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Louise Ripley

 
Social Marketing
Action and Service
Chapter 14 Kotler&Roberto Social Marketing
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Triggering Target Adopters' Actions

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 

Information Sharing
Consultation
Decision Making
Initiating Action

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
Your job, whether you're selling soap or ideas, is to make sure the customer's experience does not fall below expectations

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?!)

Other Units

Introduction Effecting Change Social Marketing Plan Environment Product
Place Costs Promotion Action/Service Influence Groups

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AP/ADMS 4280 3.0 Social Marketing
York University, Toronto
M Louise Ripley, M.B.A., Ph.D.