**Expanded Marketing & Sales Strategy for Boaz Trading PLC**
Boaz Trading PLC’s strategy combines grassroots engagement in Ethiopia with high-impact global activations to establish itself as a culturally rooted yet internationally aspirational brand. Below is a detailed, action-oriented plan:
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### **1. Local Marketing & Sales Strategy**
**Objective**: Dominate Addis Ababa’s youth and middle-class markets while fostering cultural pride.
**Budget**: 3,000,000 ETB
#### **A. Social Media Campaigns**
- **Platforms**: Instagram, TikTok, and Telegram (popular among Ethiopian youth).
- **Key Tactics**:
- **#WearEthiopian Challenge**: Partner with influencers like *Hanan Tarq* (1M Instagram followers) to create user-generated content. Reward: Free T-shirts for top 10 posts.
- **Viral Trends**: Short videos of artisans crafting T-shirts set to trending Ethiopian music (e.g., *Ephrem Amare* tracks).
- **Amharic-Language Ads**: Highlight affordability (e.g., “₵299 for Pride, Quality, and Heritage”).
- **Budget**: 1,200,000 ETB (40% of local budget).
#### **B. Pop-Up Stores at Addis Events**
- **Meskel Festival Activation**:
- **Location**: Meskel Square, Addis Ababa.
- **Experience**: Live screen-printing stations where attendees customize T-shirts with Meskel-themed designs (e.g., *Demera* bonfire motifs).
- **Exclusive Drop**: “Meskel Flame” T-shirt (500 ETB), limited to 1,000 units.
- **Irreecha Festival**: Pop-up in Bishoftu with Oromo-inspired designs.
- **Budget**: 900,000 ETB (30% of local budget).
#### **C. Influencer Partnerships**
- **Selection Criteria**: Followers (50k+), alignment with Ethiopian heritage (e.g., *Betty G* for music, *Sara Abera* for fashion).
- **Collaborations**:
- **Co-Designed Collections**: Influencers create limited-edition T-shirts (e.g., *Betty G’s Jazz Line*).
- **Takeovers**: Influencers host Instagram Live sessions from Boaz stores.
- **Budget**: 600,000 ETB (20% of local budget).
#### **D. Community-Driven Initiatives**
- **University Roadshows**: Partner with Addis Ababa University for campus pop-ups offering student discounts (20% off with ID).
- **Trade-In Program**: Exchange old mitumba (second-hand clothes) for 100 ETB off Boaz T-shirts.
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### **2. International Marketing & Sales Strategy**
**Objective**: Position Boaz as a premium global brand via Cannes and diaspora engagement.
**Budget**: 6,875,000 ETB
#### **A. Cannes Film Festival Activation**
- **Pop-Up Store**:
- **Location**: La Croisette, Cannes (rental: 2,750,000 ETB).
- **Design**: Ethiopian-themed decor (e.g., handwoven *shemma* curtains, coffee ceremonies).
- **Product**: “Red Carpet Capsule” (8,250 ETB) with QR codes linking to filmmaker interviews.
- **Celebrity Gifting**: T-shirts in VIP gift bags for 500 attendees (e.g., Lupita Nyong’o, Idris Elba).
- **Budget**: 4,125,000 ETB (60% of Cannes budget).
#### **B. Filmmaker Collaborations**
- **Partnerships**:
- **Haile Gerima**: Co-branded T-shirts featuring stills from *Teza* (5,000 ETB).
- **Zeresenay Berhane Mehari**: Documentary short on Boaz artisans aired at Cannes.
- **Budget**: 1,375,000 ETB (20% of Cannes budget).
#### **C. E-Commerce & Global Sales**
- **Shopify Store**:
- **Features**: Amharic/English bilingual interface, AR try-on tool.
- **Diaspora Targeting**: Geo-specific ads (“Bring Ethiopia to Your Wardrobe”).
- **Amazon Luxury Stores**: List Cannes Collection with expedited shipping.
- **Logistics**: Partner with DHL for global delivery; integrate *TeleBirr* for Ethiopian payments.
- **Budget**: 1,125,000 ETB (16% of Cannes budget).
#### **D. Post-Cannes Momentum**
- **Press Coverage**: Pitch stories to *Vogue Global* and *CNN African Voices*.
- **Virtual Showroom**: 3D digital catalog for international buyers.
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### **3. Budget Breakdown**
| **Category** | **Local Budget** | **Cannes Budget** |
|---------------------------|-----------------------|------------------------|
| Social Media/Ads | 1,200,000 ETB (40%) | – |
| Pop-Up Stores/Events | 900,000 ETB (30%) | 4,125,000 ETB (60%) |
| Influencers/Partnerships | 600,000 ETB (20%) | 1,375,000 ETB (20%) |
| E-Commerce/Logistics | – | 1,125,000 ETB (16%) |
| Contingency | 300,000 ETB (10%) | 250,000 ETB (4%) |
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### **4. Metrics & KPIs**
- **Local**:
- 10,000+ social media followers in 6 months.
- 70% sell-through at Meskel Festival pop-up.
- **International**:
- 500+ Cannes Collection pre-orders.
- 30% conversion rate on Shopify.
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### **5. Risk Mitigation**
- **Cannes Contingency**: Livestream pop-up store on Instagram if travel restrictions occur.
- **Forex Fluctuations**: Hedge 50% of Cannes budget in EUR/USD.
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By blending **hyper-local authenticity** with **global glamour**, Boaz Trading PLC’s marketing strategy ensures cultural relevance in Ethiopia while capturing premium international markets.