Social Marketing Ch 1-8

Preparation

Now planning to take action--making final adjustments before they make any changes to their behavior.

Behavior Focused Positioning

"5 A DAY FOR BETTER HEALTH!"

Perceived Barriers

"People who take the bus can't really afford any other mode of transportation."

Marketing Concept

"Sense and respond" orientation. To know the customer well enough that the product or service fits them and sells itself.

Real Barriers

"Taking the bus will take longer than driving to work."

Competition

-Behaviors our target audience would prefer over the ones we are promoting -Behaviors they have been doing "forever" that they would have to give up -Organizations and individuals who send messages that counter or oppose the desired behavior

Difference Between a Purpose and a Goal

-Goals establish a desired level of behavioral change as a result of program efforts. -Purpose is to inspire support for the plan.

Belief Objectives

-Personally experience the benefit -They are at risk -They are able to successfully perform -They can make a difference -They won't be viewed negatively -The costs of the behavior will be worth it -There will be minimal negative consequences

Knowledge Objectives

-Stats on risks/benefits -Attractive alternatives -Correct misconceptions -Motivating -How to perform the behavior -Resources -Locations -Current laws and fines

How Positioning Relates to Branding

-Think of your target audience -What will make your strategy easy and memorable?

Ethical Considerations

-When you develop a plan, are you encouraging behavior that participants might not have considered? -What about those who haven't been selected as the "low-hanging fruit?" Who will target them?

Variables Used to Segment Markets

1) Demographic 2) Geographic 3) Psychographic 4) Behavior Segmentation

Alternatives for Goal Setting

1) Establish goals for campaign awareness and recall 2) Establish goals for levels of knowledge 3) Establish goals for acceptance of a belief 4) Establish goals for a response to a campaign 5) Establish goals for intent to change behavior 6) Establish goals for the campaign process

Steps for Analyzing Data

1) Examine the frequency distribution of each variable. 2) Compare the mean scores for each variable. 3) Categorize the four variables into weak, moderate, and strong beliefs. 4) Strengthen target beliefs by examining the psychological, social, cultural and structural bases of these beliefs.

Four Ways to Change the Ratio of Benefits to Barriers (so that the target behavior becomes more attractive)

1) Increase the benefits of the target behavior 2) Decease the barriers (and/or costs) to the target behavior 3) Decrease the benefits of the competing behavior(s) 4) Increase the barrier (and/or costs) of the competing behavior(s)

What are you striving for with the targeted segments?

1) Increased Effectiveness 2) Increased Efficiencies 3) Input for Resource Allocation 4) Input for Developing Strategies

Stages of Change Model

1) Precontemplation 2) Contemplation 3) Preparation 4) Action 5) Maintenance 6) Termination

Criteria for Evaluating Segment Size

1) Problem Incidence 2) Problem Severity 3) Defenselessness 4) Reachability 5) General Responsiveness 6) Incremental Costs 7) Responsiveness to Marketing Mix 8) Organizational Capabilities

Steps in Developing a Research Plan: #1

1) Purpose: What decisions will this research help inform? What questions do you have that you need this research to help answer?

Research that Won't Break the Bank

1) Use available data 2) Conduct systematic observations 3) Low-cost experimentation 4) Quota sampling 5) Shared cost studies 6) Ask professors and students

What do you want to do to behaviors?

1. Accept a new behavior 2. Reject a potentially undesirable behavior 3. Modify a current behavior 4. Abandon an old undesirable behavior

What are the similarities in social and commercial sector marketing?

