Microfranchised energy retailers are given various marketing tools by their parent company to help boost sales, including billboards for individual stores, signs for store entrances, teaching aids and flyers to inform customers about products, and truck advertising that travels throughout the country. Public demonstrations of products and participation in local events are also used to raise awareness of products and assess their performance. Communication tools are designed to recruit new retailers to the program.

1. MARKETING TOOLS
OF THE ENERGY MICROFRANCHISES

2. Gilberte, a microfranchised retailer, received
this billboard to boost the sales.
Advertising signs
store entrance, in Ouagadougou.

3. Teaching aid tools…

4. … To informe and promote the products
Armel, chief operating officer, explaining a women’s group the benefits generated by the energy
products.

5. Products display
A truck runs throughout Burkina Faso to raise
awareness on the energy products.

6. Each retailers is given flyers on which is introduced the
product range.
Products display

7. Diversified animations….
becomes more and more famous thanks to radio
broadcasts, or during street animations, like the one organised
when a store was opened.

8. … To raise awareness on the products
and promote products carrying out public tests of the products to assess their
performance, or during local events, like here during the Port-au-Prince fair.

9. … Public demonstrations

10. To recruit new retailers
Communication tools were also designed to recruits new retailers.