SOCIAL MARKETING - Home: MFW4A - Making Finance Work for Africa
Transcript of SOCIAL MARKETING - Home: MFW4A - Making Finance Work for Africa
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SOCIAL MARKETING
• Definition, Applications
• Principles for Success
• Implications for Financial Capability
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DEFINITIONS
FORMAL:
“ A process that uses marketing principles and techniques to influence a target audience behavior that will benefit society, as well as the individual.”
BEHAVIORS TO REJECT, MODIFY, ACCEPT, ABANDON
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DEFINITIONS
INFORMAL:
“Influencing Behaviors for Good”
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TYPICAL APPLICATIONS
• IMPROVING HEALTH
• PREVENTING INJURIES
• PROTECTING THE ENVIRONMENT
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HEALTH ISSUES: U.S. 2004
• Each day, 4400+ youth tried first cigarette
• 40,000 women+ died from breast cancer
• 30,000+ men died from prostate cancer
• Close to 40% of adults aged 18 and over had no leisure-time activity
• 12,000+ infants born with fetal alcohol syndrome
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SAFETY ISSUES: U.S. 2004
• More than 3,000 children and teens died from gunshot wounds
• Close to 17,000 people were killed in alcohol-related crashes
• 10% of high school youth attempted suicide
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ENVIRONMENT ISSUES: U.S. 2004
•More than 8 million acres burned in the United States
•60% of office paper was thrown away in garbage that would have been recycled
•4.5 trillion nonbiodegradable cigarettes butts were littered worldwide
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IT’S ALL ABOUT BEHAVIORS
• Eat 5 fruits and vegetables a day.• Exercise 30 minutes, 5 times a week.
• Buckle your seatbelt before you put your vehicle in gear.
• Check smoke alarm batteries every 6 months.
• Replace old toilets with new low-flow models.• Use reusable cloth bags when shopping.
From 2.5 million/year to 18 million
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HOW DIFFERS
From Education:– Education typically just informs
– Social Marketing is intent on influencing behavior change
From Advertising and Social Media:– These are only two of the communication
options (Promotion Tool) for influencing behavior
– There are 3 other powerful tools
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WHY IT’S SO HARD.
We ask people to . . . .
• Be uncomfortable
• Risk rejection
• Reduce pleasure
• Give up looking good
• Be embarrassed
• Go out of their way
• Spend more time
• Spend more money
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THE SOCIAL MARKETINGAPPROACH
1. We segment and prioritize markets
2. We focus on clear, desired behaviors
3. We identify barriers and benefits
4. We use all 4Ps in the toolbox : • Product, Price, Place, Promotion
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#1 SEGMENT & PRIORITIZEMARKETS
• THE CONDOM KING
• Mechai Viravaidya, Ex-Senator in Thailand and Chairman of Population and Community Development Association
• Slashed AIDS infection rate from 140,000 cases per year in 1991 to about 20,000 in 2003.
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THE CONDOM KING
• Young Adults: Condoms Fun and Accessible
– Passed out at McDonald’s, tool booths, gas stations
– Balloon blowing contests in schools
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Cabbage & Condom Restaurant Bangkok
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#2: DETERMINE DESIREDBEHAVIORS
• Ones that are single, simple, doable
• Situation: Washington State– Year 2000: 1 million adult users
– $1800 taxpayer cost per smoker/per year
• Target Audience:
– 70% wanting to quit
• Behavior:
– Call the Quit Line
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RESULTS & ROI
• Seven years later– 100,000th call
• 13% of callers quit
• State cost per quit: $830
• State savings per quit: $1800/year
• 235,000 fewer smokers in state
• From 22.4% to 17% users
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#3 UNDERSTAND BARRIERS AND BENEFITS
• Situation: City of Kirkland
– Pedestrian flags since 1996
• Target Audience:
– Workers, shoppers
• Behavior:
– Use a flag
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BARRIERS
• What are they for?
• No flags on my side.
• Holder hard to use.
• I feel safe.
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NEW DESIGNS; MORE FLAGS
• Old Design • New Design
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RESULTS: 5 MONTHS LATER
2007 2008 % CHANGE
# People/
Groups
2426 2363 3% Decrease
# Flags 267 438
64% Increase
% Usage 11.0% 18.5% 68% Increase
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#4 IT TAKES ALL 4Ps
• Product– Something that supports the behavior
• Price– Incentives and Disincentives
• Place– Convenient access to products
• Promotion– Persuasive communications
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REDUCING TUBERCULOSISIN PERU
• Background & Situation: 1991
– 15% of TB, 3% of population
– 190 TB cases per 100,000 adults
– 12.1% abandoning treatment
– 50% not getting treated
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REDUCING TUBERCULOSISIN PERU
• Strategies– Product:
• Direct Observed Therapy – Price:
• Free testing, drugs, lodging, craft fair income– Place:
• Integrated into primary healthcare system, extended clinic hours, expanded to remote areas
– Promotion:• “If you cough more than 15 days, go to a health
center.”• “All TB services are free”• “Treatment for one is prevention for all.”• Mass media, street theater, videos
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REDUCING TUBERCULOSISIN PERU
• Outcomes by 1998 (7 years):– 90% of patients cured (from 12%)
– 94% of TB cases diagnosed (from 50%)
– Prevented 70,000 cases and deaths
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IMPLICATIONS FOR FINANCIALCAPABILITY
• Social Marketing is a proven discipline for influencing voluntary behaviors:– Health
– Safety
– Environment
• Influencing positive financial behaviors is the new frontier
• Need to use principles and 10 Step Model