By Princewill Ekwujuru

Chief Executive Officer of Hot Shot, a data based marketing communication and a subsidiary of Troyka Group, Mr. Dayo Adefila has described Africa Movie Academy Awards (AMAA) as one of the country’s best export to the world.

He stated this at the www.brandcrunch.com.ng where the article to announce the 2012 edition was published.

“The former management staff of Insight Grey Communication, who is now in charge of Hot Shot, data based marketing out said, “AMAA is undoubtedly one of Nigeria’s best exports to the rest of the world. Proving year after year that something great can be initiated and sustained by committed and visionary people.”

He said however that AMAA needs to act like a true modern brand. “The events are top notch, don’t get me wrong but how does the brand really get into the consciousness of its target audience? If AMAA defines its core target audience as Corporate Nigeria then it needs to understand that Corporate Nigeria follows consumer excitement and commitment. It needs to create a 3 month engagement and co-creation driven activity for the avid movie watcher in Lagos, Kaduna, Conakry, Accra, Kenya, and Jo’burg.

This is when brands will see more reason to spread their marketing communication budgets to AMAA. Get a big idea and integrate all media touch points including digital media in Nigeria, Kenya, Ghana, South Africa and other African countries.

Also assessing the platform, Kenneth Eze, Brand Journalist and Communication analysts with Marketing Mix said, “The organisers of the AMAA have to keep focused and steer clear of scandals, particularly issues involving standards of judgments or winners.

“They must strive to meet global standards by using world famous judges and clear parameters to arrive at winners. Winning points can be made clear so as to avoid the grumbling of losers casting any shadow on the awards. They can take a clue from the various shows currently going on in Nigeria and involve the public in voting winners as much as possible.

“They should also use scientific and verifiable means of counting the votes. These can help them build a credible brand and attract sponsorship from the image conscious brands globally, as the show will be available to a global audience.”