TOP CREATIVE TIPS FOR A SUCCESSFUL NEW BRAND AND PRODUCT MARKETING COMMUNICATIONS CAMPAIGN IN MYANMAR
With foreign direct investment in Myanmar nearing $5 billion USD in 2016, and growing steadily, it can be a challenge for marketers to not only make a good first impression in the market, but also to get a sense for how things really work in Myanmar.
1. If your company is leading with CSR, this is a good sign. Myanmar people are naturally and traditionally fond of philanthropic acts, which link back to their spiritual Buddhist beliefs. The belief is that good deeds lead to good Karma – and project a sense of leadership.
2. 80 percent of the population is outside Yangon and Mandalay. Even some Myanmar companies forget this. Companies need to reach beyond Yangon and Mandalay to have a sustainable business.
3. The “seniors” factor and influence. Anyone who has spent time in Myanmar will hear people talk about “seniors.” In Myanmar, there’s a saying “honor elders, respect peers and empathize with younger ones.” They say you have to pay respect even if he or she is one second older than you. For marketers, “seniors” can help to influence buying decisions.
4. Journalists and content, not cash. How far can cash bring your content for media coverage? In Myanmar, yes, there may be a few news organizations that request cash. But the credible, most valued media organizations do not accept cash gifts. Readers know the difference between news that has been paid for and news that was earned on its merits.
5. Myanmar people are embracing technology, your organization should too. Digital media is advancing fast. In cities like Yangon and Mandalay, it seems that almost all middle-class households own at least one gadget which allows easily-accessible digital media at their home, workplaces and even on the streets. For young professionals, owning more than one gadget is becoming the norm. Engagement levels are also very high compared to neighboring countries. Myanmar people are embracing technology and social media – their voices are being heard across the country’s new bandwidth.