Introduce yourself…. Name, study, hobby …. Why did you chose this project? Expectations…..
This week We are going to design a campaign to address a bad habit or (bad / irritating) behavior You will work in pairs First: choose a subject…
“Bad habits are like a comfortable bed, easy to get into, but hard to get out of”
Bad habbits…. How long have you had this bad habit? How long have you been trying to break it? How many people have told you to stop it? How often have they nagged you? Why don’t you listen?
Irritations What behavior (of others) does irritate you? Why does it irritate you? Why do people perform this behavior? Do they know some might think this behavior is annoying? Who do they continue performing this behavior?
1. What subject did you chose? 2. What’s your organization? Who will be contracting you?
Social Marketing Make pairs of two Suppose you want to collect money for an environment project in Nigeria. Some facts: Nigeria’s government is known to be corrupt; the majority of Nigerians live below the poverty line; environmental issues is not their top priority. Still you find it important to start this project, because ….. (think of some reasons) How would you convince: Your mother/father to donate money Your neighbour The richest business man/woman in town? 10 minutes….
Short discussion Share your thoughts and your three approaches: How were they different for each audience? How were they the same? Was it easy or difficult to adjust your approach for each audience? Are you on your way to becoming social marketers…?
What is marketing? Humanactivityaimed at fulfillinghumanneeds and wishes through exchange Marketing is the socialprocessbywhichidviduals and groupsobtainwhattheyneed and want throuhcreating and exchangingproducts and valuewithothers Philip Kotler
Social Marketing Aimed at influencing behaviour which is voluntary In order to achieve a social goal/positive benefit to society Uses theories and techniques from marketing Systematic approach using planning Other instruments are services, policy, regulations
Most important features Social marketing is about being strategic. Pick a crucial issue and a target audience. Then, think about the issue from the perspective of your target audience. Pretend that their perspective is all that matters. Why? Because it is all that matters! RESEARCH!!
The social marketing mix: compare with the marketing mix The Senseo case Research: trends & patterns Individual Quick Easy (technology) Coffee not fancy Product; senseo Partnership DE; coffee pads Price: in between cheap and expensive
The social marketing mix: compare with the marketing mix Place; distribution (where can we buy this?); compare with nespresso Promotion
+ about social marketing Social marketing recognizes that information alone does not change behaviors Social marketing focuses on target audiences, including their needs, wants, and motivators Social marketing focuses on making behaviors easy, fun, and popular!
Critique on social marketing Simplistic assumption that economic theories can be used for understanding, predicting and changing complex behaviors Human being as an economic rational; exchange theory Important determinants are overlooked Too much emphasis on communication tools (leaflet, poster will solve the problem)
Behavioural interventions Understanding understanding what considering range of the key influences are options forthe behavior action Interven-tions Behavior Patterns &trends Behavioral theory What they do Patterns& trends Why they do it Integrated theory framework Options and mix 4 primary components
From analysis to evaluation Analysis Plan Evaluation Implemen-tation
10 steps in strategic marketing process Step 1: background, purpose and focus Step 2: situationanalysis Step 3: target market Step 4: objectives and goals Step 5: competition; barriers and motivators Step 6: positioning Step 7: the marketing mix Step 8: monitoring and evaluation Step 9: budget and resources Step 10: implementation Montag Mit-woch Dienstag
Step 1: background, purpose and focus What is the problem? How big is the problem? For whom? Who is involved in the problem? What are the causes and consequences? What are the costsinvolved? Etc. Assignment 1:
What to do? Gather background data Gather data on the social issue you will be adressing from scientific, epidemiological or other research Examples… Can you find figures on the increase of obesity? Is there an increase in cell phone use during driving? Is there a decline in blood donors? Etc.
What to do? Develop purpose statement Develop a purpose statement that reflects the benefit of a succesful campaign. What is the potential impact of your campaign? Typical purpose statements should inspire support for the plan Don’t need to be long or elaborate…. Examples: Decrease the spread of HIV/AIDS among homosexual Germans Improve the water quality in Lake … Eliminate the stigma surrounding mental illness Assignment 2: Develop a purpose statement…
What to do? Focus Identify and choose from the vast number of potential options to contribute to the plan’s purpose. Criteria: Behavior change potential Market supply Organizational match Funding sources and appeal Impact
Example Assignment 3: Focusyourcampaign and motivatethe criteria you have used….
Situation analysis Quickaudit of internal factors (strenght and weaknesses) and externalforces/developments (opportunities and threats) SWOT analysis
Micro environment – internal factors Available resources Service delivery capabilities (distribution channels) Management support Issue priority Internal publics Current alliances and partners Past performance ….
Opportunities (external) Main question: Can we deploy these opportunities by using our strengths? Strengths (internal) Opportunities versus strengths Big chance for success, because there are possibilities and we can do something with them
Opportunities (external) Mainquestion: Are ourweaknesses a barrierformakinguse of these opportunities? There are possibilities, but we don’tknowwhether we cangrabthem Weak-nesses (internal) Opportunities versus weaknesses
Threats (external) Main question Can we reduce or eliminate the threats by our strengths? Success is threatened, but perhaps we have an answer Strengths (internal) Threats versus strengths
Threats (external) Main question Are the weaknesses a barrier to reduce or eliminate the threats? Big chance of failure. Weak-nesses (internal) Threats versus weaknesses Assignment 4: Develop a SWOT analysis
Tomorrow Presentations (case, background, purpose, focus and environmental analysis Step 3- 5: Select target market Set objectives and goals Identify competition, barriers and motivators… Feedback / help