We asked George Kai, the marketing manager of Jubaili Bros, one of Nigeria’s leading power solutions providers his thoughts about multi-channel marketing, and this is what he had to say:
“..the more you see your brand coming up on different channels, the more you know that you’re being viewed. The higher reach you have measures a part of your success.”
George has been with Jubaili Bros for over two decades, and 9 of those years as a Marketing Manager.
With George in the marketing seat, Jubaili Bros’s presence is spread across different media channels. On LinkedIn for instance, they have an active follower of over 160 thousand, over 11 thousand on Facebook, and thousands of Instagram followers.
The company has been featured in top media houses globally and in Africa including Punch Newspaper, Businessday NG, African Review, and The Guardian. You’ve Probably seen their iconic switch to solar campaign video on Instagram and other platforms. So when George talks about multi-channel marketing, you should really listen! Let’s see how he’s been doing it.
Social Media Marketing
George is big on social media and this reflects on how Jubaili Bros has come to have a formidable online presence. He’s key to adopting data-driven marketing in the company’s online activities. This includes leveraging the best platforms for the company. Serving both B2B and B2C markets as an energy solutions provider, Jubaili Bros ensures strategic social media marketing on both LinkedIn and Facebook, using both organic content marketing and paid advertising to reach their audiences. From thought leadership LinkedIn articles and branded videos to fun educational Instagram and Facebook reels, there’s never a dull moment on any of Jubaili Bros’s social media accounts.
Search Engine Optimization
The term Search Engine Optimization became a thing around the 90s, which means George predates it. But being a forward-thinking marketing professional, he has integrated it as a key marketing strategy to grow Jubaili Bros and ensure the company’s presence is well established on search engines.
How exactly is he doing this? First, he ensures the company has an SEO-friendly website. Secondly, the products and services Jubaili Bros offers are well-optimized on the website, and they have an awesome educational blog section with an enriching knowledge base.
Search Engine Marketing (SEM) and PPC Advertising
Jubaili Bros under George’s marketing leadership also understands the importance of using promotion and advertising to help the companies’ content rank higher among search engine traffic. They’ve been leveraging this as well as pay-per-click advertising to generate leads and grow the brand.
Events and Conferences
Events and conferences are powerful platforms to showcase a business’s products and services, network with other industry professionals, and have conversations around market challenges and opportunities. George Kai has taken Jubaili Bros to many of these events including the Big 5 Construct Nigeria where they exhibited at Stand No-2A11 and the Nigerian Energy Conference. Aside from making impressionable appearances and engaging in worthwhile networking, these events provided marketing platforms and resources to further echo their presence in the Nigerian solar energy and conventional power solutions industry.
Corporate Social Responsibility
As a socially responsible company, Jubaili Bros is also using corporate social responsibility to cultivate positive brand recognition and increase customer loyalty. Earlier this year, Jubaili Bros partnered with Perkins to provide vital backup power for a children’s charity school in Uganda. They supported the St. Patrick School, an institution that educates more than 800 girls and boys up to Grade 7 and helped by the Building Hope in Kids – Uganda charity.
They have also been recognized for environmental excellence in Nigeria, having secured second place in the prestigious 2024 Manufacturers Association of Nigeria (MAN)award in Lagos.
Still, in 2024, Jubaili Bros. Nigeria Ltd. was awarded the prestigious “Perkins Self-Service OEM Workshop Standard” by Perkins.
The company was also at the forefront of the CIPM 2024 Annual Health Walk under the theme: “There is no Health Without Mental Health” to raise awareness about the importance of mental well-being.
All these efforts and achievements are well covered in multiple media channels and George knows how they pay off.
When asked how he measures his marketing success for multiple channels he said:
“It’s a tough question. ROI in marketing is not an exact science. There’s no formula that says what level of success you have. You can measure the level of success from the consequences. On one side, you have brand awareness. So the more you see your brand coming up on different channels, the more you know that you’re being viewed, and the higher reach you have, that measures a part of your success. The other part which is not really quantifiable but still gives you an indication is leads…Quantity of leads isn’t always the major outcome you’re looking for. It’s more of the quality of leads…Usually, ROI is more of an indication of whether campaigns are successful or not.”
Pandora Agency Ltd. is the official marketing agency for Jubaili Bros Ltd. We’ve helped them to execute various marketing campaigns, from TVC Creative Shoot, SEO, SEM, and PPC advertising, to social media marketing and event coverage. If you’re looking for a marketing agency to put your business on a global pedestal and get your ROI, we are the right marketing agency for you. Get in touch, let’s get to know your brand!
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