Marketing Lessons from Eko Market
drawing parallels between online and offline marketing efforts.
Hello, I'm delighted you stopped by and even more delighted to be releasing the first official Final Draft issue.
Let's get started with today's issue!
Last month, I went shopping with my mom, and while I am very familiar with Lagos markets, I hadn't been to Eko in 6 years, so I knew it was bound to be an interesting experience. I started drawing parallels between online marketing practices and my experience in one of Lagos' busiest markets, and I'll share some of them with you.
Have a Unique Selling Point: As a marketing professional, your job involves communicating your product's value to people. You are likely to have multiple people offering similar services or products. Likewise, in the market, I noticed that multiple people were selling the same thing side by side and trying to get customers' attention. It left me wondering what led people to make that purchasing decision in the multitude of options. It is also applicable to digital products or services; you have to identify the unique selling points of your product and use them to your advantage.
Understand your users and their pain points so you can communicate the best solution to their needs. Remember that the issue is not always with the product but your ability to communicate its value. So, the next time you're planning a marketing campaign, consider the user's point of view; if you were a user, would you be interested in the solution you're offering? Is your copy compelling enough to capture the user's attention in seconds?
Know Your Product: This may seem obvious; after all, how can you sell a product you don't understand? But the truth is, I see some ads and can tell that the person behind them needs to be more familiar with the product. In other cases, they tell half-truths because they know it will influence a person's purchasing decision.
At the market, a particular guy made us follow him in search of a shirt he knew he didn't have. My mom was in a hurry, so we followed him. To cut a long story short, what they had in stock was far inferior to the shirt we wanted and nearly double the price of the one we saw earlier.
Similarly, users who click on your ad for a one-size-fits-all shirt expect nothing less when they receive the product. You want to keep your street cred, and misleading users and offering something completely different from what you advertised will do you more harm than good. Users value trust, which goes a long way toward building loyalty.Don't be a nuisance: It is easy to err on the side of "over-advertising". And, while being in people's faces is important for staying top of mind, you don't want to be a nuisance. Consider how you felt when that guy in Eko or Yaba market kept following you even after you told him you weren't interested in what he was selling. That is precisely how users feel when they are bombarded with advertisements. It's even worse when you don't consider the various stages of the user journey before sending the same marketing messages. It will inevitably result in advertising fatigue and people viewing your brand negatively. To avoid it, don't spam users; instead, allow them to choose how frequently they want to receive your emails. Also, be creative with your content; the core messaging should remain consistent, but you should pay attention to each stage of the individual's journey.
Know your value (and your target audience): We saw these cool shirts at the market, but they cost more than we anticipated. My mom left, expecting him to call us back, but he didn’t. We eventually discovered that his shirts were affordable and of the highest quality, so we returned shamelessly. The whole point of this shalaye is that the guy knew the value of his goods and stood firm. We often talk about building products for users, and while that is important, you don't want users to think you are trying too hard to be relatable. Ultimately, your marketing campaign should be consistent with the brand’s vision and image.
You cannot please everyone, so you must identify your target audience and communicate in a way that resonates with them. My mom kept telling sellers, “It is a market; if one person doesn't buy, someone else will.” You can't sell to everyone, but you can channel your efforts toward people who value your product.
Understand their goals and help them make informed decisions:
Simplify the decision-making process of your users in a way that shows you understand their needs. This involves a lot of factors, such as your copy, the speed of your website, and the overall user experience. Users value personalised services; they help to make your brand memorable and, ultimately, influence the user's purchase decision.
While at Eko Market, a particular vendor stood out to me because she understood the importance of creating personalised customer experiences. She made helpful suggestions and made us feel very special, even though I could tell she did this to all her customers. She achieved this by putting herself in her customers' shoes; that way, she could understand and provide services tailored to our specific needs.
TLDR: Buying and selling offline is not so different from online marketing, and some marketing practices apply to both. You should have a unique selling and be sure to maintain credibility. Also, in promoting your services, ensure that people do not become bored with your ads, so it doesn’t lose its meaning. Understand your users’ needs and work to provide them with services best suited to their needs.
WEEKLY INTERESTING READS:
Think before you take: 6 AAVE terms brands should use more responsibly- Keeping up with trends is great. Still, marketers should use slangs and other trendy words responsibly as it influences how a brand is perceived.
Marketing For Startups: 5 Strategies to Unlock Your Marketing Team Potential- Best practices for leveling up your marketing team.
THE HENNA ARTIST BY ALKA JOSHI- It’s one of my favorite books of 2023. I love how the book gave a glimpse into the rich Indian culture and explored the story of a woman reinventing herself after years of abuse from a man she was forced to marry.
TOMORROW I BECOME A WOMAN BY AIWANOSE ODAFE - This book made me angry and sad, majorly because the story is one that a lot of women can resonate with.
That’s it for this week! Thank you for reading. I’d like to hear what you think, feel free to share in the comments.❤
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