Top 5 Ghanaian Businesses From Different Sectors That Introduced The Best COVID-19 Marketing Campaigns.

COVID-19 brought out some exceptional qualities in marketers around the world regardless the effect it had on some businesses. One of the good qualities of a marketer is how they are able to come up with marketing campaigns that resonate with their target audience. This is not a cast in stone otherwise most businesses would have been successful  the moment they introduce a product or service on the market. 

Evidently, the kind of marketing campaigns some companies use during this period  tells a lot about how dedicated and sensitive they are to the needs of their targeted audience. 

Now more than ever, people with even low purchasing power are skeptical about going out to shop. So this challenges businesses to come up with marketing campaigns that seeks to clear any doubt on the minds of consumers.

Kuburah Diamonds is a Blog that writes on social and economic issues in Ghana so we took the opportunity to throw some light on these Top 5 companies that did great with their marketing campaigns. 

In no particular order let’s start with ELECTROLAND GHANA LIMITED.  EGL, is the key distributors of SAMSUNG, Midea, Toshiba and brand owners of NASCO electronics and appliances in Ghana with over 20 direct retail showrooms across Ghana did well with their ‘STAY SAFE PROMOTION’. 

The name of the campaign from the word go, cautions its customers to practice the safety precautionary measures about the pandemic and shopping and again making shopping conducive.

“I wanted to buy new appliances because I moved into a new home shortly before corona hit Ghana but trust me I didn’t want to risk my life so I held on that decision until the ban on lock down was lifted.  Even after that, I still felt scared going out into any store to buy knowing that loads of people were going to come for shopping too. But trust me, the moment, I saw ELECTROLAND’s “STAY SAFE PROMOTION” something about going to buy my electronic needs for my new home just felt right again. I felt safe walking into their store knowing that they themselves will not take chances ensuring the safety measures to keep everyone safe. 

Let me be truthful, the promotion also made me excited the more because I was also going to get the items on discounted prices looking at the way times are hard every customers will be excited to buy things on special offers. The next day I went straight to get all my items without feeling disappointed about my decision at all because their showroom adhered to the safety protocols.” Edem

Not tell me which customer won’t fall for such a campaign? Clearly the name given to the campaign tells you straight away how they care about not only making profit but ensuring their customers are safe to shop on discounted prices on top is an ultimate priority.  

Secondly, MTN GHANA must be given thumps up for introducing the new marketing campaign for their internet data. We were already in the digital world way before this Covid-19 showed its ugly head, but the time people spend on the internet has tremendously increased making any  Telco with a mouthwatering offer on data strategic to reach wider target audience.

Hence, MTN timely introduction of their “Ebi Flexi” promotion was a good one and attractive to jump on by anyone who uses the internet. I mean who doesn’t want to spend less on data? By dialing *138# to buy just any amount of data, their customers get data bundle that never expire. And the empathic tagline accompanying the campaign #WeDey4U”definitely resonated with their internet data buying customers or even potential customers. 

Quite a number of people are working from home, others are on the internet to promote their own businesses and the rest just to surf for information, socialize and play games.

“Boredom make me spend so much on data these days because I always want to know what is trending and you know we are not allowed to attend our parties and ceremonies anymore so this makes it even worse but MTN’s WeDey4U it a bit cheaper to buy data. I like it.” Shamima

Every marketing campaign in this abnormal times must be sensitive to people’s needs, their pocket strength and the extra it can offer will be just good to win more customers.  Remember some people have lost their jobs, start -ups are spending more on using the internet to push their businesses so it’s only in line that every Telco offer to consumers. 

Also, Kasapreko Ghana Limited, leading beverage manufacturing company known for producing assorted alcoholic and non- alcoholic beverages, during the locked down halted the production of drinks since public gathering was not allowed anymore. They started producing hand sanitizers to not only sell to customers but to support the fight against Corona Virus. 

This won the heart of many and in a strategic way also informed their customers and the public how they are sensitive to people’s needs. It’s also showed how Kasapreko isn’t only profit seeking company because they used they channeled their expertise in producing to beverages into manufacturing one of the solutions in helping to spread the virus. 

In times like this, consumers go with businesses that care about their wellbeing.

“We all know Kasapreko dirr it is only alcohol they sell so when I saw on my friend’s phone they have started producing hand sanitizers it felt really cool. This one will make you buy from them because the company is known for producing good beverages meaning their sanitizers will be quality than those on the market plus charley this made in Ghana oo. So I will buy to promote Ghanaian business.” 

Absa Bank Ghana introduced the Banking support to customers by offering a 2% lending rate on qualified personal, SME as well as loans to impacted industries. They offered free interbank instant transfers on digital channels and free mobile money transfers of up to GHS100 daily and repayment moratorium of up to six months to all personal and business customers to support and reduce the economic impact of COVID- 19 by providing these relief packages. 

“People are not buying these days, so I decided to turn my business around and start producing my own cleaning detergent since keeping the environment clean is part of practicing safety measures to fight against Coronavirus but I need capital so maybe I will go and speak to Absa for a loan.’ Nanayaa (Entrepreneur)

The bank also donated GHS1 Million to the COVID-1 National Trust Fund as part of helping to fight against the coronavirus. This gestures demonstrated Absa is sensitive to all the different situations of their target audience.  

Lastly, it’s no secret the Creative Industry has been one of the hardest hit in this pandemic. Most events had to be reschedule due to the uncertainty it came with however that did not stop some of some event organizers to hold back. 

The sheer tenacity of 3Media Networks, organizers of 3MUSIC AWARDS, second biggest Music Awards in Ghana to go on with 3rd Edition virtually was commendable.  

It’s no secret they set the pace with what most people never imagined possible especially at a time when there was a ban on public gathering. 

The event was successfully held at the Fantasy Dome with only a few of its core team of production, performers and hosts whiles observing and ensuring COVID-19 safety measures. 

One would have taught, the virtual event couldn’t be well executed because after the virtual announcement by the event organizers, feedbacks collected  from social media and traditional media indicated that most people were a bit skeptical how that will be pulled off. 

So just to measure how they fared, during and after the event, we gathered some reactions again but we were proved wrong. Except the no LIVE audience and recipients of the awards, the event was great.

It was no surprise it trended Number 1 on Ghana Trends till the next day and had over 4 million viewers during the virtual event on Joy Prime TV, Facebook, YouTube, Twitter, Instagram and their partner web platforms.

“Personally, I couldn’t be bothered to watch because I taught it was going to be someway but on the day of the event, I started noticed that most people on my timeline were updating about it so out of curiosity I tuned in to JoyPrime and trust me I stayed till the end. They did well.” Fiifi (Student)

Writer; Adiza Ibrahim Sadiq