To communicate the value of Good Solar™ quality-assured solar products to rural consumers – and to raise awareness and educate consumers about the benefits of solar technology - the AFD/EU-funded Solar Microfinance Program conducts a variety of social marketing and awareness raising interventions. These activities stimulate demand from rural consumers and help ‘prepare the market’ for local solar companies for conducting their own sales activities.
In collaboration with a social marketing agency specialising in base of the pyramid (BoP) behaviour change communication, the program developed a creative marketing concept all program partners (solar companies, MFIs, Awareness Raisers). They can use it to engage rural households in the solar market, to effectively communicate about solar products to rural consumers, to dispel misconceptions about solar, and to build the Good Solar™ brand and increase its franchise value and recognition levels.
Picture by Philippe Baudez for SNV
Through a multi-months participatory process with all program participants and using key messages under a consistent creative concept, a set of marketing and inter-personal sales tools – that includes a variety of leaflets, banners, posters, billboards, site seller flip-books, videos and radio commercials - has now been developed and launched. It will be rolled-out in the coming weeks through different communication channels and ‘consumer interaction points’ by all market stakeholders participating in the program.
The creative marketing concept that connects across all tools is unique in Cambodia by delivering a strong emotional message and lifestyle appeal to rural households looking to invest in solar products. It is rooted in in-depth market- and consumer research that informed which marketing message resonates particularly well with potential buyers of solar home solutions.
For more information about how our social marketing partner inspires rural communities to change their behaviours, visit the 17 Triggers website.