1. Customer orientation is critical 2. Exchange theory is fundamental (cost and benefit) 3. Marketing research is used throughout 4. Audiences are segmented 5. All 4 P's are considered 6. Results are measured and used for improvement

15 Principals for Success

1. Take advantage of prior and existing successful campaigns. 2. Start with target markets most ready for action 3. Promote single, simple, doable behaviors once at a time 4. Identify and remove barriers to behavior change 5. Bring real benefits to the present 6. Highlight costs of competing behavior 7. Promote a tangible good/service to help target audiences perform the behavior 8. Nonmonetary incentives 9. Make access easy 10. Have a little fun with messages 11. Use media channels at the point of decision making 12. Try for popular/entertainment media 13. Get commitments and pledges 14. Use prompts for sustainability 15. Track results and make adjustments

Steps in Developing a Research Plan: #2

2) Informational Objectives: What specific information do you need to make this decision and/or answer these questions?

Holistic Marketing Concept

21st century approach, recognizing the need to have a more complete, cohesive philosophy that goes beyond traditional application of the marketing concept, relationship marketing, IMC and internal marketing.

Steps in Developing a Research Plan: #3

3) Audience: Whom do you need information from? Whose opinions matter?

Steps in Developing a Research Plan: #4

4) Technique: What is the most efficient and effective way to gather this information?

Steps in Developing a Research Plan: #5

5) Sample Size, Source & Selection: How many respondents? Where will you get their names? How do you select your sample?

Steps in Developing a Research Plan: #6

6) Pretest and Fielding: Who will pretest the survey instrument, conduct the research and where?

Steps in Developing a Research Plan: #7

7) Analysis: How will the data be analyzed and by whom, to meet the planners' needs?

Steps in Developing a Research Plan: #8

8) Report: What information should be included in the report and what format should be used for reporting?

Evaluation Research

A single final assessment of a project or program.

Surveys

A variety of contact methods: mail, online, telephone, live Internet, intercept and self-administered. Findings are usually quantitative in nature.

Contemplation

Acknowledge they have a problem and begin to think seriously about it. They are awake but haven't moved.

What is the focus on?

Behaviors

Being local --->

Being Glocal

Building brands through advertising --->

Building brands through performance and integrated communications

Behavior Objectives: Measurable

Can the behavior be measured? Observation/Record keeping or self-reporting? Can the audience make the determination that they have performed the behavior?

Selecting Target Markets: #3

Chose One or More Segments: Select groups and develop a unique profile of the group. It is necessary that you have a different strategy for each.

What are the differences in social and commercial sector marketing?

Commercial: 1. Sells goods and services 2. Financial gain 3. Segmented for greatest profit Social: 1. Sells a desired behavior 2. Social gain 3. Segmented based upon prevalence of the problem, reachability and readiness for change

Who is the competition?

Commercial: other organizations offering similar goods and services. Social: the current or preferred behavior of the target market and the perceived benefits associated with that behavior.

Conducting a Situation Analysis

Conduct a quick audit of internal and external factors that are anticipated to have some impact on or relevance for subsequent planning decisions.

Exploratory Research

Conducted at the beginning of the process to define the problem.

Pretest Research

Conducted to create a short list of alternative strategies and tactics to ensure the potential executions have no major deficiencies and fine-tune possible approaches so that they speak to your target audiences in the most effective way.

Threats

Consider threats to your project.

Selling Concept

Consumers and businesses will probably not buy enough of the organization's products to meet goals if left alone, and as a result the organization must undertake an aggressive selling effort.

Product Concept

Consumers will favor those products that offer the most quality, performance or innovative features.

Production Concept

Consumers will prefer products that are widely available and inexpensive.

Descriptive Research

Describe factors such as the market potential for a product or the demographics and attitudes of potential target audiences.

Positioning

Designing the organization's actual offerings in such a way that it creates a specific place in the mind of the target audience (product, price, place).

Innovation Diffusion

Different types of adopters accept an innovation at different points in time.

Opportunities

Discover opportunities that you can take advantage of and build into your plan.

Service Delivery/Capabilities

Distribution channels? Any concerns with the quality of this service delivery?

Behavior Segmentation

Divides the market on the basis of knowledge, attitude and behaviors relative to the product being sold.

