Social Marketing

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Social Marketing Tools Understanding Determinants Determinants? What perceptions (attitudes, knowledge, etc.) determine a behavior. List some of the potential behavioral determinants. we will focus on: Determining Determinants: A lot of factors can influence behavior. This tool helps you consider some possibilities. Work backward from the behavior. To do a voluntary behavior, a person must intend to do it in a specific situation. That intention is influenced by personal, social and external factors. Consider first the intention you are targeting, then list the influences that might apply. Remember to reflect how external factors are filtered through personal attitudes and social norms. General, External Factors Social Influences Personal Influences Intention Behavior Step 3: In the next three boxes, list the personal, social and external factors that influence this intention. External factors would include things like gender, age, education and the price of a product. Social influences are based on the attitudes of others, such as social norms and attitudes about brands. Finally, there are the influences specific to each person, such as an individual’s psychosocial needs. Try to list as many of these as possible, remembering that external factors influence behavior only after being filtered through personal and social influences. Finally, go through you list. Step 2: What is it that the target audience intends to do? For example, you could say here that an aggressive driver intends to move quickly. Step 1: List the behavior you want to change. Remember to include both the audience and the action.
Social Marketing Tools 79 Segmenting the Audience Target Audience Who? A specific target audience In order to help: How to Segment: You can’t speak to everybody. Different people respond to different messages. To narrow your target audience, consider some of the factors to the right. Slice your audience into “segments.” The idea is to narrow the audience into a distinct group, but one still big enough to significantly further your ultimate goal (the social benefit). Then you can talk right to that segment of the audience. Often marketers will start by working on the easiest segment first -- those you think you can win over -- then move on to those more difficult to change. General Public Who might use/buy? Individual How they engage in the behavior Wants Perceptions Demographics Psychographics Other Issues Warning: Don’t make your audience segment so narrow it won’t justify your budget. You don’t need a whole campaign to talk to one person. Step 1: First consider who needs to be persuaded to change their behavior. No need to target women to be examined for prostrate cancer. Also, think about whether certain segments of the audience engage in the behavior differently. Step 2: Consider what your audience “wants” not just what it “needs.” Does one part of the audience want something different than another part -- a certain benefit, some kind of approval, a way around a barrier? Maybe that would be a good way to separate your audience into segments. Step 3: To continue segmenting your target audience, look at other ways to group them, such as shared perceptions, demographics or pyschographics. For example, white girls often smoke believing it will control their weight; this isn’t true of most boys, as well as many African American girls. So to get white girls to reject tobacco, you might want to address their concern about weight gain. The key is to make sure there is a reason for your segmentation strategy -- some reason this group needs to be addressed differently than everyone at risk. Step 4: Once the audience is narrowed, clearly state the profile. Go back and make sure there are reasons for breaking the audience down this way for this behavior. Then, decide which segment or segments to target first Social Marketing Behavior A Practical Resource for Social Change Professionals
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Social Marketing Behavior A Practic
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Table of Contents iii Marketing Mix
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About This Book Overview The Single
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About This Book 3 The Single Most I
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6 The Basics Social Marketing Eat y
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8 The Basics Social Marketing This
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10 The Basics Thinking Like a Marke
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12 The Basics The 5 “Thinking lik
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14 The Basics The BEHAVE Framework
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16 The Basics Working Toward a Stra
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18 The Basics Working Toward a Stra
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Research What is Behavior? Behavior
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Research 23 What is Behavior? To un
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Research 25 What is Behavior? • R
Page 33 and 34: Research 27 What is Behavior? Under
Page 35 and 36: Research 29 Behavioral Science Thes
Page 37 and 38: Research 31 Behavioral Science Embe
Page 39 and 40: Research 33 Research So how do you
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Page 43 and 44: From Behavior to Strategies Determi
Page 45 and 46: From Behavior to Strategies 39 Dete
Page 47 and 48: From Behavior to Strategies 41 Dete
Page 49 and 50: Marketing Mix Product The Price P T
Page 51 and 52: Marketing Mix 45 Product Commercial
Page 53 and 54: Marketing Mix 47 Product 7. Connect
Page 55 and 56: Marketing Mix 49 The Place P The pr
Page 57 and 58: Marketing Mix 51 The Promotion P Pr
Page 59 and 60: Possible Interventions Information
Page 61 and 62: Marketing Mix 55 Advertising • Me
Page 63 and 64: Marketing Mix 57 Advertising “dec
Page 65 and 66: Marketing Mix 59 Public Relations W
Page 67 and 68: Marketing Mix 61 Partnerships When
Page 70 and 71: Execution 4
Page 72 and 73: Execution The Marketing Process Mar
Page 74 and 75: Execution The Strategy Statement Ex
Page 76: Execution The BEHAVE-based Marketin
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