Businesses have been advised to harness the power of experiential marketing as a strategic tool to drive revenue growth and maintain a competitive edge in an increasingly dynamic marketplace.

During the virtual launch of his book, PMX, the founder of Abelinis Nigeria Limited, Abiodun Oshinibosi, underscored the significance of integrating project management principles with experiential marketing to create impactful engagement strategies.

He emphasised that businesses adopting this approach can enhance brand visibility, customer loyalty, and overall profitability.

Oshinibosi cited successful case studies, including the Access Bank Lagos City Marathon and the All-Africa Music Awards, as prime examples of how experiential marketing, combined with meticulous project execution, has transformed events into globally recognised platforms.

He credited Bukola Olopade’s leadership for the marathon’s international acclaim, making it Africa’s largest road race. Similarly, he highlighted how AFRIMA has expanded beyond Nigeria, evolving into a major pan-African event.

“These case studies demonstrate the transformative power of experiential marketing. By aligning structured project management with innovative content creation and event management, businesses can achieve remarkable growth and long-term brand success,” Oshinibosi noted.

Beyond intellectual discourse, the book launch also recognised industry professionals for their outstanding contributions.

In a bid to support young minds and social causes, Oshinibosi donated 300 copies of PMX to undergraduates and pledged the book’s proceeds to Rotary International’s polio eradication efforts.