Social Marketing

More documents

Recommendations

Info

Marketing Mix Product That is not as easy as it sounds. Good product design is a creative process that involves multiple talents, artists, engineers, health care experts, researchers and managers. We at AED certainly don’t do it alone. In our social marketing campaigns, we have been privileged to work with one of America’s premiere product-design companies, IDEO. IDEO has developed a set of design principles that we hope you find as useful as we have in developing products for programs. 1. Allow them to kick the tires. • Allowing consumers to “try before they buy” is a tried and true marketing approach. It lets consumers experience a product before making the full commitment to purchase. 2. Lower the bar. • There are many barriers that consumers face when deciding to purchase a product. • The product may seem too expensive, they may not understand how it works, or the product may be hard for them to access (in a locked case, for example). • Lowering the financial, psychological and access costs of a product or service can be important for increasing use among consumers. Product development might be considered the most important and unique contribution that social marketing brings to social change. 3. Make it look and feel good. • It’s no surprise that consumers prefer products that are attractively packaged. • Consumers directly relate the appeal of the packaging to the quality of the product. • Making a product look and feel good creates a much more desirable consumer experience. 4. Facilitate transitions. • Many products and services are focused on helping people change something about themselves. • Providing tools and support for these transitions can improve customers’ success. 5. Make progress tangible. • As people work toward a goal, it is important to help them see, acknowledge and celebrate the progress they make. 6. Foster community. • Many consumers are more likely to continue using a product or service when they can link to or join with others doing the same thing. • Building a community, whether it is real or virtual, can help many people deepen their engagement in a product or service and enrich their experience.
Marketing Mix 47 Product 7. Connect the dots. • Many consumers are overwhelmed with the choices they face and the processes they have to follow for many products and services. • Linking many products and services into one cohesive system can help consumers maximize all of their options. 8. Integrate with their lives. • The most successful products and services often are those that fit seamlessly into the lives of consumers. • This happens when products and services are developed in ways that can be integrated easily into people’s daily living behaviors. • These products and services reinforce consumers’ perceptions of themselves and their lifestyles. Ultimately, using these design principles in the creation of you projects is just another way to do the most important thing that social marketers do: listen to the people whose behaviors we seek to change. And that can only make us more effective. Spotlight on Social Marketing Projects Since 2005, AED has been assisting Vietnam, Cambodia and Lao PDR to develop and implement behavior change communication activities related to prevention and control of avian flu. Partner: USAID 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 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: Marketing Mix 45 Product Commercial
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
Page 86 and 87: Social Marketing Tools Marketing Mi
Page 88 and 89: Social Marketing Tools Partnership
Page 90 and 91: Social Marketing Tools Doer/Nondoer

Social Marketing

Create successful ePaper yourself

Delete template?

Save as template?