Wed 2 Thinking Like a marketer w revised...

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Marketing Process

• Initial Planning• Strategy Development• Program Development

Kotler and Lee (2007)Social Marketing:

I fl i B ha i • Program Development• Implementation• Evaluation

Influencing Behaviors for Good

Marketing Process



I fl i B ha i • Program Development• Implementation• Evaluation


Marketing Process

• Initial PlanningBackground, purpose and focusSituational analysisSelect target marketSpecif goals and objecti es


I fl i B ha i Specify goals and objectivesMarket research

• Strategy Development• Program Development• Implementation• Evaluation


Marketing Process

• Initial Planning• Strategy Development

– Marketing plan– Evaluation plan


I fl i B ha i – Evaluation plan– Implementation plan

• Program Development• Implementation• Evaluation

Influening Behaviors for Good

Marketing Process



I fl i B ha i g p

– Prototype development– Pretesting– Revision and retesting …..

• Implementation• Evaluation


Marketing Phases



I fl i B ha i g p

• Implementation– Coordination – Refinement

• Evaluation


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Marketing Phases



I fl i B ha i g p

• Implementation• Evaluation

– Monitoring– Midcourse revisions– Impact evaluation


Initial Planning Phase

• Background statement• Situational analysis• Select target market• Specify goals and

objectives• Market research

Step One

• Background:– Write brief description of the problem

or need for the program

• Purpose:– State your general purpose

• Behavioral focus: – State a behavioral goal or focus

Breast Cancer Screening

• Breast cancer second leading cause of death

• Florida below Healthy People 2010 l

Step 1:

Background goals – 23% of women in Florida over 40 years

of age have never had a mammogram– 33% of women not screened within

the past two years

Purpose

Focus


• Purpose: – Reduce deaths due to breast

cancer

Step 1:

Background

Purpose

Focus

Behavioral Focus• Social marketing is inappropriate for

problems that do not have behavioral determinants

• Some problems have only one

Step 1:

Background behavioral determinant

• When multiple behaviors impact problem, need to compare alternatives

Purpose

Focus

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Selecting Behavioral Focus

• When multiple behavioral factors

• Prioritize based on

Step 1:

Background • Impact• Likelihood of change

Strength of competitionResistanceAvailability of effective

interventions

Purpose

Focus

Selection Process

• List specific behaviors• Estimate impact• Estimate probability of change

Step 1:

Background • Resistance to change• Availability of evidence-based

interventions• Search for best return on

investment

Purpose

Focus

McKenzie Mohr Model

• McKenzie Mohr, D. and Smith, W. (1999). Fostering Sustainable Behavior: An Introduction to Community based SocialCommunity-based Social Marketing. Gabriola Island B. C., Canada: New Society Publishers

1. Limit fat

2. Mammograms

Breast Cancer Case Study

g

3. Stay thin

4. Limit alcohol

5. Self- exams

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Work Session

• List key background points

• Write purpose

S l t b h i l f

Step 1:

Background • Select behavioral focus

– Estimate impacts

– Estimate probability of change

– Estimate intersection on impact/responsiveness chart

Purpose

Focus

Situational Analysis

• Consider external factors– Demographic trends– Cultural trends

E i fStep 2:

Conduct – Economic forces– Stakeholders – Political forces

Conduct SituationalAnalysis

Situational Analysis

• Consider internal factors– Organizational resources– Service delivery capabilities

P tStep 2: Conduct

– Partners– Previous successes

SituationalAnalysis

SWOT

• Strengths• Weaknesses• OpportunitiesStep 2:

Conduct• Threats



• Strengths– DOH had funds to provide services and

planned to increase service delivery– USF had resources to carry out project

Step 2: Conduct y p j

– ACS a willing partner

• Weaknesses– DOH new to social marketing– DOH and USF had not worked together– Funding limited to one year


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• Opportunities– Students available to conduct research– Considerable qualitative research on

t i il bl th h ACSStep 2:

Conduct topic available through ACS

• Threats– Screening guidelines being debated

nationally– Funding streams always vulnerable


Exercise

• List one example for each– Strengths– Weaknesses– Opportunities– Threats

Target Markets

• Primary audience• Whose behavior do you want to

change?Secondar a diences

Step 3: Select • Secondary audiences

• Influencers• Gatekeepers

Select TargetMarket

Traditional Model

UndifferentiatedUndifferentiated

Traditional

Neediest

Best return on investment

Marketing Model

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People Differ

• Behavior• Benefits• Costs

Step 3: Select Costs

• Personal characteristics• Others

Select TargetMarket

Behavior

• Past behavior• Current behavior• Future intentions

Step 3: Select Future intentions

• OtherSelect TargetMarket

Participation Costs

• Fear• PainStep 3:

Select• Time• Transportation • Perceived

affordability

Select TargetMarket

Personal Characteristics

• Demographics

• Psychographics Step 3: Select

• Lifestyle

• Stage of life

• Others

Select TargetMarket


• Past behavior• Future intentionsStep 3:

Select• Ethnicity• Residence

– Rural versus urban

Select TargetMarket

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Selection Criteria

• Return on Investment– Potential impact

• Size of groupStep 3: Select g p

• Need or benefit received

– Responsiveness• Readiness to change• Likely response to your efforts

Select TargetMarket

1. Irregular

2. Never

Breast Cancer Case Study

2. Never

3. Refuse to return

Step 3 Work Session

• Use your behavioral focus for this exercise

• List potential ways to segmentStep 3:Select

– Consider current behavior– Consider readiness to change

• May combine into potential segments

Select TargetMarket

Exercise

• Impact you could have on the problem– how much they would benefit?

