Rural Marketing

The success of IDE’s programs depends on rural mass marketing, both product marketing to stimulate user investment in products and services and social marketing to motivate changes in health behaviors. IDE develops marketing campaigns with the same detail and accountability as the strategies employed for the sale of commercial products.

IDE doesn’t market products or behaviors; it markets dreams. In both product marketing and social marketing campaigns, instead of selling a product or a desired behavior, IDE links that product or behavior to the hopes and fears of the different target groups. The unique sales point for any campaign is never the product or habit itself, but rather the most motivating thing to the audience for that campaign. Marketing campaigns link products, techniques, and behaviors to values like prestige, wealth, health, and convenience.

IDE conducts marketing campaigns with government mass organizations, extension services, schools, and other partners in addition to private sector enterprises.

Rural marketing activities consist of campaign design and campaign delivery.