### **Expanded Marketing & Sales Strategy for Boaz Trading PLC**
#### **1. Local Marketing Strategy**
**Objective**: Dominate Addis Ababa’s casualwear market while fostering cultural pride and affordability.
**A. Social Media Campaigns**
- **Platforms**:
- **TikTok/Telegram**: 65% of Ethiopian youth use these platforms daily. Launch viral challenges like *#WearYourRoots*, encouraging users to showcase Boaz tees in creative ways (e.g., pairing with traditional *habesha kemis*).
- **Instagram**: Carousel posts highlighting design stories (e.g., “From Cotton Farm to Your Closet”).
- **Content**:
- **User-Generated Content (UGC)**: Partner with micro-influencers (10,000–50k followers) like @HabeshaFashion (45k followers) for styled shoots at Addis landmarks (e.g., Unity Park).
- **Educational Reels**: Short videos on organic cotton benefits and Ethiopian textile history.
**B. Pop-Up Stores at Key Events**
- **Meskel Festival (Sept 2024)**:
- **Location**: Meskel Square, Addis Ababa.
- **Tactics**:
- Sell festival-themed tees (e.g., *“Meskel Bloom”* with floral motifs) at 20% discount for bulk buys.
- Live screen-printing station for custom Amharic slogans (e.g., “ብርሃን ነኝ” / “I am light”).
- **Addis Fashion Week (Nov 2024)**:
- **Collaboration**: Sponsor emerging designers to create capsule collections using Boaz fabrics.
**C. Influencer Partnerships**
- **Selection Criteria**: Focus on authenticity over reach—e.g., @EthioStreetStyle (32k followers), known for mixing traditional and modern looks.
- **Compensation**: Hybrid model—free products + 10% commission on sales via unique promo codes (e.g., “BOAZSTYLE20”).
**Budget Allocation (3,000,000 ETB)**:
- **Social Media Ads**: 1,200,000 ETB (40%).
- **Influencer Fees**: 750,000 ETB (25%).
- **Event Pop-Ups**: 900,000 ETB (30%).
- **Contingency**: 150,000 ETB (5%).
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#### **2. International Marketing Strategy**
**Objective**: Position Boaz as a globally recognized luxury brand via Cannes and diaspora engagement.
**A. Cannes Film Festival Activation**
- **Pop-Up Store (May 2024)**:
- **Location**: La Croisette, near Palais des Festivals.
- **Design**: Ethiopian-inspired decor (e.g., handwoven *shamma* drapes, coffee ceremonies).
- **Experiential Marketing**:
- **VR Experience**: Let attendees “visit” Ethiopian heritage sites via Meta Quest headsets.
- **Red Carpet Placements**: Gift tees to African filmmakers (e.g., Ousmane Sembène Award nominees).
- **Limited Edition Drop**: *“Cannes x Lalibela”* collection (500 units), priced at $150–300, featuring Aksumite patterns in metallic thread.
**B. Filmmaker Collaborations**
- **Partnerships**: Co-design with directors like Jessica Beshir (*Faya Dayi*) for tees inspired by their films.
- **Documentary**: Produce *“Threads of Sheba”*—a short film on Boaz’s artisans, screened at Cannes’ African Pavilion.
**C. E-Commerce Strategy**
- **Platforms**:
- **Shopify**: Optimized for U.S./EU buyers, with pricing in USD/EUR.
- **Amazon Luxury Stores**: Target Prime members with expedited shipping.
- **Jumia**: For pan-African sales (Nairobi, Lagos).
- **Diaspora Focus**:
- **Geo-Targeted Ads**: Facebook/Google ads highlighting “Bring Ethiopia to Your Wardrobe” for IPs in D.C., London, Dubai.
- **Subscription Boxes**: Quarterly *“Heritage Crate”* ($99) with a tee + Ethiopian coffee/art prints.
**Budget Allocation (6,875,000 ETB)**:
- **Cannes Pop-Up**: 3,500,000 ETB (51%).
- **Filmmaker Collaborations**: 1,500,000 ETB (22%).
- **E-Commerce Setup/Ads**: 1,250,000 ETB (18%).
- **Contingency**: 625,000 ETB (9%).
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#### **3. Omnichannel Sales Integration**
- **Click-and-Collect**: Buy online, pick up at Addis Ababa pop-ups (reduces delivery costs by 15%).
- **In-App AR Try-On**: Use Shopify’s AR tool to let users visualize Cannes tees in their space.
- **Loyalty Program**: Earn points for social shares (e.g., 100 points for a TikTok post tagging @BoazTrading).
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#### **4. Key Performance Indicators (KPIs)**
| **Metric** | **Local Target** | **International Target** |
|--------------------------|---------------------------|---------------------------------|
| Social Media Engagement | 500k impressions/month | 200k Cannes-related hashtags |
| Conversion Rate | 5% (website) | 3% (Cannes pop-up) |
| Sales Volume | 1,500 units/month | 300 Cannes units (festival) |
| Customer Retention | 25% repeat buyers (Year 1)| 15% subscription renewals |
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#### **5. Risk Mitigation**
- **Cultural Missteps**: Hire Ethiopian cultural consultants to review designs/messaging.
- **Logistics Delays**: Partner with DHL for Cannes shipments and Ethiopian Airlines for local distribution.
- **Budget Overruns**: Allocate 10% of budgets to a contingency fund; track ROI weekly via Google Analytics.
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### **Conclusion**
By blending grassroots cultural campaigns in Ethiopia with high-impact global activations at Cannes, Boaz Trading PLC can achieve its dual goals of local dominance and international prestige. The strategy balances aspirational storytelling with data-driven sales tactics, ensuring every ETB spent drives measurable returns while amplifying Ethiopia’s textile heritage.