Social Marketing

Social Marketing
Social Marketing 1
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Contents
1. What is Social Marketing?

2. Fundamental Marketing Principles
3. Marketing Mix – the 4 P’s
4. The 6 Phases of a Social Marketing Process
5. Example of a Social Marketing Strategy
6. Applicability
7. Advantages and Disadvantages
8. References
Social Marketing 2

A definition
“Social marketing is the use of commercial marketing techniques to

promote the adoption of behaviour that will improve the health or
well-being of the target audience or of society as a whole.”
Printed truck of the SuperAmma

Campaign to promote
handwashing. Source:
http://www.superamma.org [Accessed: 24.10.2013]
Social Marketing 3

A promotion framework
• Similar to conventional marketing BUT to achieve a social benefit
(improvement of health, conservation of resources) NOT to sell a
product
• Not a stand-alone awareness raising tool BUT a framework/structure
that combines classic promotional tools with knowledge from
scientific fields (economy, psychology, sociology, anthropology, ...)
• Not easy to implement:
• Changing intractable behaviours
• Often in complex economic, social and political climates
• Often with very limited resources
Social Marketing 4

Applied to water and sanitation promotion
Improving current situation regarding sanitation and water is mostly

connected with behaviour change of the local communities!
Social marketing can change current behaviour and therefore improve

health of the local community!
TV commercial in
Indonesia.
Source:
http://www.awbnetwork.org/inde
x.php?
option=com_k2&view=item&id=135
&Itemid=88 [Accessed: 24.10.2103]
Social Marketing 5
2. Fundamental Marketing Principles

Principals critical to success of social marketing campaigns
• Understand the audience (needs, wants, barriers, motivations)
• Be clear: What should the audience DO?
• Exchange: offer your audience something appealing in return for
behaviour change
• Competition: your audience can always choose to do something else
• Be aware of the “4 P’s of Marketing” (see next slide)
• Role of policies, rules and laws in efforts to affect behavioural
change
Social Marketing 6

The “4 P’s Framework” allows:
• Development of the appropriate product
• At the right price
• Easily available through strategic sales placement
• Known about through promotion
• (5th P: sometimes policy is also needed)
Social Marketing 7

Product
• Not necessarily physical/tangible (e.g. household latrines)
Also
• Services (e.g. sludge removal service)
• Practices (e.g. using proper toilets, saving water)
• Ideas (e.g. environmental protection)
Source: LUETHI et al. (2013)
Source: http://communitypowerkenya.kbo.co.ke/
[Accessed: 24.10.2013]
BUT
Before designing a product, consumer must be aware that there is a
PROBLEM that the product addresses (e.g. Household latrine can
address the problem diarrhoea)  Demand creation!
Social Marketing 8

Price
• Behaviour change (even though that has no price tag)
• But products that come with behaviour change have a price (e.g.
toilets, soap for hand washing, etc. )
Products need to be affordable for the target audience!
• Subsidies or incentives may be necessary to boost the social

marketing intervention
Source: http://www.gadgetsandgear.co/money-
toilet-paper.html [Accessed: 24.10.2013]
Social Marketing 9

Place
• Products required for behaviour change need to be available and
accessible for the target audience
• E.g. urban and rural poor need clean sanitation facilities nearby in
order to change their open defecation practices
• E.g. soap needs to be available in nearby stores and water needs to
be available to wash hands
Handwashing requires access to water. Source:

http://www.wsp.org/about/Cartoon%20Calendars/2007%20Calendar
[Accessed: 24.10.2013]
Social Marketing 10

Promotion
• If your “product” is a new behaviour or social norm, promotion is
often difficult
Understanding of the motivations of the target audience
Knowledge of their primary and trusted channels of
communication
• Raise awareness
• Desire to adopt the new behaviour
Advertising raising awareness of link between water

pollution and child death. Source:
http://www.ads-ngo.com/2010/07/19/bad-water-unicef/ [Accessed: 24.10.2013]
Social Marketing 11

The 5th P: Policy
• Sometimes needed for social marketing programs
• Can be used to make unhealthy behaviour harder
• E.g. banning open defecation in public places
• Can be used to make desired behaviour easier
• E.g. subsidising the provision of hand-washing facilities in schools
Social Marketing 12

Social marketing – not just promotion!
Many behaviour change programs only target the fourth P:

PROMOTION!
BUT
Social marketing is always at least the combination of the 4 P’s!
... Because behaviour change is difficult to achieve if necessary

products are not available at right price and place!
Social Marketing 13

Phase 1: Describe the problem
• Based on thorough review of available data, current literature on
behavioural theory and best practices or programmes addressing
similar problems
• E.g. SWOT-Analysis: finding Strengths, Weaknesses, Opportunities,
Threats
• Develop a strategy team to help develop and promote the program
Social Marketing 14

