rural communication strategy

7/31/2019 Rural Communication Strategy

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Challenges in Rural Communication Low literacy levels Poor media reach and exposure

Variations in reach of media

Vast, heterogeneous and diversely spread audience Variations in level of literacy

Rural markets are largely media dark or media grey Communication requirements are:

Identification of the right medium Development of region specific consumer profiles Design of effective communication

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The Communication Problem

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ScheduledLanguages

17

Languages with

widespread use47 in primary education

98 in print media71 in radio; 13 in films

Local Vernaculars

114 recognized varieties

National Languages

English and Hindi


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Understanding the Rural Audience

Two distinct sets of audiences in rural India: A growing number of educated upwardly mobile,

aspirational with exposure to mass media Poor illiterate masses who cannot be reached with mass

media

High degree of involvement in purchase decision withrole of influencers

Communication has to generate word of mouth

publicity Strong association with colours, numerals and visualsVariations in perceptions, traditions and values in

different parts of the country

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The Communication Process

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SENDER EncodingMESSAGE

MEDIADecoding

RECEIVER

NOISE

ResponseFeedback

The message may not be received as sent due to:Selective attentionSelective distortionSelective recall


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Profiling Target Audience Probing and profiling the buyer, the user and the

influencer Social classes and intentions Consumer receptivity

use of colours and slogans

Growing brand consciousness Traditional lifestyles Collective decision making Identification of purchase needsValue for Money

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Determining Communication Objectives

The communication objectives can be to: Bring about AWARENESS

Create INTEREST Move to CONVICTION and DESIRE Persuade the customer to buy - ACTION

Be clear as to which communication is looking atwhich element of the response


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Determining Communication ObjectivesPromotional

ElementCommunication Achieved

AICDALevel

Market

demonstrations

Prospect identification A,I

Farmers Meets Interest to action I,C,D,A

Video Vans Excitement, Announcement A,I

Personal Selling Understand and Explain C,D,A

Opinion Leaders Word of Mouth C,D,A

Mechanics Influence C,D,A


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Determining Communication ObjectivesPromotional

ElementCommunication Achieved

AICDALevel

Wall Paintings Awareness, Information A,I

HandbillsAwareness, Information, Clarifying

doubtsA,I

Dealer POP Awareness, Information A,I

Audio Jingles Awareness, Information, Excitement A,ICalendars,

MerchandiseAwareness, Information, Recall A,I


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Designing the Message Message Content

Rational (self interest), emotional (positive or negative)or moral (what is right and proper) appeal

Simple and local language Message Structure simple, short and self-

explanatory; mainly pictorial Message Format linking benefits to product

attributes Context Association use a true rural environment Message Source should be likeable, trustworthy and

seen to be an expert


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Message Effectiveness Simple; communicators also need to understand that

words have different meanings in different regions Pictorial presentations improve recall Form

Utilitarian to influence attitudes and preferences Narrative to increase attention

Trustworthy, likeable and expert source Context association to create interest and improve

comprehension

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Communication Channels Personal

Advocate Company sales people Expert Social

Neighbours, friends, family members (most

effective in rural)

Non-personal Mass media print, broadcast, electronic and display

Atmospheres

a packaged environment Events

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Promotion MixAdvertising to build a long term image Sales promotion coupons, contests, demonstrations

and sampling Direct marketing

one to one communication

Public relations and publicity has higher credibility Sales force

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Factors in Setting the Promotion Mix Type of product market consumer goods rank

advertising, sales promotion, sales force, publicrelations in that order

Push Use of sales force and trade promotion OR

Pull Use of advertising and consumer promotion to create

demand

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Factors in Setting the Promotion Mix Buyer Readiness Stage

Product Lifecycle Stage

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STAGE Promotional Tool

Awareness Advertising and Publicity

Interest Advertising and Publicity

Desire Sales Promotion

Action Sales Force, Direct Marketing

STAGE Promotional Tool

Introduction Advertising and PublicRelations/Publicity

Growth Toning down since momentum achieved

MaturitySales Promotion, Advertising and Sales

Force

Decline Sales Promotion


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Creating Advertisements for Rural

