2016 Case Study
The client was an online trading brokerage that offered people a platform to trade in stocks, forex and other financial instruments across the Global Financial Market.
They needed to make online trading a relevant product for the Ghanaian market and encourage more people to use their online trading platform.
THEY CAME TO US WITH A CHALLENGE
When the client came to us, their campaign to get more people onto their online trading platform wasn’t performing as well as expected. They were getting a lot of leads and interested responses to their communications, but somehow that interest wasn’t filtering down into actual customers.
With a little research, we quickly saw that the biggest problem with their marketing was that it focused on making quick money. As a result, people signed up thinking it was a “get-rich-quick” scheme but lost interest as soon as they realized more effort was required.
To get better leads, we had to go back to the beginning.
WE FOUND A SOLUTION
Looking at how demanding online trading was, it became clear to us that the kind of people who would truly value online trading were entrepreneurs and business minded people looking for new financial opportunities.
We also realized that online trading offered these people something other traditional business models didn’t: the chance to connect and do business beyond their local scenes.
From this insight, we came up with our Big Idea to guide our new direction:
“Empowering entrepreneurial minded Africans to build their own business in online trading.”
AND THEN WE WENT TO WORK
Meaningful Marketing in Action
Almost 150 business minded people actively pursuing the online education course to build their own business.
31.6% were willing to commit between $500 (minimum requirement) and $1000 as their initial trading investment, and 4% were looking to invest between $1000 and $10,000.