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Benefits & Determining Behavior Change to Shape Marketing Plans
 

Benefits & Determining Behavior Change to Shape Marketing Plans

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Presentation for a Managerial Marketing assignment illustrating why BENEFITS for customers are important to determine behavior change for a marketing plan.

Presentation for a Managerial Marketing assignment illustrating why BENEFITS for customers are important to determine behavior change for a marketing plan.

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  • Hello, I am going to introduce the happy contrast to Barriers. \n\nI will discuss Benefits and how they can be used to determine and understand behavior change to help you shape your marketing strategy for your EL partner. \n\nBenefits may seem like obvious pieces of the puzzle that can be glossed over, but on the contrary it is important to carefully understand them as they are important drivers to add value to your company. \n\n\n\n
  • - To give an overview of this presentation, I will define what benefits are and list different types of benefits to research. \n- I will explain why benefits are so important to understand from a marketing perspective. \n- I will show that it is crucial to investigate internal value propositions and perceived vs. actual benefits through the market research you will conduct. \n- Desired behaviors and behavior theories will be explained\n- Lastly, I will show how to identify and prioritize benefits. \n\n
  • To begin, let’s first define what benefits are… they are reasons your target audience wants or might want to adopt a behavior.\n\nWhat your target audience sees if they adopt a new behavior or what one might promise to motivate them to change.\n\nThe underlined words are highlighted for emphasis and are key terms to focus on when understanding behavior change. \n\n
  • What are some types of benefits your target audience is looking for to say “YES” to your company. \n\nMost of us want health, wealth and happiness? Right? \n\nBut there are so many more areas to explore to find out what would motivate or excite your target audience. Let’s explore some of them.\n\n
  • Other benefits include: safety, physical comfort, environmental protection, growth & development, employment, contribution to community, entertainment, self-esteem, self-actualization and relationships.\n\nIt is important to refer to the entire list when determining which benefits your target audience most cares about.\n
  • SO, why is it important to understand benefits. A marketing strategy is only as good as the value it gives. \n\nIf done well, a marketing strategy will result in creating a behavior change in the target audience because it focused its efforts on what they truly want and need. \n\nBut the flip side, not everyone who buys your product wants the same benefit.\n
  • This is explained in our textbook with market research collected from the wine market. It turns out that we drink wine for different reasons.\n\n12% are enthusiasts, while the majority 23% feel overwhelmed.\n\nUsing this data, wine producers can define who their target audience is and then market their product best to them by understanding more about their motives and lifestyle choices.\n\n
  • Another reason why it is important to research benefits is so that marketers can determine the WIFM factor or the What’s in it for me?\n\nWe all must go beyond our own involvement in a project and look to see how others could benefits. What interests them? What needs to they have that are being unmet? How can we engage them more?\n\nFiguring out what is important to your target audience will (I’m sure) be an eye opening experience - it will be like seeing the world through someone else’s eyes.\n
  • And the more you look, I’m sure you’ll begin to see all the things that differentiate us. \n\nTHis is an example from an HSBC Bank ad that are often found in airports halls. Is this decor, a souvenir or a place of prayer? \n\nI loved the quote that followed the images - it seems that HSBS has a marketing team that understand the diversity of their clientele. \n
  • This internal value proposition is really important to remember because as we are all unique and value things differently. \n\nThe very best marketing strategies enhance the perceived benefits and reduce the perceived barriers.\n\nWhen the perceived value is greater than our perceived cost, the decision will go in your favor!\n
  • While it holds true that we value things differently, we also perceive things differently. Which is important to note and distinguish in your market research.\n\nThis slide could be an entirely separate ignite presentation altogether, but the main point to highlight is that what we often perceive as a risk is vastly different from the actual risk. The same holds true for both benefits and barriers.\n\n
  • The last reason to examine benefits for your research is because you never know what will inspire you to create an amazing marketing campaign or product. Most of the time, learning of a users wants and needs can help to add-on special features to the product already been studied. This research in valuable during the rapid prototyping and designing of a product or service.\n
  • Now we’re going to shift gears a bit and I’m going to explain behaviors and the ways they are adopted. They are important to understand so that you know what benefits to offer your target audience to produce the desired behavior. \n\nBehaviors can be accepted, rejected modified and abandoned. Maybe we’re accepting a new way to look at a product, or rejecting traditional beliefs, perhaps we want only want to modify behavior slights? How would we do this?\n
  • I am obsessed with the power of images and this one in particular - I sent it out out to my closest friends and family to hopefully put a smile on their face.\n\nTwo reasons why we choose to change behavior come from altruism and personal protection, which you would think is the same but is now. Personal protection include the surface we touch, the air we breathe, for ex. buying a greener kitchen cleaner, or eating organic foods\n
  • Here is another image that I loved! These are probably the two most obvious was behaviors are determined and changed. To appeal to a certain status or the image we want to present ourself to the world and the costs or saving associated with making the change. Hopefully you’re saving your customer money and improving their lives at the same time.\n
  • Success cannot determine behavior change but the prospect of achieving it CAN. Just think of the American Dream, Abraham Lincoln, or any business that you’ve wanted to start - the idea probably has to do with a area of interest you have experience with and can see yourself achieving. When you’re marketing a product to show people they can be successful, show they how easy the change will be and if it’s not, can you make the change easier for them to adopt?\n
  • When you’re selecting behaviors for the focus of a marketing campaign, several models and theories can help guide your decision-making. This include: Ecological Framework, Stages of Change/Transtheoretical Model, Health Belief Model, Theory of Planned Behavior/Reasoned Action, Social Norms Theory, and Diffusion of Innovations\n\nI won’t get too detailed into any specific one, but they are explained in the Kotler and Lee book in Chapter 6 in depth and feel free to contact me if you’d like to discuss any of them.\n\n
  • Now that we know how behaviors are adopted, HOW do we conduct our research to identify and prioritize benefits for a marketing strategy?\n\nIt is similar to barrier in that you review existing research data, pursuing qualitative efforts, conduct interview and quantitative surveys. Ask open ended questions like “what are some reasons you might consider doing this? \n\nLastly, there is the doer-non-doer analysis where you ask “what would make this easier for you? what do you see as the advantage of doing this?\n
  • In depth market & user research are crucial to take a compassionate approach to fully understand WHO your audience is (concerns beliefs attitudes) and WHY they care to fully meet their needs\n\nBest marketing strategies enhance perceived benefits and reduce perceived barriers\n\nSet goals and desired behaviors to target specific and desirable benefits\n
  • Personally I feel that we have to utilize everything learned in our Presidio courses and go beyond benefits and marketing.\n\nTo quote seth godin “THe goal no matter what you sell, is to be seen as irreplaceable, essential and priceless.\n\nThese are 4 products I cannot live without, I added keynote this week because I just learned how to use it and it really is essential now.\n\nTeam Spark wish you all good luck in coming up with amazing ideas this semester!\n
  • \n

