As a small business owner, you’ve likely seen how brands like Muthokinju Paints have carved out a stellar reputation all over Kenya. Their eye-catching orange branding is hard to miss. So what’s holding you back from reaching that same level of fame with your marketing strategy?
The silver lining is, the tactics that propelled Muthokinju Paints to household name status aren’t just for the big players. You can use them in your own business, no matter what field you’re in.
Let’s dive into what makes their marketing strategy tick, and how you can mirror their success.
Brand Consistency
Step into any Muthokinju Paints store in Kenya, and you’ll instantly recognize the vibrant orange color, the messaging, and the vibe, it’s all in sync. This isn’t by chance. It’s their marketing strategy. Whether a customer encounters their social media ads, visits a physical store, or sees their outdoor promotions, everything feels cohesive.
For your small business, this means establishing a sense of continuity. If you own a boutique in Nairobi, your storefront should echo what customers see on your Facebook page or Instagram ads.
Marketing Channels
Muthokinju Paints doesn’t rely on just one marketing avenue. They’re out there on billboards, in print, and all over digital spaces.
But I can hear you thinking: “Print media?
Even if newspapers end up wrapping meat at the butcher, someone will still unfold that paper at home and see your brand.
Consistency
Many small businesses run ads for a week, see some initial success, and then hit the brakes. But Muthokinju Paints never go quiet.
Their campaigns keep their brand fresh in the minds of their customers.
According to research, people need to encounter your brand at least seven times before they’re ready to take action. If you advertise for a week and then vanish for three months, you’re essentially starting from scratch each time.
Set aside a consistent monthly budget for marketing, even if it’s modest. Consistency trumps intensity every single time.
There’s no business that can run effective campaigns for three to six months straight without reaping significant rewards.
For Your Business?
A solid marketing strategy isn’t about doing everything under the sun. It’s about channeling your time, energy, and resources into activities that will build your brand for the long haul.
A poor marketing strategy is either having no plan at all or misallocating resources to the wrong efforts.
But you’re an entrepreneur because you have a conquering spirit. Let that shine through in your marketing strategy as well.
The brands you look up to got there by showing up every single day, armed with a clear strategy and unwavering dedication.
So if you’re ready to craft your marketing strategy, we recommend you check out our free marketing mini-course here.