‘A Communication Tool For Development’

Social Marketing

“For those who have a reason to care and who are ready for change”

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Social Marketing Can Be Defined As…..
“The application of marketing technologies developed in The commercial sector to the solution of social problems Where the bottom line is BEHAVIOR CHANGE.”

It Involves
“The analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences to improve their personal welfare and that of society.”

SOCIAL MARKETING IS:

SOCIAL MARKETING IS NOT:

 A social or behavior change strategy Just advertising  Most effective when it activates people A clever slogan or messaging  strategy  Targeted to those who have a reason to care and who are ready for change  Reaching everyone through a media blitz  Strategic, and requires efficient use of  An image campaign Resources  Integrated, and works on the “installment plan”  Done in a vacuum A quick process

BEHAVIOR CHANGE IS THE KEY TO SUCCESS
People are more likely to adopt a new idea quickly if it exhibits these characteristics : • It has a relative advantage over what exists • It’s compatible with social norms • It’s not too complex • It can be “tried out” •You can see someone either doing or using it So, if we can figure out how to make behavior change EASY, FUN, and POPULAR it becomes easier for us to encourage it.

‘Tata Tea launched Jaago Re campaign against corruption’ ‘Pledge to make India a corruption-free country ‘ ‘AAJ SE KHILANA BANDH, PILANA SHURU’

‘You should be the change you seek’.

P R O P O S E D M A O D E L O F S O C I A L M A R K E T I N G

Needs Assessment of Consumer Consumer Research Audience Segmentation Social Marketing Mix Develop and Pre-test your Material Implementation Evaluation Feedback/Reconsideration

N E E D A S S E S S M E N T O F C O N S U M E R

1. Needs Assessment - Gaps Analysis is important and can be calculated by knowing:• What the audience should know/would like to know? • What the audience actually does know? • What is the GAP?

2.Consumer Research:-A consumer orientation requires an examination of :

consumer perceptions of product benefits • competition's benefits and costs • Product price • other factors that influence consumer behavior. “Program planners use consumer research findings to identify the factors to address in promoting behavior change to the people they hope to reach.”
READ INDIA & ASER : The Pratham Experience

C O N S U M E R R E S E A R C H

3.Audience Segmentation:A U D I E N C E S E G M E N T A T I O N

• Dividing a population into distinct groups based on characteristics that influence their responsiveness to interventions. • Segmentation is used to identify subgroups. • They can realistically be reached with available resources or to determine the best • way to reach particular groups. • Segments may differ in terms of the benefits they find most attractive, the price they are willing to pay, the

4.“THE FOUR P’s of Social Marketing,”
M 1.PRODUCT represents the desired behavior you are asking your audience to A do, and R The associated benefits, tangible objects, and/or services that support behavior K change. E T I 2. PRICE is the cost (financial, emotional, psychological, or time-related) or N barriers the G audience faces in making the desired behavior change. M I 3. PLACE is where the audience will MEENA IN MARKET.wmv.FLV perform the desired behavior, X where they will access the program products and services, or where they are thinking about your issue. O F 4. PROMOTION stands for communication messages, materials, channels, and activities that will effectively reach your audience S O C I A l

D E V E L O P Y O U R M A T E R I A L

5.Develop and Pre-test your material:
• Develop message statements and concepts. Message concepts include its presentation style, the spokesperson or source, and the slogan or other essential words or symbols. • A message can appeal to a variety of emotions and perceptions such as logic and reason, self-esteem, fear, and patriotism. Design the message to appeal to a variety of emotions and perceptions. • Use an engaging style. • Vocabulary, tone, and appeal should make the target audience feel that this message is meant for them.

6.Implementation:Promote and distribute the idea through all chosen channels. I M P L E M E N T A T I O N

C O N T I N O U S M O N I T O R I N G

7.Continuous Monitoring and Revision:• Social marketing relies on continuous program monitoring to assess program efficacy in encouraging the desired behavior changes. • Monitoring also aids in identifying activities that are effective and those that are not, and in making midcourse corrections in program interventions. • There are constant checks with target audiences to gauge their responses to all aspects of an intervention, from the broad marketing strategy to specific messages and materials.

8. Evaluation

F O R M A T I V E

P R O C E S S

O U T C O M E

I M P A C T

E V A L U A T I O N

To know strengths & weaknesses before implementati on

Tracking the program activities

Describes Program’s immediate effects

Focuses on long term impacts of the program

F E E D B A C K & R E C O N S I D E R A t I O N

9. Feedback/Reconsideration:• If the feedback turns out to be
positive then ,the idea/service may be replicated to separate target audience or separate locale may be chosen. • In case any faults are pointed out then they may be rectified.

Six categories of behavior change tools
• Commitment:-The theory on commitment notes that once a person commits to a course of action, they are more likely to undertake that action. People follow up on commitments because they want to be perceived as trustworthy and reliable, honest and people having integrity

• Prompts :-when people intend to engage in a particular activity, habit or a busy lifestyle may mean they forget. Consumers may forget to read products’ warning or ingredients labels, for example, even after deciding they should heck this information before they buy

Cont…
• Norms considering believe it is the right thing to do and because the behavior is consistent with that of their peers. :- People often look at the behaviors of others when how they will behave. They do things because others

• communication:- Information is used to generate awareness of the problem and potential alternative behaviors, to make the audience responsive to efforts to change Behavior. Communication is critical of behavioral change strategies that focus too heavily on communication (particularly mass communication).

Cont…
• Incentives:- Behavioral change can be encouraged using incentives
to promote the desirable behaviors and deterrents to discourage unwanted behaviors. For example: Taxes on tobacco and alcohol discourage the overconsumption of potentially harmful products. • Convenience:-Even if consumers or traders wish to undertake an activity, and are ready to change their behaviour, external barriers may prevent them from carrying out their intentions .Eg:Low income Reliable advice on the product.etc.

Potential of Social marketingcan:Effective social marketing/communications
• Raise awareness • Increase knowledge • Influence attitudes • Show benefits of behavior change • Reinforce knowledge, attitudes, and behavior • Demonstrate skills • Prompt an immediate action • Increase demand for services • Refute myths and misconceptions • Influence norms • Raise the volume of the public health voice.

Conclusion
To conclude, it can be said that Social Marketing has a major role to play in the developing countries where there are several problems. People first need to be sensitized so that they become aware of their problem and once they realize that the problem exists then only they can work for it. Thus, there is a need to use a combination of marketing and communication mix emphasizing much on participatory communication.

Please, Feel Free To Ask Any Question!!!!

Thank you Presented By:Preeti

Source: National Council for Applied Economic Research, 2000

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