contextual expertise of sameer - abcee.org
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Sameer Deshpande403-329-5196; [email protected]
Centre for Socially Responsible Marketing
The Potential of Community-BasedSocial Marketing, and
How it Compares to Other Kinds ofEnvironmental Education
Contextual Expertise of SameerSocial Problem Target Audience Desired Behavior Product/Service
Binge drinking College students (18-
25)
Responsible drinking Alcohol-free
socializing
opportunities
Drinking and driving Young men (21-34) Not to drink and drive Alternative rides
FASD Pregnant women Alcohol abstinence Alcohol-free
socializing
opportunitiesDevelopmental assets
among children
Adults Mentor children Mentoring services by
BBBS
Workplace injuries Young men (15-25) Wear protective gear Helmets, boots,
gloves, glasses
Infections in hospitals Healthcare workers Hand hygiene Alcohol hand rubs
HIV/AIDS and
population in India
Sexually active
individuals
Safe sex Condoms, pills,
injections, IUDs
Obesity and diabetes College students (18-
25)
Healthy diet Fruits and vegetables
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Centre for Socially Responsible Marketing
http://www.uleth.ca/man/research/centres/csrm/
Mission
• To create and disseminate research that uses marketing
principles for the betterment of society.
Objectives
To foster research in 3 related areas of social welfare:
• Social Marketing
• Corporate Social Responsibility
• Not-for-profit Marketing
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Formative Research Survey
• Eleven professionals responded
• Motivations to attend this event
– Apply concepts directly to initiatives that you
are working on
– Enhance your understanding of certain
concepts
– Learn new concepts
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Topic MeanSocial marketing "price" 6.00
Competitive analysis 5.82
Audience analysis: Assessing the needs, goals, and
motivators
5.73
Social marketing "promotion" 5.73
When to use social marketing 5.64
Social marketing "product" 5.64
Positioning and branding 5.64
Understanding the exchange process 5.60
Social marketing "place" 5.45
Identifying the target market 5.20
Segmenting 5.00
Evaluation research methods 4.80
Reviewing social marketing basics. 4.45
Formative research methods 4.455
Respondent Profile
Scope of your work• County, province-wide
What specific issues do you address in
your work?• Wide variety
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Resources
• Andreasen (2001), Marketing Research
That Won’t Break the Bank
• Hastings (2007), Social Marketing: Why
Should the Devil Have All the Best Tunes
• Kotler & Lee (2008), Social Marketing, 3rd
ed.
• McKenzie-Mohr & Smith (1999), Fostering
Sustainable Behavior
• Weinreich (1999), Hands-On Social
Marketing7
Marketing Plan to
Promote
Sustainable
Transportation
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Objectives
• Apply Marketing Plan
1.What is the problem?
2.Whose behaviour change will solve the
problem? (Target audience identification)
3.Who are the competitors?
4.Why do they behave in an undesirable manner?
(Target audience analysis)
5.How can we convince them to behave
desirably? (Marketing Strategy)
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1. Problem Discovery and
Definition
“Challenges inpromotingsustainabletransportation?”
• Powerful automobilelobby
• Inefficientinfrastructure
• Lack of support frompolicy makers
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Formative Research
• Within the
municipality
– Lack of support
– Lack of resources
• Society
– Phony concern for
climate change
– Love their car
• Media
– Poor exposure
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Does this call for
creating posters?Or a
comprehensive
approach?
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2. Whose behaviour change will solve theproblem?
(Target audience identification)
• Upstream
– Policy makers
– Senior staff
– Media
– Employers
• Downstream
– General public
• Hand Hygiene
Promotion
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3. What is your Competition?
• Behaviors of target
audiences
– Unsafe sex
• Global warming skeptics
• Car companies 14
4. Why do they behave in an undesirable manner?
(Target audience analysis)
• For each selected segment, and
• Depending on the purpose, destination,
and time of travel, consider for each mode
of travel
A.Motivation/Opportunity/
Ability
B.Benefits/barriers from
current and new behaviors
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4A. The MOA ModelRothschild (1999)
• Motivation:
– Consciousness
– Convenience
• Ability
– Transportation needs
• Opportunity:
– What do audiences know and perceive?
