social marketing mix
product price place promotion
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Ready
- target audience
- target behaviour
- benefits & barriers
- competition
- influential others
- positioning statement
Photo by Caucas'
PRODUCT
- ANYTHING that can be offered to a market to satisfy a want or need:
- physical good, service, experience, event, person, place, property, organization, information, idea.
How to influence the target audience with goods & services that will support desired behaviours.
Photo by HVargas
Untitled Slide
Product Platform
- Core product
- Actual product
- Augmented product
- Consider all 4 categories: Goods / Services x Existing / New
Photo by mrhayata
Product Elements
- Core product: a desirable benefit
- Actual product: goods & services
- Augmented product: more things that help, support & encourage them to do the behaviour
Emphasize WHAT'S IN IT FOR THEM in exchange for performing the behaviour.
Photo by @Doug88888
Untitled Slide
Photo by Leo Reynolds
CORE Product
- benefits received
- costs avoided
Exchange: People exchange their behaviour for something of value.
What's in it for the customer?
What needs will the behaviour satisfy?
What do they value?
Social marketer must decide which to emphasize in a campaign.
You may even identify the core product in your positioning statement.
What's in it for the customer?
What needs will the behaviour satisfy?
What do they value?
Social marketer must decide which to emphasize in a campaign.
You may even identify the core product in your positioning statement.
Photo by Bruno Leonardo Mendes
Actual Product
- specific goods or services related to the desired behaviour
- existing or new
- See Table 10.4
- physical goods & services can provide the mechanism people need to enact the behaviour
- brand names
The more a social change campaign resembles a product campaign, the more successful it is likely to be.
You might brand the campaign or the behaviour and the associated products.
Successful & cost effective campaigns have been branded. For example:
truth
Salmon friendly gardening
5 a Day
Don't mess with Texas
Road Cres
Click it or ticket
Smokey Bear
or the name of a sponsoring or endorsing organization -- e.g., National Cancer Institute.
sometimes, the public names it: eg., Ghost Chips
You might brand the campaign or the behaviour and the associated products.
Successful & cost effective campaigns have been branded. For example:
truth
Salmon friendly gardening
5 a Day
Don't mess with Texas
Road Cres
Click it or ticket
Smokey Bear
or the name of a sponsoring or endorsing organization -- e.g., National Cancer Institute.
sometimes, the public names it: eg., Ghost Chips
Photo by justmakeit
Augmented Product
- additional product elements that encourage, remove barriers, sustain behaviour
Augment product is any additional product elements that can encourage people to do the target behaviour, remove barriers, sustain behaviour -- or generally help people do what you want them to do.
Can also be things that "tangibilize" the campaign -- make it memorable or remind people of the campaign message when they see it.
Can also be things that "tangibilize" the campaign -- make it memorable or remind people of the campaign message when they see it.
Photo by ajagendorf25
price
- the cost that the target audience associates with adopting the desired behaviour
Photo by sylvar
Exchange
Photo by chrisinplymouth
Product
Price
Place
Promotion
Photo by capn madd matt
PRODUCT
- ANYTHING that can be offered to a market to satisfy a want or need:
- physical good, service, experience, event, person, place, property, organization, information, idea.
How to influence the target audience with goods & services that will support desired behaviours.
Photo by HVargas
Price
- the cost that the target audience associates with adopting the desired behaviour
Photo by sylvar
Place
- Where & when the target audience will perform the desired behaviour, acquire related goods, or receive associated services.
Photo by szeke
Promotion
- Communications designed & delivered to inspire the target audience to action.
Photo by Leonard J
What do you want to know?
- definitions
- examples
- relationships
- ...
- ...
- ...
What do you want to know about ... place; ... promotion;
-- for social marketing planning?
List what you want to know.
Where do you go to find out?
OK: Go find out.
What is important to share?
Place 1
Place 2
Place 3
Promotion 1
Promotion 2
Promotion 3
-- for social marketing planning?
List what you want to know.
Where do you go to find out?
OK: Go find out.
What is important to share?
Place 1
Place 2
Place 3
Promotion 1
Promotion 2
Promotion 3
Photo by an untrained eye