Benefits & Determining Behavior Change to Shape Marketing Plans Benefits & Determining Behavior Change to Shape Marketing Plans Presentation Transcript

  • BENEFITS BEHAVIOR CHANGEPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • OVERVIEWWHAT ARE BENEFITS?TYPES OF BENEFITSWHY BENEFITS ARE IMPORTANTINTERNAL VALUE PROPOSITIONBEHAVIOR ADOPTION & THEORIESHOW TO IDENTIFY & PRIORITIZE BENEFITS
  • WHATBENEFITS ARE... “Reasons your target audience wants, or might want, to adopt a behavior.” - Kotler & Lee “What your target audience sees if they adopt a new behavior or what one might promise to motivate them to change.” - Kotler & LeePresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • TYPESPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • TYPES SAFETY EMPLOYMENT RELATIONSHIPS ENTERTAINMENT PHYSICAL COMFORT SELF ACTUALIZATION GROWTH & DEVELOPMENT SELF ESTEEM & RECOGNITION ENVIRONMENTAL PROTECTION CONTRIBUTION TO COMMUNITYPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • WHY “Not everyone who buys your product wants the same benefit.” - Kotler & KellerPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • WINE MARKET Enthusiast 12% Image Seekers 23% Savvy Shoppers Traditionalist 20% Satisfied Sippers Overwhelmed 14% 15% 16%Presidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • WHY Marketers must determine the WIFM (What’s in it for me?) factorPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • WIFM“The more you look at the world, yourecognize how people value things differently.”Presidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • INTERNAL VALUEPROPOSITION Best marketing strategies enhance perceived benefits and reduce perceived barriersPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • PERCEIVED VS. ACTUAL Public Outrage Terrorist Attack Plane Crash Electrosmog (mobile phones) Asteroid Impact Actual Hazard Effects of Environmental Pollution Traffic Accident CancerPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org http://www.flickr.com/photos/michaelscherrer/2366282134/
  • WHYInspiration is found for additional elements of themarketing mix, including product enhancements,price and place. - Kotler & LeePresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • BEHAVIORS TYPES INCLUDE... ACCEPT REJECT MODIFY ABANDONPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • ALTRUISMPERSONALPROTECTIONPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • STATUS IMAGECOSTS & SAVINGPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • SUCCESSPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • BEHAVIORCHANGETHEORIES Ecological Framework Stages of Change Model Health Belief Model Reasoned Action Social Norms Theory Diffusion of InnovationsPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • IDENTIFY & PRIORITIZETHE HOW... Review existing research data Pursue qualitative efforts Conducting quantitative surveys Doer/NonDoer AnalysisPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • CONCLUSION In depth market & user research are crucial to take a compassionate approach to fully understand WHO you audience is (concerns, beliefs, attitudes) and WHY they care to fully meet their needs Best marketing strategies enhance perceived benefits and reduce perceived barriers Set goals and desired behaviorsPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • BEYOND BENEFITS“The goal, no matter what you sell, is to be seen asirreplaceable, essential and priceless.” - Seth GodinPresidio Graduate School * Managerial Marketing * Spring 2011* Jules Lauren Vasic * jules.vasic@presidiomba.org
  • REFERENCES• http://drlori.wordpress.com/2010/04/20/what-motivates-people-to-change- unhealthy-behavior/• http://tartley.com/?p=284• http://pixdaus.com/index.php?pageno=19&tag=car&sort=tag• http://www.flickr.com/photos/michaelscherrer/2366282134/• http://sethgodin.typepad.com/seths_blog/2011/02/on-pricing-power.html? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed: +typepad/sethsmainblog+(Seths+Blog)• Kotler, P. & Keller, K. (2009). Marketing Management, 13th edition. New Jersey: Prentice Hall.• Kotler, P. & Lee, N. (2009). Up and Out of Poverty: The Social Marketing Solution. New Jersey: Wharton.