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Economy

Insurers Back Measurement, Evaluation of PR Campaigns

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By Modupe Gbadeyanka

Players in the Nigerian insurance sector have thrown their full weight behind the measurement and evaluation of public relations and other related communications campaigns.

Before now, there had not been much on the measurement and evaluation of communications campaigns in Nigeria.

But a young firm, P+ Measurement Services run by PR expert, Mr Philip Odiakose, took it upon itself to begin this in the country and the company has been recording huge successes since its inception.

At a recent round table interactive session by members of the Corporate Communications and Branding Managers of Insurance Companies under the auspices of Nigerian Insurers Association (NIA) popularly known as CAMCONIA, the insurers said they would now embrace the measurement and evaluation of their various campaigns.

At the interactive session led by a paper presentation by Mr Odiakose ‘Measurement and Evaluation of Communications Campaign,’ the PR expert addressed issues such as why the Advertising Value Equivalent (AVEs) was denounced as flawed being a tool of measurement.

He also talked on the Seven (7) Barcelona Principles being a guideline that directs and not necessarily a tool of communications measurement, the crises of selective media monitoring.

The discussion generally centred around five identifiable valid metrics to measurement which are brand awareness, brand preference, brand reputation, customer metrics and competition metrics.

In the words of Chairman of CAMCONIA, Dr Tunde Odeyemi, it is high time the insurance industry began to make concerted efforts at investing in strategic mass communications campaigns to further enhance the image of the industry.

He said to achieve this, there is need to have an effective and efficient means of evaluating and measuring the impact of such campaigns.

Mr Odeyemi noted that there was still a lot to achieve in strengthening insurance penetration and patronage in Nigeria and that the perception of insurance was a critical factor and to accomplish this, the right perception can be achieved by excellent and measurable mass communications initiatives.

Recall that CAMCONIA recently concluded a retreat held in Ijebu-Ode, Ogun State on the theme achieving positive corporate identity and superior brand management in a turbulent economy in which topics such as harnessing marketing communications strategies for positive corporate image, crisis communication, evaluation, strategies and effective positioning, contemporary techniques for managing media relations and negative press were discussed.

Additional topics discussed among others were strategies for growing brand equity in a turbulent economy – the Nigerian experience and building virile corporate reputation: issues, challenges and strategies.

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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Economy

AXA Mansard Offers MSME Customers Free Exhibition Stands at Fair

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Axa Mansard

By Modupe Gbadeyanka

Customers of AXA Mansard in the Micro Small and Medium Scale Enterprise (MSME) sector of the economy will enjoy free exhibition stands at the Made by Nigerians Fair.

The fair is scheduled to take place on Saturday, December 7 and Sunday, December 8, 2024, at the Landmark Event Centre, Lagos.

To support small business owners, AXA Mansard is paying for stands for selected entrepreneurs to showcase their products at the fair, which attracts thousands of people.

According to the Head of Marketing at AXA Mansard Insurance Plc, Mr Olusesan Ogunyooye, this is another gesture by the company to show that MSMEs can benefit from having insurance.

He described MSMEs as the backbone of any economy, noting that they drive innovation, create jobs, and contribute significantly to national development.

“Our support for these businesses at the MBN Fair reflects the commitment to their growth and sustainability.  We are passionate about helping them reach their full potential by connecting them with resources and opportunities that foster success.

“By the very nature of insurance, its benefits are in the future and they are uncertain. That has been a main source of discouragement, particularly to MSMEs. Businesses are geared to making money.

“So, when thinking about insurance, an average MSME would rather invest the money in the growth of his business first.

“The risks that businesses face are also real. There are various types of risks businesses have to contend with today; from burglary to fire, the health of employees, and so on.

“When these risks manifest, they can significantly impact a business negatively. We understand that to get MSMEs to protect themselves and the millions of jobs they create, we must help them strike a balance between growing their businesses and protecting them.

“So, we have come up with different Initiatives to help them grow their businesses. The opportunity to exhibit their products and services to thousands of visitors to the MBN Fair is another in the series of our initiatives.

“We are convinced that for insurance to grow, we need to help people and businesses see it as a strategic lever to grow their businesses, not a cost that takes away from them. If we get this right, it can’t have a massive impact on our economy because, when MSMEs thrive, the economy will prosper.

