Transcript Introduce you to

Session 8
Critical Components of
Social Marketing
Session Objectives
By the end of this session, campaign
managers should be able to:
•Define key social marketing theories including the
Behavior Change Continuum and the Diffusion of
Innovation
•Describe key social marketing methods, including
Audience Segmentation and the Marketing Mix
•Explain the difference between Mass Media and
Guerilla Marketing techniques
•Give examples of species from their site that have
the characteristics that make up a good Pride
Flagship species
Module 1, Unit 3, Session 8
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
9. SUMMARY
3
1.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
5
Behavior Change Continuum
Stages of Change
behavior change occurs along a continuum people typically move through a series of stages
as they change their behavior
Module 1, Unit 3, Session 2.2.3
6
Stages of Behavior Change
Pre-Contemplation
Contemplation
Validation
Preparation
Action
Maintenance
7
Stages of Behavior Change
Pre-Contemplation
Contemplation
Validation
Preparation
Action
Maintenance
8
Applying the Behavior Change Continuum
• Pre-Contemplation –Education about the effects
of dynamite fishing and alternatives available.
• Contemplation—Increase the benefits of more
sustainable approaches/decrease the benefits of
dynamite fishing.
• Validation -- Encourage conversations among
peers.
• Action – Decrease the barriers to sustainable
fishing/increase the barriers to dynamite fishing.
• Maintenance – Praise and reward for doing the
right thing.
Module 1, Unit 3, Session 2.2.3
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Diffusion of Innovations
The study of how, why, and at what rate new ideas and technologies
spread through cultures
Module 1, Unit 3, Session 2.2.3
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Diffusion Theory
Adoption of new behavior depends on
whether the audience:
•
•
•
•
Perceives a benefit
Finds it easy to understand
Can try out the behavior
Feels that the behavior brings peer acceptance
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Individual Patterns
100
90
% Adoption of Innovationn
80
70
Laggards
60
The Early Majority
50
The Late Majority
40
30
Early Adopters
20
Innovators
10
0
0
5
10
15
20
25
30
Time (years)
Module 1, Unit 3, Session 2.2.3
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Diffusions of Innovations (1962)
Everett M. Rodgers Adoption / Innovation Curve
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2.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
19
The Four P’s of Marketing
Product
Price
Place
Promotion
To be effective a "product must be tailored to customer needs, priced
realistically, distributed through convenient channels, and actively
promoted to customers".
Commercial Example
• Product:
Soft drink
• Price:
Reduced introductory
price
• Place:
Widely distributed,
convenient locations
• Promotion:
Ads in local papers
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Environmental Example
• Product:
Energy-efficient stove
• Price:
$7, limited free samples
• Place:
Distributed through
government extension agents and NGOs
• Promotion:
national and local media individual and
group meetings in community
Module 1, Unit 3, Session 2.2.3
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Cost vs. Benefits
• Cost of the behavior change and the benefits should balance
• Perceptions of price and willingness to pay will vary
Module 1, Unit 3, Session 2.2.3
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3.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
26
Audience Segmentation
“The division of the market place into distinct subgroups or
segments, each characterized by particular tastes and requiring a
specific marketing mix”.
Module 1, Unit 3, Session 2.2.3
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Audience Segmentation
• There is no such thing as “general public”
• “Everyone” might actually be the usual crowd
• The choice is to target audiences:
– Consciously or by Default
Module 1, Unit 3, Session 2.2.3
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Audience Segmentation: WHY?
Right message, Right channels, Right
people at the Right times
• Develop priority segments
• Select the objectives most appropriate for an
audience
• Break up an audience into smaller chunks
• Plan and evaluate more easily
Module 1, Unit 3, Session 2.2.3
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Audience Segmentation: HOW?
• Consists of gathering, interpretation, and
application of information:
–Identification
–Prioritization
Module 1, Unit 3, Session 2.2.3
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Audience Segment Identification
Demographics
Gender
Behavioral
Age
Actual current
behavior
Occupation
Income
Marital status
Ethnicity
Psychographics
Fundamental values and
beliefs
Benefits derived from
behavior
Key personal characteristics
Readiness to change
Where they get their
information
Social consequences
experiencing today
Social organizations they
belong to
How do they spend $$
Module 1, Unit 3, Session 2.2.3
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Audience Segment Identification
• Pre-contemplation Stage –
Knowledge about threat and its implications
• Contemplation Stage –
What can be done to address threat, benefits of
change, removal of barriers
• Action Stage –
Facilitate change, honor those who change, use them as
examples to others
Module 1, Unit 3, Session 2.2.3
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Prioritizing Audience Segments
• Who are the people who are behind the
environmental threat?
• Who are the people who are most likely to be
open to change?
• How many people can we reach?
• Can we reach these people?
• Who are the people/groups critical to the
success of the program?
Module 1, Unit 3, Session 2.2.3
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4.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
39
Channels
A channel is a way to transport a message,
product, or service from seller/provider to
consumer.
Module 1, Unit 3, Session 2.2.3
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Communication Mix
Advertising
Paid or donated form of a nonpersonal message communicated
through the various media
Personal Selling
Personal communication by
campaign staff.
Promotion
Short-term incentives for
adoption of new behavior.
Media Relations
Direct Marketing
Building relations with target
audiences by obtaining favorable
publicity.
Promotion mechanism that
allows focused messages to be
received by target audience.
Module 1, Unit 3, Session 2.2.3
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Channels
ADVANTAGES
NEWSPAPER
reach a diverse audience,
geographic specific
RADIO
accessible to most people,
can be market specific
MINI MEDIA
i.e. poster,
bumper stickers
flexible/easily adaptable, low
cost, targeted, simple
Module 1, Unit 3, Session 2.2.3
DISADVANTAGES
easy to ignore, poor quality,
requires literacy
brief messages, requires
repetition, poor listening habits
possible limited reach, may not
compete against expensive
advertising exposure
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Session Objectives
Did we meet these objectives?
•Define key social marketing theories including the
Behavior Change Continuum and the Diffusion of
Innovation
•Describe key social marketing methods, including
Audience Segmentation and the Marketing Mix
•Explain the difference between Mass Media and
Guerilla Marketing techniques
•Give examples of species from their site that have
the characteristics that make up a good Pride
Flagship species
Module 1, Unit 3, Session 8