Social Marketing

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From Behavior to Strategies Determinants and the Concept of Exchange What to do? You’ve done your research. You know your audience. You know exactly what you need them to do. But before you act, you need a plan, a strategy. Don’t confuse this with tactics. Deciding to run a PSA is a tactical decision. Deciding to create a PSA – deciding to use that tactic as a way to influence a determinant of the behavior? That’s a strategy. As discussed in previous sections, you begin with the problem statement and move on, to selecting members of your audience and the specific action you want them to take. This section will outline how you analyze what perceptions are important to the selected behavior and how to make this the heart of your program’s strategy. Determinants and the Concept of Exchange Determinants are the way people see or interpret the significance of a set of interventions. Look at the BEHAVE framework below. Determinants are the key intervening variables between the behavior and the intervention. Two key factors emerge from people’s perceptions. One is perceived benefits. Figure 7: The BEHAVE Framework Target Audience Action Who? What? Determinants? Interventions? A specific target audience Do a specific action that leads to the social benefit Determinants Marketing Mix We must change the relevant determinants (attitudes, skills, etc.) that influence the behavior. List some determinants to target. List some interventions, products and services that could change those perceptions. Benefits: what’s in it for them, if they perform the action? This notion of benefits lies at the heart of successful marketing. Marketing is built on a concept of exchange – I’ll give you $35 if you give me a bottle of perfume (what I’m really getting is a feeling of sophistication, joy, and pleasure from the perfume). I have no need for a bottle of smelly water, but I do need to feel sophisticated and popular with my friends who tell me I smell good. The marketing around the perfume helps provide that. Benefits are what people want, not always what they need in any objective way. Many people do not want to be safe as much as they want to feel like a macho driver behind the wheel. Therefore, while they recognize that they may need to use a seat belt or slow down, they don’t. To be effective with this driver, we must identify an exchange that meets his wants, as well as his needs, as we perceive them.
From Behavior to Strategies 39 Determinants and the Concept of Exchange Some benefits people may want: Savings Comfort Safety/security Humor/fun Efficiency Health Beauty/sex appeal Happiness Romance Excitement Rest Admiration/recognition Popularity Sympathy Pleasure/avoidance of pain Entertainment Dependability Peace of mind Convenience Reward If you’ve ever completed a needs assessment, try doing a “wants assessment” next time. Seek out what people really want. You will likely get a very different answer than if you sought out what they “need.” Now, take any of your target behaviors and think about how you could provide your audience any three of the benefits listed in the box to the left. As you do this, you may need to redefine the behavior. This approach is natural and smart. It’s called “letting your audience do the leading.” You will probably want to add other benefits to this list that emerge from your research. Keep the list in front of you as a reminder of new ways to think about creating benefits that your audience really wants. Support The other important factor is support. Support is about trust. It’s about who is doing the talking and how they are talking. It’s about the answer to many questions: Where’s the evidence that everything you’re telling me is the truth? Why should I believe you when so many others are trying to sell me different behaviors? Why should anyone believe you? Why is this behavior so great? There are millions of ways to develop trust – through accurate facts, through humor, through credible spokespeople. You cannot, however, take trust for granted. If you are a government agency or a big corporation, you may already be “branded” with a stereotype in your audience’s mind. Knowing your brand is another factor critical to success. Benefits are what people want, not always what they need in any objective way. How do you develop support for your behavior? That can be a challenge. But there are hints out there. Look for ideas in your research. Keep abreast of creative new support tactics. Watch television and scan print ads in programs directed at members of your audience. Determine whether anything they are using might be helpful to you as well. 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
Page 9: About This Book 3 The Single Most I
Page 12 and 13: 6 The Basics Social Marketing Eat y
Page 14 and 15: 8 The Basics Social Marketing This
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
Page 24: 18 The Basics Working Toward a Stra
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: From Behavior to Strategies Determi
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
Page 65 and 66: Marketing Mix 59 Public Relations W
Page 67 and 68: Marketing Mix 61 Partnerships When
Page 70 and 71: Execution 4
Page 72 and 73: Execution The Marketing Process Mar
Page 74 and 75: Execution The Strategy Statement Ex
Page 76: Execution The BEHAVE-based Marketin
Page 80 and 81: Social Marketing Tools Social Marke
Page 82 and 83: Social Marketing Tools The BEHAVE F
Page 84 and 85: Social Marketing Tools Understandin
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Page 88 and 89: Social Marketing Tools Partnership
Page 90 and 91: Social Marketing Tools Doer/Nondoer

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