copyright © 2009 nelson education ltd. all rights reserved. social marketing in sport chapter 15

Copyright © 2009 Nelson Education Ltd. All rights reserved.

Social Marketing in SportSocial Marketing in Sport

Chapter 15

2Copyright © 2009 Nelson Education Ltd. All rights reserved.

• To understand what social marketing is and its potential To understand what social marketing is and its potential in the sport context.in the sport context.

• To know when to use social marketing.To know when to use social marketing.

• To be able to adapt commercial marketing concepts to To be able to adapt commercial marketing concepts to social marketing.social marketing.

• To be aware of the complications arising from this To be aware of the complications arising from this adaptation.adaptation.

OBJECTIVESOBJECTIVES


When to use social marketing:When to use social marketing:

Where the “purchase” of new behaviors is required, we can use Where the “purchase” of new behaviors is required, we can use social marketing.social marketing.

Examples:Examples:

• Practicing safe sexPracticing safe sex• Avoiding drinking and drivingAvoiding drinking and driving• Quitting smokingQuitting smoking• Curbing alcoholismCurbing alcoholism

INTRODUCTIONINTRODUCTION


Social Marketing:Social Marketing:

adaptation of commercial marketing technologies to programs adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior target audiences to designed to influence the voluntary behavior target audiences to improve their personal welfare and that of the society of which improve their personal welfare and that of the society of which they are a part.they are a part.

SOCIAL MARKETINGSOCIAL MARKETING


Social marketing involves:Social marketing involves:

• An adaptation of commercial marketing technologies (ex: 4 P’s, An adaptation of commercial marketing technologies (ex: 4 P’s, STP).STP).

• Influencing voluntary behavior of target audiences.Influencing voluntary behavior of target audiences.

• Improving the personal welfare of target audiences and that of Improving the personal welfare of target audiences and that of the society of which they are a part.the society of which they are a part.




Motivation Yes No

Opportunity Yes No Yes No

Ability

Yes

Prone to behave

Education

Unable to behave

Marketing

Resistant to behave

Law

Resistant to behave

Marketing law

No

Unable to behave

Marketing

Unable to behave

Education marketing

Resistant to behave

Education marketing law

Resistant to behave

Education marketing law


The CompanyThe Company

• The ability of the company to meet the needs and wants of The ability of the company to meet the needs and wants of consumers must be addressed.consumers must be addressed.

• Analyzing the company in social marketing similar to activity in Analyzing the company in social marketing similar to activity in commercial marketing.commercial marketing.

• Main difference is that findings are often more unpleasant.Main difference is that findings are often more unpleasant.



The CustomerThe Customer

Tapping into the needs and wants of each consumer is paramount.Tapping into the needs and wants of each consumer is paramount.

Stages of ChangeStages of Change

• PrecontemplationPrecontemplation• ContemplationContemplation• Preparation and actionPreparation and action• MaintenanceMaintenance



SegmentationSegmentation• Requires thinking outside the boxRequires thinking outside the box

TargetingTargeting• Differentiated targetingDifferentiated targeting• Concentrated targetingConcentrated targeting

PositioningPositioning• Depends on marketers objectives – entice target audience to Depends on marketers objectives – entice target audience to

leave behind an old behavior or engage in new one.leave behind an old behavior or engage in new one.



ProductProduct

The way by which you define your social marketing product The way by which you define your social marketing product may be your only leverage point.may be your only leverage point.

PricePrice

Objective to frame or design replacement behaviors and Objective to frame or design replacement behaviors and products, while keeping target audience cost as low as products, while keeping target audience cost as low as possible.possible.

SOCIAL MARKETING STRATEGY


PROMOTIONAL MIX ASSESMENTPROMOTIONAL MIX ASSESMENT

Promotional Tool Advantages Disadvantages

Advertising - Wide reach

- Control the Message

- Costly

- Longer development process

- May not be as credible

Public Relations - Not as costly-Unbiased third party may signal credibility-Ability to leverage brand equity of third party

- No control on message

- Must have human resources with contacts

- Long-term process

Sales Promotion - Immediate effects

- Target gets to try desired behavior

- Engage third party into promotion

- Incur extra costs of communicating sales promotion

Personal Selling - Can reach socially “detached” audience members

- Message can be tailored for specific member

- Ideal for high-involvement decisions

- Power of speech

- Very expensive

- Limited reach

- Variance of sales agent skills

- Time consuming


PlacePlace

In seeking behavior change in sport environments, the In seeking behavior change in sport environments, the distribution of “change” may work through other individuals distribution of “change” may work through other individuals such as coaches, referees, technical experts, parents and such as coaches, referees, technical experts, parents and teammates.teammates.



BARRIERS TO ADOPTION OF BARRIERS TO ADOPTION OF SOCIAL MARKETINGSOCIAL MARKETING

• Reliance on education and the law as approaches to Reliance on education and the law as approaches to social change.social change.

• Difficulty in distinguishing social marketing from Difficulty in distinguishing social marketing from education.education.

• Managers lacking formal marketing training.Managers lacking formal marketing training.

• Ethics of social marketing.Ethics of social marketing.


• Lack of appreciation of social marketing by top Lack of appreciation of social marketing by top management.management.

• Poor ‘brand positioning’ of field, which some perceive Poor ‘brand positioning’ of field, which some perceive as manipulative and not community based.as manipulative and not community based.

• Lack of formal documented and publicized successes.Lack of formal documented and publicized successes.



• Lack of academic structure in social marketing.Lack of academic structure in social marketing.

Source: Adapted from Rothschild, M. (1999) Carrots, sticks, and promises: A conceptual Source: Adapted from Rothschild, M. (1999) Carrots, sticks, and promises: A conceptual framework for the management of public health and social behaviors. framework for the management of public health and social behaviors. Journal of MarketingJournal of Marketing, 63(4), , 63(4), 24-37.24-37.


copyright © 2009 nelson education ltd. all rights reserved. social marketing in sport chapter 15

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