Behavior Objectives: Market Supply

Does the behavior need more support? Is there another organization that is trying to change this behavior? Should you do something different?

Review Past or Similar Efforts

Don't be afraid to borrow plans from other campaigns that have worked.

Selecting Target Markets: #2

Evaluate Segments: Planners should know more about each of the segments--size, ability to reach these people, how receptive they will be to the message...

Marketing does the marketing --->

Everyone does the marketing

Macroenvironment

External factors

Weaknesses

Factors that don't look so positive. How are the resources? What is the likelihood that your project will be considered a priority?

Audience Orientation

Focus is on a bottom up approach that the audience can make their own decisions

Focusing on profitable transaction --->

Focusing on customer lifetime value

Natural Forces

Forces of nature including ones such as famine, fires, drought, hurricanes, energy supply, endangered species and floods.

Resources

Funding? Staff? Expertise?

External/Publics Forces

Groups outside the organization other than current partners and alliances that could have some impact on your efforts (good or bad) and/or your target audience, including new potential partners.

Precontemplation

Having no intention of changing--typically deny having a problem. They are sound asleep.

Social Norms Theory

Highlights the potential benefit of understanding perceived vs. actual behaviors among target audiences.

Incremental Costs

How do estimated costs to reach and influence this segment compare with those for other segments? Are there free or inexpensive distribution channels?

Organizational Capabilities

How extensive is our staff expertise or availability to outside resources to assist in the development and implementation of activities for this market?

Past Performance

How is the organization's reputation? Have they had success with past projects?

Problem Incidence

How many in the segment are engaged in the problem-related behavior?

Behavior Objectives: Market Demand

How many people are currently not doing the behavior? Do they perceive that it will solve some problem?

General Responsiveness

How ready/willing and able are these people to respond to your message?

Responsiveness to Marketing Mix

How responsive is the market likely to be to social marketing strategies?

Behavior Objectives: Impact

If your audience adopts the behavior, will it make a difference relative to the purpose of your campaign in comparison to others being considered?

Consideration of Upstream and Midstream Target Audiences

Impact on those downstream occurs by focusing those upstream (policies), those in the midstream (friends, family) can impact those in the lower stream.

Primary Research

Information collected for the specific purpose at hand, for the first time. What you do once you have exhausted your secondary data sources.

Secondary Research

Information that already exists somewhere, having been collected for another purpose at an earlier point in time. It is always worth a first look.

Microenvironment

Internal factors that are related to the organization sponsoring or managing the social marketing effort.

Key Informant

Interviewed are conducted with decision makers, community leaders, technical experts, and others who can provide valuable insight regarding target markets, competitors and potential strategies.

Technological Forces

Introduction or potential introduction of new technologies and products that may support or hinder your effort.

Market Supply

Is the issue already being addressed adequately in this way by other organizations and campaigns?

Behavior Change Potential

Is there a clear behavior that can be promoted to address the issue?

Management Support

Is there support?

Organizational Match

Is this a good match for the sponsoring organizations? Does it have the staff expertise to develop and manage the effort?

Reachability

Is this an audience that can be easily identified and reached?

Issue Priority

Is your issue a priority?

Internal Barriers

Lack of knowledge or skill needed to carry out the activity.

Strengths

List your strengths based upon the previous list and maximize the areas that are strengths.

Behavior Objectives: Doable

Make the behavior a simple, clear, doable act.

Benefits

Motivators. What do they think they will get if they perform the behavior?

Behavior Focus

Observable action or lack of action. Social marketing focuses on benefit for society. The ultimate goal is to change behavior, not to build awareness or behavioral intentions.

Observational Research

Observing relevant people, actions and situations.

Health Belief Model

Once an individual perceives a threat to his/her health and is simultaneously cued to action, and his/her benefits outweigh his/her perceived costs, then that individual is most likely to undertake the recommended preventative health action.

