New England Lead Coordinating Committee

1
New England Lead Coordinating Committee

• Overview of Social Marketing
• Robert Marshall, PhD
• Assistant Director of HEALTH
• April 6, 2006

2
Market This!

• Volunteers/draftees
• Market items to people in New England
• Important considerations?
• Opportunities and barriers?
• Should you quit your day job?

3
Session Objectives

• Define Social Marketing
• Name five distinctive features of the social
  marketing approach
• Name the steps that comprise the social marketing
  process
• Apply social marketing to lead prevention and
  control programs

4
Market This! (again!)

• Market items to people in New England
• Important considerations?
• Opportunities and barriers?
• Should you quit your day job?

5
Considerations

• Audience/consumers
• Purpose
• Will it work? How well?
• Cost
• Price
• Demand
• Competition
• Distribution/delivery
• Maintenance/warrantee

• Sales
• Consumer information
• Advertising
• Finances
• Manufacturing process
• Facilities
• Staff training
• Legal/liability
• Politics

6
Definition of Social Marketing

• Social Marketing is the application of
  commercial marketing technologies to the
  analysis, planning, execution, and evaluation of
  programs designed to influence the voluntary
  behavior of target audiences in order to improve
  their personal welfare and that of their society
  
• -Andreasen

7
Distinctive Features

• Consumer orientation
• Use commercial marketing technologies and theory
• Voluntary behavior change
• Targets specific audiences
• Focus is on personal welfare and that of society

8
Potential Applications

• Increase utilization rates
• Improve client satisfaction
• Improve job satisfaction
• Enhance compliance
• Reduce lead poisoning

9
Traditional Approaches

• Top down planning
• Expert driven
• Education (knowledge and attitude)
• Persuasion (rational arguments)
• Behavioral modification (reinforcement)

10
Traditional Approaches

• Focusing on the hard to reach leads to these
  questions
• What is wrong with them?
• Why dont they understand this?
• Why wont they do what we are telling them to do?

11
Social Marketing Mind Set

• What is wrong with our programs?
• What do we need to offer them to offset their
  costs?
• What would make our product more attractive than
  the competition?

12
Features

• Consumer orientation
• Exchange theory
• Competition
• Data-based decision making
• Willingness to change the offer

13
Consumer Orientation

• Understand consumers perceptions
• Benefits
• Barriers
• Self efficacy
• Social norms

14
Exchange Theory

• Exchange time and money for benefits
• Make an attractive offer
• Create an awareness that the problem exists
• Demonstrate the products benefits
• Help lower the price

15
Competition

• They can go somewhere else
• They can do something else
• They must find your offer more attractive

16
Data Based Decision Making

• Know your audience what they want and need
• Identify the specific BEHAVIOR to promote
• Identify factors that influence their behavior
• Design effective interventions
• Measure and evaluate

17
Willingness to Change the Offer

• Committed to designing products consumers want
• Committed to modifying services
• Committed to monitoring their wants and needs
• New, Free, and Easy

18
Interdisciplinary Approach

• Commercial marketing
• Social anthropology
• Behavioral psychology
• Communication theory
• Education

19
The Four Ps

• Product

• Price

• Place

• Promotion

20
Role of the Message in Social Marketing

• All products communicate some message
• e.g. The Gods Must Be Crazy
• Traditional approach design message to make
  expert driven product desirable for
  hard-to-reach
• an after-thought

21
Role of the Message in Social Marketing

• Social marketing approach
• design message to capture hopes and dreams of
  market segment
• product based on those same wants
• an integral component of product design
• based on research data

22
Six Traditional Steps

• Initial planning
• Formative research
• Strategy formation
• Program development
• Program implementation
• Tracking and evaluation

23
Key Questions to Answer

• Target audience who do you hope to reach?
• Behavioral objectives what will you help them to
  do?
• Behavioral determinants what influences their
  behavior?
• Interventions what activities will you design
  and implement?

24
Summary

• It uses a systematic model to plan effective
  interventions
• Based on understanding the consumer
• Behavior is the bottom line
• Decisions based on data

25
The End

26
Some extra slides on Social Marketing

27
Initial Planning

• Use existing data
• Use planning model to make preliminary decisions
• Sources of existing data
• Form estimates

28
Formative Research

• Identify potential target audiences
• Determine differences between groups
• Understand consumers wants and needs
• Identify factors that influence behavior

29
Strategy Development

• Select target audiences
• Set behavioral objectives for each segment
• Design interventions to address behavioral
  determinants

30
Comprehensive Strategy

• Product strategy
• Pricing strategy
• Placement strategy

31
Campaign Development

• Materials development and pretesting
• Professional training materials
• Develop system for monitoring and tracking
  progress

32
Program Implementation

• Coordination
• Sustainability
• Training and motivation
• Distribution of materials
• Dissemination of information

33
Tracking and Evaluation

• Collect information on project progress
• Use tracking information to make needed
  mid-course revisions
• Assess program impact and cost-effectiveness
• Use findings to identify new problems that
  require replanning

34
Product

• What were offering people
• Commodity (tangible good or service)
• Idea
• Attitude
• Behavior
• Service

35
Important Considerations for Place

• Available
• Easy to find and use
• Appropriate
• Timely

36
Place Where Decisions Are Made

• Healthcare settings
• Family / Friends
• Advertising reminders

37
Message Design Guidelines

• Audience to whom the message is addressed?
• Behavioral objective what you are asking them to
  do?
• Benefits what they will get if they do it?
• How can you support the promise?

38
Product Must Be

• Solution to a problem
• Unique
• Cognizant of the competition
• Defined in terms of the users beliefs,
  practices, and values

39
Price

• The cost of adopting the product
• Money
• Time
• Pleasure
• Loss of self esteem
• Embarrassment
• Others

40
Place or Channels

• Where tangible products are purchased
• Where service is provided
• Media aspect
• Delivery of message
• Frame of mind
• Where people will act

41
Promotion

• Creation of educational messages that are
  memorable and persuasive
• Message design elements
• Type of appeal
• Tone
• Spokesperson
• Aperture

42
Politics

• Consider secondary and tertiary audiences