Excellent Educational Programs

SOCIAL
MARKETING
SESSION 9. STEPS 7 THE TRADITIONAL 4PS
Objectives
Understand the concept of product and price in
social marketing
◦ Product and price definition
◦ Characteristics and challenge of product and price

Apprehend major considerations when setting

social marketing product and price policies
Session 10 Objectives
Understand the nature and characteristics of place
and promotion in social marketing
Apprehend major considerations when setting social
marketing place and promotion policies
Approach to influence voluntary exchange

Functional benefit
Total PRODUCT/PROMO
Symbolic benefit benefit

VALUE

Financial cost

Time Total
cost PRICE/PLACE
Effort, Energy
 It’s not easy
◦ Give up an addictive behavior.
◦ Be uncomfortable
◦ Reduce pleasure
◦ Spend more time
◦ Resist peer pressure
◦ Hear bad news
◦ Risk relationships
◦ Give up leisure time
◦ Give up looking good
◦ Learn new skills
 Product
Behavior or offering that is intended for the target audience to adopt.
• Any tangible objects or services that support or facilitate adoption of
the desired behavior – a stop smoking kit, or a recycling collection
• Associated benefits of doing the desired behavior
• Must compete against
benefit of current behavior
Product level
Product concept: core individual & social
value resulted from a behavior change

Actual product = behavior and product

or service related to the behavior

Augmented product = added

objects/services to support behavior
Types of products

A Physical Product
◦ Ex: Condoms
A service
◦ Ex: Mammography
A practice
◦ Ex: Eating 5 fruits or veggies a day
Example: A campaign target to pregnant woman

Behavior:
Eat 3-5 serving of fruit daily
Spend at least 30 minutes for physical activity
Quit smoking

Tangible product/service:
Handbook of nutritional information for pregnancy
Supplement vitamins
Periodical medical check
 Product example
A social marketing projects to get more children eating healthy
school meals developed their existing product:
• Menus were redeveloped to be healthier and more appealing
• The canteen was refurbished to look more like a high street
fast food outlet
• A reward scheme was introduced to incentivize healthy options
• A ‘fast track’ queue was introduced
for those buying healthy options
 Product decision:  influence
perceived benefit
Perceived Perceived
barriers benefit

Target
behavior
 
Competing
behavior
  Change perceived
benefit
 Product decisions: Augment target
behavior benefit
Add more value, or change perceived value

Provide support product or service for the new behavior

Use financial or non-financial incentives
Product decisions: decreasing the
benefits of the current behavior

Making the competing

behavior less valuable
Example: Stop littering flyers campaign

Schools Streets
Example: Stop littering flyersSản
campaign
phẩm

- Core product:
Improved NEU environment with NEU students to put litter in its place:
whenever NEU students receive flyers, they keep them and put in the
garbage bin.

- Actual product:
• Add new and replace 6 garbage bins.
 Example: Stop littering flyers campaign
Sản phẩm

- Augmented product
Example: Get your breakfast
FUN + ENTERTAINMENT
in having a good and
nutritious breakfast

Product concept

CONVENIENCE Stop skipping your

in breakfast
MEAL CHOICE
Example: Get your breakfast
Actual product
Mobile app. with Student ID as
account code

Menu
Newfeeds (home page)
Information
Me
Promotion
Suggestion for fun places to have
breakfast
Home page
post, check-in
Of account and friends
Information
Promotion
New restaurant chains
Health warning
Friend check in, follow
…
Me
Personal information
Tip for breakfast
Health tracking
Bonus point
 Personal Information

Health tracking
Promotion
Game “BREAKFAST CIRCLE”
For two months
Product benefit  Positioning

Two types:

1. Functional benefit

2. Emotional/symbolic benefit
 Which benefit to focus on?

 Target audience Positioning

Selection of product benefit
Arguments such as “better health”, or “illness
prevention” do not always work to everybody

E.g:
Quit smoking for a better breath and attractive look
might be more appealing to youth

Breastfeeding: enhancing Motherhood

 Successful product
Perceived as more attractive than competing products
Fit
to audience values, need and wans, knowledge and
experience
Easy to use
Ready

Popular

Reducing graffiti
vandalism case
Pricing policy  change perceived costs
Perceived Perceived
costs benefit

