SOCIAL MARKETING

Influencing Behaviors for Good 3rd edition

6 Click to edit Master subtitle style Selecting Target Markets

Kotler

Lee

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Develop a Social Marketing Plan Ten Steps

1. 2.

Describe the Plan Background, Purpose and Focus Conduct a Situation Analysis

3.
4. 5. 6. 7. 8. 9. 10.

Select Target Markets

Set Objectives and Goals Identify Competition & Target Market Barriers & Motivators Craft a Desired Positioning Develop a Strategic Market Mix Outline an M&E Plan Establish Budgets & Find Funding Sources Complete an Implementation Plan

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Selecting Target Markets

A set of buyers sharing common needs or characteristics that the company decides to serve. STEPS
1. 2. 3.

Segment the market Evaluate segments Choose one or more segments for targetting

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Advantages

Increased effectiveness

Outcomes Outcomes relative to outputs

Increased efficiencies

Input for resource allocation Input for developing strategies

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Segmenting Markets Variables

Demographic segmentation

Age, gender, family size, income, occupation, education, religion, race, generation, nationality World, region, country, city, metro size, density, climate Social class, lifestyle, personality Occasions, benefits, user status, usage rate, loyalty status, attitude towards conduct

Geographic segmentation

Psychographic segmentation

Behavioral segmentation

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Stages of Change Model

(Prochaska, Norcross & DiClemente. 1994)

Precontemplation Contemplation Preparation Action Maintenance Termination

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Diffusion of Innovation
TargetAdopter Segment Hypothetic Timing al Size % Sequence of Adoption 2.5 First 13.5 Second 34.0 34.0 16.0 Third Fourth Last

Motivation for Adoption Need for Novelty Influenced by Innovators Need to Imitate Need to join the bandwagon Need to respect tradition

Innovators Early Adopters Early Majority Late Majority Laggards

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Decent dolittles Active attractives Hard-living hedonists Healthstyles Segmentation Tense but trying Non-interested nilhilists Physical fanatics Passive healthy

24% 13% 6% 10% 7% 24% 15%

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Cluster Systems: PRIZM NE

66 clusters Zip Codes birds of the feather flock together

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VALS
Primary Motivation

INNOVATORS

High Resources High Innovation

Achievement Selfexpression

Ideals
THINKERS

ACHIEVERS

EXPERIENCERS

BELIEVERS

STRIVERS

MAKERS

SURVIVORS

Low Resources Low Innovation

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More Segmentation

Segmenting Target Audiences Upstream Combination of variables

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Evaluating Segments Criteria

1. 2. 3. 4. 5. 6. 7. 8. 9.

Segment size Problem incidence Problem severity Defenselessness Reachability General responsiveness Incremental costs Responsiveness to marketing mix Organizational capabilities

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Evaluating Segments Criteria

Effectiveness scores

Size x incidence x severity x defenselessness Reachability Responsiveness Incremental costs Responsiveness to marketing mix elements Organizational capabilities

Efficiency scores

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Selecting Target Markets

Undifferentiated marketing Differentiated marketing Concentrated marketing

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What Approach Should Be Chosen?

Greatest need Most ready for action Easiest to reach Best match

SOCIAL MARKETING
Influencing Behaviors for Good 3rd edition
7 Click to edit Master subtitle style Setting Objectives & Goals

Kotler

Lee

1717

Develop a Social Marketing Plan Ten Steps

1. 2. 3.

Describe the Plan Background, Purpose and Focus Conduct a Situation Analysis Select Target Markets

4.
5. 6. 7. 8. 9. 10.

Set Objectives and Goals

Identify Competition & Target Market Barriers & Motivators Craft a Desired Positioning Develop a Strategic Market Mix Outline an M&E Plan Establish Budgets & Find Funding Sources Complete an Implementation Plan

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Setting Objectives & Goals

1.

Behavior Objectives
Something you want your audience to do

2.

Knowledge Objectives
Something you want your audience to know

3.

Belief Objectives
Something you want your audience to believe or feel

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Behavior Objectives
1. 2. 3. 4. 5.

Impact Doable Measurable Market Demand Market Supply

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Knowledge Objectives

Relating to statistics, facts, and other information and skills your target audience would find motivating or important

Statistics on the risks associated with current behavior Statistics on benefits of proposed behavior Facts on attractive alternatives Facts that correct misconceptions Facts that might be motivating Information on how to perform the behavior Resources available for assistance

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Belief Objectives

Those relating to attitudes, opinions, feelings or values held by the target audience.

Experience the benefits Risk Ability to perform the desired behavior successfully Can make a difference No negative perceptions about the behavior by others Worth it Minimal negative consequences