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Digicel exec urges young marketers to 'challenge the norm'

Friday, May 09, 2014    

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MARKETING director of telecoms company Digicel, Peter Lloyd, has urged young marketers to be dynamic, challenge the norm and to be dedicated in every marketing activation and plan that they do.

Lloyd gave the charge while delivering the lecture at the final meeting of the UWI Marketing Association (UMA) at the Mona School of Business and Management. The telecoms company was the title sponsor of the event.

Speaking under the theme 'Brand Development and Strategic Activations', Lloyd urged the marketers to always challenge themselves on how thay can improve what exists.

"You must always be innovating and be asking yourself, 'How can we do things better? How can we raise the standard to ensure that your customers are positively engaged with your brand and enjoy an unforgettable experience?" he emphasised.

"In other words, there must always be a clear benefit for customers. A recent example of how we did this was the activation of Digicel Night at Bacchanal and the Jamaica Happy video; you always have to start with the end in mind and continuously asking yourself what's in it for the customer. Engagement with your customer is always key," he told the approximately 200 attentive students.

With a wealth of brand development experience from across the region, Lloyd also gave the students practical and insightful examples of brand campaigns across various markets and answered several questions about managing the marketing budget, meeting and surpassing customer expectations, and the need for the industry to come together to manage costs and secure good returns on investment.

In addition, to knowledge-sharing sessions, Digicel has provided a range of mobile technology support, mentorship, funding, practical marketing experience, and hands-on training for members of the University Marketing Association. Lloyd noted that Digicel was pleased with the level of professionalism and passion displayed by the club members over the past year.

"We are so proud of the UMA members and executive. Giving back is a part of our DNA and so naturally we were pleased to partner with the UMA to advance the knowledge and understanding of Marketing for youth at the university. It is very gratifying to see the personal growth and development of the respective club members, and the achievements of the club overall," he said.

For his part, UMA President Stephen Reid expressed gratitude for the sponsorship and support throughout the year.

"As I mentioned earlier in the year, Digicel was the ideal company to be title sponsor of the UWI Marketing Association. Their commitment to youth development is outstanding and their involvement has definitely improved our image and the knowledge and experience we got is priceless. I really want to thank Digicel for believing in us and giving us its full support," said Reid.

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