Marketing your products and services amidst political noise

Political campaigns frequently dominate the media landscape, attracting the public's attention and diverting it away from normal economic activity.

The December 2024 elections are no exception, with major political parties intensifying their campaigns, rallies, and media appearances. 

This moment, marked by increasing political noise, may present substantial hurdles for Small and Medium-sized Enterprises (SMEs) striving to market their products and services. 

For SMEs, this means battling for attention in an already congested and noisy environment. 

Understanding the political context, discovering possibilities for alignment, and adopting creative ways to stand out are all essential components of successful marketing during such times. 

Below are practical marketing techniques that SMEs can use to handle the hurdles and capitalize on the opportunity given by the December 2024 elections.

Leverage Social Media and Digital Marketing

Use social media sites and digital marketing tools to contact your target audience directly. With so many individuals discussing political events online, these venues present an opportunity for SMEs to contribute to the conversation. 

A local fashion firm can generate election-themed content, such as creating garments in party colors or hosting online contests in which people can win things by correctly guessing election results. Sponsored posts and targeted ads on Facebook and Instagram can help you reach certain audiences interested in fashion and politics.

Align with Non-Political Events and Activities

Amid the political clamor surrounding Ghana's December 2024 elections, SMEs might gain by matching their marketing efforts with non-political events and activities. 

This method allows you to maintain awareness, communicate with customers, and establish brand loyalty without being dominated by political campaigns. 

An expert in the technology industry could collaborate with universities and colleges to organize tech fairs or innovation competitions. 

For example, they may work with the University of Professional Studies Accra to organize a technology innovation competition. 

This not only positions the SME as an advocate for education and innovation, but it also draws a youthful, technologically savvy audience. 

Small and medium-sized enterprises in Ghana can effectively market their products and services during the during the December 2024 elections.

Collaborate with Influencers and Key Opinion Leaders

Collaborate with influencers and important opinion leaders to help promote your message. 

Influencers with large followings can significantly increase your marketing efforts, especially if they take a non-political or neutral stance. 

A tech business that creates unique gadgets can work with tech bloggers and YouTubers to review their items. 

These reviews can be arranged during the election season to provide a consistent flow of content that diverts attention away from political topics.

Capitalize on National Sentiments and Themes

Ghana's December 2024 elections bring both problems and possibilities for SMEs. 

Small and medium-sized enterprises can effectively traverse political noise by leveraging social media, aligning with non-political events, cooperating with influencers, resonating with national attitudes, giving election-related promotions, and selectively using traditional media. 

These techniques not only assist retain visibility but also enable SMEs to connect with their audience in meaningful ways, ensuring business continuity and growth during the election time. 

By being proactive and imaginative, SMEs may convert the election season into a time of opportunity and prosperity.

Utilize Traditional Media with Strategic Timing

In the midst of the December 2024 elections in Ghana, SMEs can effectively utilize traditional media by strategically timing their advertisements to avoid being overshadowed by political content.

This approach ensures their messages reach the target audience without competing directly with political campaigns.  

A beauty and skincare SME could target non-political TV programs, such as soap operas, lifestyle shows, and sports broadcasts. 

By placing ads during the commercial breaks of these shows, especially in the afternoon or late evening, the SME can capture the attention of viewers who are more interested in entertainment than politics.

Conclusion

Ghana's December 2024 elections bring both problems and possibilities for SMEs. 

Small and medium-sized enterprises can effectively traverse political noise by leveraging social media, aligning with non-political events, cooperating with influencers, resonating with national attitudes, giving election-related promotions, and selectively using traditional media. 

These techniques not only assist retain visibility but also enable SMEs to connect with their audience in meaningful ways, ensuring business continuity and growth during the election time. 

By being proactive and imaginative, SMEs may convert the election season into a time of opportunity and prosperity.

Dr Andrews Ayiku, Lecturer/SME Industry Coach, Coordinator (MBA Impact Entrepreneurship and Innovation), University of Professional Studies Accra

ayiku.andrews@upsamail.edu.gh
IG: andy_ayiku
@AndrewsAyiku
F: Andyayiku