**Expanded Marketing & Sales Strategy**
---
### **Local Marketing & Sales Strategy**
**Objective:** Build brand loyalty among Addis Ababa’s youth and professionals through cultural relevance, accessibility, and community engagement.
#### **1. Social Media Campaigns**
- **Platform Focus**:
- **TikTok**: Launch #WearYourRoots challenges encouraging users to showcase Boaz tees with Ethiopian cultural backdrops (e.g., Lucy’s skeleton exhibit, Fendika Cultural Center).
- **Instagram**: Curated feeds featuring Addis-based photographers (e.g., @Arada_Visuals) styling Boaz apparel in urban settings.
- **WhatsApp**: Share flash sale links via branded broadcast lists (e.g., “Boaz Weekend Drop”).
- **Content Strategy**:
- **User-Generated Content (UGC)**: Repost customer photos for a “Fan of the Week” feature.
- **Behind-the-Scenes**: Reels showing organic cotton harvesting in Arba Minch.
- **AR Filters**: Create filters like “Sheba Crown Try-On” for Instagram Stories.
#### **2. Pop-Up Stores at Addis Events**
- **Meskel Festival (Sept 2024)**:
- **Location**: Meskel Square
- **Activation**: “Light of Ethiopia” booth offering free T-shirt screen-printing with festival-themed designs (e.g., demera bonfire motifs).
- **Sales Hook**: Buy-one-donate-one—for every purchase, gift a T-shirt to a student in rural Ethiopia.
- **Addis Fashion Week (Nov 2024)**:
- **Pop-Up Design**: Modular stalls made from recycled materials, showcasing the Everyday Line alongside artisan weaving demonstrations.
- **VIP Experience**: Invite influencers to co-design limited-edition tees live.
#### **3. Influencer Partnerships**
- **Macro-Influencers**:
- **Hewan Assefa** (250k Instagram followers): Style Boaz tees with traditional habesha kemis for a fusion look.
- **Eskinder “Esky” Tsegaye** (radio host): Integrate Boaz into “Addis Nights” streetwear segments.
- **Micro-Influencers**:
- Partner with 50+ university student ambassadors for campus activations (e.g., Addis Ababa University).
---
### **International Marketing & Sales Strategy**
**Objective:** Position Boaz as a globally recognized Ethiopian luxury brand via strategic partnerships and experiential marketing.
#### **1. Cannes Film Festival Activation (May 2024)**
- **Pop-Up Store**:
- **Location**: Croisette Beach, Cannes
- **Design**: Bamboo-and-linen structure with VR stations showcasing the T-shirt’s journey from Ethiopian cotton farms to red carpets.
- **Experiential Elements**:
- Live embroidery by Ethiopian artisans.
- Free coffee ceremonies featuring Yirgacheffe beans.
- **Celebrity Collaborations**:
- Gift T-shirts to Ethiopian filmmakers (e.g., Yared Zeleke) attending Cannes for organic red carpet exposure.
- Auction T-shirts worn by celebrities, with proceeds funding “Cinema Ethiopia” scholarships.
#### **2. Filmmaker Collaborations**
- **Jessica Beshir Collection**: Co-design T-shirts inspired by her film *Faya Dayi*, sold exclusively via Criterion Channel’s online store.
- **Haile Gerima Retrospective**: Limited-edition line celebrating his films, promoted via Cine Ethiopia screenings in diaspora hubs.
#### **3. E-Commerce & Global Sales**
- **Platforms**:
- **Shopify**: Geotargeted site with USD/EUR pricing, integrated with DHL Express (3-day global delivery).
- **Amazon**: Listings optimized for keywords like “Ethiopian organic cotton tees.”
- **Diaspora Tactics**:
- **Subscription Boxes**: Quarterly “Taste of Ethiopia” bundles (T-shirt + coffee/spices).
- **Virtual Try-Ons**: AI tool on the Shopify site for sizing accuracy.
---
### **Budget Allocation**
| **Category** | **Budget (ETB)** | **Key Activities** |
|----------------------------|------------------|---------------------------------------------------------|
| **Cannes Activation** | 6,875,000 | Pop-up construction ($20k), celebrity gifting ($5k), VR tech ($15k), logistics ($10k) |
| **Local Marketing** | 3,000,000 | Social media ads (1.2M), influencer partnerships (800k), pop-ups (1M) |
| **E-Commerce Setup** | 1,500,000 | Shopify development (500k), Amazon listings (300k), DHL contracts (700k) |
| **Contingency** | 1,125,000 | Unforeseen forex fluctuations, event cancellations |
---
### **Sales Channels**
1. **Physical**:
- Flagship store in Bole (Addis Ababa).
- Pop-ups at Sheger Park, Unity Park.
2. **Digital**:
- WhatsApp Commerce: 10% of sales via “Shop Now” buttons in chats.
- TeleBirr Integration: One-click mobile payments for unbanked customers.
3. **B2B**:
- Corporate deals with Ethiopian Airlines (uniform-inspired tees for staff).
---
### **KPIs & Metrics**
- **Local**: 50% brand awareness in Addis Ababa (survey-based), 10,000 units sold in Year 1.
- **Cannes**: 500M social media impressions, $150k in pop-up sales.
- **E-Commerce**: 30% repeat purchase rate, 7-day delivery SLA.
---
### **Risk Mitigation**
- **Cannes Low Traffic**: Stream the pop-up experience live on YouTube, partnered with Ethiopian Broadcasting Service.
- **Social Media Ban**: Preload campaigns during stable periods; diversify to Telegram.
---
This strategy blends grassroots cultural engagement with high-impact global activations, ensuring Boaz Trading PLC becomes a household name in Ethiopia while captivating international luxury markets.