FEP Advanced Marketing. Defining Social Marketing. Ana Brochado 1

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1 Ana Brochado 1

2 What is Social Marketing and Why Study it? Better Ana Brochado 2

3 Ana Brochado 3

4 Ana Brochado 4

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6 !!"# $ #% &'"!($ A new social marketing ad campaign, "Ex-prisoners are family too," was launched in San Francisco and Alameda Counties. The effort, sponsored by, is designed to help parolees, their families, and the greater society improve the reentry of people coming out of prison. The ads feature family members, a son, a brother and a wife, talking about the need to help parolees succeed in our communities. In one ad, a son says: "My dad just got out of prison. He will need my help and yours too. With a job, a place to live and healthcare, he will make it." Ana Brochado 6

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8 &&!)! Ana Brochado 8

9 %$! 8 March - International Women's Day 21 March - International Day for the Elimination of Racial Discrimination 22 March - World Day for Water Ana Brochado 9

10 !&! Find the differences Traditional Ad Camel Cigarettes Social Marketing Ad The Lung Association Not Social Marketing 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 Ana Brochado 10

11 *' Traditional Ad Heineken Social Marketing Ad March of Dimes It's just selling beer Encouraging you not to drink (or smoke) during pregnancy $ Traditional Ad Mars' Snickers bar Social Marketing Ad Canadian Diabetes Association Copy says "7:48 p.m. 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. Ana Brochado 11

12 What is Social Marketing and Why Study it? *+ Social marketing is the use of marketing principles and techniques to influence a target audience to voluntary accept, reject, or abandon a behavior for individuals, groups, or society as a whole. Social marketing is used to influence an audience to change their behaviour for the sake of improving health, preventing injuries, protecting the environment, or contributing to the community. Ana Brochado 12

13 ' Social marketers are selling behavior change! ' Change agents typically want target audiences to do one of the four things: Accept a new behavior Modify a current behavior Reject a potential behavior Abandon an old behavior Benchmarks may also be established for knowledge (education and information) and brief change (attitude or feelings) Ana Brochado 13

14 A social change campaign is an organized effort conducted by one group (the change agent) which intends to persuade others (the target adopters) to accept, modify, reject or abandon certain ideas, attitudes, practices, and behaviour. Ana Brochado 14

15 Social Arena Health Social Issue Influence a Target Audience Potential Behaviors to Promote Accept a New Behavior Reject a Potential Behavior Modify a Current Behavior Abandon an Old Behavior Use Marketing Principles and Techniques Benefit Birth defects Pregnant women Take a multivitamin that includes 400 micrograms of folic acid Do not drink alcohol Drink at least eight glasses of water a day If you smoke, quit Promotion (messages on coasters at bars) Healthier babies #%! Accept to accept that people who suffer from AIDS are just as deserving of treatment with dignity as those with any other disease Modify to not overeat; to not drink while driving. Note we don't ask to abandon eating or drinking, just to do it in moderation or not in certain circumstances Abandon to quit smoking, littering, abusing children - anything which just should not be done at any time (in the mind of the change agent; these are almost always value judgments) Ana Brochado 15

16 '''! &$ Perhaps the most challenging aspect of social marketing id that it relies on voluntary compliance rather than legal, economic or coercive forms of influence. In many cases, social marketers cannot promise a direct benefit or immediate payback in returns for a proposed behavior change '+$!'&, &%,$!)' Unlike commercial sector marketing, in which a primary intended beneficiary is the corporate shareholder, the primary beneficiary of the social marketing program is the individual, a group, or society as a whole. Ana Brochado 16

17 -!!%+ Where did the concept originate? Campaigning for voluntary behavior is not a new phenomenon Efforts to free the slaves Efforts to abolish child labor Efforts to influence women's right to vote Efforts to recruit women into the work force #%! + #%! '&'-!$.+# /0 Against slavery debtor's prisons child labour alcohol and drugs drinking and driving cholesterol AIDS smoking littering For women's right to vote Vaccinations constitution food & drug quality nutrition & fitness safe water clean air preservation of parks adult literacy improvement of schools getting kids to study math revitalizing old cities boosting job skills attracting investors safe driving oral re-hydration family planning literacy Ana Brochado 17

18 ! Why do you think the column on the right is longer? For any of these campaigns, decide: Who is the change agent? Who are the target adopters? Are you asking people to accept, modify, or abandon what they are currently doing? Is the issue an idea, attitude, practice, or behavior? -!!%+ Pioneering article Kotler, P. and Zaltman, Gerald. (1971). Social Marketing. An Approach to Planned Social change. Journal of Marketing. Social marketing was introduced to describe the use of marketing principles and techniques to advance a social cause, idea or behavior Ana Brochado 18

19 -1! *+++# ## 2 Commercial marketing Social marketing Product Sold Goods and services Behavioral change Primary aim Financial gain Societal gain Competition Other organizations that offer similar goods or services or that satisfy similar needs Current or preferred behavior of the target market and the perceived benefits associated with that behavior # $1 $!,!#! # ++&'## # 3 Give up an addictive behavior (Stop smoking) Establish new habits (Exercise 5 days a week) Spend more money (Buy recycled paper) Spend more time (Flatten cardboard boxes before putting them in recycling bins) Reduce pleasure (Take shorter showers) Ana Brochado 19

20 #!1! ##!# A customer orientation is applied Exchange theory is fundamental Marketing research is used throughout the process Audiences are segmented All 4 Ps are considered Results are measured and used for improvement )'! 2 In most cases, social marketing principles and techniques are used by those on the front lines for improving public health, preventing injuries, protecting the environment, and engendering community involvement. Ana Brochado 20

21 )'! 2 Professionals working for governmental agencies and organizations Professionals working for nonprofit organizations, associations and foundations Professionals working for a for-profit organization might develop and implement social marketing campaigns Marketing professionals who provide services to organizations engaged in social marketing campaigns )'!!&!(++# For improving health For injury prevention To protect the environment For community involvement Ana Brochado 21

22 )''1 $! +&%&'2 Technology Economics Legal Policy/ Policy Making Education How does social marketing relate to other approaches? # 2 Ana Brochado 22

23 %% Form groups of 3 students Select 2 social marketing campaigns and identify: Social arena Social issue Target audience Potential behaviors to promote benefit!!&+!&!! Relative to reducing tobacco use, what would be an example of a technological, economic, legal and educational strategy? Ana Brochado 23