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Applying commercial marketing principles to drive social change

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Stephen Dann
Stephen Dann

Original draft of the presentation to the IQPC Government Marketing conference.

BusinessNews & Politics
1 of 27
Dr Stephen Dann Senior Lecturer Marketing Management and International Business The Australian National University
Commercial Marketing and Social Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
What makes it Marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What makes it social marketing? ,[object Object],[object Object],[object Object],[object Object]
Adding commercial marketing thinking to Social Marketing
Three Themes ,[object Object],[object Object],[object Object]
Relationship Marketing
Starting with the relationships ,[object Object],[object Object],[object Object],[object Object],[object Object]
Keys to Relationship Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How’s that help social marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Marketing Relationship Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Using Commercial Marketing for Social Marketing Internet Marketing
Internet Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Using Commercial Marketing for Social Marketing Interpreting consumer research to create new opportunities (and challenges)
Step 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2. Get ready to make a deal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2.5 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 4: Don’t cheat ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Learning from Commercial Practice ,[object Object],[object Object],[object Object]
Using Commercial Marketing for Social Marketing Targeting consumers’ progress towards adopting a desired behaviour
How new is the behavior?
Adopter Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Laggards ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why do we persist in Laggard first? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary
90 second summary ,[object Object],[object Object],[object Object],[object Object],[object Object]

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