Transcript Social Marketing

Social Marketing in Sport
Chapter 15
Copyright © 2009 Nelson Education Ltd. All rights reserved.
OBJECTIVES
•
To understand what social marketing is and its potential in
the sport context.
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To know when to use social marketing.
•
To be able to adapt commercial marketing concepts to
social marketing.
•
To be aware of the complications arising from this
adaptation.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
2
INTRODUCTION
When to use social marketing:
Where the “purchase” of new behaviors is required, we can use
social marketing.
Examples:
•
•
•
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Practicing safe sex
Avoiding drinking and driving
Quitting smoking
Curbing alcoholism
Copyright © 2009 Nelson Education Ltd. All rights reserved.
3
SOCIAL MARKETING
Social Marketing:
adaptation of commercial marketing technologies to programs
designed to influence the voluntary behavior target audiences to
improve their personal welfare and that of the society of which
they are a part.
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4
SOCIAL MARKETING
Social marketing involves:
•
An adaptation of commercial marketing technologies (ex: 4 P’s,
STP).
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Influencing voluntary behavior of target audiences.
•
Improving the personal welfare of target audiences and that of
the society of which they are a part.
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5
SOCIAL MARKETING
Motivation
Yes
Opportunity
Yes
No
Yes
No
Prone to behave
Unable to behave
Resistant to behave
Resistant to behave
Education
Marketing
Law
Marketing law
Unable to behave
Unable to behave
Resistant to behave
Resistant to behave
Marketing
Education
marketing
Education
marketing law
Education
marketing law
No
Ability
Yes
No
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6
SOCIAL MARKETING
The Company
•
The ability of the company to meet the needs and wants of
consumers must be addressed.
•
Analyzing the company in social marketing similar to activity in
commercial marketing.
•
Main difference is that findings are often more unpleasant.
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7
SOCIAL MARKETING
The Customer
Tapping into the needs and wants of each consumer is paramount.
Stages of Change
•
•
•
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Precontemplation
Contemplation
Preparation and action
Maintenance
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8
SOCIAL MARKETING
Segmentation
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Requires thinking outside the box
Targeting
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Differentiated targeting
Concentrated targeting
Positioning
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Depends on marketers objectives – entice target audience to
leave behind an old behavior or engage in new one.
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SOCIAL MARKETING STRATEGY
Product
The way by which you define your social marketing product
may be your only leverage point.
Price
Objective to frame or design replacement behaviors and
products, while keeping target audience cost as low as
possible.
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10
PROMOTIONAL MIX ASSESMENT
Promotional Tool
Advantages
Disadvantages
Advertising
- Wide reach
- Control the Message
- Costly
- Longer development process
- May not be as credible
Public Relations
- Not as costly
-Unbiased third party may signal credibility
-Ability to leverage brand equity of third
party
- No control on message
- Must have human resources with contacts
- Long-term process
Sales Promotion
- Immediate effects
- Target gets to try desired behavior
- Engage third party into promotion
- Incur extra costs of communicating sales
promotion
Personal Selling
- Can reach socially “detached” audience
members
- Message can be tailored for specific
member
- Ideal for high-involvement decisions
- Power of speech
- Very expensive
- Limited reach
- Variance of sales agent skills
- Time consuming
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11
SOCIAL MARKETING
Place
In seeking behavior change in sport environments, the
distribution of “change” may work through other individuals
such as coaches, referees, technical experts, parents and
teammates.
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BARRIERS TO ADOPTION OF SOCIAL
MARKETING
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Reliance on education and the law as approaches to
social change.
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Difficulty in distinguishing social marketing from
education.
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Managers lacking formal marketing training.
•
Ethics of social marketing.
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13
BARRIERS TO ADOPTION OF SOCIAL
MARKETING
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Lack of appreciation of social marketing by top
management.
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Poor ‘brand positioning’ of field, which some perceive
as manipulative and not community based.
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Lack of formal documented and publicized successes.
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BARRIERS TO ADOPTION OF SOCIAL
MARKETING
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Lack of academic structure in social marketing.
Source: Adapted from Rothschild, M. (1999) Carrots, sticks, and promises: A conceptual framework
for the management of public health and social behaviors. Journal of Marketing, 63(4), 24-37.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
15
Questions?
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