3. RECAP! SO FAR WE…
1. Identified a target audience
2. You know what you want your audience to do
3. You know the benefits and barriers your audience faces
4. You know how the audience perceives competing
offerings/behaviors
5. You are aware of who your audience is influenced by
6. You have a positioning/value statement that will guide
your team’s decision making and your audience’s core
behavior
5. MARKETING MIX
Simply put: 4 tools to influence your target
audience
1. Product
2. Price
3. Place
4. Promotion
Will look at first three tonight…
6. PRODUCT
Offered to a target audience or market in order to satisfy a want
or need. Goods, services, experiences, ideas etc. Very
expansive…
In community based social marketing we add:
• The community benefit for performing the desired behavior
• Any actual goods or services you will promote to your target
audience
• Any additional elements that will help your target audience
engage in the desired behavior
What is the “product” for a community based social marketing
plan to help fight childhood obesity by reducing fast food and
exercising more?
7. THREE PHASES TO
PRODUCT
DEVELOPMENT
• Core product: Benefit to the community
from performing the desired behavior
• Actual Product: Goods and services
offered and any special product features
• Augmented product: Additional product
elements to assist in performing the
favor
8. NEIGHBORHOOD
RECYCLING PROGRAM
EXAMPLE
Core product: Reduce waste via
increased recycling
Actual product: Recycling bins and pick
up
Augmented product: Information sheet
that shows how to recycle
(glasses, paper, plastics etc) and how
much waste is reduced when recycling
9. BRANDING
• Important to community based social marketing
• Should act as a reminder or icon of the behavior
• Integrates the positioning statement/value proposition
• Brief statement of purpose that can self-replicate and be
passed on easily (Got milk?)
• When brands and value propositions collide you have a
strong campaign!
10. PRICE
Yes! There is a price element to community based social
marketing…
Instead of money paid (narrow view of price) in a community
based social marketing context price is the monetary or non-
monetary incentives or disincentives for engaging in the
desired behavior.
Sometimes obvious (equipment needed, less fines, longer
life, injury, increased costs, money saving) sometimes not
(increased effort, psychological benefits)
11. EXAMPLE: STOP
TEXTING WHILE DRIVING
What might the “costs” be to a community based social
marketing campaign to stop texting while driving? In other
words, if someone was to follow the behavior, what would it
require of them?
Goods needed?
Services needed?
Time/Effort?
Psychological?
Physical?
12. PLACE
Location, Location, Location!
Sometimes figurative and not always literal.
Starbucks, with locations on every corner, is iconic of the
place component of marketing.
Why?
What is the relevance to community based social marketing?
14. PLACE
Is where the target audience will perform the desired
behavior in traditional marketing. Also known as the
distribution channel.
In community based social marketing place is the strategy
that will make it as convenient, easy and possible to engage
in the desired behavior.
Place breaks down many barriers/obstacles to engaging in
the desired behavior. Critical portion of the marketing mix.
15. 10 TIPS FOR DEVELOPING
SUCCESSFUL PLACE STRATEGIES:
Text book pages 292-302:
1. Make locations/access closer
2. Extend hours to perform the activity
3. Be there at point of decision making
4. Make the location more appealing
5. Overcome psychological barriers
6. Be more available than competition
7. Make competition more difficult or unpleasant
8. Be where your target audience shops
9. Be where your target audience hangs out
10. Work with existing distribution channels
