Social Marketing
C
Creating
i B
Behavior
h i Ch
Change
What is Social Marketing?


The process of influencing human behavior
on a large
l
scale
l using
i marketing
k ti principles
i i l
for the purpose of societal benefit, rather
than commercial profit.
p
- W. Smith
The application of commercial marketing
t h l i tto th
technologies
the analysis,
l i planning,
l i
execution, and evaluation of programs
designed
g
to influence voluntaryy behavior of
target audiences in order to improve their
personal welfare and that of their society.
- Andreasen,
Andreasen 1995
Commercial Marketing
Customer at center of exchange
g process
p
where they act primarily out of self
interest ((maximize benefits, minimize
costs)
 Identify
y customer’s needs and wants and
satisfy them

Social marketing
Consumer orientation
 Audience segmentation
 Exchange theory
 Marketing mix

1 Consumer Orientation
1.

Who must act?
• Behavior Change is voluntary
• People must see relevance and take ownership
• Solution is often self-tailored
• Build on current beliefs and values
1 Consumer Orientation
1.

Who must act?
◦ Primary Audience: People you want to do
something new or different
◦ Secondary Audience: People who influence
them (facilitate or impede)
2 Audience Segmentation
2.

Why understand the audience?
2 Audience Segmentation
2.

Identify Potential Segments
◦ Responsiveness – readiness to change?
◦ Size and Impact – who would benefit most?
◦ Accessibility – who is easiest to reach?
3 Exchange Theory
3.

Benefits of adopting
p g new behavior
outweighs costs.
◦ Monetaryy
◦ Non-monetary – time, effort, energy,
embarrassment, fear
◦ Exit – hardships abandoning current behavior
p g new behavior
◦ Entryy – sacrifices adopting
3 Exchange Theory
3.

You ggive me $1 and you
y get…
g
3 Exchange Theory
3.
You recycle,
y
you get…

Components of Exchange Process

Product

Co pet t o
Competition

Price

Place

Promotion *
Product
Behavior, service, p
product beingg
exchanged with the audience for a price
and benefit
 Must compete against benefit of current
behavior

Price
Consider the competition
p
 Offer a benefit

Price - recycling
Competition
Behaviors that compete
p
with the behavior
you want your audience to adopt
 Related
e ate to tthee ta
target
get aud
audience,
e ce, not
ot you
your
campaign

Price exercise
What are the costs of yyour behavior –
monetary, indirect.
 What
at benefits
be e ts will
w your
you behavior
be av o provide
p ov e
(short and long term)
 How can you decrease the barriers and
costs?
 How can you increase the benefits?

Recycling
Break
Place
Where and when audience p
performs ((or
thinks about) behavior;
 uses p
product;
o uct;
 or receives service
e g how do you make the choice easy?
e.g.

Promotion

How do I ppromote the offeringg (p
(product))
through appropriate channels (place) in a
beneficial wayy (price)?
(p )
Promotion
Beyond Print
Beyond Print
• Crisis Averted
• Unscrew America
Beyond Print
Beyond Print
Polar Bear widget
g
 Recyclemania
 Energy Smackdown
 Inconvenient Truth
 What
Wh else?
l ?

Promotion – other…
other
Incentives
 Infrastructure
 Regulations (fines)
 Fees

Developing Concepts
Develop
p a keyy promise
p
– a bigg idea based
on a strategy, positioning or insight.
 Embodied
bo e in a slogan
s oga or
o key
ey visual,
v sua , a
character or mnemonic device.
 Sets tone
 Create support statement to key promise
 TEST

◦ For relevance, believability, comprehension,
lik bilit
likeability
Positioning

The p
place that the product,
p
service, or
behavior occupies in the mind of the
audience.
Re--positioning
Re

How do yyou reposition
p
a behavior?

Exercise
◦ Choose a behavior
◦ Target audience
◦ Current perception of audience about
behavior
◦ How will you position it differently?
Is your concept BRAVO
Are yyou ppromotingg a clear BEHAVIOR?
 Is it RELEVANT/RESEARCH-driven?
 Is it ATTENTION-GETTING? #
 Are you offering anything of VALUE?
 Does
D
iit meet the
h OBJECTIVES?

Examples
Folic acid
 VERB
 Talk to the 5th guy
