Social Marketing Mix

Ps

• Conventional marketing mix (4Ps)1. Product2. Price3. Place4. Promotion

Ps

• Social marketing mix involve some other Ps.– Publics– Partnership – Policy– Purse strings

Product

• Behavior or offering that you want the target audience to adopt.

• First people must feel they have some problem

• Second they must feel that product is good to solve their problem

Product (continue)“what’s in it for me”

• Refine your product– Reducing problem– Easier to use– More attractive

• Must be appealing – Highlight attractive features– Creating niche– Identifying benefits

Product (continue)position your product

• Link various attributes to their associated benefits.

• Showing key benefits relative to the competion

Price

• What the target audience has to give up to adopt the behavior?

• Price could be monetary, time, efforts, old habits, or emotional cost.

• Develop marketing mix to reduce this cost

• Find out barriers to adopt the product.

Place

• Where and how are the customers going to get the product?

• Where to expose target audience with program’s message.

• Message should reach at place where people make decision related to behavior

Promotion

• How you get your message about product out to the target audience?– Advertising– Public relations– Promotions– Personal selling– Special events– Entertainment

Publics

• External publics– Primary audience_ target audience– Secondary audience_ group members who have

influences over primary audience– Another audience_ policymakers– Gatekeepers

• Internal publics– Staff and supervisors

• Educate them• Inform them

Partnership

• Organization with similar audience or objectives.

Policy

• To sustain environment surrounding the target audience supports that change for long run.

• Policy from organization or federal

Purse strings

• Where will get money to create program?– Funding organization – Government grants– Donations

• Marketing plan

End of chapter