The Business Mentality Series 3
Mwaura Wambiru
Digital Marketing Strategist | Email Marketing | Business Development & Community Engagement Expert
Ever thought why some big corporate s maintain their brand relevance? It is never been about their unique products and services, it's neither their affordability or uniqueness. In fact, some of these companies have proved to be exorbitant and average.
Over the years, you must have liked or fallen in love with the Kenyan best telecommunication company, Safaricom. On the other side, you may have questioned the affordability of their services too. But have you ever heard that a stupid thing will always fly?
Recently, Uber Kenya had a promotion dubbed Uber Choma. It was on a specific day, time and at a specific route! The campaign or promotion was a talk of the town. What I do not know, is whether it attracted any economic value.
I wonder whether it was easy for the marketing manager to convince a panel of management and marketing team that "Uber Choma" is a good deal! Not to forget you will give free "Choma" from one of the luxurious zones in town.
But did you know that it was one of the brilliant ideas in modern marketing?
Sometimes, it is necessary to go for the unthinkable, things that one would easily write them off at the beginning. But given a good thought, and good ROI analysis, they are among the best and innovative ways for any marketing strategist to think of.
In marketing, you want to achieve several things or specific goals. One of them could be Conversion rate -wanting to increase the sales or revenues. The second one is PR -wanting to give a good image for the company to increase public confidence, or just to create awareness to the public that; "Look, We are still existing"
How great is your marketing strategy? How good is it to leave an impact or last long in the minds of your target market? If it can't last for long, If one cannot remember a thing about it, if it does not bring people to talking about it, most probably, it is not the best!
Think of some of the best adverts by Safaricom, (Kenya's No. 1 telecommunication company) and recently the current TVC for Tusker (Kenyan Beer) that is current running. There is something about them, there is some charm that keeps you want to watch, and as long as time clicks, you have something to remember.
Do not write-off those stupid marketing ideas just yet, they could be the best that you wish you had on a regular basis. Think Uber Choma, and unlock your creativity.