Date post: | 21-Dec-2015 |
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Resources Guide Information Needs…
Analyze the environment Select target audiences Set objectives and goals Deepen understanding of target audiences and the
competition Develop strategies Develop a plan for evaluation and monitoring Establish budget and funding sources Complete an implementation plan and sustain
behavior
Steps for Target Marketing
Segment the market – Divide into smaller groups based on commonalities
Evaluate the segments – Who is reachable with your current resources… set priorities
Choose one or more segments for targeting – Develop targeted interventions
Benefits: – Increased effectiveness– Increased efficiencies– Input for resource evaluation– Input for developing strategies
Traditional Variables
Geographic (location)
Demographic (census form variables)
Psychographic (wants, desires, lifestyles, personalities)
Behavioral (attitudes, loyalty status, user status)
VALS www.sric-bi.com/VALS/presurvey.shtml
The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace.
Healthstyles Segmentation System
Decent Dolittles (24%) Active Attractives (13) Hard-Living Hedonists (6%) Tense but Trying (10%) Noninterested Ninilists (7%) Physical Fantastics (24%) Passively Healthy (15%)
Marketing Research Services, Inc.
http://prism.mrsi.com/ PRISM®, MRSI's four stage marketing research system, uses
quantitative and qualitative research tools to guide your company through its product development process. The stages include:
– Market Understanding Including qualitative research, category assessment, and
segmentation – Concept Development
Including concept screening with ConScanSM and concept testing with ConSelectSM
– Product Development Including product testing with ProSelectSM, packaging research,
pricing research, and claim substantiation – Product Management
Including point-of-purchase research, tracking research, customer satisfaction, and promotion effectiveness research
Dimensions of Wellness
Social Intellectual Emotional Environmental Spiritual Vocational Physical
Psychographics
Criteria for Evaluating Segments
Segment size Problem incidence Problem severity Defenselessness
Effectiveness
Reachability General
responsiveness Incremental costs Responsiveness to
Marketing Mix Organizational
capabilities
Efficiency
Chosen Approach
The greatest need Most ready for action Easiest to reach Best match
Targeting markets of greatest opportunity
What do we need to know…
What would they rather do than the behavior we are promoting and why? (know the competition)
What do they know about the desired behaviors? What do they believe? What are their values and attitudes relative to the
desired behavior? (benefits, costs, barriers)
Do… Know… Believe
Creating the Competitive Advantage
Increase the benefits of the target behavior Decrease the barriers (and/or costs) to the
target behavior Decrease the benefits of the competing
behavior(s) Increase the barriers (and/or costs) of the
competing behaviors.
Using the NTCSM Systematic Planning Model for
Prevention Marketing within the
UWEX Logic Model Framework
Using the Systematic Planning Model for Prevention Marketing within the UWEX Logic Model Framework
a simplified picture of a program, initiative, or intervention that is a response to a given situation
shows the logical relationships among the resources that are invested, the activities that take place, and the benefits or changes that result
– Some call this program theory (Weiss, 1998) or the program's theory of action (Patton, 1997). It is a "plausible, sensible model of how a program is supposed to work." (Bickman, 1987, p. 5).
– It portrays the underlying rationale of the program or initiative. (Chen, Cato & Rainford, 1998-9; Renger & Titcomb, 2002)
is the core of program planning, evaluation, program management and communications
Specifics…
In order to help: (a specific target audience)… …Who we reach (Participation) to: (do a specific behavior) … What the short term results are
(Short term outcomes)
Product/Service Placement: … What we do (Activities)
Additional Information
We will address: (specific factors that could influence that behavior)
Benefits to Promote: Costs to Lower or Make More Acceptable: Other Factors That Must Be Addressed: Information Placement: Promotional Activities and Other Activities:
Data for Decision Making
Justifying anticipated outcomes
Offer quarterly workshops for local wellness leaders
Provide resources for local wellness leaders
Increased awareness for, knowledge of, and skills related to delivering workplace wellness programs
Increased availability of resources to help deliver comprehensive wellness programs