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 ...

Ladies and gentlemen, It gives me pleasure to associate with this event. I congratulate the organisers of Tush Awards and celebrate with all the nominees and winners in the different categories. I am indeed very excited. A have a simple task of speaking on the topic ‘Invest Wisely, Invest Young’. This is a topic that is apt at this time of our economic and political evolution. The situation we find ourselves now present opportunity for us to create wealth – become entrepreneurs in our little ways.  This cannot happen except we get into an ‘investment mind-set’. First let me start with a simple definition of ‘Investment’. It can be defined as a devoting, using, or giving of time, talent, emotional energy, finances etc., for the purpose of achieving something or a goal. When you invest, you get something better in future.   In the context of our discussion today, it will mean the devoting or giving of your money for the purpose of future gains. It has to do ...

One of my students once asked me if 'value creation consulting means knowing it all?’ I certainly do not think so. But I am not surprised at the questions. I get such question almost everywhere I introduce myself as a value creation consultant. So what is value creation consulting? I think it’s an exciting way to unlock growth opportunities for a business particularly in these very challenging times. It’s about listening attentively to a business owner and helping / guiding them through the issues they may have spotted in their business to a point where they can see the opportunities that lie around and behind the issues and challenges. It’s about working with business owners and their core staff to unlock the opportunities inherent in the issues plaguing them or the industry in which they operate. We recently worked with a fairly large SME in the event management (agency) industry. The initial brief was to help their core staff understand their job descriptions and h...

Lagos, November 7th, 2015 – Customer Passion Point Limited (CPPL) successfully held the October edition of its monthly training program on Friday, October 30th. Themed “Business Strategies for Growth and Profitability,” this session marks the 15th edition of a program that began as a pilot in July 2014. The latest session saw participants from various sectors of the economy, who experienced insightful and impactful learning, according to Ikechukwu Kalu, the lead facilitator. Kalu emphasized that the program goes beyond mere training for business owners and their core staff; it focuses on improving performance, increasing sales, and ensuring better returns for stakeholders. Christopher Anunobi Marshall, a past participant, shared his positive experience: “What an awesome pleasure to be a part of the last CPPL training. I have already been applying the insights gained and have secured three presentations for my company.” Kalu explains, “The program’s design ensures participants sta...