Step 5 Promotions

Young girl holding up book

Duration: 4-5 months (alongside Step 4: Business model testing)

By this step, the new products and services have been developed and initial business models and business partners identified. It’s time to develop and test promotional and marketing materials and activities to create new demand and generate new sales. In SanMark, we use commercial and social marketing techniques and consumer insights gathered during market research (Step 2) and product design (Step 3) to address three demand promotion communications objectives:

  • Objective 1: Mobilizing communities to stop open defecation
  • Objective 2: Stimulating household desires for a durable improved latrine
  • Objective 3: Supporting sanitation businesses to market and sell their products/services and educating consumers about them

Which objective should you focus on?

IF…

THEN…

Open defecation is the major risk practice

  • Focus on objectives 1, 2, and 3 and consider adapting and reinforcing CLTS messages if CLTS is underway

Unhygienic or temporary latrines are the main problem

  • Focus on objectives 2 and 3

Most households already want an improved durable latrine

  • Focus on objective 3

Planning (Step 1) and market research (Step 2) should allow you to identify which Objective(s) you need to focus on and the best ways to reach and communicate with target households.
Marketing communications methods include:

  1. Interpersonal communication (IPC)
    IPC involves two-way dialogue with small groups or an individual to convey multiple messages, answer questions, and build trust between the target audience and the promoter.  Examples include flip-chart stories, role plays, image cards, village sales meetings, triggering events, and images to help local promoters interact with consumers.
  2. Direct consumer contact (DCC)
    DCC involves scripted events (theatre, mobile video, product demo) using entertainment-education approaches to raise awareness, introduce products, provoke thinking and reinforce IPC messages.  DCC requires large on-going funding to sustain, is limited to large population centers, and best reserved for venues where large target audiences can be found at later stages of implementation.
  3. Mass media (MM)
    MM involves one-way communication and is best used to raise awareness, convey limited information, and remind audiences of already communicated IPC messages. Examples include print (billboards, posters, banners, t-shirts, flyers), radio, and TV.  Simple, easy to understand visual print materials are important to develop for Objective 3.

SanMark experience shows households are most influenced to invest in a latrine by talking to trusted local sources. They learn most about latrine designs from direct exposure to the products. So of the three methods, IPC is the most important and effective approach to reach and persuade households to invest because it creates opportunities for deeper dialogue with a trusted local promoter. It is also easily scaled and sustained with local resources once IPC tools and materials have been developed.

To develop IPC tools, consider bringing in short-term external consultants to help manage the communications design process. Decide on what you can manage on your own and how much of the work (i.e., design, pre-testing, training of promoters) to contract out to advertising agency or outside trainers.  Budgeting should include funds to develop, design, test, and print your IPC tools as well as initial training of promoters. See UNICEF Guidance Note 7 (right) for more tips on designing and testing your tools.

Remember: Good communications tools use strong emotion to change thinking and create ‘buzz’. Consider real photos rather than text or cartoons and keep messages simple. Your IPC tools should be easy and rewarding for frontline promoters to use, and cheap for businesses and local partners to reproduce.

PowerPoint icon
Slides

Demand Creation and Product Promotion Demand Creation and Product Promotion (3845 KB)

Document Icon
Documents

WSP, 2011, Introductory guide to Sanitation Marketing WSP, 2011, Introductory guide to Sanitation Marketing (4109 KB)

Sanitation Marketing for Managers, USAID-HIP, 2010 Sanitation Marketing for Managers, USAID-HIP, 2010 (1817 KB)

UNICEF Guidance Note 7 Demand creation UNICEF Guidance Note 7 Demand creation (614 KB)

Bhutan latrine promotion, SNV Bhutan latrine promotion, SNV (962 KB)

Communication Tools - The Story of Achey and Achroch, WaterSHED Communication Tools - The Story of Achey and Achroch, WaterSHED (5955 KB)

Devine, 2010, SanMark as an emergent application of social marketing - Experiences in East Java Devine, 2010, SanMark as an emergent application of social marketing - Experiences in East Java (767 KB)

WaterSHED, Communication Tools - The Story of Achey and Achroch WaterSHED, Communication Tools - The Story of Achey and Achroch (5955 KB)

WEDC, 2004, Social marketing for urban sanitation - Workshop report WEDC, 2004, Social marketing for urban sanitation - Workshop report (130 KB)

WSP, 2008, Communication Tools - TSSM in Indonesia WSP, 2008, Communication Tools - TSSM in Indonesia (8378 KB)


Get Involved

Add your Story

Add your story to the SanMark Map. If you or your organization are practicing SanMark we would love to add your project to our Global Map to highlight the spread of SanMark throughout the world.

Ask our Experts

Ask our experts any questions you like related to SanMark. Experts are available to share their extensive experience in SanMark with you and provide timely advice.

Post to Forum

Join in the discussion on our SanMark forum. The forum is a place for ongoing dialogue amongst our Community of Practice. Add your comments to current topics or ask your own questions to open up new conversation. Join the discussion now!

Submit to the Blog

Write a blog post on any topic related to SanMark, perhaps an article you have written or come across, or perhaps there is something you feel passionate about and would like to share your thoughts on.

Case stories, articles, opinion pieces, photos – as long as it’s related to SanMark – please send it our way!


Stay in touch!

We look forward to hearing from you soon!

Subscribe to eNews

Keep abreast of all SanMark developments!

Simply enter your name and email address below.