Over the past 6 months the country has been abuzz with a lot of social activities, most notably is the increase in themed events in Nairobi from the common once like ladies nights, happy hours, karaoke to the newest like salsa night, reggae nights, dance night just to mention a few. The popularity with the sporting events especially in rugby and local football matches is also increasing by the day or should I say weekend. It seems like every other day there is an event at impala grounds which has become most popular venues for social events targeting the middle income earner and small business owners and managers.
A growing middle class especially in Nairobi has attributed to a thriving social life in the country and it is clear that many people love have fun and meet new people. Every event organizer wants a piece of this cake that’s why there is an outburst of events targeting almost every age group happening every week somewhere in the country.
In today’s corporate world, there is a need for networking and events are a good place for people to meet and work together. . The most popular events can be categorized into five distinct groups- (1) Sports events (2) Tech events (3) Theme nights (4) Lifestyle i.e. kids events, social events like The Mingle, Blankets and Wine have continuously grown with each iteration and the newest Cheese & Wine festival and SAMOSA festival which is ironically about arts and culture, (5) Corporate and entrepreneurship events appealing to much older generation.
So how do these organizers get the word out about their events? Well there is mainstream media but not all event organizers can afford it. That’s where internet marketing comes in. A collective 4.5 million monthly searches have been conducted on the various popular event categories locally. So Google ads will be a good way of getting the word out. A good example is the Safaricom sevens advert that flooded the internet during the one month period before the event, unfortunately this is still very expensive for small time event organizers which are the majority.
Referral from friends and social media plays a huge role in influencing the events that most people attend and therefore there is a need for integration of the current platforms with new technology where people can access this information in one place and be able to filter based on their preferences, get tickets or get what they are looking. A social life calendar for everyone.