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Social Marketing

Chapter 1

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Social Marketing ContextsHealth

1. More than 4,000 youths aged 11 to 17 tried their first cigarette.

2. More than 40,000 women died from breast cancer.

3. Close to 40% of adults aged 18+ had no leisure-time physical activity.

4. An estimated 1 million teens became pregnant. 5. 5 to 10 million adolescent girls and women

struggled with an eating disorder and borderline conditions.

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Safety 1. More than 3,000 children and teens died

from gunshot wounds.2. More than 16,000 people were killed in

alcohol-related crashes.3. An estimated 3,000 people died in home

fires.4. More than 8% of high school youth

attempted suicide.

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Environment 1. 4 million tons of paper were thrown

away (in garbage) by American office workers.

2. 4.5 trillion non-biodegradable cigarette butts were littered worldwide.

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Community1. More than 5,000 people on waiting

lists for organ transplants died.2. Only 51.2% of eligible voters voted

in the U.S. presidential elections.

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What Is Social Marketing?

Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.

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Selling a behaviour1. Accept a new behaviour2. Reject a potential behaviour3. Modify a current behaviour4. Abandon an old behaviour

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Behaviour change is voluntaryRely on voluntary compliance rather than legal, economic, or coercive forms of influence.

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Use traditional marketing principles and techniques

1. Apply customer orientation2. Begin with marketing research3. Select target markets4. Establish clear objectives and goals5. Use ‘4Ps’– product, price, place and

promotion– marketing mix6. Implementation, evaluation

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Select and influence a target audienceBeneficiary is the individual, group, or society as a wholeCorporate shareholder vs. individual or society

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Differences Between Social Marketing and Commercial Sector Marketing

Selling behavior changeFocusing on individual or societal gainCompetition is most often the current or preferred behavior of the target marketMore difficult than commercial sector marketing (p.10 examples)

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Social Marketing tries to influence people to act as follows:- Give up an addictive behaviour (stop

smoking)- Change a comfortable lifestyle (reduce

thermostats)- Resist peer pressure (be sexually abstinent)- Go out of their way (pull over to talk on the

mobile)- Establish new habits (exercise 5 days a

week)

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cont.

- Spend more money (buy recycled paper)- Hear bad news (have your cholesterol tested)- Risk relationships (take the keys from a drunk

driver)- Give up leisure time (volunteer)- Reduce pleasure (take shorter showers)- Spend more time (flatten cardboard boxes

before putting them into recycling bins)

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Similarities Between Social and Commercial Sector Marketing

A customer orientation is applied.The offer will need to appeal to the target audienceExchange theory is fundamental.Consumers must perceive benefits that equal or exceed the perceived costs. Marketing research is used throughout the process.Build effective strategies by researching and understanding the specific needs, desires, beliefs and attitudes of target adopters.

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Cont.

Audience are segmented.Tailor made strategies for different market segmentsAll 4Ps are considered.Integrating the 4PsResults are measured and used for improvement.Feedback is valued and seen as ‘free advice’ on how to do better next time.

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Cigarettes

Traditional Ad Social Marketing Ad Not Social Marketing

Camel Cigarettes The Lung Association Panasonic Batteries

Weird ad, but still just selling cigarettes

Copy says: "Having A little trouble quitting smoking?"

Uses the environmental issue to sell their product

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Drinking Alcohol

Traditional Ad Social Marketing Ad

Heineken March of Dimes

It's just selling beer Encouraging you not to drink (or smoke) during pregnancy

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Candy

Traditional Ad Social Marketing Ad

Mars' Snickers bar Canadian Diabetes Association

Copy says "7:48 pm What's an 8 letter word for hunger satisfaction? Snickers,

of course."

Telling you that age is a major factor in diabetes, asking you to get tested.

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Major Issues Social Marketing Can Benefit

For improved healthTobacco useHeavy/binge drinkingSexually transmitted diseases ObesityBreast cancer, prostate cancer, colon cancer, skin cancerBlood pressureTeen pregnancyBreastfeedingEating disorders

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For injury preventionDrinking and drivingSeat beltsSuicideDomestic violenceFiresSexual assaultDrowning Suicide

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To protect the environmentWaste reduction, reuse, recycle, water conservationPollution (water, air, garbage, toxic fertilizers and pesticides)Forest destructionWildlife habitat protectionAcid rainLitterConserving energy

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For community involvementBlood donationOrgan donationvoting

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Other ways to influence public behaviour

Technology1. Technological innovation or enhancement

supports behaviour change or significantly contributes to social issues.

2. Gas pumps inhibit the ability to ‘top off’ the tank, avoiding ozone-threatening spillage.

3. Automatic seat belts for passengers4. Ignition locks require Breathalyzers for

serious offenders

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Cont.

Economics1. Behaviour can often be changed through

economic pressures and incentives2. Increasing taxes on cigarettes3. Increasing fines and enforcement for

littering 4. Offering lower electrical rates during non-

peak hours or providing incentives for conservation

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Cont.

legal/ political/ policy making1. Sometimes when all else fails, the

laws have to get tougher2. Booster seats are required for children

under 8 years old or weight over 80 pounds

3. In the US, a .08% blood level limit for drinking and driving

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Cont.

Education 1. A fine line between social marketing

and education2. A useful tool for social marketers3. Primarily applies only one of the four

marketing tools– promotion.4. E.g., info on how AIDS is spread;

publications on child immunisationschedules

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