Promoting the
Social Product
| The strategy defines the
social market mix for each target segment. Each
sub-strategy will be explained in relation to how it will
respond to the opportunities, threats and key issues
that the plan identified earlier. (Kotler and Roberto p.
278) |
Chapter 10 - Mass
Communication
The
Process
Mass communication aims to
inform and persuade, in a given time, the largest number
of target adopters, about how the product fits their needs
and better than the competition
|
 |
| Hierarchy of
Effects Model
This model from Introductory
marketing on advertising hierarchy of effects says that consumers follow basically one of the following
sequences of these three elements
|
| 1. |
Learn/Feel/Do |
| 2. |
Do/Feel/Learn |
| 3. |
Learn/Do/Feel |
|
| Decisions
|
|
| Objectives |
What do you want who
to do? |
| What To Say |
What have you got for
them? Something new, superior, or different? |
How To Say It
| Rational |
| Emotional |
Non-verbal
| vocal |
| facial |
| body |
| eye |
| space |
| physical |
|
|
How will you put it
into words?
 |
| Where To Say It |
Match media to
objectives
Match media to your product's
"personality"
|
| How To Time It |
When are you most
likely to reach your target adopter? |
Evaluating
Effectiveness
Pretest
Post-test |
|
 |
Exercise
Evaluating
Effectiveness |
Give
an example of how you might pre-test and post-test your
target adopters. What questions might you ask them
before and after your intervention?
|
|
Chapter 11 - Selective
Communication
Direct
Mail
|
Advantages to Direct
Mail
|
Decisions
|
|
| segments
into better defined clusters |
| can
be personalized |
| more
flexible |
| can
tell target how to respond |
|
| Audience - which of
tens of thousands of mailing lists? |
| House lists or compiled
lists? |
| How can you tell a likely target
adopter? |
Message
The Offer => Action
|
|
|
Execution
|
Distribution
|
| envelope |
| letter |
| brochure |
| response
form |
|
|
Telemarketing
  |
Types
| Inbound |
Outbound |
| Marketer provides
toll-free number |
Marketer calls target
adopter |
|
When to Use Telemarketing
| As
follow-up to mass communication & direct mail |
| To
encourage and reinforce loyalty |
| To get
names of target adopters for personal
communication appeals |
|
|
Exercise
Marshall McLuhan |
Just
what did Marshall McLuhan mean back in the 1960's when
he said the "The medium is the message" ? and
how does it relate to Telemarketing?
|
|
Timing
Why do
they always call during dinner??!
|
 |
Chapter 12 -
Personal Communication
What is
it?
Part of the flow of interaction
and communication between change agents and target
adopters that makes up a social change campaign
Who does it?
| Motivators |
Professionals |
Community Organizers |
| Outreach workers |
Recruiters |
Extension workers |
| Facilitators |
Educators |
Social workers |
| Field Workers |
Counselors |
Service providers |
| Volunteers |
Missionaries |
Service deliverers |
just to name a few
Personal
Communication is the most
powerful persuasion tool. Why is it so powerful?
| It's
direct give-and-take exchange |
| you
can build a relationship |
| target
adopter feels obligation to reciprocate |
The
Audience
|
|
Exercise
Your Audience |
Who
exactly is your audience for your personal communication
of your social marketing product?
|
|
| Two basic questions
|
Strategies |
Are
you addressing one or more people?
 |
Are
links mediated or word-of-mouth?
|
|
| Links |
1
Recipient |
>1
Recipient |
| 1 |
Outreach |
Education |
| >1 |
W-O-M |
W-O-M |
|
The
Message
| Universal - When
target-adopters are highly motivated to adopt |
| Varied - When many
different segments exist |
Choosing the message
| Features |
|
Benefits |
| Physical/Technical |
|
Functional |
| Sensory |
|
Emotional/psychological |
|
|
Exercise
Choosing the Message |
From
your viewing of television, think of an example of an
advertising message that provides functional benefits,
and one that provides emotional/psychological
benefits
|
|
Choosing how to present the message: Start with two
basic concepts from Introductory Marketing and Peter Drucker
| Who is your
target adopter? |
What is of value to
them? |
Executing The
Message
Trading off concern for the customer
with concern for the sale yields 5 strategies
|
|
| People
Oriented |
| Problem-Solving
Oriented |
Sales
Technique  |
| Take-It-or-Leave-It |
| Push-the-Product |
Relationship Marketing
Everything that it is in ordinary Marketing, it is so in
Social Marketing.
You're rarely out for the single sale;
you want to make a customer for life.
Execution Steps - the Classic Model
| Prospecting &
Qualifying |
| Pre-approach |
| Approach |
Presentation &
Documentation
 |
| Handling Objections |
| Closing |
| Follow-up |
Non-Linear Model
This is very simply
the fact that things don't always/usually/ever (take
your pick depending on how full you see the glass)
 go as you expect
them to, and in Social Marketing as in life, you have to
be prepared to change course and adapt to what life or a
customer throws at you.
| Timing
An appeal for donations to the Red Cross
would probably not have fared well begun on the same day
that the third story about tainted blood appeared in the Globe
and Mail
|
|
|
