Introduction
Designing the message and determining communication objectives in rural marketing involves tailoring content to low-literacy, community-oriented audiences while aligning with clear goals like awareness or trial. This process builds on understanding rural consumers’ value-driven traits and leverages simple, culturally resonant formats for maximum impact.
Designing the Message
Designing the message involves crafting the content and style of communication so that it resonates with the target audience and achieves the intended effect.
Key Steps:
- Identify the Target Audience: Understand their needs, values, language, literacy level, and cultural background.
- Define the Key Message: Decide what core idea or benefit you want to communicate (e.g., product advantages, solution to a problem).
- Select the Message Appeal: Choose an emotional, rational, moral, or social appeal based on what motivates the audience (e.g., health, savings, or family welfare).
Structure the Message:
- Beginning: Attract attention (e.g., a question or striking fact).
- Middle: Explain the benefits or story.
- End: Call to action (what should the consumer do next?).
Language and Format:
Use simple, local language and suitable formats (e.g., stories, slogans, jingles, and visuals).
Test and Refine: Pre-test the message with a small sample of the target group and refine based on feedback.
Determining Communication Objectives
Communication objectives define what the organization wants to achieve with its message. These should be clear, measurable, and aligned with overall marketing goals.
Common Communication Objectives:
1. Awareness: Make the audience aware of the product, service, or issue.
Example: “Increase awareness of our new fertilizer among 60% of farmers in the region.”
2. Knowledge: Ensure the audience understands how the product works or its benefits.
Example: “Educate rural mothers on the nutritional value of fortified flour.”
3. Attitude Change: Influence opinions or beliefs about the product or cause.
Example: “Change the perception that branded seeds are expensive and show their long-term value.”
4. Behavior Change: Motivate the audience to take action, such as trying, buying, or adopting a new habit.
Example: “Increase trial purchase of our soap by 20% in the next six months.”
5. Reinforcement: Strengthen positive attitudes or behaviors among existing customers.
Example: “Encourage repeat purchase through loyalty programs.”
Example: Rural Health Campaign
6. Objective: Increase handwashing with soap among rural schoolchildren.
Message Design:
- Key Message: “Handwashing with soap keeps you healthy and strong.”
- Appeal: Emotional (care for family), Rational (prevention of illness).
- Format: Storytelling via folk song and wall painting.
- Language: Local dialect, simple words.
- Result: Improved hygiene practices and product uptake.
In summary:
Designing the message means tailoring content to the audience’s needs and context, while communication objectives clarify what the message should achieve—such as awareness, knowledge, or action. Both are essential for effective rural marketing communications.
