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The Lion King | 39
important marketing
lessons from the
success of super
eagles at the just
concluded African
Cup of Nations
tournament held
in South Africa and
to share same with
my colleagues in
the sales unit, who
face audacious and
LK Sports
challenging budgets (an institution
imperative, if we are to reclaim our
number one position in Nigerian
Banking Industry).
Below are the five lessons:
1: A bit of pressure is needed for
optimal performance.
I’m not a fan of putting undue
pressure on any person, because
I strongly believe that intrinsic
motivation is the best source
of motivation you can think of.
However, based on experience, I
have come to realise that due to
human nature, we all need pressure
to be at our best. The Super Eagles
demonstrated this at AFCON, 2013.
The players and entire technical
crew were subjected to immense
pressure from the NFF and the Fans
at large and this contributed to their
success.
2: Performance Management is
imperative for success.
When the team drew their first two
games, the NFF sat down with the
technical crew and by extension the
entire players and did an employer/
employee detailed performance
review (in effect they discussed the
way forward). I’m sure that the entire
contingent must have been told that
business will not continue as usual
(the riot act was read to them). This
no doubt awakened more passion
and seriousness from the technical
crew and the players, the result was
a celeberation on the red carpet.
In marketing it is imperative that
performance is monitored and
appraised, this is a focal point for
better performance.
3: Customers want nothing, but the
best, in exchange for their Loyalty.
The Nigerian fans wanted nothing
but the golden trophy at AFCON,
2013. When this was delivered to
them they re-vowed their loyalty
to the team. In marketing it is the
same. You must deliver the best in all
product offerings to remain at the
top, competitive and profitable.
The competition in the market
place is continually taking a new
dimension. More than ever before,
the business world is witnessing
higher consumer awareness -
customers now demand; excellent
relationship management; best
quality service delivery; value
added products/services; demands
effective and elaborate branch
network; multiple service delivery
channels, and ancillary services;
quick decision making process by
the organisation; strong corporate
image; pricing considerations
and concessions; cross-selling
capabilities; high skillset/attitude and
multiple service delivery channels.
4: Marketing Intelligence is very
significant in marketing.
Stephen Okechukwu Keshi the chief
coach of super eagles during his
post match conference, after the
match against the Malians said that
the secret behind his team’s 4 goals
to 1 thrashing of the Malians was
that he identified the weakness of
the Malians and exploited it (he said
that he noticed that the Malians
were a bit slow at the back and
he instructed his players to take
advantage of that weakness through
high-speed attacks) and the team
played according to instruction and
triumphed subsequently.
The same principle is applicable
in Marketing. You must continually
identify and monitor the weaknesses
of your competition and continually
take advantage of it to be on top!
5: Great mentors are inevitable for
success.
One key element for the Super
Eagle’s success at AFCON 2013 was
unquestionably its head coach
Stephen Okechukwu Keshi. The
Big Boss as he is fondly called by
his admirers provided the needed
motivation and inspiration to the
Boys in style. Keshi had broad
experience and solid technical
background; these skills he acquired
as a player and a coach over a
reasonable period of time. He
instilled a belief in the team that
they posses the quality to win the
trophy as he did nearly 20 years ago
and that they will (I feel like bursting
when I receive such inspirations
from my mentors and bosses). He
was able to foster team spirit. He
was able to communicate the
game plans clearly, which led to the
eagle’s triumph.
In marketing, great leaders who
serve as sources of motivation and
inspiration are not just important but
indispensible for success.