Brands/Products
Want to Survive a Period of Economic Crisis? Don’t Kill Your Marketing Spend
By Tintin Imevbore
During times of economic downturn, such as the one Nigeria’s currently experiencing, businesses are frequently forced to make tough choices when it comes to cutting back on costs. Unfortunately, marketing is often among the first cost items to be cut. While the reasons for cutting back on marketing as a whole are understandable, doing so could potentially cause detrimental damage to the business in the long run.
In fact, there’s a strong case to be made that, rather than making wholesale cuts, organisations could aim to reallocate spending to suit the current economic climate while also driving efficiency and adapting to changing consumer behaviours. And that, in turn, could mean putting an increased focus on digital marketing. Doing so comes with several advantages. Not only does it minimise the pitfalls that come with cutting back on marketing spend (including lost brand visibility and diminished customer loyalty), but it could also help businesses stand out against competitors who do cut their marketing budgets in a bid to save short term.
But, in order to enjoy these advantages to their fullest extent, organisations have to take the right approach to digital marketing. That includes working with advertising partners who understand the digital landscape as well as the platforms and digital ad products most suitable to each business’s requirements.
Understanding the psychology of cutbacks
Before looking at how businesses can ensure that they get the full benefits of digital marketing, it’s worth getting a clearer understanding of why it’s so often among the first items to be cut in a company budget.
One of the biggest reasons is that cutting back on marketing spend provides immediate savings to the business. That could help the business preserve immediate cash flow in the short term. While that’s not as applicable to digital marketing channels as it is to traditional ones (such as broadcast and outdoor), businesses looking to preserve cash flow and save jobs will try and save anywhere they can.
Additionally, marketing budgets are seen as more flexible compared to fixed costs like salaries or commercial rent. As such, some business owners and executives believe that it’s easier to scale back or eliminate marketing campaigns than it is to make drastic changes to the organisation’s structure.
To add to it, , in a period where business survival is perceived to be more important than growth and expansion, long-term investments like marketing campaigns might take a backseat in favour of short-term cost-cutting measures.
Short-term gains but long-term pain
As understandable as that logic is, the short-term gains made by cutting back on advertising can result in long-term pain for businesses.
Reducing or eliminating marketing efforts during an economic downturn can lead to reduced brand visibility, a loss of market share, and diminished customer loyalty. This, in turn, could make it more challenging for the business to recover once the economic situation improves.
And in an emerging market like Nigeria, that could mean missing out on considerable long-term growth. While the economy might be struggling now – thanks to a combination of volatile exchange rates, the removal of the fuel subsidy, rapidly rising inflation, and global macroeconomic factors – that won’t always be the case.
The country’s expanding youthful population, growing levels of connectivity, and rich natural resources mean that it is primed for long-term growth. In fact, research from Goldman Sachs suggests that Nigeria could have the fifth-largest economy on the globe by 2075.
The businesses that will be best positioned to enjoy the fruits of that growth are the ones that build personalised relationships with their customers, and digital marketing remains one of the most efficient ways of doing that.
Use the right partners
But that doesn’t mean that businesses have to adopt a “business-as-usual” approach when it comes to digital marketing. It is, after all, still possible to recognise the importance of maintaining a digital presence while also being aware of the broader economic situation.
Achieving this balance can be a lot easier when businesses choose to work with the right advertising partners. The ideal partner would be able to help a business identify which platforms and formats work best for its business needs. The partner will also be able to help deliver the kind of campaigns that provide the maximum return on the business’s marketing spend.
Businesses should also consider looking for an advertising partner that has an established in-market presence with local on-ground expertise. By doing so, the business is more likely to understand and adapt to the shifting economic conditions. It’s additionally important to use an advertising partner that prices transparently, meaning the business knows it’s getting the fairest possible price from the start.
An ongoing investment
Ultimately, then, it should be clear that while cutting digital marketing budgets is understandable, it should never be viewed as desirable. Businesses that choose to keep their advertising during activities running through challenging economic times could potentially come out stronger on the other side. In order to reap maximum benefits, they should consider working with partners who can help them ensure their marketing budgets work as efficiently (and as economically) as possible during uncertain times.
Tintin Imevbore is the Managing Director for Nigeria at Ad Dynamo by Aleph
Brands/Products
JMG Installs Solar Power Systems at Three NIPCO Fuel Stations
By Aduragbemi Omiyale
Nigeria’s trusted hybrid and integrated electromechanical energy provider, JMG Limited, has completed the installation of solar power systems at three key fuel stations of NIPCO Plc.
The clean energy source was installed at NIPCO’s petrol dispensing outlets in Gwagwalada Abuja, Lekki Lagos, and Mpape Abuja.
This will help the organisation eliminate diesel reliance, and unlock more than N44 million in annual energy cost savings.
