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.

 
Keep in MindKey Terms
  • Promotion
    Promotion includes behavior change communication as well as commercial advertising and promotion approaches.
     
  • Branding
    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
     

acceptability


attractiveness


behavior change communication (BCC)


brand


communication concepts


comprehension


creative brief


goals


identification


marketing plan


marketing strategy


persuasion


pretesting


promotion


results framework

VideosCampaign

*NEW* Promotion Mix: Uganda
In Uganda, WSP developed a communication campaign to support sanitation marketing efforts targeting rural households.  65% of rural households do not have improved sanitation facilities.  The campaign builds on a critical research finding that heads of households wish to be seen as people of good status in society among their peers and within the community.

 

*NEW* Promotion Mix: Cambodia
The communication campaign focused on how to generate demand for improved sanitation and encourage latrine purchase.  The campaign’s overall message was “build or buy a latrine now,” which built on the research findings that many people were delaying getting a toilet and making other household investments instead.

 

Promotion Mix: India
A communication campaign was developed to encourage both individuals and entire communities to recognize the value of sanitary latrines as a means to end open defecation, leading to construction, regular usage, and maintenance. The campaign tone was aspriational, contemporary, and centered on a sense of pride.

 

 

Promotion Mix: Tanzania
Promotion materials were developed around a core message, Choo Bora Chawezekana! Tumeamua Maendeleo Hadi Chooni ("A Good Toilet is Possible! We’ve taken our development all the way into the toilet!")  to convey that upgrading a latrine is easy  and  households that upgrade are assured to improve their safety, comfort, and standing within the community.  This campaign was highlighted as part of the Creative for Good Initiative of the World Economic Forum. Selected from over 100 submissions, the campaign was considered an excellent case study for others to learn about social issue campaigns.  Click here for more information.

 

Promotion Mix: Indonesia

The marketing strategy and communication campaign were developed at the province level. A series of market and consumer studies provided valuable insights about the target audience. Communication tools and a catalog of informed facility options were developed to support implementation by local governments.