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Part 3 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

Part 3 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

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Mitwoch Mitwoch Presentation Transcript

  • Social marketing campaigns
    Wednesday - International Project Week - Nordhausen
  • Today
    Presentations
    Step 6 -10
    Positioning
    The marketing mix
    Monitoringand evaluation
    Budget and resources
    Implementation
    Feedback / help
  • Positioning
    Ch. 9 - Kotler
    Photo credit: zoom in tight
  • Positioning
    ‘Positioning is the act of designing the organizational’sactual and perceivedoffering in such a waythatitlandson and occupies a distinctive place in mind of the target market – whereyou want it to be’
    Ries & Trout, 1982
    Top of mind!
  • Top of mind
    How do youget a new product ‘top of mind’?
  • Perceptualmaps
    High fares
    B-locationairport
    A-locationairport
    Low fares
  • Positioning statement
    “We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficialthan [COMPETITION]”
    Assignment 1:
    Develop a positioning statement
  • The marketing mix
  • Product
    The actual product: the desired behavior
    In the factory we make cosmetics, in the store we sell hope!
    The augmented product: tangible objects and services to support behavior change
    The core product: benefits of desired behavior
  • Price
    Monetary (costs, coupons, rebates, fines, increased taxes)
    Non monetary (recognition, reward, negative visibility)
  • Price strategies
    Increase monetary benefits for the desired behavior
    Decrease monetary costs for the desired behavior
    Increase nonmonetary benefits for the desired behavior
    Decrease nonmonetary costs for the desired behavior
    Increase monetary costs for the competing behavior
    Increase nonmonetary costs for the competing behavior
  • Place
    What is ‘place’ in tradional marketing?
    What is ‘place’ in social marketing?
    Is ‘place’ the same as ‘distribution’
    “Place is where and when the target marketwillperform the desiredbehavior, acquireandyrelatedtangibleobjects, and receiveanyassociated services”
    Kotler & Lee, p. 247
  • Places - examples
    Physical locations: walking trails
    Phone: domestic violence help line
    Post: immunization wallet card to keep track of a child’s immunizations
    Internet: rideshare matching
    Mobile unit: for hazardous waste
    Home delivery: home energy audits
    Vending machines: condoms

  • Promotion
    What are ‘promotions’ ?
    Is ‘promotion’ the most important P?
  • Promotion planning
    You will have to make decisions on:
    Messages: what do you want to communicate?
    Messengers: who will deliver the message?
    Channel: where & when will your messages appear?
    Communication target group: not necessarily the target audience of the campaign
  • Place - strategies
    Make the location closer
    Extend hours
    Be there at the point of decision making
    Make the location more appealing
    Overcome psychological barriers associated with place
    Be more accessible that the competition
    Make access to competition more difficult / unpleasant
    Be where your target audiences shops
    Be where your target audience hangs out
    Work with existing distribution channels
  • Promotion
    What are ‘promotions’ ?
    Is ‘promotion’ the most important P?
  • Promotion planning
    You will have to make decisions on:
    Messages: what do you want to communicate?
    Messengers: who will deliver the message?
    Channel: where & when will your messages appear?
    Communication target group: not necessarily the target audience of the campaign
  • Creative brief
    A document to make sure that all team members, internally & externally, are in agreement with communication objectives and strategies prior to more costly development and production of communication materials.
    Logo’s, taglines, copy, visuals, colors, script, actors, scenes and sounds in broadcasts media.
  • More steps…
    Managing your campaign:
    Develop a plan for monitoring and evaluation (why evaluate? How to evaluate?)
    Establishing budgets and finding funding (what in your campaign does cost money? Are they related to product, price, place, promotion and evaluation? How to find funding?)
    Creating an implementation plan and sustaining behavior (Do you phase your campaign?)
  • How to be creative?
  • What is creativity all about?
    Iseverybodycreative? Does creativity happen spontaneously?
    How do yourecognizecreativepeople? Whatmakessomeonecreative?
    Cancreativitybelearned?
  • Conclusion….
  • Why are (a lot of) humans not creative?
    Humanstend to think in patterns and structures
  • Why are (a lot of) humans not creative?
    2. Humanstend to grow up
    It is hard foradults to create a phantasieworld.
    Errorsare notallowed
    Humans are trained in logical thinking / reasoning. Humans are trained in findingsolutions
  • Functions associated with hemispheric dominance include:
    Left Brain Characteristics
    Follows a logical pattern
    Is objective
    Views time chronologically, hour by hour, day by day
    Sees things as true or false, black or white
    Seeks details
    Holds short-term memory
    Thinks critically, perhaps negatively, asks “why?”
  • Right Brain Characteristics
    • Follows intuitive hunches
    • Creates patterns, without following a step-by-step process
    • Is subjective
    • Views time in a total sense—a lifetime, a career, a project
    • Sees the “whole” rather than the details
    • Thinks positively, unconstrained by preconceived ideas
    • Asks “why not?” and breaks rules
  • Left / right problems
    Example: Stroop test
  • But… how to become creative?
    Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game.
    Creativepeoplethink different.
    Learn to diverge and converge
    Combine playfullness and discipline
    Combine passionwithobjectivity
    Problems are fun!
  • Pilars of the creative proces
    Knowledge
    Intrinsic motivation
    Guts
    Creative techniques
  • Reformulateproblems: three cases…
    How to promote short parking?
    Parking only allowed with lights on
    How to develop a phone box that will be used only for short calls?
    Een headset of two kilo
    How do we prevent littering?
    Howcan we promote to usestairs(instead of elevator)?
  • The 9-dots problem.
    Without lifting your pencil, draw four straight lines that connect all 9 dots.
     
  • Creative communication- Commercial advertising
    Creative advertising on youtube
  • Creative communication- Non profit advertising
  • And now…. Action!
    Thinkabout a solutionfor a case
    Rules of brainstorming?
  • Warm-up
    Define amount of ideas
    Have a dead-line: 10 minutes
    Post the rules
  • No Criticism
    Go for quantity
    Crazy ideas are welcome
    Build on others ideas
    Post the rules
  • Yes, but
    Yes, and
  • Write down everything
  • Case study – design a responsible drinking campaign
    Client: The Portman Group (Britain’s alcohol industrywatchdog and campaigning body against the misuse of alcohol)
    Target audience: 18 – 25 yearoldfemales
    Briefing:
    The youngfemalemarket is oftenoverlookedwhenit comes to responsibledrinkingmessages. Research suggests, however, thatit is a keygroup to target. The briefing is to attempt to draw attention to the illeffects of excessive alcohol conumption in such a waythatitdidnotappeartop-down (fromauthorities) or to bepreaching in anyway. Design a campaign. Howwouldyouapproachthisassignment?
  • To do this afternoon and tomorrow morning….
    Finish your plan (make an posititioning statement and fill in the four P’s)
    Design and develop your promotion materials: show us the results of your creativity. …
  • Need help?