THE COMMUNITY BASEDSOCIAL MARKETING MIX• Product• Place• Price
RECAP! SO FAR WE…1. Identified a target audience2. You know what you want your audience to do3. You know the benefits and barriers your audience faces4. You know how the audience perceives competingofferings/behaviors5. You are aware of who your audience is influenced by6. You have a positioning/value statement that will guideyour team’s decision making and your audience’s corebehavior
MARKETING MIXSimply put: 4 tools to influence your targetaudience1. Product2. Price3. Place4. PromotionWill look at first three tonight…
PRODUCTOffered to a target audience or market in order to satisfy a wantor need. Goods, services, experiences, ideas etc. Veryexpansive…In community based social marketing we add:• The community benefit for performing the desired behavior• Any actual goods or services you will promote to your targetaudience• Any additional elements that will help your target audienceengage in the desired behaviorWhat is the “product” for a community based social marketingplan to help fight childhood obesity by reducing fast food andexercising more?
THREE PHASES TOPRODUCTDEVELOPMENT• Core product: Benefit to the communityfrom performing the desired behavior• Actual Product: Goods and servicesoffered and any special product features• Augmented product: Additional productelements to assist in performing thefavor
NEIGHBORHOODRECYCLING PROGRAMEXAMPLECore product: Reduce waste viaincreased recyclingActual product: Recycling bins and pickupAugmented product: Information sheetthat shows how to recycle (glasses,paper, plastics etc) and how much wasteis reduced when recycling
BRANDING• Important to community based social marketing• Should act as a reminder or icon of the behavior• Integrates the positioning statement/value proposition• Brief statement of purpose that can self-replicate and bepassed on easily (Got milk?)• When brands and value propositions collide you have astrong campaign!
PRICEYes! There is a price element to community based socialmarketing…Instead of money paid (narrow view of price) in a communitybased social marketing context price is the monetary or non-monetary incentives or disincentives for engaging in thedesired behavior.Sometimes obvious (equipment needed, less fines, longerlife, injury, increased costs, money saving) sometimes not(increased effort, psychological benefits)
EXAMPLE: STOPTEXTING WHILE DRIVINGWhat might the “costs” be to a community based socialmarketing campaign to stop texting while driving? In otherwords, if someone was to follow the behavior, what would itrequire of them?Goods needed?Services needed?Time/Effort?Psychological?Physical?
PLACELocation, Location, Location!Sometimes figurative and not always literal.Starbucks, with locations on every corner, is iconic of theplace component of marketing.Why?What is the relevance to community based social marketing?
Place is aboutmaking accessconvenient andpleasantPLACE
PLACEIs where the target audience will perform the desiredbehavior in traditional marketing. Also known as thedistribution channel.In community based social marketing place is the strategythat will make it as convenient, easy and possible to engagein the desired behavior.Place breaks down many barriers/obstacles to engaging inthe desired behavior. Critical portion of the marketing mix.
10 TIPS FOR DEVELOPINGSUCCESSFUL PLACE STRATEGIES:Text book pages 292-302:1. Make locations/access closer2. Extend hours to perform the activity3. Be there at point of decision making4. Make the location more appealing5. Overcome psychological barriers6. Be more available than competition7. Make competition more difficult or unpleasant8. Be where your target audience shops9. Be where your target audience hangs out10. Work with existing distribution channels