H h ld it i t bl ?Step 3: Select – How much would it impact problem ?

• Responsiveness to activities you could implement

Select TargetMarket

Behavioral Objectives

• Decide what specific behaviors to recommend

• Establish quantifiable behavioral objectives

Step 4: Behavioral Objectives j

• At this point, typically begin the next step – market research– Review marketing decisions– Identify what already know and what need to

know

j

Step 5: Market Research

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Research Plan• Based on marketing decisions

– What to recommend – behavioral objective

– How to refine segment– Which benefits to promiseStep 5: Which benefits to promise– Which costs to lower or make

affordable– How to place the product and

reinforce adoption– How to promote the product

Step 5: Market Research

Formative Research Worksheet

• 1st Column: list ideas to confirm or explore

• 2nd Column: record existing data that you can review to make thatthat you can review to make that decision

• 3rd Column: identify data collection methods

• 4th Column: specify recruitment procedures

• 5th Column: assign task to specific people or organizations

Worksheet Today

• Use worksheet to:– Review each marketing decisions– Identify existing data can use to y g

make decision– Begin process of identifying

information gaps

• Note: Existing datasets may become redundant

Tomorrow

• Best methods to collect data• Sampling guidelines• Person responsibleStep 5:Step 5:

Market Research


• Options– CDC recommendations– Other standards

Oth l

Step 5

– Other program examples• Information gaps

– Consumers’ reactions– Stakeholders’ reactions

• Which recommendations would they reinforce?

• Which recommendations would alienate them?

Identifying Informational

Gaps

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• Options– Call to schedule breast cancer

screeningGet a mammogram every year

Step 5

– Get a mammogram every year– Ask your doctor

• Information gaps– Consumer reactions to options– Access to doctors


Gaps

Research Plan

• First column of worksheet, list existing data that could help you make each decisionP d t

Step 5

• Program data– Publications

• http://www.health.gov/communication/default.asp

– Grey literature– Commercial marketing resources

• American Demographics• Companies that sell related products


Gaps


• American Cancer Society’s mega-analysis

• Published literature• Technical reports and materials

from other programs

VSS

• Commercial marketing materials– Tweens– Millennial generation

• CDC’s Youth Media Campaign– Literature reviews– Physical activity determinants– Segmentation analyses

• Berkeley Center for Weight and Health

Work Session

• List recommendations you are considering

• List information you need– Consumer reactions– Stakeholder reactions– Other issues to explore

Refine Segment

• Many target markets have segments within them that require different approachesAl t i id fil i t

Step 5

• Also want a vivid profile or picture of the segments you will give greatest priority

• Next page of worksheet


Gaps

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Take out Second Page of Worksheet Refining Segment

• List market segment(s) selected– Consider data needed to confirm or refine

segmentation– List characteristics you need to understand

• Consider secondary audiences– Who influences them?– Who could facilitate or promote change?

• List existing data sources

Review

• Behavioral objective• How to refine target market• Which benefits to promiseStep 5:

• Which costs to lower or make affordable

• How to place the product and reinforce adoption

• How to promote the product

Identifying Information Gaps

Core Product

• Best distinguish product from competitionStep 5

Market Research:

• You can truly deliverIdentifying

InformationalGaps

Price

• What do they exchange for benefits?

Step 5Market Research: benefits?

• What other factors impact behavior?


Gaps

Role of Theory

• Theory will help drive consumer research

• Master list of variables • Master list of variables • Can categorize into:

– External – Internal

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External

• Policies – existing or potential

• Access to needed resources, products or services

• Social normsWho do they listen to?What are they saying?

• Skills

• Cultural trends

• Other constraints/opportunities

Internal Factors

• Perceived costs • Perceived benefits• Perceived risk• Self confidence or self

efficacy• Other beliefs, values,

attitudes

Work Session

• List what you know are possible:– Benefits

• Non-health related• Health related• Health related

– Costs – Other factors

• Existing data sources

Placement

• Where to offer services and products

Step 5

• Partners who can support behavior change


Gaps

Promotion

• SpokespersonsStep 5:

• Information channels

• Communication Guidelines


Gaps

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Work Session

• Places

• Partners

S k• Spokespersons

• Information channels

• Other promotional tactics

Summary

Tasks

• Initial PlanningBackground and purposeSituational analysisPreliminary target market profileMarketing goals and objectivesMarketing goals and objectivesMarket research

• Strategy Development– Marketing plan– Evaluation plan– Implementation plan

• Program Development• Implementation• Evaluation

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This presentation copyright © 2008 by the Florida Prevention Research Center

All rights reservedAll rights reservedNo part of this presentation may be

reproduced or utilized in any form or by any means, without the written permission of:

Florida Prevention Research Center13201 Bruce B. Downs Blvd., MDC056

Tampa, FL 33612813-983-3216

Wed 2 Thinking Like a marketer w revised...

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