Social Marketing 1 Naomi Radke, seecon international GmbH.

Social Marketing

Social Marketing

1

Naomi Radke, seecon international GmbH

Social Marketing

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Social Marketing


Contents

1. What is Social Marketing?

2. Fundamental Marketing Principles

3. Marketing Mix – the 4 P’s

4. The 6 Phases of a Social Marketing Process

5. Example of a Social Marketing Strategy

6. Applicability

7. Advantages and Disadvantages

8. References

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Social Marketing


A definition

“Social marketing is the use of commercial marketing techniques to promote the adoption of behaviour that will improve the health or well-being of the target audience or

of society as a whole.”

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Printed truck of the SuperAmma Campaign to promote handwashing. Source: http://www.superamma.org [Accessed: 24.10.2013]

Social Marketing


A promotion framework

• Similar to conventional marketing BUT to achieve a social benefit (improvement of health, conservation of resources) NOT to sell a product

• Not a stand-alone awareness raising tool BUT a framework/structure that combines classic promotional tools with knowledge from scientific fields (economy, psychology, sociology, anthropology, ...)

• Not easy to implement:•Changing intractable behaviours•Often in complex economic, social and political climates•Often with very limited resources

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Social Marketing


Applied to water and sanitation promotion

Improving current situation regarding sanitation and water is mostly connected with behaviour change of the local communities!

Social marketing can change current behaviour and therefore improve health of the local community!

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TV commercial in Indonesia.Source: http://www.awbnetwork.org/index.php?option=com_k2&view=item&id=135&Itemid=88 [Accessed: 24.10.2103]

Social Marketing


Principals critical to success of social marketing campaigns• Understand the audience (needs, wants, barriers,

motivations)

• Be clear: What should the audience DO?

• Exchange: offer your audience something appealing in return for behaviour change

• Competition: your audience can always choose to do something else

• Be aware of the “4 P’s of Marketing” (see next slide)

• Role of policies, rules and laws in efforts to affect behavioural change

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2. Fundamental Marketing Principles

Social Marketing


The “4 P’s Framework” allows:

• Development of the appropriate product

• At the right price

• Easily available through strategic sales placement

• Known about through promotion

• (5th P: sometimes policy is also needed)

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Social Marketing


Product

• Not necessarily physical/tangible (e.g. household latrines)

Also

• Services (e.g. sludge removal service)

• Practices (e.g. using proper toilets, saving water)

• Ideas (e.g. environmental protection)

BUT

Before designing a product, consumer must be aware that there is a PROBLEM that the product addresses (e.g. Household latrine can address the problem diarrhoea) Demand creation!

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Source: LUETHI et al. (2013)

Source: http://communitypowerkenya.kbo.co.ke/ [Accessed: 24.10.2013]

Social Marketing


Price

• Behaviour change (even though that has no price tag)

• But products that come with behaviour change have a price (e.g. toilets, soap for hand washing, etc. )

Products need to be affordable for the target audience!

• Subsidies or incentives may be necessary to boost the social marketing intervention

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Source: http://www.gadgetsandgear.com/money-toilet-paper.html [Accessed: 24.10.2013]

Social Marketing


Place

• Products required for behaviour change need to be available and accessible for the target audience

• E.g. urban and rural poor need clean sanitation facilities nearby in order to change their open defecation practices

• E.g. soap needs to be available in nearby stores and water needs to be available to wash hands

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Handwashing requires access to water. Source:

http://www.wsp.org/about/Cartoon%20Calendars/2007%20Calendar [Accessed: 24.10.2013]

Social Marketing


Promotion

• If your “product” is a new behaviour or social norm, promotion is often difficult

Understanding of the motivations of the target audienceKnowledge of their primary and trusted channels of

communication

• Raise awareness

• Desire to adopt the new behaviour

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Advertising raising awareness of link between water pollution and child death. Source: http://www.ads-

ngo.com/2010/07/19/bad-water-unicef/ [Accessed: 24.10.2013]

Social Marketing


The 5th P: Policy

• Sometimes needed for social marketing programs

• Can be used to make unhealthy behaviour harder•E.g. banning open defecation in public places

• Can be used to make desired behaviour easier•E.g. subsidising the provision of hand-washing facilities in

schools

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Social Marketing


Social marketing – not just promotion!

