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Rural and small town marketing

Retailer Meet – Innovative FormatBeyond-Metro

Rural and small town marketing

Client: DevGen

Brief

Client wanted to unleash its pearl millet hybrid – Atheeva in an innovative way, using unique communication & marketing strategy, applicable to rural retailers.

Geography

The target states comprised of rural & semi urban areas of Rajasthan, parts of Haryana, UP & MP.

Idea

A retailer meet would suffice the idea of the brief, but with its own challenges, it becomes a frantic task to handle. To bring together all the retailers at a specified location, at one specified time and then providing them individual attention could be a tricky task and at times difficult to perform.

Solution

As our target geography was rural and with the difficulty of arranging a retailer meet, Ascent came up with a unique and innovative idea of conducting retailer meets in a Mini Bus (Tempo Traveller), where not only all the retailers of the targeted location could be contacted but also focused upon individually. Their suggestions and queries handled separately and could be updated about the company and its products.

This innovation solved many issues, as, meeting 10-12 key retailers in each taluka, personalized attention to dealers, hassle free meet, also each of dealer to attend as the meet was for 30 minutes, which ensured no harm to business.

The Setup

A branded Tempo Traveller was deployed for the activity of 31 days. The van had a LCD TV with sitting arrangement for retailers. The van had a storyline of Devgen’s process of developing its seed on the interior panels. This gave retailers a picturesque view of the same.

Activity Flow

Welcoming retailers with Dhol & Tilak and handing them Turban

Product presentation on LCD TV

speech by Devgen retailers about updated products

Q&A Session

Refreshments and handing over gifts

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