Published on October 26, 2007
DESIGNATE a Driver READ to Your Child Social Marketing Workshop Session 1: The Overview EXERCISE more WEAR a Seatbelt
By Definition “Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to in uence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” (Alan Andreasen,1997)
What Social Marketing is... • A social behavior change strategy • Consumer-focused • Most effective when it activates people • Targeted to those who have a reason to care • Strategic and requires efficient use of resources • Integrated, and work on the “installment plan”
What Social Marketing is not... • Just advertising • A clever slogan or messaging strategy • Driven by the organizational expert’s agenda • Promotions or media outreach exclusively • An image campaign • A fundraiser • Done in a vacuum • A quick process
The Basics Know your audience Create action Offer an exchange Acknowledge the competition Keep the “four Ps” in mind
Know your audience No such thing as “general public” Segment into narrowly de ned groups Ex: New moms, middle income, college-educated, age 25 - 34 with children under age 6 Understand their demographics and psychographics thoroughly photo:www.corbis.com
Create an action: A new idea should... Have a relative advantage Be compatible with social norms Not be too complex Be observable others trying/doing Can be “tried out”
Philosophy of Exchange Human Nature means we minimize our costs and maximize our rewards when possible - basic cost/bene t analysis. Increase or Highlight Bene ts/Rewards Decrease or De- emphasize Barriers/Costs Make changes in product, price, place or promotion if necessary
Exchange: Pepsi Generation You give me $1 You get: Thirst quencher Good taste Fun Youthful feeling A new boy/girlfriend photo:www.corbis.com
Exchange: Recycling You Give? Money Time Space You Get? Discount on service Better environment Good feelings
What competition?? Know your environment Competing messages Non-action vs. action Have ability to respond Political changes News events Other organizations’ work photo:www.corbis.com
The “Four Ps” Product Behavior, service, product being exchanged with the target audience for a price and a bene t Price Cost to the target audience of changing behavior Time; Effort; Lifestyle; Psychological Cost
The “Four Ps” Place Where does your audience access products or programs? Where do they engage in the desired behavior? Promotion Communication to the audience about product/ program, price and place variables
More Ps? Publics: all the people who can affect the programs success Partnerships: other organizations with similar goals, target audience access or credibility, desire or resources Policy: government or organizational policies that can serve as a catalyst for large scale social change Purse Strings: funders such as corporate partners, foundations and government agencies Source: Nedra Weinreich
Seven Principles Begin with the desired action Messages must: • Create personal connection • Offer key benefit or reward • Promote an action • Be memorable Be inescapable Have unique competitive position Be emblematic of the cause & extend the brand Be flexible Be tested many times Robin Hood Marketing, Katya Andreson
What can you do right now? Talk to your customers Segment your audience Position your “product” Know your competition Go to where your audience is Use a variety of approaches Use models that work Test, test, test What can you do better next time? photo:www.corbis.com http://www.social-marketing.com/building.html
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