Nigerian Businesses: 618 Bees, Emblue, And Gbemisoke Featured In Global PRCA Case Study

Monday, May 10, 2021/ 08:40AM /BHM NG/Header Image Credit: BHM NG

Public Relations and Communications Association (PRCA), theworld's largest community of Public Relations Professionals has profiled threepromising Nigerian businesses as part of its small business heroes campaignlaunched in April 2021.

The businesses which cut across fashion, technology, new media andlaw include 618 Bees, a legal tech company, Gbemisoke shoes, a women's shoeline, and Emblue, a media and communication company, leveraging technology todrive consumer attention.

As COVID-19 continues to present challenges for business acrossthe world, the PRCA PR and Communications Council launched the Small BusinessHeroes campaign to support SMEs at all levels as they navigate the challengesof the global COVID-19 pandemic while demonstrating the positive impact PR canhave on businesses when applied effectively.

The case studies feature businesses that have demonstrated rapidgrowth while applying creative PR strategies to address key challenges faced bytheir target market.

Broadcaster and media personality, Gbemi Olateru-Olagbegi launchedthe eponymous shoe line, Gbemisoke to cater to women with big feet who found it difficult to findtheir shoe sizes both in Nigeria and abroad. Gbemisoke leveraged the popularityof the founder and her network to position the brand as a must-have therebydriving the fear of missing out among prospective customers.

United Kingdom-trained lawyer, Efe Ugboro launched her start-up 618 Bees in 2018 to help Nigerian businesses avoid the frustrationassociated with incorporation, filing and taxation. The company aligned itslaunch with the release of the annual Nigeria Bureau of Statistics employmentreport to advocate for more entrepreneurial pursuits, in addition, adoptedgamification and creative storytelling to engage female entrepreneurs acrosssocial media platforms.

Veteran marketer and CEO of Emblue, KelvinOrifa launched the new media and communication company to help Nigerianbusinesses reach the growing population of Nigeria's youthful audience whileminimizing waste of resources. Leveraging the popularity of Social Media Week,Emblue launched its franchised Artificial Intelligence marketing software,Christopher A. I at the annual event and reached millions of attendees whojoined the event both offline and online.

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In addition to the case studies, the campaign also includes acoaching programme where experienced PR professionals are matched with smallbusiness owners specifically those who are yet to apply PR to their businessfor free guidance and education on how to apply PR to their business. Thecoaching programme will run for an initial period of six months from April toOctober 2021.

PRCA council member and Founder/CEO of Blackhouse Media, AyeniAdekunle said, "considering that in Nigeria, SMEs account for 96% of totalbusinesses, 84% of employment and contribute 48% of the country's GDP, there is an opportunity for us to support the wider Nigerian economy byfocusing on SMEs."

"Many entrepreneurs have demonstrated resilience by adapting andin many cases pivoting their businesses in response to the challenges posed bythe pandemic. Through the small business heroes campaign, our goal is to showbusinesses how to communicate effectively with their target audience. While Ifelicitate with the Nigerian SMEs featured in the global case study, Iencourage more Nigerian businesses to take advantage of the opportunitiesprovided by the PRCA", Ayeni concluded.

According to Liam Buckley, PRCA Council member andsmall business lead, "We are aware that marketing budgets are often the firstto be cut back during times of crisis, so we want to step in to help those whoare looking for PR support, but don't quite know which way to turn.

"It is more important than ever that small businesses understandhow to communicate with their target audience, and we encourage them to stepforward to take advantage of the free coaching sessions. Our expert PR coacheswill gain an understanding of your business, identify your communicationschallenges and work with you to put an effective strategy in place."