Social Marketing C Creating i B Behavior h i Ch Change
What is Social Marketing?
The process of influencing human behavior on a large l scale l using i marketing k ti principles i i l for the purpose of societal benefit, rather than commercial profit. p - W. Smith The application of commercial marketing t h l i tto th technologies the analysis, l i planning, l i execution, and evaluation of programs designed g to influence voluntaryy behavior of target audiences in order to improve their personal welfare and that of their society. - Andreasen, Andreasen 1995
Commercial Marketing Customer at center of exchange g process p where they act primarily out of self interest ((maximize benefits, minimize costs) Identify y customer’s needs and wants and satisfy them
Social marketing Consumer orientation Audience segmentation Exchange theory Marketing mix
1 Consumer Orientation 1.
Who must act?
• Behavior Change is voluntary • People must see relevance and take ownership • Solution is often self-tailored • Build on current beliefs and values
1 Consumer Orientation 1.
Who must act? ◦ Primary Audience: People you want to do something new or different ◦ Secondary Audience: People who influence them (facilitate or impede)
2 Audience Segmentation 2.
Why understand the audience?
2 Audience Segmentation 2.
Identify Potential Segments ◦ Responsiveness – readiness to change? ◦ Size and Impact – who would benefit most? ◦ Accessibility – who is easiest to reach?
3 Exchange Theory 3.
Benefits of adopting p g new behavior outweighs costs. ◦ Monetaryy ◦ Non-monetary – time, effort, energy, embarrassment, fear ◦ Exit – hardships abandoning current behavior p g new behavior ◦ Entryy – sacrifices adopting
3 Exchange Theory 3.
You ggive me $1 and you y get… g
3 Exchange Theory 3. You recycle, y you get…
Components of Exchange Process
Product
Co pet t o Competition
Price
Place
Promotion *
Product Behavior, service, p product beingg exchanged with the audience for a price and benefit Must compete against benefit of current behavior
Price Consider the competition p Offer a benefit
Price - recycling
Competition Behaviors that compete p with the behavior you want your audience to adopt Related e ate to tthee ta target get aud audience, e ce, not ot you your campaign
Price exercise What are the costs of yyour behavior – monetary, indirect. What at benefits be e ts will w your you behavior be av o provide p ov e (short and long term) How can you decrease the barriers and costs? How can you increase the benefits?
Recycling
Break
Place Where and when audience p performs ((or thinks about) behavior; uses p product; o uct; or receives service e g how do you make the choice easy? e.g.
Promotion
How do I ppromote the offeringg (p (product)) through appropriate channels (place) in a beneficial wayy (price)? (p )
Promotion
Beyond Print
Beyond Print • Crisis Averted • Unscrew America
Beyond Print
Beyond Print Polar Bear widget g Recyclemania Energy Smackdown Inconvenient Truth What Wh else? l ?
Promotion – other… other Incentives Infrastructure Regulations (fines) Fees
Developing Concepts Develop p a keyy promise p – a bigg idea based on a strategy, positioning or insight. Embodied bo e in a slogan s oga or o key ey visual, v sua , a character or mnemonic device. Sets tone Create support statement to key promise TEST
◦ For relevance, believability, comprehension, lik bilit likeability
Positioning
The p place that the product, p service, or behavior occupies in the mind of the audience.
Re--positioning Re
How do yyou reposition p a behavior?
Exercise ◦ Choose a behavior ◦ Target audience ◦ Current perception of audience about behavior ◦ How will you position it differently?
Is your concept BRAVO Are yyou ppromotingg a clear BEHAVIOR? Is it RELEVANT/RESEARCH-driven? Is it ATTENTION-GETTING? # Are you offering anything of VALUE? Does D iit meet the h OBJECTIVES?
Examples Folic acid VERB Talk to the 5th guy
