The final job of the social marketer is to move the target adopter to action and to ensure that the adopter is happy with their choice to do so. There are two ways to "close"

Pressure for Immediate Action
The number one reason for failure of target adopters to adopt is the lack of the opportunity to do so. This is followed by lack of capacity and time constraints, but the unforgivable error of the social marketer is in failing to offer the target-adopter an opportunity to act. 

Exercise Providing Opportunity Think of some time when you were willing to do something worthwhile, but were simply not given the chance to do it. How can you avoid this happening with your social product?

Things a marketer can do to trigger action (known in sales parlance as "close") 

Product Sampling
Couponing
Premium Offering
Contests and Sweepstakes
Continuity Programmes
Special Events

Exercise You may already be... Which of these might be useful in getting your target adopter to adopt?

Participatory Adoption
People who sell soap know that you have to get customers involved, feeling that that bar of soap is their bar of soap. If it's important in marketing soap, it is crucial in marketing a social product. There are three main ways to get the target adopter to adopt, and they match the levels of commitment to attitude found in consumer behaviour: 

Compliance Adoption Process
Identification Adoption Process
Internalization Adoption Process

We trigger these actions through 

Managing Service Delivery and Target Adopters' Satisfaction

Once you've "closed the sale" your job is to be sure the adopter is happy

Satisfying Target Adopters Customers Expect
Service Personnel To Be Responsive Competent Courteous Credible Sensitive	Place of Service To Provide Access Security Appearance	Actual Service to Provide Reliability Communication

Managing Service Personnel

Recruitment   Visibility High Visibility Low High Contact nurse telephone counselor Low Contact support personnel lab technicians Training    On the Job    Off the Job Supervision Evaluation

Managing The Place of Service

Exterior & Interior Atmosphere

Managing The Service Process

Managing Technology

1. Map out the process 2. Ask yourself What could go wrong?    (Remember Murphy's Law - EVERYTHING) What is the problem? How risky is the problem? What causes the problem? How can we control the problem? 3. Draw a blueprint for implementing service

Managing Performance

Marketing as Drama  (and you worried that with your Theatre B.A. you wouldn't have a chance in business?!)