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

1. Social marketing campaigns International Project Week - Nordhausen

2. Today Presentations (case, background, purpose, focus and environmental analysis Step 3- 5: Select target market Set objectives and goals Identify competition, barriers and motivators… Feedback / help

3. Step 3: establishing target audiences

4. Target market? “ A set of buyers sharing common needs or characteristics that the company decides to serve” Kotler & Armstrong 2001

5. Example Children (Happy Meal)! Toys; logo Workingparents Grand parents; have fun Free coffeeonMondaymorningfor yups? http://www.youtube.com/watch?v=Cg87E1tjTOE&feature=player_embedded

6. Audience segmentation: WHY? To identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly Not all people are the same, so not all people can be treated the same Communication target group = group of people you can effectively reach through the same kind of media and channels with the same kind of message(s). If not? SEGMENTATION

7. Audience segmentation: WHY? Effective use of resources Customized strategies Appropriate channels of communication Providing opportunity to establish partnerships with audience focus (i.e. funding support) Identification of the “easier to change” audiences (Diffusion of Innovations Theory)

8. Segmentation criteria Break your audiences into similar groups based on things such as (relevant to the issue/behaviour): Geographical factors Demographical factors Physical/medical status Psychographic factors (lifestyle; personality; values; interestsetc.) Attitudes towardsbehaviour/issue Behavioural factors(heavy usersvslightusers) Etc.

9. Apply to smokers Smoking status (current smoker/not current smoker) Desire to quit (yes/ambivalent/no) Ever tried to quit (yes/no) Self-efficacy about quitting (high/medium/low) Attitudes about consequences (worried/not worried/fatalistic) Age (child/teenager/young adult/middle-aged/older adult) Gender (female/male) Lifestyle (like to go out; like to sport etc.).

10. Stages of change model Procontemplation: people at this stage usually have no intention of changing their behavior, and typically deny having a problem Contemplation: people acknowledge that they have a problem and begin to think seriously about solving it Preparation: People are planning to take action Action: People overtly modify their behavior and their surroundings Maintenance: People work to consolidate the gains attained during action and struggle to prevent lapses and relapse Termination: former addiction or problem will no longer present any temptation or threat.

11. Seven criteria good segmentation Clarity; Identifiable Accessible Big enough Different fromeachother; unique Homogeneouswithin the groups Stable Anchorpoints/directionforcommunication

12. Motivaction http://xs.motivaction.nl/s.r4a?extid=200&d=74318240&k=ydzkhppx Slides on motivaction

13. What to do? Segment the market Evaluate segments Choose one or more segments to target Assignment 1: Segment a target market and motivate your choices by analysis.

14. Photo credit: zoom in tight Step 4: Setting objectives and goals

15. Objectives in social marketing Behavior objectives Belief / attitude objectives Knowledge objectives Sounds logical! But is it?

16. SMART objectives are objectives that are... Specific: they describe a specific outcome linked to a rate, number, percentage or frequency Measurable: they include a rate, number, percentage or frequency Achievable: with a reasonable amount of effort, they can actually be achieved Relevant: the people involved have the necessary knowledge, authority and skill Time-based: they include a clearly stated or defined finish and/or start date

17. Examples of objectives Turn off computer monitors when leaving work at the end of the day Buy bulk and unpackaged goods rather than packaged items Give 5 hours a week to a volunteer effort Are these objectives SMART? Could you rephrase these objectives?

18. Example reduce birth defects

19. What to do? Establish goals and objectives for your campaign Define objectives in terms of knowlegde, beliefs and behavior Assignment 2: Define your goals and objectives

20. Photo credit: Monitorpop Step 5: Deepeningyourunderstanding of the target audience

21. Exchange theory in marketing “In order foran exchange to take place, target markets must perceivebenefitsequal to orgreaterthanperceivedcosts.” Thistheorycanbeapplied to more than the purchase of goods, itcaninvolve e.g. symbolicproducts and payments are notlimited to financialones (e.g. time and effort).

22. Perspectiveson exchange Barriers: the “costs” the target audienceperceives Benefits: What are potential “motivators” for the target audience? Competition: Whatbenefits does the audienceperceive in competing offers? What do competing offers cost? How do theycompare to your offer?

24. Beliefs

25. Skills

26. Abilities

28. Technology

29. Culturalinfluences

30. Ecnomicsituation

32. Competition What is competition in social marketing? Behaviorsour target audiencewouldprefer over the ones we are promoting (e.g. use of pills over condoms in preventingunwantedpregnancies) Behaviors the have been doing ‘forever’ thatheywould have to give up (e.g. drivingalone to work) Organizations and individualswhosendmessagesthat counter oroppose the desiredbehavior (e.g. Marlborro man)

33. Tactics … Increase the benefits of the target behavior Decrease the barriers (and/orcosts) to the target behavior(s) Decrease the benefits of the competingbehavior(s) Increase the barriers (and / orcosts) of the competingbehavior

34. Whattactics are usedhere?Bingedrinkingcampaign Campaignby British Government

35. How to identifybarriers, benefits and competition? Research: qualitative (focus groups, interviews) orquantitative (survey) Behaviorchange models & theory

36. Knowledge Attitudes Practices & Beliefs (KAPB) survey General information (gender, age, educationetc. ) Knowledge of e.g. HIV/AIDS and othersexuallytransmitteddiseases, modes of transmission, prevention and treatment. Attitudes towardse.g.persons living with HIV and HIV testing. Sexualpractices. Behaviour in sociallife and partnerships. Example

37. Fishbein’ssummary of behaviorchange models (1/2) The person must have formed a strongpositiveintention (or made a commitment) to perform the behavior There are noenvironmentalconstraintsthatmakeitimpossible to perform the behavior The person has the skillsnecessary to perform the behavior The personbelievesthat the advantages of performing the behavioroutweigh the disadvantages

38. Fishbein’ssummary of behaviorchange models (2/2) The person perceives more social pressure to perform the behavior than not to perform the behavior The peron’s emotional reaction to performing the behavior is more positive than negative The person perceives that he or she has the capabilities to perform the behavior under a number of different circumstances

39. What to do? Identify: Barriers Benefits Competion to the desired behavior…. Assignment 3: Present your behavioral analysis in terms of barriers, benefits and competition

40. Tomorrow Presentations Step 6-8: Select target market Set objectives and goals Identify competition, barriers and motivators… Feedback / help

41. Need help?