Question from Ghana: how can I design, plan and launch a low or no expense marketing campaign? Brigitte says: start small and DIY with free tools, only bring in professional marketeers when your business has grown enough to justify it. Focus on understanding your customers’ behaviour to create an effective marketing campaign. Design Know your audience → Identify where they buy and how they consume information (social media, local markets, radio, newspapers, etc.). Choose channels strategically → Pick the channels that best match your audience instead of trying everything at once. Define your tone of voice → Be clear on how you want your brand to “sound” (friendly, expert, enthusiastic, etc.). This ensures consistency. Plan Content planning → Decide what kind of content works for each channel (short videos for Instagram/TikTok, visuals for Facebook, informative pieces for local press, etc.). Experiment and adapt → Test channels you haven’t tried yet. Track what gets engagement and refine. Time, not money → Time investment (learning, practicing, creating) replaces large investments in marketing at the start. Launch DIY tools Visuals: Use your phone + free editing apps or Canva. Copywriting: Use ChatGPT to polish your text. Learning: Use free online tutorials (photography, video, design, storytelling). Start small → Launch on one or two key platforms, measure response, then scale or diversify. Consistent presence → Post regularly, even if simple, to stay visible.