6. 6
The Social Marketing Mix
Tool Definition Examples Key marketing
question
Product The behavioural offer
made to target adopters
Adoption of idea (belief, attitude, value)
Adoption of behaviour (one-off, sustained)
Distance from current behaviour
Non-adoption of future behaviour
How appealing is the
offer?
Price The costs that target
adopters have to bear
and barriers they have to
overcome
Psychological, emotional
Cultural, social
Behavioural
Temporal, practical
Physical, financial
How affordable is it?
Place The channels by which
the change is promoted
and places in which the
change is supported and
encouraged
Media channels
Distribution channels
Interpersonal channels
Physical places
Non-physical places (e.g. social and
cultural climate)
How readily available
is it?
Promotion The means by which the
change is promoted to
the target
Advertising
Public relations
Media advocacy
Direct mail
Interpersonal
How well known and
appreciated is it?
Your task: choose a behaviour-change challenge – speeding in your town for instance, or teen antisocial
behaviour – and design a marketing mix for it. Consider how useful the various Ps are and how they might vary
given another project or the same project at a different stage.
Source: adapted from MacFadyen et al. (2002, reproduced in Hastings (2007)
Lugano, 10/7/2010 Social Marketing, Fall 2010
9. UshahidiInformation Collection,
Visualization, & Interactive
Mapping
Ushahidi builds tools for
democratizing information,
increasing transparency and
lowering the barriers for
individuals to share their
stories.
Lugano, 10/7/2010 Social Marketing, Fall 2010 9
21. Promotion
Making access convenient and pleasant
“Say the right thing in the right way to
the right person in the right places
enough times”
- Lynne Doner Lotenberg (Kotler & Lee, 2008. p. 265)
32. FearMessages
Witte(2001)suggeststhatappropriatefearmessages
include:
34Lugano, 10/7/2010 Social Marketing, Fall 2010
A high threat
message
personal and
vivid
A high-efficacy message that
explains how to implement the
recommended response,
addresses barriers to the
recommended response, gives
evidence of the recommended
response’s effectiveness, and that
may role play (i.e., simulate) the
recommended response.
+
48. Activity -Place&Promotion
Work with the groups formed in “getting to know an issue” and think about
possible place and creative message strategies to pursue the goals of a
campaign
Think about
Ways to reduce barriers and improve access (making it easier, including
location, hours, mobile/going where the audience is, distribution channels,
intermediaries)?
Write a message aimed at one of your key audiences that answers the
following questions:
– What?
– So What?
– Now What (call to action)?
– Who are you (source and/or testimonial/leader)?
Specify the approach (appeal, norm, fear, …)
Justify the approach referring back to the audience analysis and other
components of your strategy
51Lugano, 10/7/2010 Social Marketing, Fall 2010
