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
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.