Why businesses opt to run promotional campaigns in December

Walking along the busy street of Kenyatta Avenue, it's hard to miss the noise from businesses calling for customers' attention through rigorous campaigns and promotional events.  

Some have loud music accompanied by dancers, to attract more customers.

Linda Kageha, a Director at the Kenya National Chamber of Commerce and Industry (KNCCI), describes these street activations as a form of experiential marketing that establishes a direct connection between businesses and their audiences.  

"These activations go beyond simple events. They are planned campaigns designed to capture the essence of a brand and business in the most interactive and engaging way possible. This often translates into more customers and, ultimately, higher sales," she explains.  

According to Kageha, the current buzz on the streets and the major discounts offered by various stores in December, stem from an increase in consumer spending, as people use savings they’ve accumulated over recent months.  

She adds that these activations and discounts can significantly impact businesses, sometimes altering their trajectory.

However, Kageha stresses the importance of maintaining excellent customer service even after the promotional period ends.  

"Many businesses overlook the fact that customers value how they are treated. Even after the activations and discounts are over, top-notch customer service is essential in retaining those customers," Kageha emphasizes.  

She notes that successful activations are not just about promoting a product but about creating memorable moments and meaningful experiences that resonate with customers long after the interaction ends.  

During these periods, Kageha advises business owners to approach activations and discounts strategically rather than simply copying competitors.  

"Your decision to hold an activation or offer discounts should be guided by your readiness to take risks. Doing it just because competitors are doing it can lead to losses," she cautions.  

Street activations, Kageha explains, allows businesses to engage with consumers on a personal level, fostering stronger emotional connections and increasing brand loyalty and advocacy.  

"In today’s world, where community and shared experiences are highly valued, activations enable brands to enhance their relevance and appeal to target audiences significantly," Kageha says.  

She also highlights the importance of measuring the impact of these campaigns.

Setting clear success metrics—such as tracking foot traffic, social media engagement, sales figures, or customer feedback—is crucial for evaluating effectiveness.  

"Engaging participants through surveys or social media provides valuable insights into their experience and the campaign’s overall reception," she adds.