Place and Promotion 7.10.2010
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Place and promotion SOCIAL MARKETING MIX: STRATEGIES + SOLUTIONS SOCIAL MARKETING 2010 -1 Prof. L. Suzanne Suggs, PhD Marco Bardus, MA Università della Svizzera italiana Autumn semester 2010, Week 3 Thursday October 7
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Transcript of Place and Promotion 7.10.2010
Place and promotionSOCIAL MARKETING MIX: STRATEGIES + SOLUTIONS
SOCIAL MARKETING 2010-11
Prof. L. Suzanne Suggs, PhDMarco Bardus, MA
Università della Svizzera italianaAutumn semester 2010, Week 3
Thursday October 7
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Overview of presentation
Today we focus on:Place (Chap. 12)Promotion (Chap. 13) –Creative Brief–Creative Strategy–Messages
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PlaceMaking access convenient and pleasant
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Tabula Peutingeriana
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What is Place in social marketing terms?
Physical locations: walking trailsPhone: domestic violence help lineMail: immunization wallet card to keep track of a child’s
immunization; a dietary-exercise log (see FAN)Fax: signed patient agreement with physician to quit is
faxed to a quitlineInternet: rideshare matching, Mobile Unit: for hazardous waste, blood donations,
mammograms, etc.
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The Social Marketing Mix
Tool Definition Examples Key marketing question
Product The behavioural offer made to target adopters
Adoption of idea (belief, attitude, value)Adoption of behaviour (one-off, sustained)Distance from current behaviourNon-adoption of future behaviour
How appealing is the offer?
Price The costs that target adopters have to bear and barriers they have to overcome
Psychological, emotionalCultural, socialBehaviouralTemporal, practicalPhysical, financial
How affordable is it?
Place The channels by which the change is promoted and places in which the change is supported and encouraged
Media channelsDistribution channelsInterpersonal channelsPhysical placesNon-physical places (e.g. social and cultural climate)
How readily available is it?
Promotion The means by which the change is promoted to the target
AdvertisingPublic relationsMedia advocacyDirect mailInterpersonal
How well known and appreciated is it?
Your task: choose a behaviour-change challenge – speeding in your town for instance, or teen antisocial behaviour – and design a marketing mix for it. Consider how useful the various Ps are and how they might vary given another project or the same project at a different stage.Source: adapted from MacFadyen et al. (2002, reproduced in Hastings (2007)
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Think
creative
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On-line places become real off-line venues
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UshahidiInformation Collection, Visualization, & Interactive MappingUshahidi builds tools for democratizing information, increasing transparency and lowering the barriers for individuals to share their stories.
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Bike sharing in Lugano
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Use technology, but be awareof possible drawbacks…
Developing place strategy
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Examples of place strategies (1)
#1 Make location closerMobile van for dental services or for needle exchange services
#2 Extended hoursVote by Mail, Recycling centres open on Sundays
#3 Be there at the point of decision makingPlacing a glass bowl of fruits at eye level
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Examples of place strategies (2)
#4 Make the location more appealingBicycle paths and lanes
#5 Overcome psychological barriersNeedle exchange services, counseling support by email on a quit-smoking website
#6 Be more accessible than the competitionSchool vending machine reform, Apple vending machines
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Examples of place strategies (3)
#7 Make access to competition more difficultSmoking bans
#8 Be where your TA shops + #9 where TA hangs outMammograms in the Mall, HPV testing vans
#10 Work with existing distribution channelsLittering collection packs, condomsLugano, 10/7/2010
Managing distribution channels
Types of distribution channels
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Change agent Distributor Wholesaler Retailer Adopter
Three-level channel
Change agent Distributor Retailer Adopter
Two-level channel
Change agent Retailer Adopter
One-level channel
Change agent Adopter
Zero-level channel
Time for a break
PromotionMaking access convenient and pleasant
“Say the right thing in the right way tothe right person in the right placesenough times”
- Lynne Doner Lotenberg (Kotler & Lee, 2008. p. 265)
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The Fourth “P”: Promotion
Promotions are persuasive communications designed and delivered to inspire your target audience to action.
What are the four major components?
MessagesMessengersCreative strategyCommunication channels
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Message strategies
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Message strategy
What do you want your target audience to do?
What do you want them to know?
What do you want them to believe?
Describe the difference between “know” and “believe”
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Breaking Through (Parrott, 1995)
Be novel
Use unexpected content or place
Instruct the audience to pay more attention (e.g., “now hear this”)
Use language that conveys immediacy and personal relevance (use “your”, active present-tense verbs; avoid qualifiers)Lugano, 10/7/2010
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Health Communication Message Review Tool (www.thcu.ca) – (1)
The message will get and maintain the attention.
The strongest points are given at the beginning of the message.
The message is clear.
The action you are asking is reasonably easy.
The message uses incentives effectively.
Good evidence for threats and benefits.