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London Tube
Calgary Light Rail
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Opportunity
Analysis
Transit Maps of the
World: The World’s First
Collection of Every
Urban Train Map on
Earth
By Mark Ovenden
4B. Comparing behaviours
from the audience perspective(McKenzie-Mohr & Smith, 1999)
Current Behaviour(Competing Behaviour)
Desired Behaviour
Benefits
Barriers
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What picture evolves from this
audience analysis?• Is the group prone to behave, resistant, or
somewhere in between?
• Where is the problem?
• Do barriers outweigh benefits?
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Upstream Example
If you want the policy
makers to allocate more
funds towards building
bike paths
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Downstream Example
If you want office-
goers to use public
transit
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Analyzing the
target
audience
• Driving after drinking not safe
• Could drive
• Alternatives not attractive
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5. How can we convince them to behave
desirably?
(Marketing Strategy)
Selection of social change strategy (Rothschild, 1999)
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Educatio
n
Law Marketing
Awareness * *
Motivation * *
Opportunity * *
Ability * * *
Benefit/Barrier
ratio superior?
*
Where do they differ
(Rothschild, 1999)
• Proneness to behave
– Education when consumers are prone to
behave, law when they are not
– Marketing when they are prone to behave if
benefits are offered
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Another Approach
1. Environmentally conscious: Fear Appeal (Ed) +
Solutions – Intrinsic motivation
– Promote Anti-consumption
2. Skeptics: Mandatory (Law) + Sell through
economic incentives – Extrinsic motivation
3. In the middle: Start with Marketing approach
eventually trying to create intrinsic motivation
(Save money, save the planet)
– Replacement behaviour
– Replacement products
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Similarities Differences
• Change awareness, attitude, behaviour
• Segment and target
• Benefits and barriers of current behaviours
• Benefits and barriers of new behaviours
• Voluntary behaviour change
• Promotion
• Compare old and new behaviours
• Product and service
• Price
• Distribution
• Motivation-Opportunity-Law
– Education when awareness is
lacking
– Marketing when opportunity is
lacking
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Behavior Management
(Rothschild, 1999)
• Education vs. Marketing
– Social advertising, promotion-only, outreach
Social advertising=Marketing
(Stead & Hastings, 1997)• Basic marketing concepts (consumer orientation,
exchange) neglected
• Social marketing is considered expensive, and difficult
• Social marketing is considered to have limitedeffectiveness and applications
• Focus on the individual; social and political environmentneglected
• When ads fail; social marketing is blamed
• Social marketing is considered manipulative anddishonest
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Education influences
Regulation motivates
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Social Marketing has its place
If Marketing is the Chosen
Strategy• Audience orientation: For the chosen
audience
– Understand benefits perceived from current
behaviour
– Understand barriers perceived from desired
behaviour
– Understand what incentives they desire
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Competition
Desired Behavior Current behaviors Organisations and
individuals
Take alternative rides Drive after drinking Peers
Wear protective gear at
workplace
Unsafe work practices Peers
Place your infant in a car
seat
Place infant on the lap Family
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Any example where organizations are
competition in sustainable transportation
context?
Create
Competitive
Advantage
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Increase benefits of desired behaviour so
that they are superior to the competing
behaviour(s)
Decrease barriers of desired behaviour so
that they are lesser than the competing
behaviour(s)
Facilitate “exchange”
mechanism• In return for the target audience to undertake the
new behavior and use social product/service…
• Marketers1. Identify needs satisfied (benefits offered) by current behaviors
2. Reduce costs perceived from social behaviors and,
3. Irresistible offer and satisfy self-interest
• Offer social products/services that will satisfy those needs
and offer benefits
• Offer benefits:
– Personal and attractive
– Immediate
– Tangible
– Certain 33
• Product
– Benefits
– Augmented Product
• Price
– Reduction of barriers
• Monetary (Sales Promotion)
• Non-monetary (advertising)
• Convenience (Place)
• Place
– Location for product availability and behavior
– Ensuring convenience
• Promotion
– Communicating the benefit-barrier equation
Marketing: The Four P’s
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Promotion of Products/Services
• Core product
– Benefits of Salmon Friendly Gardening
• Augmented products/services
– Low-flow toilets
– Energy saving bulbs
– Recycled Paper
– Hazardous waste mobiles for disposal of toxicwaste products
• Ethics of consumption35
Role of Positioning• “I want my target audience to see (desired
behavior) as ____ (a phrase describing positive
benefits of adopting the behavior) and as moreimportant and beneficial than ____ (the
competing behavior)” (Kotler, Roberto, & Lee,
2002, p. 203)
• Fun, Easy, and Popular (Smith, 1999)
– Benefits, barriers, social norms
• Energy Star: Save Money and Help the
Environment at the same time
• CUTA campaign?36
Role of Branding
• Captures benefits in a memorable
way
• EPA Water Sense
– Label identifies products and services
that perform at least 20% more
efficiently than market counterparts
• Transportation Demand Management
of Transport Canada?
