NextBillion.net - Development Through Enterprise - Don't Wait for the Rain: Social Marketing for KickStart's MoneyMaker - Comments

Means and Ends

Abigail — Wed, 19 Mar 2008 08:56:43 -0500

I think the answer to the question, "Does a farmer need a pump or does he/she need a loan?" is not a trade-off question, but highlights the potential for combining different market-based mechanisms to raise accessibility and demand. It's possible that, given the availability of the right financial tools and customer education, a farmer may wish to take a loan to buy a pump. If this happens, it's evidence that the farmer, who knows exactly what his/her combination of risk and need is, sees the pump as a valuable tool to increase income over the long term. Microloans are, of course, only a means - new designs for the BoP can be both means and ends, but in themselves they are nothing if they cannot reach their target market.

micro loan or moneymaker pump

Dr. Paul Rigterink — Wed, 12 Mar 2008 19:34:09 -0500

Can African farmers make more money with a micro loan or a MoneyMaker pump? Do they need agricultural supplies or the money to buy them from existing sources?

Screen, laptop, projector and car battery

Rob Katz — Sun, 09 Mar 2008 14:37:11 -0500

KickStart's marketing bread-and-butter is the pickup truck based demo. They run pump-off competitions on trucks' beds and also bring actors to do mini skits.

If they're already bringing trucks out into rural areas to help market the MoneyMaker, why couldn't they bring a laptop, screen and projector, all plugged into the A/C outlet of the truck or a car battery?

It's not as impossible as you'd think...throughout its history, KickStart has demonstrated an ability to think outside the box as far as marketing is concerned - I'm willing to give them the benefit of the doubt on this one.

farmers' access

Steve Cisler — Sat, 08 Mar 2008 14:58:16 -0500

I doubt that many African farmers have any way of watching YouTube videos. A few might have a computer or be near a telecenter, and even fewer of those will have the connectivity to handle flash videos.

fantastic social marketing tool?

james — Sat, 08 Mar 2008 11:57:56 -0500

more like a really really long commercial. but hey, i mean, at least african farmers can get the news on the new product through youtube.

Don't Wait for the Rain: Social Marketing for KickStart's MoneyMaker

Rob Katz — Fri, 07 Mar 2008 16:39:31 -0500

NextBillion ally Cat Laine - editor of the excellent AIDG blog - posted a fantastic social marketing video earlier this week that I just had the chance to look at today. Entitled Don't Wait for the Rain, the video features Maasai rap artist Mr. Ebbo alongside actors portraying the MoneyMaker pump in action. It is a combination music video, advertisement and soap opera all rolled into one entertaining 5-minute package. It is not the first time Mr. Ebbo has signed onto a social or governmental cause.

I will embed it below, but if you can't see the video, click here for the YouTube link: Don't Wait for the Rain.

Lyrics are via the AIDG Blog - thanks Cat:

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