By Allan Kisia
To get an edge in a competitive market, companies are luring potential clients by sponsoring traditional events.
In Western Province, for example, big companies have shown interest in bull fighting, a tradition practised and adored by the Luhya. Recently, Barclays Bank sponsored a bull-fighting event at Khayega Market in Kakamega East District.
A Safaricom dealer in Kakamega is also planning to sponsor the event. Non-governmental organisations have also used the sport to spread messages, especially when conducting HIV/Aids awareness campaigns.
Bulls tussle as the public cheers at Khayega Market in Kakamega District. Photo: Banjamin Sakwa/Standard |
The sport is held throughout the year in almost all parts of the province.
Barclays Kakamega branch manager Robert Matete says the event was used as a bonding session with residents.
He notes many people still perceive Barclays as a rich man’s bank, and has little or no room for small businesses.
"We discovered that most of our promotions have not successfully reached the common man. It is for this reason that we decided to try bull fighting," says Mr Matete.
By the time the bull fighting spectacle in Khayega ended, more than 100 people had opened new accounts with Barclays. It is important to point out that bull-fighting usually ends by 9am.
"Some are still coming to our office to ask about the services we offer," says Matete.
During the event, it was explained to the residents that the bank has accounts and services for the common man.
"Most of them did not know that we have accounts tailored for them. These accounts are affordable and have minimum charges," he adds.
Those targeted included boda boda and motorbike operators, women groups and small businesses.
Matete says the residents appreciated the bank’s efforts and asked it to sponsor another event soon.and asked
