In a bustling afternoon on the streets of Nakuru, curiosity gripped passersby as a large crowd gathered to witness an unusual spectacle.
Among them stood Stephen Mwangi, armed not with traditional marketing materials but with containers full of live cockroaches and bedbugs.
This wasn’t a scene from a horror movie; it was Mwangi’s innovative approach to promoting a new insecticide named ‘One Touch.’
The unconventional marketing strategy involved Mwangi conducting live demonstrations right outside the Rift Fries restaurant.
The gathered crowd peered in, bewildered and intrigued by the sight of insects crawling within glass containers alongside bottles of the advertised pesticide.
In an exclusive interview with Mtaa Wangu, Mwangi shed light on the origins of this attention-grabbing tactic.
With a wealth of experience in sales, Mwangi recognized the need for a unique approach when introducing ‘One Touch’ to the Nakuru market.
“I have been doing 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.
Being 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 questioned 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.
Stephen Mwangi claims he started with 200 cockroaches, but now he collects up to 1000 cockroaches per day.
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.
As Mwangi engages with customers at his stall, selling both the idea and the product, he remains open to the peculiar business of purchasing roaches from anyone willing to sell them.
It’s an unorthodox venture, but in the dynamic world of marketing, Mwangi’s insect-infested innovation may just be the buzz Nakuru needs.