Last Mile Marketing Kenya: Why Great Brands Still Lose at the Point of Sale Centro Insights | Trade Marketing & Retail Strategy The Last Mile of Marketing: Why Great Brands Still Lose at the Point of Sale By Sospeter I. Gichuhi Last Mile Marketing Kenya can look very convincing from a boardroom. The campaign has […]
Trade Visibility Kenya: Why Branded Shops Become Background | CMEM Group Centro Insights · Every Wednesday The Half Life of Brand Visibility: Why Branded Shops Become Background By Sospeter I. Gichuhi Trade Visibility Kenya is easy to spot and hard to sustain. Walk through a busy trading centre, drive along a highway, enter a neighbourhood […]
Campaign War Room Kenya: Why Every Campaign Needs a War Room, Not Just a Rally | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Five · Finale Why Every Campaign Needs a War Room, Not Just a Rally By Sospeter I. Gichuhi Marketing Intelligence Kenya begins the moment information stops […]
Campaign Planning Kenya: The First 30 Days of a Campaign Nobody Sees | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Four The First 30 Days of a Campaign Nobody Sees By Sospeter I. Gichuhi Campaign Planning Kenya often looks like nothing is happening. There is a strange period in […]
Brand Advocacy Kenya: When the Audience Becomes the Campaign | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Three When the Audience Becomes the Campaign By Sospeter I. Gichuhi Brand Advocacy Kenya cannot be bought outright, and that is exactly what makes it valuable. A campaign can buy media. It […]
Consumer Insight Kenya: Why Great Campaigns Listen More Than They Speak | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Two Why Great Campaigns Listen More Than They Speak By Sospeter I. Gichuhi Consumer Insight Kenya starts long before a single word of copy is written. A few weeks ago, […]
The Invisible Strategy Behind Every Serious Campaign | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part One The Invisible Strategy Behind Every Serious Campaign By Sospeter I. Gichuhi Campaign Strategy Kenya is rarely about the first poster. A few weeks ago, Centro Insights explored how organisations can protect their brands […]
Brand Activations Kenya: Measuring Roadshow & Van Activation ROI | CMEM Group Centro Insights · Every Wednesday Brand Activations Kenya: Measuring the ROI of Van Activations and Roadshows — Beyond Visibility By Sospeter I. Gichuhi There is a familiar scene at the end of almost every activation campaign. The branded van returns to the yard. […]
Marketing ROI Kenya, brands must measure has never been more urgent and two campaigns one from from this weekend just made that point perfectly. It is becoming the most important conversation brands are not having enough of. While millions of Kenyans were following the FIFA World Cup quarter-finals, two marketing moments were generating almost as […]
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