Social Marketing
VACCINATE your childUSE a condom
GO to school
BREASTFEED your baby
By Definition
“Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to in!uence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society”
(Alan Andreasen,1997)
What Social Marketing is... • A social behavior change
strategy• Consumer-focused• Most effective when it activates
people• Targeted to those who have a
reason to care• Strategic and requires efficient
use of resources • Integrated, and work on the
“installment plan”• Link to Zola ad
What Social Marketing is not...• Just advertising• A clever slogan or messaging
strategy• Driven by the organizational
expert’s agenda • Promotions or media outreach
exclusively• An image campaign • A fundraiser• Done in a vacuum • A quick process
The Basics
Know your audience
Create action
Offer an exchange
Acknowledge the competition
Keep the “four Ps” in mind
Know your audience
No such thing as “general public”
Segment into narrowly de"ned groups
Understand their demographics and psychographics thoroughly
photo:www.corbis.com
Human Nature means we minimize our costs and maximize our rewards when possible - basic cost/bene"t analysis.
Increase or Highlight Bene"ts/Rewards
Decrease or De-emphasize Barriers/Costs
Make changes in product, price, place or promotion if necessary
Philosophy of Exchange
Exchange: Pepsi GenerationYou give me $1You get:
Thirst quencherGood tasteFunYouthful feeling A new boy/girlfriend
photo:www.corbis.com
Stop AIDS, Love Life
Survey Reseach
Infection rate: 3 - 4 percent
Ghanaians tend to abstain and be faithful to their partners
Low condom use
The social risk was seen as higher than health risks
Stop AIDS, Love Life Objectives
Increase risk perception
Increase social support for preventative behaviors
Increase condom sales
Increase care and compassion for people living with HIV/AIDS
Stop AIDS, Love Life Phase 1
Prevention messages
A, B, C of prevention
Strategies
Entertainment-Education
Peer Counseling
Stop AIDS, Love Life
Create an action: A new idea should...
Have a relative advantageBe compatible with social normsNot be too complexBe observable others trying/doing Can be “tried out”
Exchange: Prevention Behaviors
You Give?
You Get?
What competition??
Know your environment
Competing messages
Non-action vs. action
Have ability to respond
Political changes
News events
Other organizations’ work
photo:www.corbis.com
The “Four Ps”
ProductBehavior, service, product being exchanged with the target audience for a price and a bene"t
PriceCost to the target audience of changing behavior
Time; Effort; Lifestyle; Psychological Cost
The “Four Ps”
Place
Where does your audience access products or programs?
Where do they engage in the desired behavior?
Promotion
Communication to the audience about product/program, price and place variables
More Ps? Publics: all the people who can affect the programs success
Partnerships: other organizations with similar goals, target audience access or credibility, desire or resources
Policy: government or organizational policies that can serve as a catalyst for large scale social change
Purse Strings: funders such as corporate partners, foundations and government agencies
Source: Nedra Weinreich
Seven PrinciplesBegin with the desired action
Messages must:
• Create personal connection
• Offer key benefit or reward
• Promote an action
• Be memorable
Be inescapable
Have unique competitive position
Be emblematic of the cause & extend the brand
Be flexible
Be tested many times Robin Hood Marketing, Katya Andreson
Entertainment Education