A new product or service may improve lives, but only if people use it. How do you market to customers who are risk-averse, resource-constrained, and extremely price-sensitive? This is a question we see many social enterprises struggle with, including our own investees. In this course, you’ll learn a different kind of marketing framework that will help you understand your customers and increase adoption of new innovations. You’ll gain valuable insights, derived from Acumen’s 15 years of experience working in low-income communities across the world, to better understand customer mindsets, avoid common pitfalls, and get your ideas to spread.
When it comes to social enterprise marketing, Acumen and Acumen companies have made every mistake in the book. This course is the first step toward distilling those lessons. We won’t provide all the answers, but rather a framework to think critically about what we call the Four Ts – Truth, Trust, Tribes & Trials. We’ve found that the 4Ts must be incorporated into your business long before you can tackle the rest of your marketing strategy. The framework can help you form a solid foundation to increase your chances of getting your products or services into the hands of those who need them the most.
By the end of the program you should be able to:
- Understand your customer’s worldview and the emotions that influence their purchasing decisions.
- Identify the most trusting sources of information for your customers.
- Refine your marketing message by gaining deeper insights about your customers through a trial of your product or service.
- Be able to analyze and assess online audiences of competitors.
- Demonstrate knowledge of various texts’ relations to their historical content.
- Demonstrate some awareness of literary influence and literary history.
Optional: Identify your prime production periods where your energy and attention are the greatest and reserve this time for more challenging projects.