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The marketing communications industry has been on an upward growth trajectory in recent years. The industry has recorded an influx of young and up-coming professionals with diverse ideas on how marketing communications should be done across the various communication platforms.

Gelmine Consulting Limited is one of such companies. A young thriving Marketing Communications and Events Management Consulting Firm that has over the past six (6) years marketed and organized Banana Island Cultural Festival among others.

To find out more about the company and what projects they have executed over the years, we spoke to Jasmine N. Onyemachi, Managing Partner/CEO, Gelmine Consulting Limited.

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What does Gelmine Consulting represent or do in Nigeria economy?

Gelmine Consulting was breed out of the need to bring quality branding, marketing communication to businesses. I came out because I noticed that quite a number of the practitioners in the industry were providing minimal quality for exuberant fees in addition to not giving valuable brand management to clients on how to grow their businesses.

Gelmine is a consulting firm that helps project and create visibility for businesses and includes creating brand identity, ensuring consistency in communication materials, creating brand awareness (website, social media platforms, corporate profiles), etc. We partner with our clients in the build their brands.

Give us a bit insight of Gelmine Consulting Limited and your aspirations for the company?

Gelmine Consulting limited was birthed in 2006 with the aim of revolutionizing the ideology of brand and Events consulting in Nigeria. We aspire to take brand and event management to the next level. At Gelmine, we have the ‘Together Strategy’. In brief this means: We are aspiring to be the best company at creating meaningful connections between people and brands through creativity, media, and innovation to inspire brand awareness, recognition and business growth.

It’s all that drives me every day! And that’s the spirit I want to create in our agency. With the exception of the clients, the important thing for me are our employees. It’s my duty that they are engaged and happy and have a long-lasting perspective in our agency. It’s my job to give them the opportunity of personal growth, so that they can develop further and have everything the need to do a great job.

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Could you describe a typical day of work for you?

As the company owner and Chief Executive, no two days are the same. I spend time reviewing financial and budget information (boring, but important). I interact with clients, via email, phone and in meetings. I write copy and develop ideas for campaigns. We have collaborative meetings on client strategies and creative work. I work closely with my employees on both the account management and creative side of the business.

What is the most important thing to you when it comes to daily business and what you value most?

Hmm, that’s a very good question. Apart from the normal ‘agency madness’ it’s personally extremely important for me that we act like entrepreneurs: that we are innovative, accountable, collaborative and committed, and last but not least generous.

What are the hottest advertising trends? Have you keyed into them?

Going by the global trends in the industry, social media, search engine optimization, pay per click advertising, and viral online videos are the next hottest trends in advertising. Informational democracy is now the state of the marketplace. The blogger, disgruntled consumers, product enthusiast, and information-seekers. Anyone with an internet connection is empowered to help or hinder consumer brands. Nearly everyone is out there in chat rooms, on Facebook, Tweeting, uploading to YouTube, blogging, etc. As an agency we have fully embraced the era of social media. We are engaged and we are using it as an effective marketing tool for our clients.

Having handled the Banana Island Cultural Festival back to back for six (6) years now, are you looking at executing same for other similar communities?

We have actually taken the idea of the festival to Victoria Garden City (VGC) and executed recently. To be specific, we organized the first ever Victoria Garden City Cultural Carnival which featured cultural displays from most of the Nigerian communities resident in VGC. The event which was sponsored by Multichoice Nigeria, PWAN, Coscharis group, among others provided guests with the opportunity to taste the different foods from various states across Nigeria as well as experience the cultural diversity that exists in the VGC community.

Speaking of entrepreneurship, Nigeria today needs more women entrepreneurs and SMEs, to boost economy. What is your advise to women in this regard?

I’m happy with the recent developments in the country as women are beginning to venture into the field of politics, business, investment and other women empowerment and they are now speaking out. Today, they champion various courses and for me that is an eye opener to the fact that women are beginning to regain their voices.

Entrepreneurship is not an easy fate. It’s something you prepare your mindset and psychic as you will face challenges which have to be surmounted in order to achieve your goal. I always advise that integrity plays first priority in everything you do. Let people vouch and recommend you based on capability, integrity and approach to work. Once you can achieve this, moving up in the society is becomes easy.

Today, the business world is more of networking and the networks you create should be able to attest positively about your service offerings. These positive attestations lead to recommendations and increased clientele for your business. That is my advise to every woman who wants to become an entrepreneur. Ensure integrity is your watchdog.

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