Target
behavior
 
Competing
 
 Price
◦ Price
Perceived costs (barriers) of adopting the desired behavior
(entry costs) and of abandoning the current one (exit costs)

Costs may be monetary or non-monetary, such as:

Should the SM
• Time – ‘I have to find the time to recycle my old fridge’ product be
• Physical cost e.g. effort – ‘I have to carry it to the recycling free?
point’
• Psychological costs e.g. fear – ‘I’m afraid of the youths who
hang around near the recycling point’
Costs to Breastfeeding
Individual: Inadequate knowledge, embarrassment, social
reticence, negative perceptions
Interpersonal: Lack of support from partner and family, perceived
threat to father-child bond
Institutional: Return to work or school, lack of workplace facilities,
unsupportive health care environments
Community: discomfort about nursing in public
Policy: Absence of regulations to stop aggressive marketing by
formula companies
Pricing policy: considering costs/barriers

Perceived Cost
Exit costs: What monetary and /or non-monetary costs will target
audience associate with abandoning their current behaviour?
Entry costs: What monetary and/or non-monetary costs will target
audience associate with adopting new behaviour

Consider the competition

Offer a benefit
Pricing policy:
How can you minimize the costs or remove the barriers of
target behavior?
How to increase the costs of the competing behavior by
making it more difficult or less appealing?

What prices will be set for tangible objects/services

associated with the campaign?
Will there be any monetary/non-monetary incentives?
Financial Incentives and Disincentives
Incentives, such as discounts that entice people by
rewarding them for taking action.
Disincentives, such as fines for over-watering or
generating too much garbage that discourage people
from taking actions you want them to avoid.
Financial Incentives and Disincentives
Consider using financial incentives when all of the following three criteria
are met:
 People are unlikely to take the action without the incentive.
 You are trying to stimulate trial of a product or action and evidence
indicates that people will probably continue after the trial period
without the incentive, or you are able to continue providing the
incentive indefinitely.
 The anticipated benefit justifies the investment.
 Disincentives can be used at any time provided that they are
acceptable to the community.
 Setting price policy: theory of Exchange

You Give Me You Get

$1.50 A Pepsi
A thirst quencher
Good taste
Fan
Youthful feeling
Girl/boy friend
Setting price policies: theory of Exchange

You Give Me You Get

$1.00 A Condom
Embarrassment •Protection against pregnancy
Loss of pleasure •Protection against STDs
•Peace of mind
•Sense of control
•Hope for the future
•A date
Applying to your project
Approach to influence voluntary exchange

Functional benefit
Total PRODUCT/PROMO
Symbolic benefit benefit

VALUE

Financial cost

Time Total
cost PRICE/PLACE
Effort, Energy
 Place
Perceived Perceived
 The less people need to go out of costs benefit
their way to make a change, the

 
more likely they are to make it. Target
 Making sure the necessary behavior
supports are not only available,
but also easily accessible to the

 
most people possible.
Competing
Place
Place is where and when the target market will
perform the desired behavior, access our products
and services, and become engaged in our programs.
The different channels used to get the product to the
audience
◦ Physical location
◦ Media channel
Type of channels
For a tangible product, this refers to the distribution system--
including the warehouse, trucks, sales force, retail outlets where it is
sold, or places where it is given out for free.
For an intangible product, place is less clear-cut, but refers to
decisions about the channels through which consumers are reached
with information or training.
 Place strategy
 Place strategy is to make it as convenient and pleasant as possible for our target
audience.
• locations closer and more appealing: extend hours, be there at the point of
decision making
• make performing the desired behavior more convenient than the competing
behavior".

Marketer needs to consider accessibility

activities & habits of the target audience
Example: Stop littering flyersSản
campaign
phẩm

Wifi bin: in exchange for any garbage in, you

will get a free code for 15 minutes Wi-Fi (50 m
distance at maximum from the bin)
Example: Stop littering flyers campaign
Example: Get your breakfast

NEU PARTNER
CANTEEN RESTAURANTS
Bobby Bread
Phở Tự Do
…
Place strategy
The placement strategy should address
 Where the audience does or should do the desired behavior.
 Where the audience is located or where they gather.
 Appropriate times and locations for messages and information
(i.e., message channels).
Is the location convenient?
Can you make it more convenient?
Are the hours appropriate?
Ask yourself Is the location appealing?
Are staff members friendly and accessible?
Promotion
Mechanism by which one gets the message across to the target
audience.