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Health Communication Message Review Tool (www.thcu.ca) (2)
The messenger is seen as a credible source.
Messages are believable.
The messages use an appropriate tone.
The message uses an appeal that is appropriate(i.e., rational or emotional).
The message will not harm or be offensive to people who see it (including avoiding ‘victim blaming’).
Identity is displayed throughout.
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Message design
Message appealRational (factual) vs. Emotional (elicit positive or negative feeling about behavior)
One-sided (praise) vs. two-sided (praise & condemn)?
Message framingGain vs. Loss? Moral: it’s the right/wrong thing to do
Nonverbal: visual cues
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Messenger strategies
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Who’s the spokesperson?
Partners and SponsorsSpokespersons (e.g. Obama in World AIDS day)
Endorsement
How do you choose?Credibility
ExpertiseTrustworthynessLikability
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Digression: fear appeals
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Fear Messages
Witte (2001) suggests that appropriate fear messages include:
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A high threat message
personal and vivid
A high-efficacy message that explains how to implement the recommended response, addresses barriers to the recommended response, gives evidence of the recommended response’s effectiveness, and that may role play (i.e., simulate) the recommended response.
+
Let’s recap: creative strategy tips
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Creative strategy tips (1)K.I.S.S.(Keep It Simple and Clear)
Focus on audience benefits
When using fear, follow up with solutions and use credible sources
Try for messages that are vivid, personal and concrete
Make messages easy to remember
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Creative strategy tips (2)
Sometimes have a little fun
Try for a “big idea”
Consider a question instead of a nag
Highlight relevant social norms
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Creative briefs
What is a Creative Brief?
A bridge between research and creative
The foundation for strategy
A “creative contract” agreed upon by all partners at the outset of the creative process
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Creative BriefsProvide a focused brief (1 to 2 pages) to writers and graphic designers, including: • A brief description of the project and audience (key factors and insights
from the audience analysis) • Specific objectives in terms of what you want the audience to know, think
and do after they receive the message• Main message(s) and desired outcome(s) (what people will take away)• Benefits and other content elements to support your main message• Type of appeal(s): Rational (one-sided, two-sided), emotional (such as
fear, humour, feeling good), functional, moral, normative, relational• Must have and don’t want• Channels to be used and specifications• Budget• Deadlines
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The Creative Brief
1.Target Audience(s) Whom do you want to reach with your communication?
2.Objective(s) What do you want your target audiences to do, think, or feel?
3.Obstacles What beliefs, cultural practices, pressure, misinformation, etc. stand between your audience and the desired objective?
4.Key PromiseWhat’s in it for the audience?
5.Support Statements Reasons the Key Promise is true
6.Tone What feeling or personality should your communication have?
7.Media What channel(s) or form will the communications take?
8.Openings When or where are the teachable moments?
9.Creative ConsiderationsAnything else the creative people should know?
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Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
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A properly designed pre-test can assess whether materials are understandable, attention-getting, memorable, and relevant to target audience members. It can also identify any source of confusion or offence.
(Siegel & Doner Lotenberg, 2007)
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Potential pre-testing techniques
Focus GroupsPersonal InterviewsExpert Review
Do not overreact to pre-test results – use your judgment. Sound planning in previous steps should not create too many surprises.Do not forget that the findings have to be finally and thoroughly revised!Lugano, 10/7/2010
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Pre-testing (cont’d)
The following items should be included when pre-testing messages and materials (Siegel & Doner Lotenberg, 2007):
What is the main idea of the (ad, booklet, etc.)?What, if anything, was particularly liked?What, if anything, was particularly disliked?Was anything offensive? (What? Who would it offend?)Was anything hard to understand? (What?) Was anything hard to believe? (What? Why?)Who is this for? Who would get the most out of it? What, if anything, should be changed, added, or deleted?Why option would be most likely to induce the desired action?
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Words of caution about pre-testing
Not about whether they like the ad
Consider testing concept statements
Test conceptual spots in line up before finished spots
Thoroughly brief clients and colleaguesnot familiar with the process
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Finally, be sure to:
Detail the product BenefitsFeaturesAssociated tangible good & services
Detail the Price What will it cost (monetary and non-monetary)
Detail the PlaceWhere do they have to go?
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Remember, the message:
Should be what the consumer takes out of it not what you put in it
should be:MeaningfulBelievable
Distinctive
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Activity
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Activity - Place & PromotionWork with the groups formed in “getting to know an issue” and think about possible place and creative message strategies to pursue the goals of a campaign Think aboutWays to reduce barriers and improve access (making it easier, including location, hours, mobile/going where the audience is, distribution channels, intermediaries)?
Write a message aimed at one of your key audiences that answers the following questions: – What? – So What?– Now What (call to action)? – Who are you (source and/or testimonial/leader)?
Specify the approach (appeal, norm, fear, …)
Justify the approach referring back to the audience analysis and other components of your strategy
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