A growing middle class especially in Nairobi has attributed to a thriving social life in the country and it is clear thatmany people love have fun and meet new people. This is evident by the number of events that have been hosted all over the country within the last 2 months. The highlight of this was the Safaricom 7s rugby tournament which attracted about 20,000 attendants each day on Saturday and Sunday . It is estimated that the entertainment industry is worth millions of shillings, Safaricom alone had set aside Ksh 36 million to facilitate the event alone, which they did in a very impressive way.
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. Just to mention a few.
So how do people get access to information on these 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 a local solution to this problem by integrating the current platforms and tailor make them to suite a specific target market for each event type.