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Feature: Sensitive Marketing: A Focus On H& M

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HM racist adFor the past few days, a particular news item has been making rounds especially on social media and international news, about an H&M ad that featured a young black boy in a hoodie with “Coolest Monkey in the Jungle” inscribed on it. To some, this was no big deal, but to others this was a typical example of the racism they have been talking about on a regular basis. The term ‘monkey’ has for some time now often been associated with racism in major industries such as soccer, entertainment, politics etc. The use of such a word therefore ended up overshadowing the real purpose of the ad: to advertise a colorful kids’ hoodie. H&M (full name, Hennes & Mauritz AB) is an international clothing company, with Swedish origin. It serves a wide customer base, ranging from teens to adults. With its worldwide operations in about 62 countries, it has been described as the second-largest global retailer in clothing. It makes good use of the internet as well to sell its products. In an era that is characterized by “knowing our rights” and “fighting for what is rightfully ours”, customers have become increasingly sensitive, and could be offended by the least provocation. In response, marketers need to be extra careful in what they post, especially as social media has now boosted the rate at which information is circulated. The question is, what lessons can any progressive business learn from this unintended but far-reaching error on H&M’s part?

  • Thorough research always needs to be carried out
No matter how large a brand gets, it’s always important to conduct thorough research before a product or service is out-doored. What are the current trends, be it demographically, geographically, on social media etc.? And how can the business remain relevant yet sensitive at the same time in response to such trends?  
  • Little things matter
Though some people do not really see what the big deal with this whole issue is, the reality is that people can and always will get offended, even by the seemingly little things. Businesses therefore have to put in an effort in making their customers feel special at all times. So much as an omission or addition of a particular word could make or break a marketing campaign. Businesses therefore need to tread cautiously, keeping in mind the ‘power of little.’  
  • Rapid response is usually the best
Some parties feel H&M’s apology is too little, too late. Customers always look out for what businesses do in order to control any damage that arises. One great example of the power of prompt response is in the case of delivery company, FedEx. A customer had an issue with a courier who tossed a package at him. The customer found unacceptable especially as the item was breakable. This created some backlash for the brand, but FedEx responded in no time. Aside creating a video in response to the incident, FedEx also made an effort to meet with the customer face to face and replace the damaged item. In addition, the company posted a short but sincere article on its site to further rectify the situation. Below is a brief excerpt of that article, titled, Absolutely, Positively Unacceptable, taken from www.fedex.com:   “I know you recognize that this absolutely does NOT represent the professionalism and dedication of the 290,000 FedEx team members worldwide. It is one person and one package. While many people are publicly speculating about what will happen to the employee, FedEx takes care to protect team members’ privacy as well as our customers’ privacy. We do take this matter extremely seriously, and have initiated action in accord with our disciplinary policy, while respecting privacy concerns. Without going into detail, I can assure you that this courier is not delivering customer packages while we are going through this process.   While this delivery fell way short of those high standards, we are already using it as a learning opportunity. We’ve shared this video internally to remind everyone that every single package is important to you, our customers, and that actions like this are totally unacceptable. We are also going to build this into our training programs as a constant reminder of the importance of earning — and keeping — your trust with every single delivery. We hope that you, like the customer involved in this incident, will see it as an unfortunate exception that proves the rule that our company cares for its customers.”   This incident was eventually forgotten and the brand is still making huge strides today. H&M eventually did apologize, but the repercussions could stick around for quite some time. Granted, not everyone may get offended by the least thing, but companies do need to be more careful with the messages they put out there. By Nana Boatemaa Amoah]]>

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People & Lifestyle

AIDEC Consultancies International & Academic City sign MoU to deepen practical AI knowledge

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The teams from AIDEC and ACity in a group photograph

Africa Integrated Development and Communications Consultancies (AIDEC) has signed a Memorandum of Understanding (MoU) with Academic City University College (ACity) to provide practical knowledge in areas of Science, Technology, Engineering, Arts and Mathematics (STEAM).

The MoU was executed on behalf of the two organizations represented by Mr. Ambrose Yennah, Executive Chairman of AIDEC and Professor Fred McBagonluri, President, and Provost of ACity.

Executive Chairman for AIDEC Consultancies, Ambrose Yennah, said: “the agreement seeks to provide students with practical hands-on-training in Data Science, Machine Learning, Robotics and other advanced technological training in Artificial Intelligence (AI) in areas of STEAM needed to efficiently work in the job market.”

He said the MoU is a private sector initiative between the two organizations to compliment government’s effort at digitalization and will enable them to collaborate with other Consortium Partners for the roll out of several Digital Solutions and Services.

“The agreement will include but not limited to the study and application of Artificial Intelligence (AI) tools, Robotics, Data Science, Machine Learning, Business Process Outsourcing Services (BPO) with specific focus on the health, and Educational Sectors including Executive Training for the Country Ghana and scaling up to the continent of Africa in the near-term,” he added.

President and Provost of ACity, Professor Fred McBagonluri, said the MoU will help in developing ready job skills by providing access to AI programmes that would help student use technology to pursue research initiatives that is focused on solving the needs of the society.

