Social Marketing

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8 The Basics Social Marketing This is why audience research is such a critical part of the social marketing process. Good social marketing is rooted in behavioral science, not in guesswork or slick copy. A strategy must be developed, one based on research that drives everything else – from the target audience, to a PSA script, to what types of services you decide to offer. Spotlight on Social Marketing Projects AIDSCOM used humor to reduce the stigma of using condoms. Partner: USAID
The Basics 9 Thinking Like a Marketer Marketing is an exchange. The marketer asks the consumer to perform an action (say, buying a Coke) and in exchange, the marketer gives the consumer a benefit (for example, sweet taste and a cool image). This is true in commercial marketing, where the objective is to get people to buy something, and as you can see in the figure below, it is also true in social marketing, where the goal can be encouraging a behavior that benefits society. Figure 2: Marketing is About an Exchange Changes behavior Consumer Marketers Gives benefit consumer cares about Given this basic concept of exchange, it is clear why you must think about what you are offering members of your audience. After all, they are unlikely to do something just because you asked. That said, a marketer’s offering does not have to be something concrete. We are all familiar with commercial marketing campaigns that try to add value to a product by associating it with an image – that is part of what separates Coke from the grocery brand. Social marketers can use those same techniques and more. So, what does it mean to “think like a marketer?” In part, it is recognizing your side of the exchange – the fact that you need to offer something. What’s more, a social marketer should understand some of the basic principles of marketing. Of course, there are many marketing principles. Entire textbooks are written about just one slice of marketing. In social marketing however, five principles are among the most important: 1. Know exactly who your audience is and look at everything from that group’s point of view. Marketers are consumer-focused. It is crucial that you clearly identify your target audience and that you look at the world from their point of view. Why does a marketer think this way? To motivate people to take an action, you have to understand the world from their perspective - what do they want, struggle with, care about, dislike? The people you are talking to will not listen if they sense that you do not understand them. Given this basic concept of exchange, it is clear why you must think about what you are offering members of your audience. After all, they are unlikely to do something just because you asked. Social Marketing Behavior A Practical Resource for Social Change Professionals
Page 3 and 4: Social Marketing Behavior A Practic
Page 5 and 6: Table of Contents iii Marketing Mix
Page 7 and 8: About This Book Overview The Single
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Page 16 and 17: 10 The Basics Thinking Like a Marke
Page 18 and 19: 12 The Basics The 5 “Thinking lik
Page 20 and 21: 14 The Basics The BEHAVE Framework
Page 22 and 23: 16 The Basics Working Toward a Stra
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Page 27 and 28: Research What is Behavior? Behavior
Page 29 and 30: Research 23 What is Behavior? To un
Page 31 and 32: Research 25 What is Behavior? • R
Page 33 and 34: Research 27 What is Behavior? Under
Page 35 and 36: Research 29 Behavioral Science Thes
Page 37 and 38: Research 31 Behavioral Science Embe
Page 39 and 40: Research 33 Research So how do you
Page 41 and 42: Research 35 Research Here are the s
Page 43 and 44: From Behavior to Strategies Determi
Page 45 and 46: From Behavior to Strategies 39 Dete
Page 47 and 48: From Behavior to Strategies 41 Dete
Page 49 and 50: Marketing Mix Product The Price P T
Page 51 and 52: Marketing Mix 45 Product Commercial
Page 53 and 54: Marketing Mix 47 Product 7. Connect
Page 55 and 56: Marketing Mix 49 The Place P The pr
Page 57 and 58: Marketing Mix 51 The Promotion P Pr
Page 59 and 60: Possible Interventions Information
Page 61 and 62: Marketing Mix 55 Advertising • Me
Page 63 and 64: Marketing Mix 57 Advertising “dec
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Marketing Mix 59 Public Relations W
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Marketing Mix 61 Partnerships When
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Execution 4
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Execution The Marketing Process Mar
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Execution The Strategy Statement Ex
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Execution The BEHAVE-based Marketin
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Social Marketing Tools Social Marke
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Social Marketing Tools The BEHAVE F
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Social Marketing Tools Understandin
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Social Marketing Tools Marketing Mi
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Social Marketing Tools Partnership
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Social Marketing Tools Doer/Nondoer
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Social Marketing

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