Trying to craft an advertising strategy has been an interesting experience in Kenya. The marketing channels are far more limited than in the US. E-mail, direct mail, search engine marketing, magazine ads, and event sponsorship are all unavailable. Television ads are both prohibitively expensive and not terribly useful to reach a large population that doesn’t own a television (or certainly doesn’t watch it as much as Americans). After spending a lot of time observing what works in Kenya, it seems one of our best options is plastering the area with signs.
We’ll likely use a combination of large road side signs placed on the main road, along with hundreds of small signs that we’ll provide to shops that sell our filters. Here are some mock ups of potential road side signs. If they seem very simplistic, it’s because they are. Advertising here is generally very basic and to the point. In fact, the most common way to produce a sign around Kiminini / Kitale is to have it painted by hand.
Of course, like all marketing, a single channel is not nearly as effective as an integrated multi-channel campaign, so these signs will reinforce the messages we’re promoting through live market demonstrations, community group presentations, educational fliers, and more.