Social Marketing. Chapter 1

Transcription

1 Social Marketing Chapter 1 1

2 Social Marketing Contexts Health 1. More than 4,000 youths aged 11 to 17 tried their first cigarette. 2. More than 40,000 women died from breast cancer. 3. Close to 40% of adults aged 18+ had no leisuretime physical activity. 4. An estimated 1 million teens became pregnant to 10 million adolescent girls and women struggled with an eating disorder and borderline conditions. 2

3 Safety 1. More than 3,000 children and teens died from gunshot wounds. 2. More than 16,000 people were killed in alcohol-related crashes. 3. An estimated 3,000 people died in home fires. 4. More than 8% of high school youth attempted suicide. 3

4 Environment 1. 4 million tons of paper were thrown away (in garbage) by American office workers trillion non-biodegradable cigarette butts were littered worldwide. 4

5 Community 1. More than 5,000 people on waiting lists for organ transplants died. 2. Only 51.2% of eligible voters voted in the U.S. presidential elections. 5

6 What Is Social Marketing? Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole. 6

7 Selling a behaviour 1. Accept a new behaviour 2. Reject a potential behaviour 3. Modify a current behaviour 4. Abandon an old behaviour 7

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9 Behaviour change is voluntary Rely on voluntary compliance rather than legal, economic, or coercive forms of influence. 9

10 Use traditional marketing principles and techniques 1. Apply customer orientation 2. Begin with marketing research 3. Select target markets 4. Establish clear objectives and goals 5. Use 4Ps product, price, place and promotion marketing mix 6. Implementation, evaluation 10

11 Select and influence a target audience Beneficiary is the individual, group, or society as a whole Corporate shareholder vs. individual or society 11

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13 Differences Between Social Marketing and Commercial Sector Marketing Selling behavior change Focusing on individual or societal gain Competition is most often the current or preferred behavior of the target market More difficult than commercial sector marketing (p.10 examples) 13

14 Social Marketing tries to influence people to act as follows: - Give up an addictive behaviour (stop smoking) - Change a comfortable lifestyle (reduce thermostats) - Resist peer pressure (be sexually abstinent) - Go out of their way (pull over to talk on the mobile) - Establish new habits (exercise 5 days a week) 14

15 cont. - Spend more money (buy recycled paper) - Hear bad news (have your cholesterol tested) - Risk relationships (take the keys from a drunk driver) - Give up leisure time (volunteer) - Reduce pleasure (take shorter showers) - Spend more time (flatten cardboard boxes before putting them into recycling bins) 15

16 Similarities Between Social and Commercial Sector Marketing A customer orientation is applied. The offer will need to appeal to the target audience Exchange theory is fundamental. Consumers must perceive benefits that equal or exceed the perceived costs. Marketing research is used throughout the process. Build effective strategies by researching and understanding the specific needs, desires, beliefs and attitudes of target adopters. 16

17 Cont. Audience are segmented. Tailor made strategies for different market segments All 4Ps are considered. Integrating the 4Ps Results are measured and used for improvement. Feedback is valued and seen as free advice on how to do better next time. 17

18 Cigarettes Traditional Ad Social Marketing Ad Not Social Marketing Camel Cigarettes The Lung Association Panasonic Batteries Weird ad, but still just selling cigarettes Copy says: "Having A little trouble quitting smoking?" Uses the environmental issue to sell their product 18

19 Drinking Alcohol Traditional Ad Heineken Social Marketing Ad March of Dimes It's just selling beer Encouraging you not to drink (or smoke) during pregnancy 19

20 Candy Traditional Ad Mars' Snickers bar Social Marketing Ad Canadian Diabetes Association Copy says "7:48 pm What's an 8 letter word for hunger satisfaction? Snickers, of course." Telling you that age is a major factor in diabetes, asking you to get tested. 20

21 Major Issues Social Marketing Can Benefit For improved health Tobacco use Heavy/binge drinking Sexually transmitted diseases Obesity Breast cancer, prostate cancer, colon cancer, skin cancer Blood pressure Teen pregnancy Breastfeeding Eating disorders 21

22 For injury prevention Drinking and driving Seat belts Suicide Domestic violence Fires Sexual assault Drowning Suicide 22

23 To protect the environment Waste reduction, reuse, recycle, water conservation Pollution (water, air, garbage, toxic fertilizers and pesticides) Forest destruction Wildlife habitat protection Acid rain Litter Conserving energy 23

24 For community involvement Blood donation Organ donation voting 24

25 Other ways to influence public behaviour Technology 1. Technological innovation or enhancement supports behaviour change or significantly contributes to social issues. 2. Gas pumps inhibit the ability to top off the tank, avoiding ozone-threatening spillage. 3. Automatic seat belts for passengers 4. Ignition locks require Breathalyzers for serious offenders 25

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27 Cont. Economics 1. Behaviour can often be changed through economic pressures and incentives 2. Increasing taxes on cigarettes 3. Increasing fines and enforcement for littering 4. Offering lower electrical rates during nonpeak hours or providing incentives for conservation 27

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29 Cont. legal/ political/ policy making 1. Sometimes when all else fails, the laws have to get tougher 2. Booster seats are required for children under 8 years old or weight over 80 pounds 3. In the US, a.08% blood level limit for drinking and driving 29

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31 Cont. Education 1. A fine line between social marketing and education 2. A useful tool for social marketers 3. Primarily applies only one of the four marketing tools promotion. 4. E.g., info on how AIDS is spread; publications on child immunisation schedules 31

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