“We have experimented with this model, and we are particularly excited about the responses from our customers. It is a call for us to do more, and we are committed to Nigerian MSMEs,” Mr Ogunyooye stated.

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Economy

NASD Index Rises 0.05% on Afriland Properties Closes in Green

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NASD securities exchange

By Adedapo Adesanya

The NASD Over-the-Counter (OTC) Securities Exchange recorded a 0.05 per cent gain on Friday, December 6 after the price of Afriland Properties Plc went up by 60 Kobo to settle for the day at N16.60 per share versus Thursday’s closing price of N16.00 per share.

Consequently, the market capitalisation of the bourse increased during the session by N520 billion to settle at N1.056 trillion, the same value it ended a day earlier, as the NASD Unlisted Security Index (NSI) went up by 1.5 points to wrap the session at 3,014.91 points compared with 3,013.41 points recorded in the previous session.

Business Post reports that yesterday, the price of Acorn Petroleum Plc depreciated at the close of business by 15 Kobo to trade at N1.54 per unit compared with the preceding day’s N1.69 per unit.

The volume of securities traded in the session by investors soared by 168.3 per cent on Friday to 199,577 units from 74,381 units, but the value of securities went down by 45.8 per cent to N1.4 million from the N2.7 million recorded a day earlier, and the number of deals grew by 20 per cent to six deals from the five deals executed in the preceding session.

Geo-Fluids Plc remained the most active stock by volume (year-to-date) with 1.7 billion units sold for N3.9 billion, trailed by Okitipupa Plc with 752.2 million units valued at N7.8 billion, and Afriland Properties Plc with 297.3 million units worth N5.3 million.

Also, Aradel Holdings Plc remained the most active stock by value (year-to-date) with 108.7 million units worth N89.2 billion, followed by Okitipupa Plc with 752.2 million units valued at N7.8 billion, and Afriland Properties Plc with 297.3 million units sold for N5.3 billion.

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Economy

Nigerian Exchange Rebounds by 0.10%

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Nigerian Exchange Limited

By Dipo Olowookere

The Nigerian Exchange (NGX) Limited rebounded by 0.10 per cent on Friday as almost all the key sectors closed in green when trading activities ended for the week.

The banking index appreciated by 0.73 per cent, the insurance sector gained 0.55 per cent, the energy counter improved by 0.17 per cent, and the industrial goods space jumped by 0.04 per cent, while the consumer goods sector depreciated by 0.16 per cent.

At the close of business, the All-Share Index (ASI) moved up by 96.64 points to 98,210.75 points from 98,114.11 points and the market capitalisation gained N58 billion to quote at N59.534 trillion compared with Thursday’s closing value of N59.476 trillion.

The bourse finished with 27 price advancers and 21 price decliners, representing a positive market breadth index and bullish sentiment.

Golden Guinea Breweries jumped by 9.98 per cent to N5.40, Japaul improved by 9.30 per cent to N2.35, Sunu Assurances expanded by 9.07 per cent to N5.05, Sovereign Trust Insurance rose by 7.69 per cent to 84 Kobo, and Secure Electronic Technology grew by 7.69 per cent to 70 Kobo.

On the flip side, Eterna lost 4.62 per cent to N22.70, Sterling Holdings depreciated by 4.12 per cent to N4.65, Prestige Assurance fell by 3.85 per cent to 75 Kobo, Consolidated Hallmark shrank by 3.85 per cent to N2.50, and Champion Breweries slumped by 3.50 per cent to N3.86.

Yesterday, investors bought and sold 1.0 billion equities worth N17.5 billion in 7,220 deals, in contrast to the 723.0 million equities valued at N12.8 billion transacted in 8,495 deals a day earlier, indicating a decline in the number of deals by 15.01 per cent and a surge in the trading volume and value by 43.98 per cent and 36.72 per cent, respectively.

On top of the activity chart on Friday was Wema Bank with the sale of 472.5 million stocks valued at N4.1 billion, Fidelity Bank traded 251.5 million shares worth N4.0 billion, FCMB transacted 45.0 million equities for N404.9 million, UBA sold 42.3 million shares valued at N1.4 billion, and Japaul traded 20.7 million stocks worth N46.3 million.

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