Week 10 - Social and Non-For-Profit Marketing Flashcards
What is social marketing?
Social marketing practice is guided by ethical principles.
Social marketing seeks to integrate research, best practices, theory, audience and partnerships insight to inform the delivery of competition-sensitive and segmented social change programs that are effective, efficient, equitable and sustainable
Scope of social marketing
Used by organisations such as:
- Government departments
- Universities
- Corporate organisations
- Non-Profit organisations
- Marketing research films
- Advertising agencies and consultants
What the benchmark criteria for social marketing
- Behaviour change
- Audience research
- Segmentation
- Exchange
- Marketing mix
- Competition
Behaviour change
Considered the bottom line for social marketers
In practice, many social marketing practitioners and researchers often aim to change attitudes, awareness and behavioural intentions rather than focusing on the actual behaviour itself.
Evaluation is used by social marketers to identify activities that could increase the effectiveness of the intervention
Audience research
Audience research provides an opportunity for the social marketer to learn about the target audience and to understand how to best design an intervention for that specific audience.
A qualitative approach could include focus groups, interviews
and/or literature reviews.
Quantitative methods used for formative research may consist of
surveys, observations and/or analysis of previously collected
data.
Segmentation
Segmentation can be based on one or more of demographic,
psychographic, geographic, behavioural and epidemiological factors.
Social marketers can choose different targeting strategies to reach the market.
Exchange
Exchange describes something that a person has to give up in
order to get the proposed benefit.
Exchange can be challenging to detect when analysing social
marketing campaigns.
Understanding what the alternatives are to the desired
behaviour can provide insight into what would represent a
valuable exchange to the target audience
Marketing mix
Regardless of which marketing mix you choose, emerging
evidence suggests that social marketing will deliver greater
behaviour change when more marketing mix elements are
applied.
Social marketing efforts should extend beyond communications,
and a full marketing mix should be directed at initiating new
behaviour and encouraging repeat behaviours
Marketing mix (Product)
Products may take different forms in social marketing, namely tangible (e.g. condoms for safe sex) and intangible (e.g. socialisation for walking in a group)
Marketing mix (Place)
Place refers to where and when the target audience enters into an exchange (e.g. the places in which the exchange occurs).
Marketing mix (Price)
Price is widely debated in social marketing, as the use of dollar pricing in social marketing interventions is rare.
Some social marketers explain that the price is viewed as the cost or sacrifice exchanged for the benefit (product).
This mixes the concept of price with exchange, which is concerned with understanding what a consumer has to give up to get something.
Marketing mix (Promotion)
When planning integrated social marketing communications, social marketers need to emphasise the mix.
Tactics that are known to drive consumer behaviour (e.g. direct selling, price discounts, loyalty schemes and sales promotions).
Advertising and public relations activities should be used to remind the target market of the social brand.
Messages need to be relevant and connected with behaviours-inducing strategies.
Competition
Recognising and addressing the competition of the behaviour targeted by an intervention remains a key ingredient to success for social marketers.
Social marketers have to understand what other behaviours are competing for the chosen target audience’s time and attention in order to develop strategies that minimise the impact of the competition.
Three Social Marketing Streams
- Downstream
- Midstream
- Upstream
Each stream differs in target audience and the way of measuring behaviour change
Social marketing scholars suggest that action at all levels is needed in any comprehensive approach to delivery
Downstream Social Marketing
focuses on individual behaviour change and is the most dominant stream
It concentrates on the individual seeking to change their behaviour.
The majority of downstream social marketing considers behaviour change as voluntary and seeks to provide offerings of more excellent value than a continuation of the risky behaviour by the individual being targeted.
Midstream Social Marketing
Measures target behaviour change at the collective level
Communities that they may consider include religious organisations, families, friends and clubs
Midstream may be considered preferable to downstream because it has the potential to affect a larger number of people
Upstream Social Marketing
Influencing the environments within which people act can change behaviour.
Upstream social marketing is concerned with influencing the public
policy, prioritisation and budget allocation
Target audiences of upstream social marketing may include ministers and their staff, judicial organs, peak body representatives, lobbyists and activists.
What is social marketing
Social marketing was initially proposed as a means to change ideas to benefit the society as a whole. This is now referred to as integrated social marketing communication.
Social marketing efforts should be directed at initiating new behaviour and encouraging repeat behaviours.
Social marketing is concerned with changing or maintaining behaviours to achieve a social good rather than making profit
Social marketers often aim to persuade people to change to a less desired behaviour (e.g., drink less alcohol, exercise more).
Not-for-profit marketing
Not‐for‐profit marketing refers to the marketing activities of organisations or individuals intended to achieve objectives other
than conventional business goals such as profits.
Many NFP organisations practise marketing in the same way as commercial organisations, and so their methods, objectives, and
tools are similar.
Many NFP organisations are competing for clients or members and do so by providing desirable products and client satisfaction,
while building a long‐term relationship
While NFP organisations often enjoy strong community support, this support also brings strong community expectations regarding what is considered appropriate for such NFP organisations.
These expectations limit the range of marketing activities that the community will accept (e.g. the use of aggressive telemarketing through commission-based fundraising organisations)
