Session 7: Demand Creation and Product Promotion
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1 Session 7: Demand Creation and Product Promotion Mimi Jenkins and Danielle Pedi SanMark COP Practitioner Training Sanitation Marketing Community of Practice WASH Reference Group 1
2 Step 1. Assessment and Planning - Assess market and partnership conditions. Plan and budget for your program Step 2. Market Research - Understand poor household consumers and local businesses and supply chains Program Design start-up phase Step 3. Product Design - Design affordable, desirable sanitation product/service options Step 4. Test Supply-side Strategy Design & test supply chain & business models for product delivery Step 5. Test Demand Creation Strategy Design & test promotional & marketing materials/ tools/ activities Implementation piloting phase Step 6. SanMark Program Implementation - Piloting and roll out of supply expansion & demand creation activities Step 7. Monitoring - Monitor for results and equity Sanitation Marketing Community of Practice WASH Reference Group 2
3 Overview 1. Three SanMark demand creation and marketing communications objectives 2. Which communications methods to use? 3. Importance Interpersonal communications (IPC), examples of IPC tools 4. Guidance for developing SanMark IPC tools 5. Resources for designing and implementing SanMark communications materials and activities Sanitation Marketing Community of Practice WASH Reference Group
4 Step 5 Designing Demand Creation and Product Marketing Communications Draws on the findings from consumer market research on : channels for reaching households and messages about private benefits of investing in a good latrine Must be linked to and coordinated with program strategies for selling new latrine products in target markets (the other 4 P s).. why step 5 comes last! Has a clearly defined target audience and communications objectives
5 Who do we focus on? (overarching strategic question)
6 Three Essential Communications 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark Demand Creation and Product Promotion Objectives for SanMark 1. Mobilizing communities to stop open defecation 2. Stimulating household desires for a durable hygienic latrine (promoting investment) 3. Supporting sanitation businesses to introduce, advertise, market, and sell their new products and services; educating households on correct construction (promoting products)
7 Objective 1: Mobilizing communities to stop OD 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark Demand Creation and Product Promotion
8 Objective 1: Mobilizing communities to stop OD 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark Demand Creation and Product Promotion
9 Objective 1: Mobilizing communities to stop OD 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark Demand Creation and Product Promotion
10 Objective 1: Mobilizing communities to stop OD 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark Demand Creation and Product Promotion
11 Objective 2 : Stimulating household 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark desires Demand Creation for a and durable Product Promotion latrine
12 These are the most common problems - Poop fills our land and smells bad, or my daughters have no privacy or safe place to poop, or sometimes we get rained on, neighbors may yell at us, snakes could bite us, or even worse our relatives from the city come to visit.
13 Objective 2 : Stimulating household desires for a hygienic durable latrine 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark Demand Creation and Product Promotion
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15 Objective 3: Supporting sanitation businesses to 3 ESSENTIAL COMMUNICATIONS TASKS for SanMark market and sell their products/services, Demand Creation and Product Promotion Educating households on construction Business advertising banners, business cards, business placards /signs (fill-in details) Product flyers key marketing features people want/care about price points (fill-in details), business contact info. (fill-in details), installation instructions easy and cheap to reproduce by small businesses Product catalogues, pictures, client references Correct construction and installation steps
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24 Education households to be informed latrine consumers How to manage the construction process..
25 Which Objective task to to focus focus on? on? CASE 1: Main sanitation problem is open defecation and people are unfamiliar with latrine building => ALL 3 Objectives CASE 2: Main sanitation problem is use of unimproved (unhygienic, temporary) latrines and unawareness of improved latrines => Objectives 2 and 3 CASE 3: People aware of improved latrines, know what style they want, but main problem is cost and local access => Objective 3
26 3 Main Types of Comms Methods Method Description Purpose / Function Interpersonal communication (ICP) Mass Media Direct Consumer Contact (DCC) 2-way facilitated dialogue, in small groups or with individual TV, Radio, Print (billboards, posters banners, T-shirts, flyers, etc) Scripted community events (theatre, mobile video, product demo), using entertainment-education approaches Ask/answer questions, build skills/confidence, problem solve, provoke thinking, change attitudes Raise awareness (e.g. brand), convey info., reinforce behavior change message Raise awareness, introduce new products, convey info., reinforce behavior change messages
27 Village meetings with village promoter / sales agent
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29 Which methods to use?
