Marketing Mix: Promotion
Sanitation marketing applies the marketing mix or Four Ps, which form the core of any social marketing program: place, price, product, and promotion. In the context of sanitation marketing, promotion is the glue that binds the marketing mix together ---communicating details about the product, price, place, and even the behavior promoted to the target audience.
The module reviews some principles to consider such as the central role that research and evidence should play when developing a communications campaign, and the need to develop an integrated campaign across multiple communication channels. But developing an evidence-based promotions strategy across multiple channels takes time. Another challenge is that implementation will largely be in the hands of local government or other partners. One way to overcome this challenge is to build in sufficient supervision and monitoring.
Promotion includes behavior change communication as well as commercial advertising and promotion approaches.
Branding is a powerful marketing tool at scale and can be used on a wide range of applications including a campaign (e.g., a national sanitation program), an ODF community, an accredited supplier, an idea (e.g., a modern/ODF society) or a product.
Managing advertising agencies
Invest the time needed to develop a solid brief. * Once the agency has been contracted and is on board, do a full briefing to provide detailed comments on their proposal * Demand contact reports after each meeting that summarize discussion and agreements * Review all drafts against the creative brief * Request a full debriefing on the results of pretesting
Sanitassi-Sanitation Promotion-Septic Tank Cleaning (WSP)
A television spot produced in India reminds urban dwellers to empty their septic tanks.
Let`s Change Their Future (WSP)
Findings from the baseline research for the Creating Sanitation Markets Initiative in Peru, told from a child's point of view.
Promotion Mix: India
Promotion Mix: Tanzania
|Promotion Mix: Indonesia|