Session 8 Critical Components of Social Marketing

Session Objectives Module 1, Unit 3, Session 8 By the end of this session, campaign managers should be able to: Define key social marketing theories including the Behavior Change Continuum and the Diffusion of Innovation Describe key social marketing methods, including Audience Segmentation and the Marketing Mix Explain the difference between Mass Media and Guerilla Marketing techniques Give examples of species from their site that have the characteristics that make up a good Pride Flagship species

3 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme 9.SUMMARY

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5 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

Module 1, Unit 3, Session Behavior Change Continuum Stages of Change behavior change occurs along a continuum - people typically move through a series of stages as they change their behavior 6

7 Stages of Behavior Change Maintenance Action Contemplation Pre-Contemplation Preparation Validation

8 Stages of Behavior Change Maintenance Action Contemplation Pre-Contemplation Preparation 8 Validation

Module 1, Unit 3, Session Applying the Behavior Change Continuum Pre-Contemplation –Education about the effects of dynamite fishing and alternatives available. Contemplation—Increase the benefits of more sustainable approaches/decrease the benefits of dynamite fishing. Validation -- Encourage conversations among peers. Action – Decrease the barriers to sustainable fishing/increase the barriers to dynamite fishing. Maintenance – Praise and reward for doing the right thing. 10

11 Diffusion of Innovations The study of how, why, and at what rate new ideas and technologies spread through cultures 11 Module 1, Unit 3, Session 2.2.3

12 Diffusion Theory Adoption of new behavior depends on whether the audience: Perceives a benefit Finds it easy to understand Can try out the behavior Feels that the behavior brings peer acceptance

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Module 1, Unit 3, Session Individual Patterns Innovators Early Adopters The Early Majority The Late Majority Laggards 16

17 Diffusions of Innovations (1962) 17 Everett M. Rodgers Adoption / Innovation Curve

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19 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

The Four P’s of Marketing P roduct P rice P lace P romotion To be effective a "product must be tailored to customer needs, priced realistically, distributed through convenient channels, and actively promoted to customers".

Product: Soft drink Price: Reduced introductory price Place: Widely distributed, convenient locations Promotion: Ads in local papers 21 Commercial Example 21

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Module 1, Unit 3, Session Environmental Example Product: Energy-efficient stove Price: $7, limited free samples Place: Distributed through government extension agents and NGOs Promotion: national and local media individual and group meetings in community 23

Module 1, Unit 3, Session Cost vs. Benefits Cost of the behavior change and the benefits should balance Perceptions of price and willingness to pay will vary 24

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26 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

Module 1, Unit 3, Session Audience Segmentation “The division of the market place into distinct subgroups or segments, each characterized by particular tastes and requiring a specific marketing mix”. 27

Module 1, Unit 3, Session Audience Segmentation There is no such thing as “general public” “Everyone” might actually be the usual crowd The choice is to target audiences: – Consciously or by Default 28

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Module 1, Unit 3, Session Audience Segmentation: WHY? Right message, Right channels, Right people at the Right times Develop priority segments Select the objectives most appropriate for an audience Break up an audience into smaller chunks Plan and evaluate more easily 31

Module 1, Unit 3, Session Audience Segmentation: HOW? Consists of gathering, interpretation, and application of information: – Identification – Prioritization 32

Module 1, Unit 3, Session Audience Segment Identification 33 Demographics Gender Age Occupation Income Marital status Ethnicity Behavioral Actual current behavior Benefits derived from behavior Readiness to change Social consequences experiencing today Psychographics Fundamental values and beliefs Key personal characteristics Where they get their information Social organizations they belong to How do they spend $$

Module 1, Unit 3, Session Audience Segment Identification Pre-contemplation Stage – Knowledge about threat and its implications Contemplation Stage – What can be done to address threat, benefits of change, removal of barriers Action Stage – Facilitate change, honor those who change, use them as examples to others 34

Module 1, Unit 3, Session Prioritizing Audience Segments Who are the people who are behind the environmental threat? Who are the people who are most likely to be open to change? How many people can we reach? Can we reach these people? Who are the people/groups critical to the success of the program? 35

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39 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

Module 1, Unit 3, Session A channel is a way to transport a message, product, or service from seller/provider to consumer. Channels 40

Module 1, Unit 3, Session Communication Mix Paid or donated form of a non- personal message communicated through the various media Advertising Personal Selling Short-term incentives for adoption of new behavior. Media Relations Building relations with target audiences by obtaining favorable publicity. Direct Marketing Promotion mechanism that allows focused messages to be received by target audience. Personal communication by campaign staff. Promotion 41

Module 1, Unit 3, Session Channels ADVANTAGES reach a diverse audience, geographic specific accessible to most people, can be market specific flexible/easily adaptable, low cost, targeted, simple DISADVANTAGES easy to ignore, poor quality, requires literacy brief messages, requires repetition, poor listening habits possible limited reach, may not compete against expensive advertising exposure NEWSPAPER RADIO MINI MEDIA i.e. poster, bumper stickers 42

Session Objectives Module 1, Unit 3, Session 8 Did we meet these objectives? Define key social marketing theories including the Behavior Change Continuum and the Diffusion of Innovation Describe key social marketing methods, including Audience Segmentation and the Marketing Mix Explain the difference between Mass Media and Guerilla Marketing techniques Give examples of species from their site that have the characteristics that make up a good Pride Flagship species