When I embarked on a journey to Ghana, my idea was to bring with me a secret formula, a foreign strategy that would revolutionize the local business landscape. Some foreign “obruni [white]” formula that would be automatically accepted like what I used to read in books. Little did I know, this adventure would not only alter my perspective on business development but also transform my social skills in ways I could never have anticipated. As I immersed myself in the vibrant Ghanaian culture, I discovered that the true essence of successful business growth lies in understanding and embracing the societal fabric while allowing oneself to evolve with it.
Marketing is a social science intricately intertwined with society. It’s the process of falling in love with a cultural idea and making it ours. It’s more than just promoting “stuff”; it’s about becoming an integral part of the community, and understand it. effective marketing requires a brand to be interwoven with the fabric of society to such an extent that its message and values become inseparable from the collective consciousness. The journey starts with aligning with the common cultural denominator and then delving even deeper to cater to the unique needs of a diverse audience.
The true essence of great marketing reveals itself through a profound understanding of cultural nuances that starts by embracing the local culture. It’s not just about superficial assimilation, or appropriation; it’s about truly immersing oneself in the local customs, traditions, and different ways of living. Engaging in conversations with strangers, understanding the perimeters of the culture, eating local food with our hands, and observing the rhythm of life. Being outside is a classroom for understanding the wonderful individuals I serve.
Listening attentively to the environment allowed me to grasp the unspoken needs and desires of the community, rather than projecting my ideas into it. It’s this kind of market intelligence that transcends statistical data, enabling businesses to tailor their strategies with a human touch.
Maslow’s pyramid of needs is a great theory to understand pepople’s primary preocupations. It identifies the needs according to how developed a society is and it also involves a reverse pyramid where societies that have averagely reached the top of the pyramid reach for a more primary class of needs in order to have a sense of accomplishment. I will dive deeper in a future post.
The reality of the environment is always unexpected, there is no ideal, or perfect situation. As marketers, we need to adapt to the dynamic environment and remove our bias and preconceived, TV based ideas. The humility to acknowledge that our initial strategies might not be relevant is the first step towards innovation.
It isn’t just about sales figures and brand visibility; it is about contributing positively to the community, and the community agreeing in return. Effective marketing doesn’t just sell products; it uplifts and bring value to lives, supports livelihoods, and brings positive change to society.