Mbaitu radio launches
inimitable marketing tool
A local radio station Mbaitu FM is launching
the market’s novel marketing tool- Mbaitu360 in a leap that seeks to break
barriers for clients’ desires amid plummeting advertising revenues.
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| Mr Masai, during a Mbaitu360 briefing in Nairobi |
Dubbed Mbaitu Ndunyu, the tool seeks to provide clients with a wide range of access to Lower Eastern Counties of Machakos, Kitui and Makueni, bringing them face to face with over 7 million people over 20,000 women groups, 60,000 traders, and over 500,000 members of Financial Services Associations(FSAs) each month.
The tool that creates a market place and haul both sellers
and buyers to it, providing a 360 approach-On Air, On Ground and a Digital
Pitch at a go, is on trial for free but will be loaded for client buy- in come
August 2023.
“We have opted to hit the ground in a different way and stay
way ahead of the competition- providing our clients with solutions in a market
that we know best”, said Martin Masai, the Managing Director of Eastern
Broadcasting Corporation, the holding company of Mbaitu FM.
“We are creating a market where clients sell their brands
and goods in multiple platforms at a go and stay happy. It is a value based
methodology where we expose clients to virtually everyone, everywhere in Lower
Eastern where we have stamped our authority for close to 20 years since our
inception in 2004”, he added.
The novel tool provides a compounded approach- where clients
enjoy more than the traditional offering of On-Air Activation. Mbaitu Ndunyu
will also provide the experiential out door engagement- complete with Outside
Broadcast support where clients will come face to face with clients in a bold
step to demystify radio, combine this will deployment of its Social Media
assets including its digital platforms and army of influencers. To ice the
cake, Mbaitu Ndunyu will be supported by its brand ambassadors- giving clients
a lasting after effect- what sets Mbaitu FM apart from its competitors.
Mbaitu Ndunyu commenced its in-house trials a week ago and
is due for launch to clients on August 24, 2023. The move is the radio’s
response to the emerging trends where traditional marketing trends are
threatened by emerging technology, client desires, a depressed economy and
crowded markets where too many players are fighting for a reducing cake.
Worse still, the country is poised for mass smart phone
exposure, a development that will further impair radio set listenership and
migrate masses to smart phones- hence the spiraling demand for digital astuteness.
Mbaitu FM, covering Lower Eastern with four frequencies has
thus invested in an outdoor rig, with a mounted Outside Broadcast unit,
acquiring the ability to take the studios out there anywhere and anytime-
offering clients a unique experience to strategically penetrate the region.
