[Interview] Laban Maloi, Chief Executive Officer, Grayline Media, Kenya
Laban Maloi is the Chief Executive Officer of Grayline Media Group Limited, a Nakuru-based marketing communication agency. The agency's expertise is in branding, brand strategy, advertising, media buying and planning, experimental marketing, digital marketing, PR, corporate communications and event management.
Would you please introduce your company?
Grayline Media Group Limited is a full-service marketing communication agency based in Nakuru town, Kenya. Our expertise lies in branding, brand strategy, advertising, media buying and planning, experimental marketing, digital marketing, PR, corporate communications and event management. We challenge brands to push the boundaries and seek new frontiers. We aim at creating brand marketing campaigns that put organizations right into the action.
Through innovative approach, comprehensive services and expert guidance we aim at helping companies and brands to turn marketing and advertising from being cost centres to business-building revenue drivers. We are keen at telling brand stories built around a smart strategy, diversity and innovative ideas.
What would you say gives your company a competitive edge?
We are brand marketing experts with the ability to seek out ideas and activation based on the ever-evolving marketing mix. We balance measurable outbound communications with innovative inbound marketing tactics to ensure clients get found, get heard, and get customers to buy.
Who are your clients?
Established businesses, Multinational brands, local brands, Small micro enterprises, NGOs, Schools, Institutions, organizations, individuals and basically any entity or individual wishing to enhance their brand visibility, communication process and its relations with the public.
What are the ambitions of the company going forward?
We are looking at getting into partnership with international media agencies.
How has the market responded to your services? Why do you think that is so?
At first, it was very difficult to crack the market, considering the fact that most if not all PR firms are located in Nairobi. The services we were offering were a bit strange to businesses based here and the idea of integrating the services of PR and communication companies in their operations did not make sense to most of them. However, this has changed with time. We have organized seminars and workshops for SMEs with an aim of enlightening them on the importance of marketing, advertising and brand activation to their businesses. With this, we have seen great improvement. We now even have clients calling to inquire about our services.
Nowadays there are many media agencies coming up every day. Therefore, it is challenging for consumers to choose the best agency to work with. What makes you stand out?
Many if not all media agencies we have in the country are based in the capital city. Grayline Media Group is the first full-service agency with a concentration in the vast Rift valley region. We understand the market niche and what works for this specific demographic. We have invested in vast market research to help understand the kind of audience we have with an aim of ensuring that our clients get maximum return on their investment.
There is also competition from individual digital influencers who offer the same services as your company. Do you work with any of them?
Yes, we have. At Grayline Media Group, we see them as a business tool rather than a competition. Influencer marketing is one of the most effective ways of marketing a brand especially when it comes to digital and online marketing that is why it cannot be ignored. We have brought them on board in a number of past and ongoing projects and the results were amazing.
What are some of the benefits of using your services?
Taking into consideration the many different forms of complex activities involved when it comes to brand development, advertising, PR, brand activation, digital marketing and events management, it can be an overwhelming task for business owners to undertake them on their own. This is where we come handy and help you get you on the right track and increase the effectiveness of your campaign. We take care of your brand to give you the opportunity to focus your energy on other business development activities.
What is the latest news from your company?
We just entered into a contract with an International NGO. We will be offering them services ranging from PR, developing communication strategies for their activities in the central rift region, developing media content and merchandising. This is one of our biggest projects this year.
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