“The MoU, as part of its objectives, agree to establish, implement and create an enabling environment for students to engage in research and practical consulting assignments as a collaboration between industry and other academic institutions for practical, hands-on training, research, and fieldwork for their mutual good,” he said.

The Consortium Partners, he added, will provide top notch business, educational and technology solutions and services including Massive Open Online Courses (MOOC) platform as a virtual and open educational resource facility to our target customers in the public, private and third sectors.

AIDEC and ACity in collaboration with other Consortium Partners will identify projects ideas and invest in them to generate employment in IT/Digital Solutions and Services and generate income for the Consortium Partners whilst providing an avenue for upgrading the skills and competencies of students with creative and innovative technologies that will expose and prepare them for the job market including Students exchange programs for practical hands-on training, research and fieldwork.

The Consortium Partners agree to work to improve and expand their Institutional capacities in Artificial Intelligence, Robotics, Data Science, Machine learning including online learning platforms and programs to whip up the interest of students enrolling for higher education for STEAM, SparX leaning Xperience and other competency-based professional training programs for an all-inclusive digital transformation.

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People & Lifestyle

Can you fly with Delta 8 Gummies?

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Considering taking your Delta 8 Gummies on your next trip? But worried if it’s legit or if there are some unknown laws airlines companies have stated somewhere and you have no idea about them. US domestic flights allow flyers to carry delta 8 gummies that are legalized under the Farm Bill. However, this is not the case for overseas flights. Continue reading to know much more. (more…)

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Episode 33 on StudentOfLife Podcast is all about ‘Manifestation’

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Understanding the true laws and principles of it, realising that it is not simply about visualising and saying affirmations, write stuff down and it simply appears with time! It’s deeper than that. Understand the law of energy(chakras), law of vibration and governing your surrounds is key. Akosua Peprah is not telling you what you want to hear, but what you NEED to hear and the hidden truths of manifestation. (more…)

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People & Lifestyle

Top Factors to Consider When Choosing an Online Gambling Site

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Gambling sports

Over the past few decades, the online casino market has witnessed a record-breaking boom. Gamers and gamblers alike started to prefer it as a form of entertainment. Since everyone has instant access to mobile technologies, you can access your favorite casino any time of the day. 

Anyone can open a branch or work as an affiliate partner in the gambling industry; it is no longer a restricted industry. As a result of fierce competition, users have to be more careful. They now must watch out for fraudsters and stay away from scam websites. Here is a criterion to help you pick the best online casino.

Pay Attention to User Testimonials

A trustworthy betting site will have a lot of reviews. To determine the platform’s dependability, most reviews must be favorable. The options for gamblers to read reviews and spot a reputable site are plentiful, ranging from a variety of apps to mobile-optimized websites like the featured sites on legitgamblingsites.com. Based on the reviews, one can choose whether to register and start using the platform.

Regulations and Licenses for Online Casinos


Verify the presence of gambling seals of permission to ensure that your chosen platform is regulated correctly. Typically, information about them appears at the bottom of the webpage. Each gaming company needs to be registered and granted a license by reputable administrative bodies to operate in a specific market like;

  •       The UK Gambling Commission
  •       The Alderney Gambling Control Commission
  •       The Gibraltar Regulatory Authority

Before registering, consider a casino’s legislation and ensure they are licensed. 

Read Also: Gambling Laws Across Africa

Adaptability to Your Betting Aim


An online gambling site must satisfy your needs and goals. Check to see if it offers the sports you want to wager on. Knowing which forms of payment the website accepts would also be beneficial. Settle for one that accepts your most convenient payment option. 

Keep an eye out for the site’s policies and procedures and any bonuses that may be available. Checking whether the platform is accessible from a mobile device is an additional factor you should consider. It would be helpful if you could use the platform whenever and wherever you want. Therefore, look for a mobile-friendly platform with a website or mobile application.

Customer Support Center


Once in a while, questions and inconveniences always arise, whether you’re a high roller or a novice. It can be concerning the rules of a particular game, where to find your favorite live casino table, and which payment methods are accepted where you live. Having someone available to help you right away is beneficial.

The top gaming platforms work hard to give their users prompt, efficient support. They even use it in their advertisements to persuade the audience that they deserve their trust.

An absence of live chat or an abnormally low response time could be a red flag. Although it’s not always the case, scammers don’t make significant investments because their income is uncertain.

Final Thoughts
Playing at a reputable casino is truly a unique experience. Players have access to jackpots and great bonuses for more elevated gaming. You can make the best decision for choosing the best online gambling site through the above pointers.  

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People & Lifestyle

How To Make Your Followers Feel Special On Instagram

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gain more instagram followers

Instagram is a great platform when it comes to growth. Whether you’re an influencer looking to build your brand or a business hoping to increase conversions and bring in more customers, you should definitely be using Instagram as part of your social media strategy.

