Driving Women-Focused Market Growth Through Experiential BTL Execution
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Adamson Janny
PMI partnered with GIZ to support the Obaasima Seal initiative through experiential Below-the-Line activations aimed at strengthening market access, brand trust, and commercial visibility for women-led businesses. The assignment required translating a development objective into practical, market-facing engagement.
PMI focused on building visibility at the most influential purchase points community markets, trading clusters, and regional commercial hubs. Activation teams were recruited, branded, and deployed to ensure the initiative maintained a professional and consistent presence across locations.
Roadshows and community engagements were designed to connect directly with traders and consumers, while branded props and merchandising materials ensured recognition extended beyond individual events. This approach helped embed the initiative within everyday commercial environments.
By integrating distribution coordination with on-ground sales support, PMI ensured that awareness translated into measurable product movement, reinforcing the programme’s broader goal of strengthening economic inclusion for women entrepreneurs.
Key Services Delivered by PMI
- Recruitment and Branding
- Market Activations & Road Shows
- Visibility Management
- Props Production
- Merchandising Materials Production
- Distribution & Sales Management