Phase 2: Conduct the market research
• Target audience?
• What makes different consumer groups alike/different from each
other?
Need to approach different consumer groups in different ways
(own priorities and needs)
• Objectives:
◦ Cluster target audience into useful segments
◦ Which target audience segments are most ready to change
behaviour
◦ What do they want or need most in order to do that
Social Marketing 15

Phase 3: Create the market strategy
• Heart of marketing program: WHAT you want to achieve and HOW
• Based on research findings (Phase 1) select target audience and
desired behaviour
• Specify benefits the target audience will receive for behaviour
change (benefits they really care about!)
• Specify key barriers that the program will help the target audience to
overcome
Social Marketing 16

Phase 4: Adapt your marketing mix
Different marketing mix for all identified segments:

• Different products
• At different prices
• Available at different places
• Reach segments through different communication tools
Also, develop a plan, timeline and budget for each intervention,

highlight key partner and stakeholders.
Social Marketing 17

Phase 5: Plan monitoring and evaluation
• Monitoring data are used to ensure the program is implemented as
planned and whether strategy is suitable
• Consider also environmental factors (e.g. policies, economic
conditions, new programmes, structural change): have they changed
in ways that affect the program?
Social Marketing 18

Phase 6: Implement the intervention and evaluation
Implementation of the programme and evaluation takes:

• Launching the programme
• Producing materials
• Procuring needed services
• Sequencing, managing and coordinating the respective interventions
• Staying on strategy
• Fielding the evaluation
• Capturing and disseminating findings and lessons learned
• Modifying activities as warranted
Social Marketing 19

Promoting hand-washing with soap (1/2)
• National and state-wide hand-wash marketing programmes in Ghana,
Peru, Senegal, South Africa, Indonesia, among others
• E.g. http://www.globalhandwashing.org/
• It is guided by the following principles:
1. These deaths are preventable (research shows: hand-washing
can reduce diarrhoea by almost 50%)
2. Hand-washing with soap is a right
3. Large-scale changes in hand-washing practices can be
achieved
Source: http://www.globalhandwashing.org/
[Accessed: 28.10.2013]
Social Marketing 20

Promoting hand-washing with soap (2/2)
Performance of Global Handwashing Global Handwashing Day &

Dance, Japan. International Day of Disaster Risk
Reduction, Philippines.
Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]
Social Marketing 21
6. Applicability
Social marketing
• Very useful if you are dealing with a large number of “end customers”
• Improving the current situation in your area regarding water and
sanitation mostly requires a fundamental change in behaviour of the
local community
• Social marketing
can efficiently
change current
behaviour and
improve the well-
being of the local
community
Source: ECOSAN CLUB (2013)
Social Marketing 22
7. Advantages and Disadvantages

Social marketing
Advantages: Disadvantages:
• Combines knowledge from • Implementation requires a
various scientific fields in marketing team in order to
order to get best conduct the 6 phases
understanding how to change • Requires time and money for
behaviour planning and implementation
• No need to be a marketing • Requires some understanding
expert to implement social of marketing principles
marketing
• Potential to strongly improve
the well-being situation of
your community
• Forces you to take a
customer-oriented standpoint
Social Marketing 23

Social Marketing

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Social Marketing

1. What is Social Marketing?

1. What is Social Marketing?

“Social marketing is the use of commercial marketing techniques to

Printed truck of the SuperAmma

1. What is Social Marketing?

1. What is Social Marketing?

Improving current situation regarding sanitation and water is mostly

Social marketing can change current behaviour and therefore improve

2. Fundamental Marketing Principles

3. Marketing Mix – the 4 P’s

3. Marketing Mix – the 4 P’s

Source: LUETHI et al. (2013)

3. Marketing Mix – the 4 P’s

• Subsidies or incentives may be necessary to boost the social

3. Marketing Mix – the 4 P’s

Handwashing requires access to water. Source:

3. Marketing Mix – the 4 P’s

Advertising raising awareness of link between water

3. Marketing Mix – the 4 P’s

3. Marketing Mix – the 4 P’s

Many behaviour change programs only target the fourth P:

... Because behaviour change is difficult to achieve if necessary

4. The 6 Phases of a Social Marketing Process

4. The 6 Phases of a Social Marketing Process

4. The 6 Phases of a Social Marketing Process

4. The 6 Phases of a Social Marketing Process

Different marketing mix for all identified segments:

Also, develop a plan, timeline and budget for each intervention,

4. The 6 Phases of a Social Marketing Process

4. The 6 Phases of a Social Marketing Process

Implementation of the programme and evaluation takes:

5. Example of a Social Marketing Strategy

5. Example of a Social Marketing Strategy

Performance of Global Handwashing Global Handwashing Day &

Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]

Source: ECOSAN CLUB (2013)

7. Advantages and Disadvantages

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