On a lively afternoon in the bustling streets of Nakuru, the attention of passersby was captivated by an unusual spectacle that unfolded before them.
Among the onlookers was Stephen Mwangi, armed not with the conventional marketing materials, but with containers teeming with live cockroaches and bedbugs.
This wasn’t a scene from a horror movie; rather, it was Mwangi’s inventive approach to promoting a new insecticide named ‘One Touch.’
His unconventional marketing strategy involved conducting live demonstrations right outside the Rift Fries restaurant, attracting a growing crowd curious about the peculiar display.
The gathered crowd observed with a mix of bewilderment and intrigue as insects crawled within glass containers, juxtaposed with bottles of the advertised pesticide.
In an exclusive interview with Mtaa Wangu, Mwangi shed light on the origins of this attention-grabbing tactic. With considerable experience in sales, Mwangi recognized the need for a unique approach when introducing ‘One Touch’ to the Nakuru market.
“I have been in sales for a long time, so when the opportunity arose to introduce the insecticide to the Nakuru market, I knew just what to do to pique the crowd’s interest,” he shared.
As a Regional Sales Manager, Mwangi revealed that this unconventional strategy was implemented close to two years ago. Nakuru, being a new market, required a bold measure to attract attention and generate sales.
Live demonstrations, featuring the very pests ‘One Touch’ aimed to eliminate, turned out to be the perfect strategy.
When asked about the source of the roaches and bedbugs used in his demonstrations, Mwangi explained, “We have a group of boys that we’ve employed to source them for us. Since our offices are based in Nairobi, we currently source them from there, and the insects are sent to Nakuru via a parcel.”
Remarkably, Mwangi disclosed that they purchase these unsettling creatures at the rate of Sh5 per insect. The insects are then transported to Nakuru in sacks to ensure they don’t suffocate during the journey.
Despite the unconventional nature of his marketing approach, Mwangi’s strategy seems to be gaining traction. Engaging with customers at his stall, where he sells both the idea and the product, Mwangi remains open to the peculiar business of purchasing roaches from anyone willing to sell them.
In the dynamic world of marketing, Mwangi’s insect-infested innovation may just be the buzz Nakuru needs.