Many behaviour change programs only target the fourth P: PROMOTION!

BUT

Social marketing is always at least the combination of the 4 P’s!

... Because behaviour change is difficult to achieve if necessary products are not available at right price and place!

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Social Marketing


Phase 1: Describe the problem

• Based on thorough review of available data, current literature on behavioural theory and best practices or programmes addressing similar problems

• E.g. SWOT-Analysis: finding Strengths, Weaknesses, Opportunities, Threats

• Develop a strategy team to help develop and promote the program

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Social Marketing


Phase 2: Conduct the market research

• Target audience?

• What makes different consumer groups alike/different from each other?

Need to approach different consumer groups in different ways (own priorities and needs)

E.g. for a general sanitation campaign you cannot have a standard product (e.g. arborloo) and only promote through one channel (e.g. radio)

• Objectives:◦ Cluster target audience into useful segments◦ Which target audience segments are most ready to

change behaviour◦ What do they want or need most in order to do that

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Social Marketing


Phase 3: Create the market strategy

• Heart of marketing program: WHAT you want to achieve and HOW

• Based on research findings (Phase 1) select target audience and desired behaviour

• Specify benefits the target audience will receive for behaviour change (benefits they really care about!)

• Specify key barriers that the program will help the target audience to overcome

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Social Marketing


Phase 4: Adapt your marketing mix

Different marketing mix for all identified segments:

• Different products

• At different prices

• Available at different places

• Reach segments through different communication tools

Also, develop a plan, timeline and budget for each intervention, highlight key partner and stakeholders.

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Social Marketing


Phase 5: Plan monitoring and evaluation

• Monitoring data are used to ensure the program is implemented as planned and whether strategy is suitable

• Consider also environmental factors (e.g. policies, economic conditions, new programmes, structural change): have they changed in ways that affect the program?

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Social Marketing


Phase 6: Implement the intervention and evaluation

Implementation of the programme and evaluation takes:

• Launching the programme

• Producing materials

• Procuring needed services

• Sequencing, managing and coordinating the respective interventions

• Staying on strategy

• Fielding the evaluation

• Capturing and disseminating findings and lessons learned

• Modifying activities as warranted

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Social Marketing


Promoting hand-washing with soap (1/2)

• National and state-wide hand-wash marketing programmes in Ghana, Peru, Senegal, South Africa, Indonesia, among others

• E.g. http://www.globalhandwashing.org/

• It is guided by the following principles:1. These deaths are preventable (research shows:

hand-washing can reduce diarrhoea by almost 50%)2. Hand-washing with soap is a right 3. Large-scale changes in hand-washing practices

can be achieved

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Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]

Social Marketing


Promoting hand-washing with soap (2/2)

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Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]

Performance of Global Handwashing Dance, Japan.

Global Handwashing Day & International Day of Disaster Risk Reduction, Philippines.

Social Marketing


Social marketing

• Very useful if you are dealing with a large number of “end customers”

• Improving the current situation in your area regarding water and sanitation mostly requires a fundamental change in behaviour of the local community

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6. Applicability

• Social marketing can efficiently change current behaviour and improve the well-being of the local community

Source: ECOSAN CLUB (2013)

Social Marketing


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Advantages:•Combines knowledge from

various scientific fields in order to get best understanding how to change behaviour

•No need to be a marketing expert to implement social marketing

•Potential to strongly improve the well-being situation of your community

•Forces you to take a customer-oriented standpoint

Disadvantages:•Implementation requires a

marketing team in order to conduct the 6 phases

•Requires time and money for planning and implementation

•Requires some understanding of marketing principles

7. Advantages and Disadvantages

Social marketing

Social Marketing


ECOSAN CLUB (Editor) (2013): Sanitation Comics. Vienna: Ecosan Club. URL: http://www.ecosan.at/ssp [Accessed: 28.10.2013]

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8. References

Social Marketing 26

“Linking up Sustainable Sanitation, Water Management & Agriculture”

SSWM is an initiative supported by:

Created by:

Social Marketing 1 Naomi Radke, seecon international GmbH.

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