When I worked in West Africa, I had a book about marketing in Africa “Marketing through mud and dust”.
With large extended families dependent on a small number of bread winners, when you engage a couple of people with your brand you engage with the whole family because of the network.
Big brands like Maggi (Nestlé) do the tv advertising and bill boards, but when you get down to street level they all have an army of foot soldiers talking to local people and businesses.
Without that the fancy expensive stuff doesn’t work nearly as well – or you have to spend a fortune.
Some brands I worked with had more budget than others – Absolut vodka to Vita stock cubes (competitor of Maggi stock cubes!) , but the starting point is always at ground level.
That is like local clinic marketing.
How do you think your competitors survive? If you get out there and in amongst it you will get visible.
Think of it as grass roots brand building.
Author: Stephen Small
Director Steadfast Clinics Ltd