability. The spa business, like any other, requires robust marketing strategies because marketing is the core of any business. Traditionally, the spa industry hasn't been known for its marketing prowess. This is understandable since many spas are often embedded within well-known hotels or luxury businesses, thus adopting the image of the parent brand. However, we are now seeing an increase in standalone spas that offer unique experiences and aim to establish their own identities. This trend necessitates effective marketing. Having the most talented staff (brand ambassadors) is crucial, but if customers are unaware of your services and the experiences you offer, they won't patronize your business. Without customers, a spa cannot sustain itself. Many well-equip...

I heard a very interesting quote yesterday. 'There is recession in the land but I refuse to participate'. This caught my attention. Yes, things may not be easy now, but every hard time presents lots of opportunities and it’s only those who are ready that will benefit from it. What will make a difference for organisations in this time and season would be their preparedness in terms of capacity and capability. As we know, an organisation consists of three very important parties - people, processes and systems. Forward looking organizations leverage one, a combination of two or all three to create value in a sustainable manner. ‘Systems run the business and people run the system’ – Michael Gerber. Value creation is critical to the success of any organisation and it is not a one-time thing – it must be continuous. Herein lies the enviable position of marketing and innovation in every organisation. The value you create lies with the needs and aspirations of the cus...

I  you have been around marketing circles, you will probably have come across my name.  I have occupied some interesting positions and play great role in building great brands. Yes, I have had very high profile jobs and have played huge role in developing marketing, sales and customer value development in Nigeria. Having started my career in Guinness at the age of 18, worked through school and grown from grass to grace, I have come a long way in the world of business.  In the last two years, I have made the shift from just being a marketing professional to becoming a business coach and value creation consultant. It has been quite a journey, but how did it all begin? Long story. I always saw myself as someone who will grow through the ladder of success. Yes, I started off as a production hand (minimum wage level) at Guinness in 1982 but rose up to the role of Marketing Director in a telecommunication company, Zantel Telecoms in Tanzania. By the way, Zantel is ...