Audiences

Understanding the mindset of potential customers Picking up local idioms, expressions and wordsAvoid using tricky, gimmicky or even suggestive

advertising Combine education with entertainment Short television commercials do not work in rural

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Rural Advertising Production

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Global Positioning - English

Regional Adaptations

Hindi for North, Tamil for South,Bengali for East, Marathi for West

Area specific adaptation Example Punjabi for Punjab

Last Destination Adaptation Rural dialect, colour and motif


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Rural Media

Conventional MassMedia

Non-conventionalMedia

Personalised Media

Television Haat and Mela Direct Mailers

RadioFolk Media like

puppet show, magicshow

Point of Sale Demonstration,

Leaflets

Press Video Van Word of Mouth

Cinema MandiInterpersonal

Communication

Outdoor Animator

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Mass Media Radio is cheapest but share of pie in rural is only 2% Involvement with advertisements is very low Television ownership 19% in rural. Community viewing

increases viewership Fastest growing but limitations due to availability ofelectricity and clash of value systems

Cinema has universal appeal but is experiencing adownturn due to lack of facilities and the fact that it is not

free Print is reasonably popular. Rural people however more

interested in local news rather than national andinternational

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Mass Media Wall Paintings is most widespread and is the favourite of

rural masses Economical and can be customised to local language.

Audience recall rates are high Lack of availability and quality of walls and painters limits

their use Exclusive rights not available to companies

Outsourced operation with loose controls Close monitoring is therefore essential

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Mass Media Reach Television has the highest reach by SEC, village class,

age group or gender This is followed by radio, then press, cinema and cable

and satellite In bigger villages (5Kand more) press has higher reach

than radio and C an S higher than cinema Reach for almost all media as we move from the teens

to the older ages Reach of all media lower for females lower than that of

males due to value systems in rural

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Folk Media Folk Theatre used mainly for socially relevant issues. Folk

songs and dances also used extensively Magic Shows Entertaining and raising curiosity

Puppet Shows

linked to religious ceremonies Interactive Games Availability of right kind of troupe and high costs are

limitations of folk media Focus should not be purely on brand promotion

Venues and timing of campaigns should be plannedcarefully The medium and the troupes should gel with the culture of

the region

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Video Van Used for promotion, sampling and demonstrations Film shows are the main attractionVery high cost of operationAttract lots of children who are neither users,

influencers or decision makers

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Haats Sunday markets most popular Cater to 15 to 20 villages Used more for sales promotion rather than brand

buildingAlso used for live demonstrations Haat campaigns should plan three outings

1. For awareness

2. Sales promotion and conversion3. Long term business relationship with haat sellers

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Melas Start with Top 100 commercial melas and then move to

smaller melas Target melas closer to larger villages and those that last

longer Melas cater to a larger audience and a place for

entertainment and shopping Melas attract families whereas haats are male

dominated

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Personalized Media Point of Purchase

Displays low size of shops are a serious limitation;retailers prefer to push spurious/fake brands and hence

do not display POP Demonstrations

Direct Mailers Personalised with audience selectivity used for testing

and measuring of results

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Rural Media Flow

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OPINIONLEADERS

RURAL MASSES

The ideal media model is to influence the opinion

leaders before targeting the rural consumer

Press and direct marketing are most effective for this


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Media Innovation Rural communication through 10,000 National Service

Volunteers whose job is to create awareness on socialissues

Appointment of female communicators (Pracharinis)by HUL to target health and hygiene issues throughgrass roots level animation

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Communication Strategy by Situation Launch of a new product lack of awareness of the

product itself demonstrations and use of opinionleaders. Examples Hair dye, jeans

Launch of a new brand

creating awareness andpromoting brand shift. Efforts also need to be made forretailers to stock the brand

Existing reminder advertising and sales promotion

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In rural IndiaAWARENESS is the most

difficult determinant ofconsumption

rural communication strategy

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