Transcript Fruits and Vegetables The Flavor of Life

¿Y qué gano yo?
Using the principles of
Social Marketing to reach
Latino migrant families
Presented by:
Ignacio Romero and Keirsten Mihos
Social Marketing
Social marketers… adopt a customercentered approach and recognize that
change will only come about if one starts
with the customers’ reality and adapts
messages and other program elements to
the customers’ perceptions, need, and
wants.
- Alan R. Andreasen
Learning Objectives
By the time you leave the session…
1. Describe principles of Social Marketing
2. Use the principles to improve your
communication with Latino migrants
3. Develop a short video, presentation or
mock website representing a targeted
campaign (should include product,
price, place, and promotion)
Agenda
Topic
Time
Social Marketing Overview .... 1:45 - 2 pm
Putting It All Together……….. 2:00 - 2:15 pm
Focusing Your Ps ..………... 2:15 - 2:30 pm
Break …………………………. 2:30 - 2:45 pm
Create the Campaign ……..... 2:45 - 4 pm
Present the Campaign ……… 4 - 4:30 pm
What is Social Marketing?
Social Marketing Behavior,
William A. Smith and John Strand, AED
The 4Ps of Social Marketing
1.
2.
3.
4.
Product or Practice
Price
Place
Promotion
4 Ps: Product or Practice
• Physical product
– Condoms
– Video games
• Service
– Cancer screening
– Blood test
• Practice
– Breastfeeding
– Eating a heart-healthy diet
Red para una
California Saludable
Our Product– Practice we want to
promote:
• Eat more fruits and vegetables (make it
half your plate)
• Be more active (about
30 minutes each day)
Barriers include: lack of clear message,
temporal relationships, changing/confusing
recommendations
Coca-Cola
Their Product– What they want to
promote:
• Coca-Cola
Benefits can include: clear message/brand
loyalty, temporal relationships
4 Ps: Price
• What the consumer must do to get the
product
– If benefits are greater than their costs,
chances of trial and adoption is greater
– Focus on reducing barriers
Red para una
California Saludable
Our Price– What consumers need to do:
• Buy more fruits and vegetables (FV)
• Prepare more FV for their family
• Make half the plate FV at every meal
• Add more activity to their day
Barriers can include: perceived cost,
accessibility, perceptions, and attitudes
Coca-Cola
Their Price– What consumers need to do:
• Buy Coca-Cola
Benefits can include: perceived cost,
accessibility, perceptions, and attitudes
4 Ps: Place
• The way the product reaches the
consumer:
– Distribution system
• Focus on increasing access
• Ensure the delivery system works
Red para una
California Saludable
Our Places– How consumers hear about
the practice of eating more FV and being
more active:
• Fairs, festivals, farmer’s markets
• Clinics and community-based orgs
• Retail store merchandising
• Worksites
• Champion Moms and CHLs
Barriers can include: engagement, source of
information, and limited reach
Coca-Cola
Their Places– Where consumers get
Coca-Cola:
• Retail stores
• Sporting venues
• Festivals and
concerts
• Restaurants
• Movie theatres
•
•
•
•
•
Gyms
Nightclubs
Schools/Colleges
Worksites
Parks/Recreation
areas
• And more…
Benefits can include: excellent distribution
4 Ps: Promotion
• Integrated use of:
–
–
–
–
–
–
advertising
public relations
promotions
media advocacy
personal selling
entertainment vehicles
• Create and sustain demand for the
product.
Red para una
California Saludable
Our Promotion– How we create and
sustain demand for the practice:
• TV commercials
• Teatro
• Text messages
• Cookbooks
• Radio
Barriers can include: consumer literacy and
access, marketer advertising budget
Nuestra Communidad, 2008
Case Study: Catering Trucks
Coca-Cola
Their Promotion– How they
create and sustain demand for
the practice:
• TV commercials
• Sport
• Website (contests) Sponsorships
– NASCAR
• Movie
– NBA
sponsorships
– NCAA
• TV programs
– American Idol
– BET Network
– Olympic Games
• And more…
Benefits can include: marketer advertising budget
Putting It All Together
1. Know exactly who your audience is and
look at everything from their point of view.
2. Your bottom line. Document the action
you want the audience to take.
3. What determines the action? The specific
benefits for the audience to do it.
4. Use the 4Ps to maximize the benefits and
minimize the barriers. Focus on the
elements that affect the audience most.
Focus Your Ps
Campaign focus:
Encourage Latino migrant families to eat a
healthy breakfast
• Which P should you focus on?
–
–
–
–
Is it fun? (Practice)
Reduce barriers (Price)
Increase access (Place)
Is it popular? Do people perceive the
benefits? (Promotion)
Focusing Your 4Ps
Coca-Cola’s Promotion
• http://www.youtube.com/watch?v=fZi8kz
pJLSg&feature=youtu.be
• http://www.youtube.com/watch?v=iKom
SDpcdbI&feature=youtu.be&hd=1