30 IPC is the most important for SanMark comms because Creates opportunities for deeper dialogue Allows multiple interlinked messages to be conveyed Trust can be built with IPC promoter, by using locallybased respected, trusted individuals IPC promoters can use IPC tools in every village they visit, and with households, as many times as needed Cost effective, flexible, scalable, more sustainable Limitations of mass marketing: 1-way, single idea Limitations of DCC: big budget for skilled professionals, expensive set-ups, significant travel costs
31 Further piloting and product roll-out considerations in favor of IPC.. Mass media advertising before supply chains for new products are fully established can back fire. New purchases that require large portion of family income don t happen easily. A flyer on a wall or a billboard with a picture unlikely to create demand by itself. Most influential ways rural households learn about new latrine designs and products is through talking to trusted sources such as neighbors, relatives or friends, and at village meetings.
32 EXAMPLES Comm method Interpersonal communication (ICP) Mass Media (rural) Direct Consumer Contact (DCC) Examples CLTS triggering event Village sales meeting Door-to-door house promotion visits Flip charts Latrine product information flyer Product banners Roving loud speaker trucks, billboards Radio spots, local features, jiggles Mobile promotion events, videos Product demo s, marketing events Traditional song contests Village theatre
33 Steps for Developing IPC Materials Step 1. Assess your teams skills and capacity to manage the creative communications design work, based on which tasks you will need to focus on Do you need to bring in some short-term expertise in behavior change or marketing communications to support the team?
34 Steps for Developing IPC Materials Step 2. Identify a rough initial budget for developing your IPC tools How much for Printing budget the IPC tools? How much for Consultant/agency budget for hiring consultants or agencies to help design tools, take photos, hire models, do illustrations, etc? How much for Training budget for training front line promoters or others who will be delivering the IPC tools?
35 Steps for Developing IPC Materials Step 3. Decide how much of the creative work to contract out vs. keep in-house Will you use professional creative advertising agencies, designers, trainers, or sales consultants? Will you use them as Strategic Partners or as Service providers? Partners: question assumptions, provide strategic imput, bring new ideas, Service providers: you provide all of the creative content, text copy, design instructions
36 Steps for Developing IPC Materials Step 4. Develop a set of working draft IPC tool design briefs for the tools you need/want IPC tool Design Brief Template, example (handout) Strategic Partners : help you develop these Service provider : you have to do these yourself Keep briefs simple! Initial set may have anywhere from 2-20 IPC Tool briefs Select most important, given budget, Finalize and engage partners, sub-contractors to produce the tools
37 Steps for Developing IPC Materials Step 5. Managing the design process Before hiring supplier, review portfolios of past work, meet with candidates, ask for their process and ideas, get their budget and workplan Be sure to undertake testing of early prototype designs with the target audience as part of the tool development process Build in milestones, places for design review and approvals, into process
38 Promotional Tools Do you have a sanitation promotional tool to share? - What is the program/project? - Who is the intended audience? - How is the tool used? (where, when, who) - What is the purpose for the tool? - What message(s) does it communicate? - How well does it work?
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40 Pre-testing prototype tool designs Pre-testing testing impact Rather, pre-testing explores the 5 following research questions: Buzz (emotion, stickiness) Comprehension Attractiveness Identification Persuasion
41 Additional Resources for Step 5 Handout - Guidance and Tips for Developing SanMark IPC Tools USAID HIP SanMark Manual Activity 8 and 13, for district-based smaller scale programs WSP Sanitation Marketing On-Line Toolkit Guidance for planning, procuring, managing and implementing large scale Mulit-Media Social Marketing Campaigns.
42 Additional Resources for Step 5
43 Thank you!
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