Guest blogger Lauren Leatherby is a first-year Master in Public Policy student at the Harvard Kennedy School who spent Winter Break…
Marketing & Sales
Getting a reputation
Our brand, Yetagon, is becoming a household name
Our products and technologies can seem pretty radical to farmers when they first encounter them. Durable pumps made of plastic? Bigger yields from less seeds? Sufficient irrigation by dripping water? Crazy talk.
Our staff work hard to promote the value of what we’re offering but, ultimately, it’s people’s trust in our ‘Yetagon’ brand, and word of mouth referrals from happy customers, that drive our sales and adoption.
Marketing & Sales
We love gossip
Customers are our most effective marketers
Over the past eight years, we’ve built a strong trusted brand around our Yetagon name - the brand under which all of our products and services are marketed. It means waterfall in Myanmar and has strong connotations of prosperity - which is what we’re out to deliver.
We get the name out there with strong visuals, eye catching banners, stylish product packaging and sleek looking banners but, for farmers to know the power of what we’re offering, they need to see it in action. So we hold over 2000 village demonstrations of new products each year in remote areas. Here, farmers can test out products for themselves, ask questions and hear testimonies from current users before they invest. These demonstrations, and referrals from our customer base of over 500,000 people, are the most measurably effective tools that encourage initial uptake.
Keeping customers depends mostly on their experience with a product or service, as it should do, but this doesn’t mean that we’ve done our job. Excellent service lies in the details and we offer immediate repairs, easy to find spare parts, yearlong warranties, an emergency hotline and regular follow up checks. Rare in Myanmar, it’s this attention to detail that completes our sales experience.