Will the US leader endorse local brands?

US President Barack Obama (left) meets African leaders, including President Kenyatta (centre), during a summit in Washington on August 6, 2014. FILE PHOTO | SAUL LOEB |  AFP

In Summary

• It is expected that local companies will use his presence to get an endorsement of their products.
• Kenya is home to the Tusker beer brand and it will be a wait-and-see if Mr Obama may want to give it the signature sip.

By ELVIS ONDIEKI
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Kenya-made brands hope to reap big from US President Barack Obama’s visit next month by capitalising on his global appeal and the number of people who will attend the conference.

The Sunday Nation has learnt that various companies, including some county governments, are stopping at nothing to ensure they get optimum exhibition space during the July 25-26 Global Entrepreneurship Summit.

Though information on where Mr Obama and his entourage will visit while in Kenya is still a secret, it is expected that local companies will use his presence to get an endorsement of their products.
The Internet is awash with images of Mr Obama sipping beer in various parts of the world including Ireland and Bavaria.

Though the East African Breweries could not comment on the matter when we contacted them on Friday, a marketing expert told the Sunday Nation that such a gesture by President Obama could draw lots of attention to a product.

According to Mr Boniface Ndagwa, the managing partner of Perfect Vision Group Kenya, corporates must prepare for the moment to get such endorsement of their brands.

“Unlike events like the World Cup and other sports tournaments, there is no one stakeholder who has sponsorship rights to protect (during Mr Obama’s visit). In this case, the stakeholder will be Kenya. Anyone can utilise that opportunity,” said Mr Ndagwa, whose company deals with corporate branding and advertising.

ONLINE FOLLOWING

Kenya is home to the Tusker beer brand and it will be a wait-and-see if Mr Obama may want to give it the signature sip as he has done with other iconic beers during his visits elsewhere.

But even without such practical gestures, Mr Ndagwa said Kenyan businesses can make use of the Internet to strengthen their outlook during Mr Obama’s brief stay in Kenya.

“Such a high profile event attracts a large online following. With the big number of social media users all over the globe, tweets and posts about the event are likely to capture the whole world’s attention,” he said.

“A simple hashtag can make the whole world turn its attention on a particular issue. But while at it, remember that simple tactics are often the most effective.”

The marketing expert noted that the best way that businesses can ride on the attention the event will bring is to prepare early on the issues that Mr Obama will be addressing.

“Kenyan brands should do their homework ahead of the visit,” he said.

“Looking at the things Obama will address can be another way of preparing. I suspect there will be issues of corruption, youth unemployment, terrorism and democracy. Companies should see how they can use those topics to endear themselves to their consumers.”

However, he advised that all will not be lost even after the conference.

“It doesn’t necessarily mean people will be only attentive when Mr Obama is around. Even after his exit, firms should think of what they should capitalise on. There will be various reactions to various things,” he said.

As a sign of maximising on the tidings that the function will inject to the Kenyan economy, even the organisers of the summit have found a chance to vouch for Kenya’s tourist and recreation facilities in their official website.

Mentioning Diani and Watamu as some of the beaches that were recently voted the best safari destinations in the world, the organisers state that visitors can arrive early to enjoy what the areas have to offer.

“Whichever of these options you choose, you will leave enriched and rewarded. We therefore take this early opportunity to invite you to choose to come a week earlier or leave a week later to tour these icons of Kenya.

“You can choose from a selection of tour packages available or you can elect to have a more personal tailor-made experience to fit your taste,” the organisers write on their website. They also mention Vintage Africa, Abercrombie & Kent and Safari Trails as some of the recreational facilities on offer.