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.

Mitwoch

732 views

Published on

Part 3 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

Published in: Education, Business, Technology
  • Be the first to comment

  • Be the first to like this

Mitwoch

  1. 1. Social marketing campaigns<br />Wednesday - International Project Week - Nordhausen<br />
  2. 2. Today<br />Presentations<br />Step 6 -10<br />Positioning<br />The marketing mix<br />Monitoringand evaluation<br />Budget and resources<br />Implementation<br />Feedback / help <br />
  3. 3. Positioning<br />Ch. 9 - Kotler<br />Photo credit: zoom in tight<br />
  4. 4. Positioning<br />‘Positioning is the act of designing the organizational’sactual and perceivedoffering in such a waythatitlandson and occupies a distinctive place in mind of the target market – whereyou want it to be’<br />Ries & Trout, 1982<br />Top of mind!<br />
  5. 5. Top of mind<br />How do youget a new product ‘top of mind’?<br />
  6. 6. Perceptualmaps<br />High fares<br />B-locationairport<br />A-locationairport<br />Low fares<br />
  7. 7. Positioning statement<br />“We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficialthan [COMPETITION]”<br />Assignment 1:<br />Develop a positioning statement<br />
  8. 8. The marketing mix<br />
  9. 9. Product<br />The actual product: the desired behavior<br />In the factory we make cosmetics, in the store we sell hope!<br />The augmented product: tangible objects and services to support behavior change<br />The core product: benefits of desired behavior<br />
  10. 10. Price<br />Monetary (costs, coupons, rebates, fines, increased taxes)<br />Non monetary (recognition, reward, negative visibility)<br />
  11. 11. Price strategies<br />Increase monetary benefits for the desired behavior<br />Decrease monetary costs for the desired behavior<br />Increase nonmonetary benefits for the desired behavior<br />Decrease nonmonetary costs for the desired behavior<br />Increase monetary costs for the competing behavior<br />Increase nonmonetary costs for the competing behavior<br />
  12. 12. Place<br />What is ‘place’ in tradional marketing?<br />What is ‘place’ in social marketing?<br />Is ‘place’ the same as ‘distribution’ <br />“Place is where and when the target marketwillperform the desiredbehavior, acquireandyrelatedtangibleobjects, and receiveanyassociated services” <br />Kotler & Lee, p. 247<br />
  13. 13. Places - examples<br />Physical locations: walking trails<br />Phone: domestic violence help line<br />Post: immunization wallet card to keep track of a child’s immunizations<br />Internet: rideshare matching<br />Mobile unit: for hazardous waste <br />Home delivery: home energy audits<br />Vending machines: condoms<br />…<br />
  14. 14. Promotion<br />What are ‘promotions’ ?<br />Is ‘promotion’ the most important P?<br />
  15. 15. Promotion planning<br />You will have to make decisions on:<br />Messages: what do you want to communicate?<br />Messengers: who will deliver the message?<br />Channel: where & when will your messages appear?<br />Communication target group: not necessarily the target audience of the campaign<br />
  16. 16. Place - strategies<br />Make the location closer<br />Extend hours<br />Be there at the point of decision making<br />Make the location more appealing<br />Overcome psychological barriers associated with place<br />Be more accessible that the competition<br />Make access to competition more difficult / unpleasant<br />Be where your target audiences shops<br />Be where your target audience hangs out<br />Work with existing distribution channels<br />
  17. 17. Promotion<br />What are ‘promotions’ ?<br />Is ‘promotion’ the most important P?<br />
  18. 18. Promotion planning<br />You will have to make decisions on:<br />Messages: what do you want to communicate?<br />Messengers: who will deliver the message?<br />Channel: where & when will your messages appear?<br />Communication target group: not necessarily the target audience of the campaign<br />
  19. 19. Creative brief<br />A document to make sure that all team members, internally & externally, are in agreement with communication objectives and strategies prior to more costly development and production of communication materials. <br />Logo’s, taglines, copy, visuals, colors, script, actors, scenes and sounds in broadcasts media. <br />
