Project Everest

[Proposed Experiment] Solar Malawi Dec 18 – Poster Advertising

Content

Lean Phase: Customer Channels

Assumption: There is further demand that can be reached for the solar unit through simple poster advertisement.

Time Period: (Extended by 1 week, due to delays) 2 weeks

Success Metric

The number of sales that are acquired from the posters.

Criteria

Green Light – Continue advertising through the posters and consider increasing the amount of advertisement posters that are distributed. Produce SOPs for advertisements with posters.

Success Point – At least 20% of survey respondents select poster advertisement as how they became interested in purchasing the product.

Orange Light – Assess the exposure that the posters can achieve, consider higher volume areas.

Orange Light Point – Between 5-20% of survey respondents select poster advertisement as how they became interested in purchasing the product.

Red Light – Explore a different approach to advertising for community meetings, or experiment using detailed posters.

Failure Point – less than 5% of survey respondents select poster advertisement as how they became interested in purchasing the product.

Experiment Build

  1. Print off posters in Chichewa (attached is the English version)

  2. Inform village chiefs of how the posters work and ask permission to pin up posters in the area prior to community meeting.

  3. Pin up an appropriate number of posters in the area, if the community meeting area is in a low traffic area, choose more efficient poster positions.

    a. To reduce environmental impact, only a small number of posters will only be pinned up / attached to the exterior of the meeting location.

  4. During the meeting that was advertised, gather feedback through surveys on how many sales were attributed to poster advertisement.

 Experimental Results

edited on 12th December 2018, 11:12 by Jack Pedley

Fiona Aaron 11 months ago

Has this experiment been adopted? I like this idea to experiment with marketing and customer engagement through different channels. Let me know if adopted and when you get your results make sure that you post it.

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Jack Pedley 11 months ago

Hi Fiona, we pinned up 3 posters in the Nancholi region which seemed to have good initial interactions, which provided us with a number of learnings that we can act on. But due to some time and logistical constraints, we felt it might be best to leave this as a proposed experiment until the January team can pick it up again and adapt the experiment. Since I will be staying on with the January team, I'll make sure it is updated!

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