Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Part 2 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

  • Be the first to comment

  • Be the first to like this


  1. 1. Social marketing campaigns<br />International Project Week - Nordhausen<br />
  2. 2. Today<br />Presentations (case, background, purpose, focus and environmental analysis<br />Step 3- 5:<br />Select target market<br />Set objectives and goals<br />Identify competition, barriers and motivators…<br />Feedback / help <br />
  3. 3. Step 3: establishing target audiences<br />
  4. 4. Target market? <br />“ A set of buyers sharing common needs or characteristics that the company decides to serve” <br />Kotler & Armstrong 2001<br />
  5. 5. Example<br />Children (Happy Meal)! Toys; logo<br />Workingparents<br />Grand parents; have fun<br />Free coffeeonMondaymorningfor yups?<br /><br />
  6. 6. Audience segmentation: WHY?<br />To identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly<br />Not all people are the same, so not all people can be treated the same<br />Communication target group =<br />group of people you can effectively reach through the same kind of media and channels with the same kind of message(s). If not? <br /> SEGMENTATION<br />
  7. 7. Audience segmentation: WHY?<br />Effective use of resources<br />Customized strategies<br />Appropriate channels of communication<br />Providing opportunity to establish partnerships with audience focus (i.e. funding support)<br />Identification of the “easier to change” audiences (Diffusion of Innovations Theory)<br />
  8. 8. Segmentation criteria<br />Break your audiences into similar groups based on things such as (relevant to the issue/behaviour):<br />Geographical factors<br />Demographical factors<br />Physical/medical status<br />Psychographic factors (lifestyle; personality; values; interestsetc.)<br />Attitudes towardsbehaviour/issue<br />Behavioural factors(heavy usersvslightusers)<br />Etc.<br />
  9. 9. Apply to smokers <br />Smoking status (current smoker/not current smoker)<br />Desire to quit (yes/ambivalent/no)<br />Ever tried to quit (yes/no)<br />Self-efficacy about quitting (high/medium/low)<br />Attitudes about consequences (worried/not worried/fatalistic)<br />Age (child/teenager/young adult/middle-aged/older adult)<br />Gender (female/male)<br />Lifestyle (like to go out; like to sport etc.). <br />
  10. 10. Stages of change model<br />Procontemplation: people at this stage usually have no intention of changing their behavior, and typically deny having a problem<br />Contemplation: people acknowledge that they have a problem and begin to think seriously about solving it<br />Preparation: People are planning to take action<br />Action: People overtly modify their behavior and their surroundings<br />Maintenance: People work to consolidate the gains attained during action and struggle to prevent lapses and relapse<br />Termination: former addiction or problem will no longer present any temptation or threat. <br />
  11. 11. Seven criteria good segmentation<br />Clarity; Identifiable<br />Accessible<br />Big enough<br />Different fromeachother; unique<br />Homogeneouswithin the groups<br />Stable<br />Anchorpoints/directionforcommunication<br />
  12. 12. Motivaction<br /><br />Slides on motivaction<br />
  13. 13. What to do?<br />Segment the market<br />Evaluate segments<br />Choose one or more segments to target<br />Assignment 1:<br />Segment a target market and motivate your choices by analysis.<br />
  14. 14. Photo credit: zoom in tight<br />Step 4: Setting objectives and goals<br />
  15. 15. Objectives in social marketing <br />Behavior objectives<br />Belief / attitude objectives<br />Knowledge objectives<br />Sounds logical!<br />But is it?<br />
  16. 16. SMART objectives are objectives that are...<br />Specific: they describe a specific outcome linked to a rate, number, percentage or frequency<br />Measurable: they include a rate, number, percentage or frequency<br />Achievable: with a reasonable amount of effort, they can actually be achieved<br />Relevant: the people involved have the necessary knowledge, authority and skill<br />Time-based: they include a clearly stated or defined finish and/or start date<br />
