Social Marketing
Social Marketing: The systematic use of influence technology to achieve behavioral change to increase social good, when the marketplace alone cannot achieve that change.
Used to increase good behaviors or decrease bad ones. Social marketing for society as a whole as well as the benefit of the consumer.
Behavior Change: stop a bad behavior / Reduce a bad or overindulged behavior (eat fewer calories, save 10% of your income) / increase a good or underindulged activity (increase exercices)
Behavior change = PRODUCT. We want ppl to “buy” these products to bring benefits to themselves. But at what PRICE?
PRICE = downside from changing behavior fear, discomfort, reduced pleasure, embarrassment, inconvenience, $$$, etc.
Social marketers increase the price by giving information and making desired behaviours more appealing
COMPETITION:
Contrary behaviors (smoking vs non-smoking)
Alternative uses for time (internet rather than work)
Doing nothing (procrastinating giving blood)
Competitive analysis is at the heart of a social marketing strategy. Must make the desired behavior more attractive than its competition.
How to find out if people “buy” the behavior thats being sold?
Look at peoples behavior
Are they doing the right thing more? Is it because of your marketing activities?
Survey intentions (before/after campaign)
The Marketing Mix in Social Marketing
Product: What behavior do you want the consumer to perform?
The choice of behavior depends on the broad needs of society, as well as what the consumer wants and needs.
Core product: social/personal benefit the target market wants to achieve. Whats in it for the consumer? (Health, beauty, comfort, esteem?). Choice of which core benefits to promote will depend on the values of the target market. [ avoid STD]
Actual product: behavior asked for, expected to achieve that benefit. What specifically do you want the consumer to do? Specific actions that have maximal effectiveness (do a cost-effectiveness analysis. How much benefit will the consumer get for the effort put in?) . Self-efficacy: the consumer must believe they can perform the behavior. [use condoms]
Augmented product: additional offerings that make the desired behavior