In Kenya, millennials make up the majority of the consumer population and are now seemingly demanding more personalized brand experiences.
Actually, the average millennial anywhere in the world now knows more, expects more and has more product choices than ever before, all at their fingertips. But what does this mean?.
For starters, it is an indication that it is the millennials themselves who are now shaping the products and services they consume.
- As retail banking becomes unpopular, a digital revolution continues to sweep Kenyan banks
- Millennials killing brand loyalty, but opportunities abound
But since the marketing and communications landscape in the country is arguably saturated, brands have now had to work harder to cut through the noise, engaging these breed of consumers on a deeper level to foster long-term brand loyalty.
Safaricom, Coca Cola, and KCB are just some of the few companies that have leveraged a not so new form marketing known as experiential marketing, a high-value technique which involves live marketing and participation marketing through events or digital platforms, acts of empowerment and even pieces of drama.
The funny Safaricom customer care responses make a good example of an experiential activity. This technique has set them apart from competitors while at the same time bearing juicy fruits inform of incredible financial success.
For such iconic brands, experiential marketing has brought about unprecedented levels of engagements with their consumers. This, in turn, has allowed consumers to experience the brand and its products, beyond just being told about it.
Marketing firms such as Trueblaq limited are now encouraging other corporates to embrace experiential marketing, indicating that customers want more humane interaction with brands.
“Statistics indicate that 74 percent of consumers have a better opinion of a brand after an experiential event and additionally, 98 percent of users feel more inclined to purchase a product after attending an activation”, Says Jackee Ombajo, CEO of Trueblaq, an experiential marketing company founded by the late Kenyan showbiz titan, Kevin Ombajo (Big Kev).
Jackee said that experiential marketing was the one true form of marketing that will keep consumers coming back for more.
She was speaking at a colorful ceremony to mark 18 years of being in business, where TrueBlaq announced plans to enter into the into East Africa, West Africa, and South African market. Also in attendance was Dagoretti North Member of Parliament, Mr. John Kiarie (KJ) and Peter Nduati, CEO of Resolution insurance, who is also the chairman of Trueblaq’s board.