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Price Management
(Kotler & Lee, 2008)• Determine and offer monetary and
nonmonetary incentives and disincentives1. Increase monetary benefits for the desired
behaviour
2. Decrease monetary costs for the desired behaviour
3. Increase nonmonetary benefits for the desired
behaviour
4. Decrease nonmonetary costs for the desired
behaviour
5. Increase monetary costs for the current behaviour
6. Increase nonmonetary costs for the current
behaviour 38
Enhancing Convenience
• Service at your doorstep– Curbside recycling containers in office buildings and
public places
– Low-flow showerheads with information package
• Find ways to make the location more appealing– Bus/train stops
– Drop box at clinical and retail pharmacies
• Make performing the behavior more convenientthan the competing behavior– Taking train to work in downtown London, U.K. is
cheaper, faster, and easier than riding alone
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Promotion: Only one element of the
social marketing mix (Lagarde, 2005)
Many people wrongly equate social
marketing with mass media campaigns.
While the most visible elements of social
marketing campaigns are promotional, they
are part of an integrated effort involving all
elements of the marketing mix – Product,
Price, Place and Promotion. (See Maibach,
2002)
40
Promotion: Only one element of the social
marketing mix (Lagarde, 2005)
• Social marketing campaigns are thereforemore all-encompassing than communicationscampaigns, because they involveadvocating/partnering for or creatingphysical, social and economic environmentsthat are conducive to the adoption of thedesired behaviour.
• Think of promotion only after you havedetermined your other P’s
• Promote the 3P’s
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What principles can guide decision
making?
• Be creative
– Be there “Just in Time” (Prompts to remind)• Find ways to be there at the point of decision
making– Recycling
– Be there “In the event of”
– Explore alternative media
– Role of influencers
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Consumer-oriented
Sales Promotion• Samples
• Coupons
• Contests/sweepstakes
• Gifts (T-shirts, stickers, key chains, tote bags,etc.)
• Refunds/rebates
• Bonus packs
• Price-offs
• Frequency programs
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Other Issues
• Corporate Sector
– Promote sustainable business
• Process
• End products
• Help social marketing attempts
• Customer-Relationship Management
– Initiate with simple/doable behaviours
– Eventually increase in complexity
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Marketing Hooks
• Opportunity has to be offered
• Awareness is not sufficient
• What individuals desire
• What they care less
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SM That Won’t Break the Bank
• Ensure that media picks up the story
• Use influencers (710 KIRO example)
• Form alliance with university professors and students
– Projects
– Research
– Grants
• Seek donations/alliances with corporate sector
• Form alliance with other nonprofits
• Use interactive technology
• Can we evoke passion like we do with religion?
• Learn from other campaigns
– Expertise in literature review46
Combating the competitor
• Anti-tobacco movement
• Anti-obesity movement
• The OTHER Ralph
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What Is Social Marketing?
• Powerful behavior management tool to achieveprevention goals
• Emphasis on practicality
• Emphasis on behavior
• Application of commercial marketingtechnologies
• Target audience orientation
• Voluntary nature of exchange between two ormore parties
• Explicit, immediate, and attractive exchange
• Attempt to maximize self interest• Respect power of competition
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What Social Marketing Is Not
• Not social advertising
• Not promotion or media outreachonly
• Not about coercing behaviors
– through punishment
• Not driven by organizationalexperts’ agendas
• Not a “one approach” model
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Conclusions
• Audience-centrism
– Going beyond “blame-the-victim” approach
– Resist the temptation of posters
– Give marketing a chance
• Learn from other marketing successes
• Learn from other successful movements
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