Online with
Louise Ripley

 
Social Marketing
Promotion of the Social Product
Chapters 10-12 Kotler&Roberto Social Marketing
Michael Gilbert on
Multi-Modal Argumentation

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Promoting the Social Product
The strategy defines the social market mix for each target segment. Each sub-strategy will be explained in relation to how it will respond to the opportunities, threats and key issues that the plan identified earlier. (Kotler and Roberto p. 278) 

Chapter 10 - Mass Communication 

The Process
Mass communication aims to inform and persuade, in a given time, the largest number of target adopters, about how the product fits their needs and better than the competition
 
Hierarchy of Effects Model

This model from Introductory marketing on advertising hierarchy of effects says that consumers follow basically one of the following sequences of these three elements 

 
1. Learn/Feel/Do
2. Do/Feel/Learn
3. Learn/Do/Feel
Decisions
Objectives What do you want who to do?
What To Say What have you got for them? Something new, superior, or different? 
How To Say It
Rational
Emotional
Non-verbal
vocal
facial
body
eye
space
physical
How will you put it into words? 
Where To Say It Match media to objectives
Match media to your product's "personality"
How To Time It When are you most likely to reach your target adopter?
Evaluating Effectiveness
Pretest
Post-test
Exercise
Evaluating
Effectiveness
Give an example of how you might pre-test and post-test your target adopters. What questions might you ask them before and after your intervention? 

Chapter 11 - Selective Communication

Direct Mail 

Advantages to Direct Mail Decisions
segments into better defined clusters
can be personalized
more flexible
can tell target how to respond
Audience - which of tens of thousands of mailing lists? 
House lists or compiled lists? 
How can you tell a likely target adopter?
Message  
The Offer => Action

 

Execution  Distribution
envelope
letter
brochure
response form
 

 


Telemarketing 


Types
Inbound Outbound
Marketer provides toll-free number Marketer calls target adopter

When to Use Telemarketing

As follow-up to mass communication & direct mail
To encourage and reinforce loyalty
To get names of target adopters for personal communication appeals

 

Exercise
Marshall McLuhan
Just what did Marshall McLuhan mean back in the 1960's when he said the "The medium is the message" ? and how does it relate to Telemarketing? 

 

Timing
Why do they always call during dinner??!

Chapter 12 - Personal Communication

What is it? 
Part of the flow of interaction and communication between change agents and target adopters that makes up a social change campaign

Who does it? 

Motivators Professionals Community Organizers
Outreach workers Recruiters Extension workers
Facilitators Educators Social workers
Field Workers Counselors Service providers
Volunteers Missionaries Service deliverers

just to name a few

Personal Communication is the most powerful persuasion tool. Why is it so powerful? 

It's direct give-and-take exchange
you can build a relationship 
target adopter feels obligation to reciprocate

The Audience

Exercise
Your Audience
Who exactly is your audience for your personal communication of your social marketing product? 

 

Two basic questions Strategies
Are you addressing one or more people?
Are links mediated or word-of-mouth?


Links 1 Recipient >1 Recipient
1 Outreach Education
>1 W-O-M W-O-M

The Message

Universal - When target-adopters are highly motivated to adopt
Varied - When many different segments exist

Choosing the message

Features   Benefits
Physical/Technical   Functional
Sensory   Emotional/psychological
Exercise
Choosing the Message
From your viewing of television, think of an example of an advertising message that provides functional benefits, and one that provides emotional/psychological benefits  

 

Choosing how to present the message: Start with two basic concepts from Introductory Marketing and Peter Drucker

Who is your target adopter? What is of value to them?
Executing The Message 
Trading off concern for the customer with  concern for the sale yields 5 strategies
People Oriented
Problem-Solving Oriented
Sales Technique
Take-It-or-Leave-It
Push-the-Product

Relationship Marketing
Everything that it is in ordinary Marketing, it is so in Social Marketing. 
You're rarely out for the single sale; you want to make a customer for life. 

Execution Steps - the Classic Model

Prospecting & Qualifying
Pre-approach
Approach
Presentation & Documentation
Handling Objections
Closing
Follow-up

Non-Linear Model

This is very simply the fact that things don't always/usually/ever (take your pick depending on how full you see the glass)   go as you expect them to, and in Social Marketing as in life, you have to be prepared to change course and adapt to what life or a customer throws at you. 

Timing  

An appeal for donations to the Red Cross would probably not have fared well begun on the same day that the third story about tainted blood appeared in the Globe and Mail

Other Units

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

Return to Course Syllabus

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