The installations feature advanced hybrid systems, combining solar arrays, lithium battery storage, and smart inverters to provide 24/7 energy for fuel pumps, lighting, and office operations. Each site has reported zero use of electricity or generator power since the systems were installed.
The three NIPCO stations now run on an advanced hybrid solar system that combines high‑efficiency PV panels, intelligent lithium‑battery storage and smart inverters.
Since commissioning, the sites have operated with zero grid or generator power, providing silent, clean, uninterrupted electricity for pumps, lighting and administration.
“We are proud to help NIPCO lead the energy transition at the retail level.
“The scalable architecture can be sized to each location and has already delivered significant savings, about 88,535 kWh/year, N44.4 million in annual cost savings and a 43.8‑tonne reduction in CO₂ emissions,” the Head of JMG’s Hybrid Solar Division, Mr Abbass Hussein, stated, adding that, “Collaborating with NIPCO on this initiative demonstrates a practical pathway for other firms to reduce both emissions and energy expenses.”
Also commenting, NIPCO’s Station Manager at Gwagwalada, Mr Idoko Jacob, said, “The stations have not relied on electricity or generator power on bright-weather days since commissioning. The solar systems fully meet our daily energy needs during such periods. On days with poor weather, we supplement the solar system with generator power to ensure uninterrupted operations.”
Business Post gathered that the NIPCO Gwagwalada Station has a solar output of 42,450 kWh/year, annual savings of N15.6 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 51.2kWh Lithium Battery Storage.
The NIPCO Lekki Station has a solar output of 3,635 kWh/year, annual savings of N12 million, and CO₂ reduction of 13,130.1 kg/year, with a system installed consisting of a 25kW Must Hybrid Inverter, 22.95kWp Solar PV, and 76.8kWh Lithium Battery Storage.
As for the NIPCO Mpape Station, it has a solar output of 42,450 kWh/year, annual savings of N16.8 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 61.44kWh Lithium Battery Storage.
Brands/Products
MAGGI Unveils ‘Taste of Christmas’ Campaign
MAGGI, the culinary brand from Nestlé Nigeria, has announced the launch of its festive campaign, Taste of Christmas, designed to celebrate the sights, sounds, and flavours that define the Nigerian Christmas experience.
Central to the campaign is a collaboration with Nigeria’s fast-rising pop star Qing Madi and the renowned Loud Urban Choir, resulting in a new Christmas anthem titled Taste of Christmas.
Now available across all major music streaming platforms, the song blends contemporary sound with cultural warmth, evoking the joy of family, togetherness, and shared meals that characterize the season.
Extending beyond music, the Taste of Christmas campaign will roll out a curated series of festive recipes and culinary inspiration over a 12-day period. The collection features creative twists such as Coco Bongus, alongside beloved Nigerian classics, encouraging families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.
Commenting on the campaign, the Category Manager for Culinary at MAGGI, Ms Funmi Osineye, said, “Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian.”
The campaign further reflects MAGGI’s commitment to celebrating home-grown talent, nurturing culinary creativity, and strengthening the role of food as a unifying force in Nigerian homes.
Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem on MAGGI’s digital platforms and social media channels. Conversations around the campaign can be followed using #MAGGIChristmas.
MAGGI is a leading culinary brand from Nestlé Nigeria, committed to inspiring better cooking habits and bringing families together through delicious, nutritious meals.
Brands/Products
FG Suspension of Sachet Alcohol Ban Excites NECA
By Modupe Gbadeyanka
The decision of the federal government to suspend the ban on alcohol produced in sachets has been welcomed by the Nigeria Employers’ Consultative Association (NECA).
The Director-General of the group, Mr Adewale-Smatt Oyerinde, described it as a right step in the right direction because it respects existing National Assembly resolutions and restores regulatory clarity.
Recall that recently, the Office of the Secretary to the Government of the Federation (OSGF) ordered the suspension of the policy due to concerns raised by the House of Representatives Committee on Food and Drugs Administration and Control.
In a statement, the NECA chief said the immediate suspension of all enforcement actions relating to the proposed ban on sachet alcohol and 200ml PET bottle products, pending the conclusion of consultations and the issuance of a final policy directive, was good for the industry and the economy.
According to him, the sachet and PET segment of the alcoholic beverage industry accounts for a significant portion of the estimated N800 billion invested in the sector and supports thousands of direct and indirect jobs in manufacturing, packaging, logistics, wholesale and retail.
He stressed that in an economy already struggling with high unemployment and rising business costs, abrupt policy measures that threaten existing jobs and legitimate investments would be counterproductive.
“We fully acknowledge the need to address public health concerns, especially regarding children and young people, but the solutions must be evidence-based and carefully designed so as not to drive activities into the informal and unregulated economy or encourage illicit products.
“We are looking forward to a deepened consultation to enable the protection of jobs, livelihoods and legitimate investments, etc., while also ensuring that public health objectives are effectively and sustainably achieved,” Mr Oyerinde said.
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