In the face of substantially reduced advertising spend due to the global economic crisis and a severe drought, Capital FM delivered amazing results for the fourth year in a row with NRS Media. Sealing the success of this Kenyan radio station was the use of our revenue generation solution, Image Plus™, combined with a call-to-action option.

Internationally many economies have been acutely challenged by the recent slowdown. The Nairobi region in Kenya, in particular, has been dealt a harsh blow. Not only are they affected by the global economic downturn, but are concurrently struggling against the vice-like grip of a drought.

Clearly the impact on available advertising spend has been significant.

Added to these challenges, the radio station is currently placed third or fourth in the market, so attracting marketing share is difficult.

Something for Everyone

In order to address these challenges, the NRS Media team recommended a revenue stimulation strategy (Image Plus™) to attract and retain customers. The Image Plus acquisition solution offers advertisers a constant presence in the marketplace, at different levels, offering value for money for everyone.

They also added a new call-to-action option, to offer advertisers the flexibility to run tactical campaigns in addition to their core brand advertising – with resounding success. More than 40 per cent of advertisers took this extra option, generating 10 per cent of the total program revenue.

The Importance of Brand

Reinforced at all Advertiser contact points was the key message that advertisers who maintain their advertising investment during a recession always emerge in a better position.

The five secrets to effective advertising were shared with advertisers during a series of presentations. Feedback showed that this reassured existing and potential clients, by illustrating that success can still be attained in a global downturn.

Against all odds this Nairobi radio station increased revenues year-on-year by more than 30 per cent and exceeded their ambitious campaign targets by 30 per cent as well.

Even amidst adverse local conditions, it is clear that advertisers are still willing to advertise, provided they are offered the right solution.