  17. 17. Examples of objectives<br />Turn off computer monitors when leaving work at the end of the day<br />Buy bulk and unpackaged goods rather than packaged items<br />Give 5 hours a week to a volunteer effort<br />Are these objectives SMART?<br />Could you rephrase these objectives?<br />
  18. 18. Example reduce birth defects<br />
  19. 19. What to do?<br />Establish goals and objectives for your campaign<br />Define objectives in terms of knowlegde, beliefs and behavior<br />Assignment 2:<br />Define your goals and objectives<br />
  20. 20. Photo credit: Monitorpop<br />Step 5: Deepeningyourunderstanding of the target audience<br />
  21. 21. Exchange theory in marketing<br />“In order foran exchange to take place, target markets must perceivebenefitsequal to orgreaterthanperceivedcosts.”<br />Thistheorycanbeapplied to more than the purchase of goods, itcaninvolve e.g. symbolicproducts and payments are notlimited to financialones (e.g. time and effort). <br />
  22. 22. Perspectiveson exchange<br />Barriers: the “costs” the target audienceperceives<br />Benefits: What are potential “motivators” for the target audience?<br />Competition: Whatbenefits does the audienceperceive in competing offers? What do competing offers cost? How do theycompare to your offer?<br />
  23. 23. Peoplewhotake the bus can’taffordanyother mode of transport<br />Photocredit: Lokomev<br />Taking a bus willtakelongerthandriving to work<br />Real<br />Perceived<br /><ul><li>Knowledge
  24. 24. Beliefs
  25. 25. Skills
  26. 26. Abilities
  27. 27. …</li></ul>Internal<br />Barriers<br />External<br /><ul><li>Infrastructures
  28. 28. Technology
  29. 29. Culturalinfluences
  30. 30. Ecnomicsituation
  31. 31. …</li></li></ul><li>Benefits<br />Somethingyour target markt wants orneeds and therforevaluesthat the behavioryou are promoting has the potential to provide. Whatmotivatesyouraudience to act?<br />
  32. 32. Competition<br />What is competition in social marketing?<br />Behaviorsour target audiencewouldprefer over the ones we are promoting (e.g. use of pills over condoms in preventingunwantedpregnancies)<br />Behaviors the have been doing ‘forever’ thatheywould have to give up (e.g. drivingalone to work)<br />Organizations and individualswhosendmessagesthat counter oroppose the desiredbehavior (e.g. Marlborro man)<br />
  33. 33. Tactics …<br />Increase the benefits of the target behavior<br />Decrease the barriers (and/orcosts) to the target behavior(s)<br />Decrease the benefits of the competingbehavior(s)<br />Increase the barriers (and / orcosts) of the competingbehavior<br />
  34. 34. Whattactics are usedhere?Bingedrinkingcampaign<br />Campaignby British Government<br />
  35. 35. How to identifybarriers, benefits and competition? <br />Research: qualitative (focus groups, interviews) orquantitative (survey)<br />Behaviorchange models & theory<br />
  36. 36. Knowledge Attitudes Practices & Beliefs (KAPB) survey<br />General information (gender, age, educationetc. ) <br />Knowledge of e.g. HIV/AIDS and othersexuallytransmitteddiseases, modes of transmission, prevention and treatment. <br />Attitudes towardse.g.persons living with HIV and HIV testing. <br />Sexualpractices. Behaviour in sociallife and partnerships.<br />Example<br />
  37. 37. Fishbein’ssummary of behaviorchange models (1/2)<br />The person must have formed a strongpositiveintention (or made a commitment) to perform the behavior<br />There are noenvironmentalconstraintsthatmakeitimpossible to perform the behavior<br />The person has the skillsnecessary to perform the behavior<br />The personbelievesthat the advantages of performing the behavioroutweigh the disadvantages<br />
  38. 38. Fishbein’ssummary of behaviorchange models (2/2)<br />The person perceives more social pressure to perform the behavior than not to perform the behavior<br />The peron’s emotional reaction to performing the behavior is more positive than negative<br />The person perceives that he or she has the capabilities to perform the behavior under a number of different circumstances<br />
  39. 39. What to do?<br />Identify:<br />Barriers<br />Benefits<br />Competion to the desired behavior….<br />Assignment 3:<br />Present your behavioral analysis in terms of barriers, benefits and competition<br />
  40. 40. Tomorrow<br />Presentations<br />Step 6-8:<br />Select target market<br />Set objectives and goals<br />Identify competition, barriers and motivators…<br />Feedback / help <br />
  41. 41. Need help?<br />