However, it’s not just about “using” Instagram. You’ve also got to find a way to make your Instagram followers feel special; after all, if they feel like you’re treating them poorly or if they don’t feel welcome or valued, then they might decide that you’re not worth the effort in a crowded market. Here’s how to make your followers feel special on Instagram.

Read Also: Instagram Username Ideas For Girls 2022

Engage with them

While it’s perfectly fine to use services like Social Followers Free to net yourself a big Instagram follower count, keeping those followers around is quite another matter. After all, if you don’t talk to your followers, then how can you expect them to feel respected or involved in your process?

That’s why you need to reach out to your followers and engage with them. When you receive comments, make sure to comment back and reply to your commenters. Say something that’s specific to the comment and show interest in your followers’ lives; you’d be amazed at the positive effect this can have.

Ask for engagement

When you post on Instagram, you can make your followers feel special simply by asking them for their opinions on what you’re doing. At the end of every post, ask a specific question that pertains to the content you’ve created and involves your followers in some way.

For example, let’s say you’ve just posted something about gaming-related equipment. At the end of your post, you could ask something like “what’s your favourite mechanical gaming keyboard? Let’s talk about it!”. This will incentivise your followers to reply to you and talk to you, thus making them feel more valued and special.

Show them the real you

As a platform, Instagram has come under very understandable fire for what many commenters have described as a lack of reality. Influencers will make themselves look unrealistically attractive or wealthy in order to shore up followers and create an aspirational aesthetic, when this isn’t how they really live.

As such, you can make your followers feel special by showing them who you really are. Don’t change the way you behave or the way you live “for the ‘gram”; don’t pretend to be richer than you really are, and don’t heavily rely on filters and airbrushing when you’re posting pictures. This will make your followers feel like they’re really talking to you and not a social media construction.

Hop into your followers’ comments

Nothing makes a follower more delighted than when they see a comment from you popping up on one of their posts. If your followers are active on Instagram, then why not check out their content and post comments on it? This will encourage them to comment back, and it will make them feel like you really do care about them.

Some of your Instagram followers may even be budding influencers themselves, and if they are, then it’ll boost their profile even more to comment on their stuff, especially if you’re more well-known than they are. There really is no downside to checking out some of your followers’ content and commenting on it.

Create content with your followers

Following on from the above, if some of your followers are budding social media influencers, then why not reach out to see if they want to create some content with you? If their style and goals align with yours, then it could be a very rewarding exercise – both creatively and in terms of followers – to create content with them.

Of course, you should make sure you’re picking the right collaborators before you decide to create content with them. Check out their content first to make sure it works alongside your style. Everyone’s doing their own thing on Instagram, so if your vibe doesn’t work with someone else’s, it doesn’t mean anything about the content you’re both creating.

Listen to what your followers are saying

It’s always a good idea to keep your ear to the ground when it comes to comments your followers are making on your content. If you notice certain trends in what they’re saying – if they’re making suggestions about what kind of content they want to see from you, for example – then you should be listening to those trends.

You don’t need to let comments and followers dictate what you do entirely, though. After all, if you only did what others told you to do, then you’d stand to lose the thing that made you special in the first place. Finding a healthy balance between pleasing your followers and making sure you’re happy in yourself is the ideal when it comes to content creation.

Hold contests and giveaways

Hey, everyone likes free stuff, right? One of the best ways you can make your Instagram audience feel special is to hold contests and giveaways offering them the chance to win things. If you’re an influencer partnered with brands, then why not work with those brands to coordinate a giveaway for your followers?

Conversely, if you’re a brand looking to shore up an authentic following on Instagram, then holding giveaways and contests is an excellent way to do that. It shows that you have a lot of faith in your product and that you’re happy for people to try it out and see for themselves how high-quality it is.

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People & Lifestyle

Video Of Visual Display Network Celebrating TV Personality Selly Galley On Her Birthday Goes Viral

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On the 25th of September 2022, Ghanaian Actress and TV Personality, Selly Galley celebrated her birthday which she dubbed the “Sellybration”.

Digital Marketer Gorbachev Awuah and his team at the Visual Display Network (VDN) surprised her with some meals and products from some of their Clients and Brands they represent.

The Visual Display Network (VDN) Team wanted to “Sellybrate” her and another year under her belt. Clients and Brands that VDN has and affiliates with all came through to make the day a wonderful one.

Kasapereko Company Limited provided some packs of Stormz Energy Drink as well as some Puma Drinks and Awake Mineral Water. Kubs Original Provided a box of their well knows Boffrot puff puff mix. Perfect Touch Restaurant, Porkytos, Liquid & Grills Restaurant, and Tempo De Dio all also provided the best meals on their menu.

Selly Galley and her husband Prayetiatia showed so much appreciation to Visual Display Network (VDN) and all their Clients and Brands they work with and also stated that they made their day.

The video of Digital Marketer Gorbachev Awuah and his Team delivering the meals and products to her has since gone viral.

We applaud the Visual Display Network (VDN) Team for the great work they’re doing in the industry.

Instagram – @vdngroup

TikTok       – @vdngroup

Twitter      – @vdn_group

Facebook – @vdngroup

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