Sales continued to increase nearly every month thereafter throughout the year, reaching a peak of 982 stoves sold in December. Innovative and sophisticated product marketing has expanded the local market for EnterpriseWorks stoves in Bamako, Mali. Establishment of a commercial resellers network has also boosted sales. Almost all of the increase in sales following the television ad campaign passed through commercial resellers. Promotional efforts with women's associations are now limited to periods of low commercial sales potential.
New marketing approaches target commuters.
Project workers identify congested road intersections and park a truck nearby with a giant stove replica and public address system on top. While Sewa stove commercials are broadcast from the truck, the reseller works the line of cars and sells stoves. This strategy has increased sales while simultaneously exposing the product to many potential customers from previously untapped neighborhoods. In households where charcoal is the primary cooking fuel, use of the Sewa stoves reduces charcoal consumption by up to 44 percent. The environmental benefits of this reduced charcoal consumption are substantial.