Road to Success

By Christy Anyanwu

Olúwakémi Oyèdèjì is a seasoned administrator with well over 15 years of experience garnered from working in various telecommunications, construction, and event management firms. 

She holds a  Masters degree in Administration from the University of Calabar and subsequently did a course on Critical Thinking for Self-Development at the Metropolitan School of Business and Management, United Kingdom. Oyedeji is a prolific writer and sought after public speaker. She is passionate about driving the conversation on mental health and has been anchoring a free weekly counselling session tagged “Let’s talk about it.” She talks more about her enterprenurial journey:

How did you get into events management?

It was one of those situations that happen in life when I found myself rendering pro bono service at the book launch of one of my mentors. Mrs Tokunbo Fashoro, a Human Resources Management enthusiast and a career coach on November 11, 2018.

The counsels, “Whatsoever your hands find to do, do it with all your might.” I hearkened to this, but little did I know I was being observed. As soon as the book launch ended, the host walked up to me excitedly and challenged me to pursue my gifting professionally. I laughed it off and thought it must have been the excitement from the success of the event that was intoxicating her. To my surprise, she didn’t desist from persuading me until I finally got serious about it.

What was the experience like at the beginning?

Hmm, there were so many uncertainties, lows, highs, errors, disappointments and other challenges due to limited knowledge. There was little or no material for reference and guide on how to tackle challenges, the skills needed, how to scale up and lots more to learn about the profession both online and offline. Most often what was seen were pictures of ladies and/or gentlemen in their costumes. Many other pictures seen were tailored to churches. I was like a one-eyed man. You may ask if there were agencies before mine? Oh yes, there were, it was somewhat difficult penetrating but for the  Runway 2.0 event, which I attended in the evening of March 30, 2020. That was the turning point for me. I met wonderful people from Xqwizit Ushering Services, Sally Events, BH Events and NPU Events, to mention a few. The event opened me up to Ushers Orbit and to the opportunity of becoming a member of the Association of Professional Ushers in Nigeria (APUN).

 What were you doing before this?

I was volunteering in lots of places after I returned to Nigeria from Uganda in 2011. Personally, I have zero tolerance for idleness, because time is the most precious commodity.So, in my free time I could be learning a new thing, listening to God’s word, building up capacity and offering voluntary services wherever I felt such services could be needed. I find fulfilment in being impactful. My personality as a provider and stimulator is the propelling mechanism. However, one thing stands out in all these service deliveries: I was keen on orderliness. At a point I thought of enrolling for the Supernumerary Police, but I couldn’t afford the course fees.

 What challenges did you encounter in the event packaging enterprise?

Getting events contracts threw up several challenges. One of these was the headache of prospective clients asking for very low fees, because there is no unified  price structure yet. The professional ushering body has not set a unified price structure, so you find getting clients to pay an appropriate and reasonable fee is quite difficult and tasking. It entails a lot of persuasion and lots more.

Again, you have to deal with the wrong perception of some clients that there is no need for event management experts. So, they often bank on family members to bridge the gap, completely forgetting that even those family members also want to be waited on at events.

Another very significant challenge is the menace of unregistered or unprofessional agencies that operate on the events management landscape. The very first important step to take in this business is to register your company with the Corporate Affairs Commission (CAC), open a business account and create a structure.

In any profession, it is not unexpected to find quacks, who wouldn’t mind the cost of their damages. These miscreants do lots of harm, and some clients who have fallen prey of such, are clearly tempted to generalize about this and very wrongly assuming that ushering service providers are the same across board. It is important to make necessary research on whichever brand to engage, because ushers/usherettes can either mar or make an event. They are usually the first point of call.

What memorable moments stand out in your mind?

There are lots  of testimonials and feedback (both constructive and malicious) which are the highlights for our brand, Hikod Ushering services. We believe that feedback is the food of champions, we do not intend to rest on our oars; rather we strive to be better at our service delivery to our clients and guests, whose comfort and satisfaction are our priority. God has been kind to us, it’s been an amazing experience with our clients.

 What are some of the changes you would like to see in the sector?

Though ushering business is an arm of the event management practice, yet it is the most integral part of it. I would like event managers to improve in their engagement with ushering service providers. There is no successful event without the services of ushers. We bridge the gap between clients, their guests and other vendors. We are the security agents, the sextons, the customer service providers, waiters, and a whole lot more. So. I would like for all vendors to work collaboratively and never trivialize the duty of anyone. It isn’t a joke to stand and wear a smile on for five to eight hours.

Moreover, I would like to see ushering studied as a course in higher institutions in the nearest future. There is more to the profession. Though it is among the least capital intensive businesses to set up, yet it requires passion, then the passion can be turned into profit.

What are the new areas that you are looking at?

I believe that we should henceforth look at setting up mobile nursery section at the venue of events. I am a woman, a wife and a mother, so I understand how life’s demands can be on us. There are some events one wishes to attend with the family, but the thought of going with the children, especially if they are much younger can be draining, because of the stress of looking after them. The whole essence of the event is to relax, wine and dine, is therefore forfeited by the woman.

I intend working with organizations by training their front desk personnel and any other first point-of-call personnel, human resources personnel, employee relations personnel,etc. I would like to work with airlines, to train air hostesses and other staff on how to render better service to customers. Humans are the most valuable assets, and therefore they must be handled with skill.

Tell us about the people you admire?

I admire Pastor Paul Adefarasin’s pursuit of excellence, his advocacy for orderliness, good governance and justice. He is an exemplary leader. The provocative but holy push of Rev (Mrs) Funke Adejumo and Mrs Ibukun Awosika. The simplicity yet tenacity of Mrs Modúpé Alakija. I admire the objectivity of Denzel Washington, the ruggedness and the brilliance of Debola Deji-Kurunmi (DDK), the resilience and excellent service delivery of Funke Buknor (Sapphire Events), the creativity of Foluke Ojó (Fruitie World), the amazing Ushers Orbit family, and the resilient entrepreneurs working tirelessly to build their empire against all odds.

Who or what do you consider as the greatest influence in your life?

God being the very first, and my mother, Evangelist Atinuke Tinúoyè, a super-woman. Her love for God is indescribable and her doggedness for success is out of this world. The comfort of others is her priority and she is such a selfless being. She is also a disciplinarian. What amazes me the most is how she readily forgives and acts as nothing ever happened. These virtues have helped me build capacity to handle some challenges in my life.

What is your assessment of the sector today?

It is a fast growing industry. Events industry cannot go into extinction as much as humans are in existence. Where there are humans, there will be unions (weddings), procreation (Christening), education (conferences, launching programmes), house-warming, birthdays, burial and the list goes on. However, there is a lot to be done, there are still some monopolistic and oligopolistic competitions in the Industry. It is imperative to act in collaboration, this will bridge the gap between the players and the newbies.

Tell us about your book

The book is titled, The Business of Treating People Like Royalty. It is the first of its kind in the country, and it may not be an exaggeration to say in the world. Based on research, there had never been publication that addressed ushering business as the book, until it was published. This book is like a compass to guide any aspirant of the business and also guide the players in the industry. The book touches on the pivotal requirements, such as skills, capital, how to navigate through the challenges of the business, the benefits of treating humans as dignitaries, how to profit with ushering services and a whole lot more.