Transcript Thinking Like a Marketer

Thinking Like a Marketer
Introduction and
Overview
Definition of Social Marketing
“Social Marketing is the application of
commercial marketing technologies to the
analysis, planning, execution, and evaluation
of programs designed to influence the
voluntary behavior of target audiences in
order to improve their personal welfare and
that of their society”
-Andreasen
Distinctive Features
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Consumer orientation
Use commercial marketing technologies and
theory
Voluntary behavior change
Targets specific audiences
Focus is on personal welfare and that of
society
Potential Applications
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Increase utilization rates
Improve client satisfaction
Improve job satisfaction
Enhance compliance
Traditional Approaches
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Top down planning
Expert driven
Education
Persuasion
Behavioral modification
Traditional Approaches
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Focusing on the “hard to reach” leads to
these questions:
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What is wrong with them?
Why don’t they understand this?
Why won’t they do what we are telling them to
do?
Social Marketing Mind Set
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What is wrong with our programs?
What do we need to offer them to offset their
costs?
What would make our product more
attractive than the competition?
Consumer Orientation
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Understand consumers’ perceptions
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Benefits
Barriers
Self efficacy
Social norms
Exchange Theory
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Exchange time and money for benefits
Make an attractive offer
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Create an awareness that the problem exists
Demonstrate the product’s benefits
Help lower the price
Competition
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They can go somewhere else
They can do something else
They must find your offer more attractive
Data Based Decision Making
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Know your audience: what they want and
need
Identify the specific BEHAVIOR to promote
Identify factors that influence their behavior
Design effective interventions
Willingness to Change the Offer
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Committed to designing products consumers
want
Committed to modifying services
Committed to monitoring their wants and
needs
Interdisciplinary Approach
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Commercial marketing
Social anthropology
Behavioral psychology
Communication theory
Education
The Four P’s
 Product
 Price
 Place
 Promotion
Product
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What we’re offering people:
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Commodity (tangible good or service)
Idea
Attitude
Behavior
Service
Product Must Be:
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Solution to a problem
Unique
Cognizant of the competition
Defined in terms of the user’s beliefs,
practices, and values
Price
The cost of adopting the product:
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Money
Time
Pleasure
Loss of self esteem
Embarrassment
Others
Place or Channels
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Where tangible products are purchased
Where service is provided
Media aspect
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Delivery of message
Frame of mind
Where people will act
Important Considerations for Place:
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Available
Easy to find and use
Appropriate
Timely
Place Where Decisions Are Made
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Healthcare settings
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Family / Friends
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Advertising reminders
Promotion
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Creation of educational messages
that are memorable and persuasive
Message design elements
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Type of appeal
Tone
Spokesperson
Aperture
Politics
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Consider secondary and tertiary audiences
Six Traditional Steps
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Initial planning
Formative research
Strategy formation
Program development
Program implementation
Tracking and evaluation
Initial Planning
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Use existing data
Use planning model to make preliminary
decisions
Sources of existing data
Form estimates
Formative Research
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Identify potential target audiences
Determine differences between groups
Understand consumers’ wants and needs
Identify factors that influence behavior
Strategy Development
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Select target audiences
Set behavioral objectives for each segment
Design interventions to address behavioral
determinants
Comprehensive Strategy
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Product strategy
Pricing strategy
Placement strategy
Message Design Guidelines
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Audience: to whom the message is
addressed?
Behavioral objective: what you are asking
them to do?
Benefits: what they will get if they do it?
How can you support the promise?
Campaign Development
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Materials development and pretesting
Professional training materials
Develop system for monitoring and tracking
progress
Program Implementation
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Coordination
Sustainability
Training and motivation
Distribution of materials
Dissemination of information
Tracking and Evaluation
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Collect information on project progress
Use tracking information to make
needed mid-course revisions
Assess program impact and costeffectiveness
Use findings to identify new problems
that require replanning
Summary
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It uses a systematic model to plan effective
interventions
Based on understanding the consumer
Behavior is the bottom line
Decisions based on data
Programs You Are Planning To
Implement
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Target audience: who do you hope to reach?
Behavioral objectives: what will you help
them to do?
Behavioral determinants: what influences
their behavior?
Interventions: what activities will you design
and implement?