Organizing by product units --->

Organizing by product segments

Barriers Focused Positioning

Overcome or minimize perceived barriers.

Action

People most overtly modify their behavior and surroundings.

Political/Legal Forces

Potential laws and actions of governmental agencies that could affect campaign efforts or your target audience.

Monitoring Research

Provides ongoing measurement of program outputs and outcomes, often used to establish baselines and subsequent benchmarks relative to goals. This research lets you know whether you should be making corrections midstream.

Quantitative Research

Research that is conducted in order to reliably profile markets, predict cause and effect and projects findings.

Experimental Research

Research used to capture cause and effect relationships.

Formative Research

Research used to help form strategies, especially to select and understand target audiences.

Selecting Target Markets: #1

Segment the Market: The groups you come up with should have something in common--needs, wants, motivations, behaviors, values, lifestyles...

Describing the Plan: Focus

Selected to narrow the scope of the plan, choosing from the number of potential options to contribute to what the plan's purpose will address.

Who is the primary beneficiary of social marketing?

Society

Belief Objectives Definition

Something you want your audience to believe or feel.

Behavior Objectives Definition

Something you want your audience to do.

Knowledge Objectives Definition

Something you want your audience to know that they would find motivating or important.

External Barriers

Structural change that needs to be made in order for the behavior to be more convenient.

Exchange Theory

Target markets must perceive benefits equal to or greater than perceived costs.

Theory of Reasoned Action

The best predictor of a person's behavior is his/her intention to act and is determined by two main factors: 1) Our beliefs about the outcomes associated with the behavior, and 2) Perceptions of how people we care about will view the behavior in question and our likelihood of adopting the behavior.

Barriers

The costs the target market perceives.

Social Marketing

The process for creating, communicating and delivering benefits that a target audience wants in exchange for audience behavior that benefits society without financial profit to the marketer.

Describing the Plan: Purpose

The ultimate impact (benefit) that will be realized if your target audience performs the desired behaviors at the intended levels.

Primary Objective

The very specific behaviors you want to influence your audience to accept, modify, abandon or reject.

Mystery Shoppers

They pose as customers and report on strong or weak point experiences in the buying process.

Focus Groups

Thought of as a group interview including 8-10 people. The group sits around a table for a few hours and discusses a specific topic that is led by a moderator.

Casual Research

To test hypotheses about cause and effect relationships.

Ethnographic

To truly understand target markets, the researcher will need extensive immersion in their natural environment.

Defenselessness

To what extent can this segment take care of themselves?

Economic Forces

Trends affecting buying power, spending, and perceptions of economic well-being.

Demographic Forces

Trends and changes in population characteristics, including age, ethnicity, household composition, employment status, occupation, income and education.

Cultural Forces

Trends and happenings related to values, lifestyles, preferences and behaviors often influenced by factors such as advertising, entertainment, media, consumer goods, corporate policies, fashion, religious movements, health concerns, environment concerns and racial issues.

Termination

Ultimate goal for all changers. The former addiction or problem will no longer pose a threat.

Develop a Positioning Statement

We want (target audience) to see (desired behavior) as (adjectives, descriptive phrases, sets of benefits, or why the desired behavior is better than competing behaviors).

Current Alliances and Partners

What alliances and partners exist that could provide funding, expertise, etc?

Impact

What approach has the greatest potential to contribute to the social issue?

Problem Severity

What are the levels of consequences of the problem behavior in this segment?

Describing the Plan: Background

What is the social issue that you will be addressing? What led your organization to take on this plan? What is the problem? How bad is it? What is contributing to the problem?

Benefits Focused Positioning

What's in it for me?

Competition Focused Positioning

When your audience finds the competitions offer quite appealing

Funding Sources

Which approach has the greatest funding potential?

Internal Publics

Who is likely to support your effort? Are there groups that will need to buy in?

Maintenance

Work to consolidate the gains that have been made and struggle to prevent lapses.