Ex: advertisements, contests, press events for policy change.

Remember, advertising alone is not social marketing.

Example Scooping the poop in Austin
•• Broadcast media: a 30-second animated television spot funded by the
Watershed Protection Department
•• Public events: creation of a temporary dirt pile sculpture next to a popular
downtown lake; the pile represented one day’s worth of poop (60,000 pounds)
and was unveiled at a press conference hosted by the mayor and showcasing
an original “Scoop the Poop” song performed by a local singer/songwriter
•• Outdoor and print media: promotional advertisements placed in
newspapers •• Signage: signage based on the Snohomish County, Washington,
pet waste campaign, adapted by Austin, and placed in many off-leash areas
•• Brochures and flyers: two small Austin Guide brochures, one on the Scoop
the Poop program and one to describe issues specific to the offleash pet areas
•• Enhanced Web site for downloading program materials and ordering yard
signs
Example Scooping the poop in Austin
•• Program mascot: Scoop the Poop’s mascot, Eco—Austin’s #1 dog for the
environment
•• Social media: a Facebook page that encourages visitors to interact with Eco,
the campaign mascot; the most popular feature asks pet owners to send photos
of their dogs, who then become “friends” of Eco
•• Articles for neighborhood newsletters
•• Face-to-face promotions: staff talking to dog owners in off-leash areas about
pet waste and attending environment-, pet-, and park-themed city events
•• Direct mail: educational postcards mailed to pet-related businesses and
organizations to distribute to their clientele
•• Additional distribution channels for program materials: veterinary clinics,
animal shelters, libraries, recreation centers
What if your audience is?
Not interested
Distracted
Not paying attention
Not motivated
Too busy
Considers your message unimportant
Promotion strategy: Persuasion Matrix

INPUT COMMUNICATION FACTORS OUTPUT COMMUNICATION FACTORS

Source Tuning in Storing the position in

memory
Attending to the
Message communication Retrieval from memory
when relevant
Liking it
Channel Comprehending it Decision to act on the basis
of retrieved position
Generating related
Receiver cognitions Acting on it
Acquiring relevant skills Post-action cognitive
Destination Agree with the position
integration of the behavior
Proselytizing other to
behave likewise
Promotion strategy

SOURCE MESSAGE
Credibility Rational v.
Emotional Vivid
Dynamism Narrative v. Relevant
Statistical
Attractiveness Gain v. Loss
Believable
Understandable
Power Actionable
Similarity Novel
Promotion strategy

Presenting information in a way that

is memorable
stands-out from competing messages
is repeated again, and again, and again
has a “call to action”
respects culture
is in a place and at a time they will notice
 CHANNELS RECEIVER

Mass Media Audience determines the

message characteristics:
Direct Marketing
- Psychographic
Small Group characteristics
Interpers - Media habits
onal
Exemple: Ready To Learn: improve the reading skills of children,
ages 2-8, who are living in poverty. A 360-Degree Approach
Broadband
Interactive games and tools
to make your own raps,
rhymes, comic strips, etc.
Platforms for sharing.
Facilitator Support
Television
39 half-hour episodes,
Interstitials and PSA’s
MTV meets Schoolhouse Rock
with “Learn to Rap shorts &
sketch comedy

Print
Magazines, comics Community Engagement

The-Circuit Tour
Portable Media & Console Games
Live community events
Interactive games and tools to Informal curricular structure for
make your own raps, rhymes, facilitators with accompanying
comic strips, etc. Platforms for activities for children
sharing. Facilitator Support
Exemple: Ready To Learn: improve the reading skills of children,
ages 2-8, who are living in poverty. Time frame
20.. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT

Message
Intro Advertising

On-Air
Support +
Inspire

Community
Engagement
Target Capture Street Marketing and Community Activities

Remind +
Conclude
Non-Traditional
Advertising
What Makes Marketing Work ?
Simple: message must be short, understandable - easy to get
from just a quick glance
Impact: message must gain your attention, it must pull you in
Engage: message must keep your attention and push all the
right “buttons” that will make you respond
Consistency: message and visual must be the same across
various media and tactics
Reach and Frequency: message must get to the target audience
and be seen or heard numerous times