So You Want To Change

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Marketing. It's more than bloody communications.

Marketing. It's more than bloody communications.

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  • 1.  
  • 2. Social Marketing Social Change with Marketing
  • 3. What do we mean?
    • Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good
      • (French and Blair-Stevens, 2005)
  • 4. Marketing
    • It’s not bloody communications
    • The management process responsible for identifying, anticipating and satisfying customer requirements profitably .
      • CIM (2005)
  • 5. Profitably
    • Not strictly about the money
      • (but doesn’t hurt not to create a yawning chasm of fiscal suck)
    • Mutual gain.
    • Better…
    • Faster…
    • More…
  • 6. Let’s talk real marketing
  • 7. Kotler, P and Roberto, E, (1989),
  • 8. The 5 Point Check
    • Relative advantage
      • (How does it kick ass?)
    • Compatibility
      • (Does it fit?)
    • Complexity
      • (Good or bad complexity)
    • Capacity for Trial
      • (Heart surgery v. jogging)
    • Observable
      • (Obvious or subtle?)
    Rogers, 1995
  • 9. The expectations trap A Parasuraman, Zeithaml and Berry (1985) Expected Service Perceived Service GAP
  • 10. Why it’s a really big trap Perceived Service Expected Service Them Us Customer Gap GAP 1 GAP 2 GAP 3 External Communications to Customers GAP 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations
  • 11. Mind the Gap
    • Customer Gap:
      • difference between expectations and perceptions
    • Provider Gap 1:
      • not knowing what customers expect
    • Provider Gap 2:
      • not having the right service designs and standards
    • Provider Gap 3:
      • not delivering to service standards
    • Provider Gap 4:
      • not matching performance to promises
  • 12.