Social marketing & segmentation lehnert

The Social Marketing Tool Kit:Segmentation

The peril and the promise

The future for Mali?

Billions of dollars, lots of programs…

One size fits all?

Bottom up, not top down

Understand & meet needs…sounds like:

Marketing? For social problems?

Objective is behavior…not products or services

Provide knowledge => enable behavior change

To be effective:meet people where they live

But first, back to the basics

Segmentation

Demographics

Geographic

Psychographic

Behavioral

Objective is behavior change…so 1st segment is behavioral

Define the segments fully…

…Then evaluate, select, priortize

Same tools, different outcome