Social Marketing

Dr. Martin Owusu Ansah

 Origin of Social marketing
 It emerged in the early 1970s.
 Kotler and Zaltman made it popular in the past two decades in the “Journal of
Marketing”.
 A marketing effort that focuses on influencing bahaviours towards the
improvement of health, prevention of injuries, protect the environment and
contribute to communities.
 The use of marketing strategies and tactics that may bring about changes in
peoples’ behaviour in our societies would be highlighted on; the idea would help
mitigate the current range of social issues.
 It explains the application of marketing concepts and other social adjustment
techniques towards - personal and societal behaviour changes in areas such as
health, well-being and the environment.
 Typical among them are : poverty, drinking, human trafficking, smoking,
gambling, prostitution, bullying etc.
 Defining social marketing
 Social marketing is a process that applies marketing principles and
techniques to create, communicate and deliver value in order to
influence target audience behaviors that benefits the society (Public
health, safety, the environment and communities) as well as the
target audience (Kotler et al.,2006).
 “…A process for influencing human behavior on a large scale, using
marketing principles for the purpose of societal benefit rather than
commercial profit.” (W. Smith, Academy for Educational
Development).
 Application of proven concepts and techniques from commercial
sector to promote changes in diverse socially important behaviors
such as drug use, smoking, sexual behavior and family planning.
 Framework
 Program planning, multidisciplinary, and
comprehensive programs to change behaviors
 Based on research to understand point of view of
the target audience
 Developing interventions that integrate audience
needs with needs of sponsors - exchange
 Behavioural change agent
1.Accept a new behaviour (Staying away from
addicts).
2.Reject undesirable behaviour (Excessive drinking)
3.Modify a current behaviour (Increasing physical
activities 3 to 5 days in a week).
4.Abandon an old undesirable attitude (Talking on a
cell phone while driving).
Social marketing activities
 Applying marketing principles using 4P’s
 Product
 Price
 Place
 Promotion
 Product
 Behavior, service, product being
exchanged with the target audience for a
price and benefit.
 Services (e.g. sludge removal service)
 Practices (e.g. using proper toilets,
saving water)
 Ideas (e.g. environmental protection)
 Price
 Cost to the target audience of changing
behavior
 Can be financial, or more often related to
other “costs”
 time
 effort
 lifestyle
 psychological cost
 Place
 Channels through which products or programs
are available (access)
 Move programs or products to places that the
audience frequents, in order to ease access.
 Promotion
 Communicating to the audience about product/program,
price, and place variables
 advertising
 media relations
 events
 personal selling
 entertainment
 direct mail
 Think like a marketer
 Think Behavior Change

 Know your audience

 Think about benefits, costs and exchange

 When/Where in Right Frame of Mind?

 When/Where is Right Place & Time?

Similarities between SM and CM
 Customer orientation is critical
 Exchange theory is fundamental
 Marketing research is used throughout the
process
 Audiences are segmented
 All the 4Ps are considered
 Evaluation – measuring results
Differences between Social marketing (SM) and commercial marketing (CM)

