The chief executive officer, OCKINA Ltd, Abuja, Dr. Casmir Onukogu, has stated that effective packaging of cultural events depends on the creation of multiple culture brands to suit the needs of consumers, adding that culture brands should be created in the areas of leadership integrity, national integration and unity, peaceful co-existence of Nigerian people, collective security consciousness, hard work and entrepreneurship, and respect for human dignity.
Onukogu, who stated this in a paper he delivered at the technical session of the National Institute for Cultural Orientation (NICO) national workshop on, “Repositioning Public Officers in Nigeria for Improved Productivity,” said these multiple culture brands are theatre, heritage sites, tourism, dance, cuisine, arts, literature, democratic principles, and hospitality, among others.
In the paper, titled, “Cultural Events Packaging and Revenue Generation,” he said: “Culture brands should be created in the areas of leadership integrity, national integration and unity, peaceful co-existence of Nigerian people, collective security consciousness, hard work and entrepreneurship, and respect for human dignity. This is to say that we should create or build powerful images or mind pictures of culture events. We should also ask the question: who should create culture brands for customers?”
Onukogu also stated that search for culture events consumers, identification and mastering of culture events consumer behaviour profiles are all necessary in packaging culture because grouping of culture brands consumers into similar needs and expectations, targeting of lucrative segments and offering them irresistible tangible and intangible culture brands, are beneficial to any society to develop their culture.
He further noted that there should be culture brands selling techniques, culture tourism business attitudes, culture brands logistics and supply chain, culture brand pricing, culture brands consumer behaviour models, culture consumer satisfaction survey and culture business strategy among Nigerians.
The event, which took place at the Merit House, Maitama, Abuja, had the executive secretary, National Institute for Cultural Orientation (NICO), Dr. Barclays Foubiri Ayakoroma, head, department of theatre & cultural studies, Nasarawa State University, Keffi (NSUK), Professor Emmanuel Dandaura, director-general, Rivers State Tourism Development Agency (RSTDA), Mr. Sam Achibi Dede, special assistant (Media) to the honourable minister of culture, tourism & national orientation, Dr. Taiwo Oladokun, lecturer, department of theatre arts, University of Port Harcourt, Mr. Ovunda Ihunwo, executive secretary, Enugu State Arts Council, Mr. Eddie Okolo, among others in attendance.
Nwagbo Pat Obi