Are you planning to launch a new product or service in Ghana? Is your target group young, urban, aspiring consumers? Let this short guide give you a head start! Markets Speaking is happy to share some free research-based tips that will help you create a successful marketing strategy.* 

1. Make use of role models in campaigns - footballers, successful business women, musicians, renown leaders such as Nelson Mandela, Barack Obama or Kofi Annan.
2. Incorporate popular music in your adverts. Even ladies that would never be caught dancing at a club, do so in their homes, listening to the radio.
3. Make an effort to develop a catchy tagline - they tend to stick. Many, due to lacking access, don't read a lot of books aside from The Book. However, celebrity quotes, catch phrases and slogans are spread eagerly and enjoyed widely.
4. Appreciate that religion and traditional values are central to Ghanaians. This is reflected in how advertising is accepted. It doesn't take a lot for an ad to come across as "immoral", thus backfiring.
5. Don't be afraid of online advertising. Official stats will suggest only a few percent of all Ghanaians have internet access. However, for urban, young, educated Ghanaians, the figures change dramatically. Even though we're not looking at broadband access at home, most have easy access to internet through cyber cafés in their neighborhood, or at campus if they're students.

We'll throw in a bonus 6th tip: do your research! Not surprisingly, a research company would tell you this. On a more serious note, letting the "markets speak" before making a major investment is always worth it.

* based on recent focus groups and consumer surveys focusing on 20-30 year olds in Accra
 


Comments




Leave a Reply