What has changed over a period of time in RURAL marketing or any marketing is moving ahead from only Awareness or Interest to Conviction/Desired & Action... That's where the journey of Touch Point moved to Trust Point...
Still many companies in their marketing plan focus to cover as many TOUCH POINT possible to interface with consumers where as success of marketing spend comes when it has been spend on TRUST POINT or rather the better ROI been realized on TRUST POINTS.
The rural consumer has become more aware and better connected with rest to the world with the help of technology penetration. The standard of living, importance of basic education & health has taken a root in rural India. Many MNC and Other Pioneered Indian companies have made their reach in rural India through innovative distribution models be it HLL "Shakti AMMA" or ITC "e-choupal".
Rural consumer empowerment through better infrastructure,mobile, DTH penetration or government schemes like MGNREGA or recent JAN DHAN YOJNA... All this in future will change the rule books for many marketeers. In such a competitive world where every one is fighting for rural consumer mind as well as wallet share what can help companies is to move from TOUCH POINTS to TRUST POINT in terms to sale their product/ offerings or services.
I encourage companies who are tight on their marketing spend and need better ROI must ensure their advertising & promotional plan covers TRUST POINTS of their targeted customer.
To get the right TRUST POINT it's been important to understand your customer segmentation.
This becomes more relevant in high involvement category of products & services.
Any organisation wanted to seed their new product & services & been short of marketing budget should opt to get into TRUST POINT marketing.
I will share my own case of learning to address TRUST POINT marketing:
Market: MH
Category: Seed (High Involvement)
Product: Hybrid Corn Variety
Customer: Farmer
Task: Scale Up Vol. From 0 To 400MT, Roughly 50K Farmers
Support: 1000+ Demo
First & fore most the seed is high involvement category as the whole economy of farmer is depended on Crop output which is ultimate yield hence selection of seed which is first important factor to ensure desired output.
To achieve this mammoth task we were having a traditional route in terms to do field days, harvest days, farmer meet, mobile van, activation etc. Though we plan to do all but we have been restricted with the budget constrain & also uncertainty of getting permission for this new hybrids.
Looking at this challenge we have done basics which are needed in any industry, like in case of Seed we have done Field Days, Harvest Days but what difference we have done in marketing activity calendar is post basic Field Days exercise we did all our activities around DEMO FARMERS & that too places where his words been recognized most like his house.
Focus Activity: Harvest Days, DEKALB Advocate Debate
TRUST POINT: Demo Farmer House
Above mentioned activity been driven in presence of trained sales men with required sales tools at farmers house only with selected set of farmers focus is on quality & conversion. The environment has helped to have quality discussion & understanding of Product .
This activity has paid off well in terms to get into immediate consideration & desired state & for action we have initiate an early bird discount through DEMO FARMERS for his fellow farmers & friends to trigger final action in purchase.
What we have done is moving from TOUCH POINT like Village Choupal, Village Temple or Mandi To TRUST POINT Farmers House.
The success is admirable in terms to achieve desired budget number in first season with zero sales base.
I encourage marketeer to think moving from covering TOUCH POINTS To exploring TRUST POINTS.
This becomes more relevant in high involvement category of products & services.
Any organisation wanted to seed their new product & services & been short of marketing budget should opt to get into TRUST POINT marketing.
I will share my own case of learning to address TRUST POINT marketing:
Market: MH
Category: Seed (High Involvement)
Product: Hybrid Corn Variety
Customer: Farmer
Task: Scale Up Vol. From 0 To 400MT, Roughly 50K Farmers
Support: 1000+ Demo
First & fore most the seed is high involvement category as the whole economy of farmer is depended on Crop output which is ultimate yield hence selection of seed which is first important factor to ensure desired output.
To achieve this mammoth task we were having a traditional route in terms to do field days, harvest days, farmer meet, mobile van, activation etc. Though we plan to do all but we have been restricted with the budget constrain & also uncertainty of getting permission for this new hybrids.
Looking at this challenge we have done basics which are needed in any industry, like in case of Seed we have done Field Days, Harvest Days but what difference we have done in marketing activity calendar is post basic Field Days exercise we did all our activities around DEMO FARMERS & that too places where his words been recognized most like his house.
Focus Activity: Harvest Days, DEKALB Advocate Debate
TRUST POINT: Demo Farmer House
Above mentioned activity been driven in presence of trained sales men with required sales tools at farmers house only with selected set of farmers focus is on quality & conversion. The environment has helped to have quality discussion & understanding of Product .
This activity has paid off well in terms to get into immediate consideration & desired state & for action we have initiate an early bird discount through DEMO FARMERS for his fellow farmers & friends to trigger final action in purchase.
What we have done is moving from TOUCH POINT like Village Choupal, Village Temple or Mandi To TRUST POINT Farmers House.
The success is admirable in terms to achieve desired budget number in first season with zero sales base.
I encourage marketeer to think moving from covering TOUCH POINTS To exploring TRUST POINTS.