  20. 20. More steps…<br />Managing your campaign:<br />Develop a plan for monitoring and evaluation (why evaluate? How to evaluate?)<br />Establishing budgets and finding funding (what in your campaign does cost money? Are they related to product, price, place, promotion and evaluation? How to find funding?)<br />Creating an implementation plan and sustaining behavior (Do you phase your campaign?)<br />
  21. 21. How to be creative?<br />
  22. 22. What is creativity all about?<br />Iseverybodycreative? Does creativity happen spontaneously?<br />How do yourecognizecreativepeople? Whatmakessomeonecreative?<br />Cancreativitybelearned?<br />
  23. 23. Conclusion….<br />
  24. 24. Why are (a lot of) humans not creative?<br />Humanstend to think in patterns and structures<br />
  25. 25. Why are (a lot of) humans not creative?<br />2. Humanstend to grow up<br />It is hard foradults to create a phantasieworld. <br />Errorsare notallowed<br />Humans are trained in logical thinking / reasoning. Humans are trained in findingsolutions<br />
  26. 26.
  27. 27.
  28. 28. Functions associated with hemispheric dominance include:<br />Left Brain Characteristics<br />Follows a logical pattern<br />Is objective<br />Views time chronologically, hour by hour, day by day<br />Sees things as true or false, black or white<br />Seeks details<br />Holds short-term memory<br />Thinks critically, perhaps negatively, asks “why?”<br />
  29. 29. Right Brain Characteristics<br /><ul><li>Follows intuitive hunches
  30. 30. Creates patterns, without following a step-by-step process
  31. 31. Is subjective
  32. 32. Views time in a total sense—a lifetime, a career, a project
  33. 33. Sees the “whole” rather than the details
  34. 34. Thinks positively, unconstrained by preconceived ideas
  35. 35. Asks “why not?” and breaks rules</li></li></ul><li>Left / right problems<br />Example: Stroop test<br />
  36. 36. But… how to become creative?<br />Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game. <br />Creativepeoplethink different. <br />Learn to diverge and converge <br />Combine playfullness and discipline<br />Combine passionwithobjectivity<br />Problems are fun!<br />
  37. 37. Pilars of the creative proces<br />Knowledge<br />Intrinsic motivation<br />Guts<br />Creative techniques<br />
  38. 38. Reformulateproblems: three cases…<br />How to promote short parking?<br />Parking only allowed with lights on<br />How to develop a phone box that will be used only for short calls?<br />Een headset of two kilo<br />How do we prevent littering? <br />Howcan we promote to usestairs(instead of elevator)?<br />
  39. 39. The 9-dots problem.<br />Without lifting your pencil, draw four straight lines that connect all 9 dots.<br /> <br />
  40. 40.
  41. 41.
  42. 42. Creative communication- Commercial advertising<br />Creative advertising on youtube<br />
  43. 43. Creative communication- Non profit advertising<br />
  44. 44.
  45. 45. And now…. Action!<br />Thinkabout a solutionfor a case<br />Rules of brainstorming?<br />
  46. 46. Warm-up<br />Define amount of ideas<br />Have a dead-line: 10 minutes<br />Post the rules<br />
  47. 47. No Criticism<br />Go for quantity<br />Crazy ideas are welcome<br />Build on others ideas<br />Post the rules<br />
  48. 48. Yes, but<br />Yes, and<br />
  49. 49. Write down everything<br />
  50. 50. Case study – design a responsible drinking campaign<br />Client: The Portman Group (Britain’s alcohol industrywatchdog and campaigning body against the misuse of alcohol)<br />Target audience: 18 – 25 yearoldfemales<br />Briefing:<br />The youngfemalemarket is oftenoverlookedwhenit comes to responsibledrinkingmessages. Research suggests, however, thatit is a keygroup to target. The briefing is to attempt to draw attention to the illeffects of excessive alcohol conumption in such a waythatitdidnotappeartop-down (fromauthorities) or to bepreaching in anyway. Design a campaign. Howwouldyouapproachthisassignment? <br />
  51. 51. To do this afternoon and tomorrow morning…. <br />Finish your plan (make an posititioning statement and fill in the four P’s)<br />Design and develop your promotion materials: show us the results of your creativity. …<br />
  52. 52. Need help?<br />

×