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| − | = Define a Promotion Strategy = | + | {{SPIS Banner}} |
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| | + | === '''<span style="color:#879637;">Define a Promotion Strategy</span>''' === |
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| | + | Deciding on a promotion strategy is one of the primary roles of the promoter and this process involves some key decisions about who the customers are, how to contact them, and what the message should be. From the previous steps the target group and its priorities and needs became clear.Now it is important to decide if you want to use the press, advertising (or other media) or personal contact to reach them. Then you need to be clear what your (unique) selling points are in order to create a demand for the promoter services. |
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| − | Deciding on a promotion strategy is one of the primary roles of the promoter and this process involves some key decisions about who the customers are, how to contact them, and what the message should be. From the previous stepsthe target group and its priorities and needs became clear.Now it is important to decide if you want to use the press, advertising (or other media) or personal contact to reach them. Then you need to be clear what your (unique) selling points are in order to create a demand for the promoter services.
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| − | <div>
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| | In almost any country around the world experience exists with regard to promotion and awareness raising campaigns in the agricultural sector. Successful approaches may be proposed by the extension services and development partners such as donors and NGOs. Appropriate approaches are always target group focused and culturally sensitive. Particular attention has to be given to information access for disadvantaged communities and in particular women and young people. Dissemination meetings and seminars etc. are traditionally dominated by male household heads and lead producers. | | In almost any country around the world experience exists with regard to promotion and awareness raising campaigns in the agricultural sector. Successful approaches may be proposed by the extension services and development partners such as donors and NGOs. Appropriate approaches are always target group focused and culturally sensitive. Particular attention has to be given to information access for disadvantaged communities and in particular women and young people. Dissemination meetings and seminars etc. are traditionally dominated by male household heads and lead producers. |
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| − | Promotion activities should include communicative and interactive instruments as the simple dissemination of information sheets and brochures is often not sufficient to reach all targethouseholds. | + | Promotion activities should include communicative and interactive instruments as the simple dissemination of information sheets and brochures is often not sufficient to reach all target households. |
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| − | Possible activities are forexample: | + | Possible activities are for example: |
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| | *producer field days and producer technology fairs (this can also be organized in cooperation with technology service providers); | | *producer field days and producer technology fairs (this can also be organized in cooperation with technology service providers); |
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| | *short bulletins on the local TV; | | *short bulletins on the local TV; |
| | *preparation of posters; | | *preparation of posters; |
| − | *internet videos (postingvia YouTube etc.). | + | *internet videos (posting via YouTube etc.). |
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| | Depending on the promotion approach and instruments chosen, the compilation of promotion material can be a significant task. It should include a target group-specific design and layout of documents etc. Sufficient budgetary resources must be available in order to produce good quality promotion material. In addition, the promoter should be well aware of the proper capacity (human resources and financial) to set up and implement a good promotion campaign. | | Depending on the promotion approach and instruments chosen, the compilation of promotion material can be a significant task. It should include a target group-specific design and layout of documents etc. Sufficient budgetary resources must be available in order to produce good quality promotion material. In addition, the promoter should be well aware of the proper capacity (human resources and financial) to set up and implement a good promotion campaign. |
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| − | == Outcome / Product == | + | === '''<span style="color:#879637;">Outcome/Product</span>''' === |
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| | *Determination of promotion approach and instruments; | | *Determination of promotion approach and instruments; |
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| | *Design and layout of promotion material. | | *Design and layout of promotion material. |
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| − | == Data Requirements == | + | === '''<span style="color:#879637;">Data Requirements</span>''' === |
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| | *Experiences with different promotion approaches and instruments (agricultural sector); | | *Experiences with different promotion approaches and instruments (agricultural sector); |
| | *Own human resources and financial capacity to undertake a promotion campaign. | | *Own human resources and financial capacity to undertake a promotion campaign. |
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| − | == People / Stakeholders == | + | === '''<span style="color:#879637;">People/Stakeholders</span>''' === |
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| | *Agricultural advisor / development practitioner; | | *Agricultural advisor / development practitioner; |
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| | *Financial service providers. | | *Financial service providers. |
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| − | == Important Issues == | + | === '''<span style="color:#879637;">Important Issues</span>''' === |
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| | *Promotion activities should include communicative and interactive instruments. | | *Promotion activities should include communicative and interactive instruments. |
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| | *Technology suppliers and NGOs should be incorporated into the promotion concept as they can provide valuable information. | | *Technology suppliers and NGOs should be incorporated into the promotion concept as they can provide valuable information. |
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| − | [[Category:SPIS_Module]]
| + | |
| − | [[Category:Powering_Agriculture]]
| + | {{SPIS Reference}} |
| − | [[Category:Tools]]
| + | |
Deciding on a promotion strategy is one of the primary roles of the promoter and this process involves some key decisions about who the customers are, how to contact them, and what the message should be. From the previous steps the target group and its priorities and needs became clear.Now it is important to decide if you want to use the press, advertising (or other media) or personal contact to reach them. Then you need to be clear what your (unique) selling points are in order to create a demand for the promoter services.
In almost any country around the world experience exists with regard to promotion and awareness raising campaigns in the agricultural sector. Successful approaches may be proposed by the extension services and development partners such as donors and NGOs. Appropriate approaches are always target group focused and culturally sensitive. Particular attention has to be given to information access for disadvantaged communities and in particular women and young people. Dissemination meetings and seminars etc. are traditionally dominated by male household heads and lead producers.
Promotion activities should include communicative and interactive instruments as the simple dissemination of information sheets and brochures is often not sufficient to reach all target households.
Furthermore, a number of passive dissemination means exist, which also require a very thorough preparation of materials:
Depending on the promotion approach and instruments chosen, the compilation of promotion material can be a significant task. It should include a target group-specific design and layout of documents etc. Sufficient budgetary resources must be available in order to produce good quality promotion material. In addition, the promoter should be well aware of the proper capacity (human resources and financial) to set up and implement a good promotion campaign.
