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7/29/2019 IE Liberty

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What isMarketing? Marketing is the process of planning and executing

the conception, pricing, promotion, and distribution of

ideas, goods, and services to create exchanges thatsatisfy individual and organizational objectives.

Marketing is an organizational function and a set of

processes for creating, communicating anddelivering value to customers and for managingcustomer relationships in ways that benefit theorganization and its stakeholders (AMA, 2004)


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The Concept of Exchange Two or more parties are involved

Each seeks value to satisfy needs Each is willing to offer something of value

to the other


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Marketing . is a managerial process

aims to create voluntary exchanges comprises 4 components often referred to as

the 4 Ps:product

pricingpromotion

place (distribution)


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What Is Social Marketing?

The application of marketing technologiesdeveloped in the commercial sectorto the solution ofsocial problems where the bottom line is behaviourchange.

It involves the analysis, planning, execution and

evaluation of programs designed to influence the

voluntary behaviourof target audiences to improvetheirpersonal welfare and that ofsociety.

From: Andreasen, A.R. (1995) marketing social change - changing Behaviour to promote health, social development, and

the environment. Jssey bass publishers, san Fransisco, Cal.


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The Social Marketing Difference

The objective Social marketing seeks to influence and change social

behaviours to benefit the target audience and thesociety.

Can be carried out by anyone. Its different from education in that its ultimate goal

is to influence behaviour (later in the continuum ofchange after inform or change attitudes slide

to follow). May seek to change values and attitudes as a

means of influencing behaviours. A call to action is essential


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The Social Marketing Approach Social marketers must create an exchange

situation. Target audience will perceive the benefits of changing behaviour as

superior to the costs (not always $) involved. Requires adopting a customer orientation you analyze behaviour

from the point of view of target audiences so you must know aboutthem (not make assumptions).

Recognizes markets are comprised of market segments requiring

different marketing strategies to generate desired behaviourchange.

Requires research lots of research much available at no cost.

Requires development of strategy around 4 Ps


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Social Marketing Planning

Major Steps:1. Decide what you want to do2. Analyze environment (your own organization's

S&Ws, potential target audiences,

competitors or competing behaviours) Understand behaviour of your intended

clients/ targets - identify barriers andbenefits to your desired activity from theirviewpoint

3. Develop a strategy that utilizes tools shown tobe effective in changing behaviour

4. Evaluate the strategy once it has beenimplemented or during implementation

change might be required


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The Four Stages of Behaviour

Change To adopt a new social behaviour, the

target audience evolves through 4

stages: 1. Pre-contemplation stage (need awareness)

2. Contemplation stage (have awarenessmoving to understanding/motivation)

3. Action stage (involvement/input leads toinformed decisions and actions)

4. Maintenance stage (theyre doing it)

Note - can go back & forth through these stages


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Remember the Purpose of

Social Marketing

If dont understand what the targetaudience wants and how they think, feel,and make decisions, you are unlikely todevelop a successful social marketing/

behaviour-change program.

The target audience is central to socialmarketing


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Who is the Target Audience?

The target audience can be individuals and/orgroups such as families or organizations/sectors

(private sector or public sector) You need to learn/understand the differences

then do research to confirm where the you willget the best return on investment (dont pick the

audience that wont change no matter what, pickthe ones that are ready for change the low-hanging fruit - go after the more difficult oneslater)


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Scope & Focus of Social Marketing

SM - the domain ofgovernment and not-for-profit organisations

Focus on health promotion, road safety,environment protection, and improvingcitizens quality of life


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Purpose of Social Marketing

Social marketers are not promoting aparticular organisation but rather seeking

socially positive benefit andpreventionof social harm caused by humanbehaviour


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Goals ,Tools and Process of SM

SM: Govt. and non-profit sectors,

Goals: to influencesocial behaviour: driving,purchasing, donating, voting, protecting the

environment, preserving health Tools: communication, information, persuasion

techniques and theory

Process for campaigns: 1. situation analysis,research to identify publics, problems,opportunities 2. strategic plan 3. action andcommunication 4. evaluation 5. follow-up


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Origin of SM & PR

Social Marketing father: marketing = confusing identity with the

commercial sector, extensive use of market researchand advertising

mother: social justice = positive reputation

Public relations

father:journalism and media studies = spin,manipulation of public opinion,

mother: management, (CSR) = recognition as a partnerof the dominant coalition


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Line of Difference: PR & SM

Kotler & Andreasen (1966) argue that:

PR seeks to influence attitudes, whereas marketing tries

to influence specific behaviours PR is organisation- centred instead ofaudience-

centred

PR relies on communication approaches: raising

awareness and influencing attitudes Social marketers are involved in actually creating

benefits and providing services to consumers as away to influence behaviour


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Confusion with CSR

Corporations sometimes initiate SM campaignsas part of CSR programme but the goal is the

business bottom line through improved image.Success is not measured in social change

Example: Doves real beauty campaign

promoting sales of cosmetics

Social marketers goal for a similar campaignwould be: reducing anorexia


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What is a Social Marketing

Plan? A written document containing the

guidelines for the organizations social

marketing programs and allocations overthe planning period.


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Social Marketing Plan

I. Executive Summary

II. Strategic Analysis

Situation Target audiences barriers and benefits of the desired

behaviour

Competitors/competing behaviours

Organizations current/past strategies

Organizations internal strengths and weaknesses (SW of

SWOT) External environment (OT of SWOT)

Partners (potential or pre-determined)

PEST (political, economic, social, technological)

Strategic Gap Identification


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Social Marketing Plan

III. Mission and Objectives, Goals

IV. Strategy and Plans Segmenting markets and selecting target audience(s)

Product strategy

Pricing strategy

Promotion strategy

Place (distribution) strategy

V. Action Planswe wont cover this today BUT youwill see how they are developed based on all the info

youre collecting (theyre a next logical step) VI. Evaluation

VII. Budget


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Challenges to SM

In commercial marketing the target audience makes atrade, or exchange, between benefits and costs

In SM it can be hard to portray the benefits, and costsare usually very high

Inspired by commercial marketing SM relies heavily onadvertising

Therefore SM campaigns are short term and notenough to sustain the behavioural change

Social Marketers are not usually communication

experts


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How PR Can Support SM ?

PR is not just about media relations and raisingawareness

From early childhood it developed expertise andtheory in fundraising, lobbying, communityrelations, employee relations, and otherfunctions

Andreasens 21st Century SM recentlydiscovered them and called them upstream

interventions essential success of SM

campaigns


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How PR Can Support SM ?

In education, PR is well set, almost global ineducation and practice; SM is still new andmarginal

In professional terms, PR is stronger but bothface challenges

In theoretical literature and research PR is

better established than SM In professional reputation, PR is a disaster

whereas SM enjoys positive association withsocial justice


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Future Trends in SM

Andreasen (2006, p. 11): next level of SM: to

be able to influence legislators, foundation

officers, TV news directors, or members of streetgangs?

do we need new concepts and tools, new kinds

of education and training? New research? Or

new measures of success to permit effectivediffusion of social marketing into these newcontexts?


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Future Trends in SM

The future needs greater equity & eco-justice

Given government cuts, shortfall likely to need

an enterprise framework & new funding sources Social marketing growing and becoming more

essential

Building partnership with PR will increase SMs

effectiveness and empower PR practice andbody of knowledge


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Assurance of Outcome, How?

When aiming at social change PR practice andcampaigns should include SM approaches:

greater focus on audience and behaviouroutcomes

SM included in PR syllabus

PR included in SM academic education and

training courses for executives

Social marketers rely more on PR services


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Thank You!

SOCIAL MARKETING

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