Marketing and outreach in Western European context
This training has been designed for practitioners in Western Europe who face difficulties in reaching potential clients in their respective countries. In this part of Europe while many micro entrepreneurs or self employed don’t have access to credit, microfinance institutions often struggle to reach their clients. There are a number of reasons behind this, which range from lack of clear identification and/or understanding of their target groups to competition from other types of operators in a difficult legal environment.
This module aims to help microfinance institutions to develop a clear marketing strategy in order to reach more clients. It will build on the following points: definition of target groups, analysis of the environment, definition of client needs, product development, design of outreach strategy and preparation of a marketing action plan. The marketing action plan will include the design of financial products to respond to clients’ needs, the definition of adapted distribution network for delivering such products and the development of a communication strategy adequate for potential clients and partners.
This training does not aim to present the solutions to solve such problems but rather to give an opportunity for participants to share their own experiences, to see what works and what doesn’t in Western Europe, and to learn how to plan scaling up of the program. This training does not review in depth one or two aspects of the training but rather provides an overview of all the stages needed in appropriate marketing for microfinance.
See the content of this training course
This training has been designed for practitioners in Western Europe who face difficulties in reaching potential clients in their respective countries. In this part of Europe while many micro entrepreneurs or self employed don’t have access to credit, microfinance institutions often struggle to reach their clients. There are a number of reasons behind this, which range from lack of clear identification and/or understanding of their target groups to competition from other types of operators in a difficult legal environment.
This module aims to help microfinance institutions to develop a clear marketing strategy in order to reach more clients. It will build on the following points: definition of target groups, analysis of the environment, definition of client needs, product development, design of outreach strategy and preparation of a marketing action plan. The marketing action plan will include the design of financial products to respond to clients’ needs, the definition of adapted distribution network for delivering such products and the development of a communication strategy adequate for potential clients and partners.
This training does not aim to present the solutions to solve such problems but rather to give an opportunity for participants to share their own experiences, to see what works and what doesn’t in Western Europe, and to learn how to plan scaling up of the program. This training does not review in depth one or two aspects of the training but rather provides an overview of all the stages needed in appropriate marketing for microfinance.
See the content of this training course
Corporate members
European Microfinance Network 4 Boulevard Poissonnière 75009 Paris - FRANCE Tel: +33 (0)1 56 03 59 68 - Fax: +33 (0)1 56 03 59 77 |
  |
EMN receives funding from the European Commission within the frame of the European Community Programme for Employment and Social Solidarity (2007-2013). The content of this website lies with the sole responsability of EMN and the Commission is not responsible for any use that may be made of the information contained there in. |