Session 8Critical Components of

Social Marketing

Session Objectives

Module 1, Unit 3, Session 8

By the end of this session, campaign managers should be able to:

•Define key social marketing theories including the Behavior Change Continuum and the Diffusion of Innovation

•Describe key social marketing methods, including Audience Segmentation and the Marketing Mix

•Explain the difference between Mass Media and Guerilla Marketing techniques

•Give examples of species from their site that have the characteristics that make up a good Pride Flagship species

3

Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a

theme9. SUMMARY

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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a

theme

Module 1, Unit 3, Session 2.2.3 6

Behavior Change ContinuumStages of Change

behavior change occurs along a continuum - people typically move through a series of stages

as they change their behavior

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Stages of Behavior Change

Maintenance

Action

Contemplation

Pre-Contemplation

Preparation

Validation

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Stages of Behavior Change

Maintenance

Action

Contemplation

Pre-Contemplation

Preparation

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Validation

Module 1, Unit 3, Session 2.2.3 10

Applying the Behavior Change Continuum• Pre-Contemplation –Education about the

effects of dynamite fishing and alternatives available.

• Contemplation—Increase the benefits of more sustainable approaches/decrease the benefits of dynamite fishing.

• Validation -- Encourage conversations among peers.

• Action – Decrease the barriers to sustainable fishing/increase the barriers to dynamite fishing.

• Maintenance – Praise and reward for doing the right thing.

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Diffusion of InnovationsThe study of how, why, and at what rate new ideas and

technologies spread through cultures

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Diffusion Theory

Adoption of new behavior depends on whether the audience:

• Perceives a benefit• Finds it easy to understand• Can try out the behavior• Feels that the behavior brings peer

acceptance

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Module 1, Unit 3, Session 2.2.3 16

Individual Patterns

Innovators

Early Adopters

The Early Majority

The Late Majority

Laggards

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Diffusions of Innovations (1962)

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Everett M. Rodgers Adoption / Innovation Curve

2.

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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a

theme

The Four P’s of Marketing

Product

Price

Place

Promotion

To be effective a "product must be tailored to customer needs, priced realistically, distributed through convenient channels, and actively promoted to customers".

• Product: Soft drink

• Price:Reduced introductoryprice

• Place:Widely distributed, convenient locations

• Promotion:Ads in local papers

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Commercial Example

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Module 1, Unit 3, Session 2.2.3 23

Environmental Example

• Product:Energy-efficient stove

• Price:$7, limited free samples

• Place:Distributed through government extension agents and

NGOs• Promotion:

national and local media individual and group meetings in community

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Module 1, Unit 3, Session 2.2.3 24

Cost vs. Benefits• Cost of the behavior change and the benefits

should balance

• Perceptions of price and willingness to pay will vary

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3.

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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a

theme

Module 1, Unit 3, Session 2.2.3 27

Audience Segmentation

“The division of the market place into distinct subgroups or segments, each characterized by

particular tastes and requiring a specific marketing mix”.

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Module 1, Unit 3, Session 2.2.3 28

Audience Segmentation

• There is no such thing as “general public”

• “Everyone” might actually be the usual crowd

• The choice is to target audiences:– Consciously or by Default

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Module 1, Unit 3, Session 2.2.3 31

Audience Segmentation: WHY?

Right message, Right channels, Right people at the Right times

• Develop priority segments• Select the objectives most

appropriate for an audience• Break up an audience into smaller

chunks• Plan and evaluate more easily

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Module 1, Unit 3, Session 2.2.3 32

Audience Segmentation: HOW?

• Consists of gathering, interpretation, and application of information:

–Identification–Prioritization

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Module 1, Unit 3, Session 2.2.3 33

Audience Segment Identification

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Demographics

Gender

Age

Occupation

Income

Marital status

Ethnicity

Behavioral

Actual current behavior

Benefits derived from behavior

Readiness to change

Social consequences experiencing today

Psychographics

Fundamental values and beliefs

Key personal characteristics

Where they get their information

Social organizations they belong to

How do they spend $$

 

Module 1, Unit 3, Session 2.2.3 34

Audience Segment Identification• Pre-contemplation Stage – Knowledge about threat and its implications

• Contemplation Stage – What can be done to address threat,

benefits of change, removal of barriers

• Action Stage – Facilitate change, honor those who change,

use them as examples to others

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Module 1, Unit 3, Session 2.2.3 35

Prioritizing Audience Segments

• Who are the people who are behind the environmental threat? 

• Who are the people who are most likely to be open to change?

• How many people can we reach?

• Can we reach these people?

• Who are the people/groups critical to the success of the program?

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4.

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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a

theme

Module 1, Unit 3, Session 2.2.3 40

A channel is a way to transport a message, product, or service from

seller/provider to consumer.

Channels

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Module 1, Unit 3, Session 2.2.3 41

Communication MixPaid or donated form of a non-

personal message communicated through the various media

Paid or donated form of a non-personal message communicated

through the various mediaAdvertisingAdvertising

Personal SellingPersonal Selling

Short-term incentives for adoption of new behavior.Short-term incentives for adoption of new behavior.

Media RelationsBuilding relations with target

audiences by obtaining favorable publicity.

Building relations with target audiences by obtaining favorable

publicity.

Direct MarketingPromotion mechanism that

allows focused messages to be received by target audience.

Promotion mechanism that allows focused messages to be

received by target audience.

Personal communication by campaign staff.

Personal communication by campaign staff.

PromotionPromotion

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Module 1, Unit 3, Session 2.2.3 42

Channels

ADVANTAGES

reach a diverse audience,

geographic specific

accessible to most people,

can be market specific

flexible/easily adaptable, low cost,

targeted, simple

DISADVANTAGESeasy to ignore, poor

quality, requires literacy

brief messages, requires repetition, poor listening

habits

possible limited reach, may not compete against

expensive advertising exposure

NEWSPAPER

RADIO

MINI MEDIAi.e. poster,

bumper stickers

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Session Objectives

Module 1, Unit 3, Session 8

Did we meet these objectives?

•Define key social marketing theories including the Behavior Change Continuum and the Diffusion of Innovation

•Describe key social marketing methods, including Audience Segmentation and the Marketing Mix

•Explain the difference between Mass Media and Guerilla Marketing techniques

•Give examples of species from their site that have the characteristics that make up a good Pride Flagship species