 Social marketing relies on behaviour selling while

commercial marketing relies on selling of goods and
rendering of services
 Social marketing is aimed at targeting the society for a seismic
change while commercial marketing is for financial gain.
 Social marketing relies again on segment by targeting people
or a problem prevailing in a given society while commercial
marketing heavily position resources onto prospective market
for profits
 Social marketing sees next available behaviour to change as its
competitor while commercial marketing concentrates on
companies selling same products as their competitors.
 Other ways to impact social issues
 Technology – Cars with automatic seatbelts
 Science – Researchers at Mayo Clinic are close in getting a solution
for one to quit smoking.
 Legal framework/Political, Policy making – to handle late adopters
and laggards
 Improved infrastructure and built environments – Bike lanes to
improve health of people; building of cigarette butts containers in cars
and stations to check accidents and littering on the road respectively.
 Schools - Policies in schools such as offering free screening activities
in houses and halls in monitoring health related activities.
 Education – relying on the dangers e.g. Alcohol, Rape and HIV.
 Media – Both Radio and Television
 Social marketing barriers
 Potential of social marketing unappreciated
 People are hard to change
 Media is privately owned; airtime is
expensive
 Social marketing is often done poorly; it is
NOT the same as advertising
 Lack of conceptual underpinnings
THANK YOU
 Social Marketing Plan Primer
 Executive summary
 1.0 Background, Purpose and Focus
 2.0 Situation analysis
 2.1 SWOT : Strength, weaknesses, opportunities and threats.
 2.2 Past or similar efforts : activities, results and lesson learned
 3.0 Target market profile
 3.1 size
 3.2 Demographics, geographic, related behavior, psychographics
 3.3 Stage of change
 4.0 Marketing objectives and goals
 4.1 Social marketing objectives : Behavior, knowledge and beliefs
 4.2 Goals: Measurable and time sensitive
 5.0 Target market Barriers, benefits and the competition
 5.1 Perceived barriers to desired behavior
 5.2 Potential benefits for desired behavior
 5.3 Competing behaviors
 Social Marketing Plan Primer (Contd)
 6.0 Positioning Statement
 How you want the target audience to see the desired behavior relative to competing behaviors
 7.0 Marketing Mix Strategies
 7.1 Products – Core : benefits to target market of desired behavior
Actual : desired behavior and any name /sponsor
Augmented: Tangible objects and services.
 7.2 Price – Monetary fees, incentives and disincentives
Nonmonetary incentives and disincentives
 7.3 Place – Where and when to promote that the target market perform the audience
where and when to acquire any tangible products and services
 7.4 Promotion – messages, messengers, communication channels.
 8.0 Evaluation Plan
 8.1 Purpose and audience for evaluation
 8.2 What will be measured : Output, process, outcome/ impacts etc.
 8.3 How and When measures will be taken
 9.0 Budget
 9.1 Costs for implementing marketing plan
 9.2 Any anticipated Incremental revenues
 10.0 Implementation – Who will do what, when.
 Executive summary
 An executive summary previews the main points of an in-
depth report
 It is written for nontechnical people who don't have time
to read the main report
 It contains enough information for a reader to get
familiarized with what is discussed in the full report
without having to read it.
 Executive summary (Contd)
 Plan to create a summary each time you write a business report exceeding four
pages. Write the summary after you write the main report, and make sure it is no
more than 1/10 the length of the main report.
 List the main points the summary will cover in the same order they appear in the
main report.
 Write a simple declarative sentence for each of the main points.
 Add supporting or explanatory sentences as needed, avoiding unnecessary
technical material and jargon.
 Read the summary slowly and critically, making sure it conveys your purpose,
message and key recommendations. You want readers to be able to skim the
summary without missing the point of the main report.
 Check for errors of style, spelling, grammar and punctuation. Ask a fellow writer
to proofread and edit the document.
 Steps in writing an executive summary
1.Title ie Executive summary
2.Introductory paragraph
3.Objective or purpose
4.Methods – how it was conducted
5.Findings or results
6.Conclusion
7.Recommendation
 Marketing Research
 Is the systematic design, collection, analyses and
reporting of data and findings relevant to a specific
marketing situation facing the organization.
 Qualitative research
 Quantitative research
 Mixed method or triangulation
 Determining Research Needs and Options
 Mode of people regarding research :
 Myth 1 : I am already doing enough research
 Myth 2 : Research is only for big decisions
 Myth 3 : Market research is about surveys and surveys
are expensive
 Myth 4 : Most research is a waste
 Research characterished by research objective
1.Exploratory research – gathering of preliminary
information that helps to define the problem
2.Descriptive research – describing factors or
quantifying factors
3.Causal research – testing hypothesis about cause
and effect relationship
 Research characterished by stage in the planning process

 Formative research – to select and understand target

markets
 Pretest research – to evaluate a draft
 Monitoring research – provides ongoing measurement
of program outcome
 Evaluation research – assess the outcome
 Research characterished by source of information
 Primary data – freshly gathered for a specific research
purpose
 Secondary data – data that has already been collected
for other purpose and is existed to be used.
 Research characterished by approach to data collection

 Interview – is conducted on people with valuable insight

 Focus group – involving a group of people eg. 8 – 10 people
 Surveys – questionnaires with many numbers
 Experimental research – cause and effect
 Observation – observing target audience in action
 Mystery shoppers – people posing as customers
 Research characterished by technique
 Qualitative research - first at hand
 Quantitative research – quantifying what has already been
researched on
Steps in developing a research plan
1.Purpose - (The research questions).
2.Informational objectives – on the theme.
3.Audience – who and whose opinion matters.
4.Technique – effective method.
5.Population, sample size, Source.
6.Pretest or pilot testing and fielding.
7.Analysis.
Introduction to statistics
 Social Marketing Research Analysis
Statistical techniques)
 Descriptive analysis / Cross tabulation
 Chi – square ( Two categorical questions)
 T – test ( One categorical and one continuous question)
 Correlation analysis (Two Continuous variables)
 Regression analysis ( Two or more continuous with both
Dependent and Independent variables).
 Analysis of variance (ANOVA)