Once registered, a Branch is regarded as a Senegalese judicial entity. Other business forms include sole proprietorship, regional office, local agency and distributorship. Most local distributors of imported merchandise expect their suppliers to provide advertising and promotional support, particularly when introducing a new product or brand name. Sales promotion material and technical documentation should be in French. There is no mail order marketing.
Television is an effective medium of advertising, and the costs are relatively modest.
Sponsoring a sports team, local bands, and music stars are also effective tactics. The advice of local market research organizations should be sought before embarking on a publicity campaign. There are half a dozen newspapers published regularly in Senegal, but the reading public is relatively limited and confined to Dakar. National newspapers are in French with an occasional insert in ethnic languages. Better economic performance has prompted a resurgence of trade fairs and exhibitions, an excellent opportunity for U.S. companies to advertise their products.