Trade Marketing + Direct Sales

Nowadays, any marketing campaign seems to be incomplete without a sales, and a trade marketing component. Door-to-door sales reinforces the activation drive by forcing target consumers to buy the
brand.

Merchandising the outlets and making the brand available at the outlet help the brand to stay top-of-the-mind of the consumers.

Courtyard Meeting

Courtyard has become a meaningful place for gathering of villagers especially women. It is used to
reach village housewives and girls. Women and girls in a courtyard meeting can experience the brand
and get involved with it.

Flipcharts, product demonstration, Brand Quiz, Sampling and Games involving brand attributes are
used for Uthan Baithak. An ideal Uthan Baithak usually reaches an audience of 40-50 comprising
mainly housewives. Others include girls, children and few male audiences. Depending on the design,
it takes 30 to 45 minutes to conduct an Uthan Baithak. Given this timeframe and the nature of the
composition of the audience, it is possible to communicate important messages in order to acquire
new consumer, effect brand switch, ensure retention or change behavior. Courtyard Meeting is
equally effective for promoting social issues, and is widely used by NGOs for Behavior Change
Communication.

Folk Cultural Sholk

Folk cultural show finds its origin in the culture of rural communities which reflects their way of life. Folk performances come in different forms which has their roots in different regions. Hence, the popularity also varies from region to region. Since the folk performance is an integral
part of rural communities, rural people have an affinity toward folk performance. Not only is folk song popular in the rural areas, it is equally popular in the urban areas. Hence, folk performance renders itself as a tool for brand and behavior change communication.

Folk performance is generally conducted on the streets or in the weekly rural markets (popularly known as Haat). It is the largest gathering of growers and traders in rural areas where they mainly buy and sell farm produces. Haat is also a social hub where news of local affairs is spread. On an
average, 3000-5000 people congregate in a haat on a given day. This large number of people can be communicated by using folk cultural show.

School Briefing

Students are consumers, influencers and future decision makers. Communicating with school/college
students has always been an important and integral component of activation. Communication with
students serves a twofold objective: catching the future decision makers when they are green, and
influencing the decision makers. Students and Teachers act as reference groups and influence the
buying decisions. On an average 200 audience can be communicated in one rural school/college
briefing session.