Written by: Vickie Sullivan | September 12, 2023
To Get Your Message Out, Go Where Your Buyers Are
I recently heard a presentation from economics professor Eliana La Ferrara about her efforts to promote healthy behavior in Africa. Not only was I inspired, but I also learned innovative strategies all of us can use to get our message out.
The backstory: La Ferrara wanted to promote family planning and HIV testing in Africa, where those ideas can carry some stigma. Instead of running a traditional get-out-the-message campaign through healthcare workers, she embedded these health messages into reality TV and other shows across Africa. It’s a strategy referred to as “edutainment.”
2 Tactics to Get Your Message to Buyers
La Ferrara’s effort was a huge success in getting people to adopt new and healthy behaviors. Here are two lessons you can apply to ensure your message reaches your targeted buyers:
• Go the indirect route: Due to bandwidth problems, many rural African residents use TVs over internet. So, instead of going the conventional digital route, La Ferrara partnered with organizations such as MTV’s Staying Alive Foundation to embed these messages in their programming. She provided the content; they had the shows. Ask yourself: Where is my market, and where can I embed my content and messaging? Sometimes, adjacent places have better infrastructure than direct routes.
• Share the spotlight: Another key to La Ferrara’s effort was who she used in her messages. Some of the characters looked successful, and viewers admired them. Great role models capture attention and compel people to change their behavior. The big question for you: Do you always have to be the spokesperson? Or can you collaborate with influencers in a way that benefits everyone? Think about sharing the spotlight.
Listen: How to Find Indirect Routes to Buyers
Many people focus on direct routes, such as industry associations, to get their message out and place themselves as the star. Instead, use other established systems to get your message out. You have great opportunities hidden in plain sight.
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