HOW IS
MARKETING
SOCIAL?
Emerson College Summer Institute for
Social Marketing & Health Communication
June 2016
MARKETING:
The “M” Word
Manipulation
The activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.
—American Marketing Association, 2007
MARKETING
 Integrated
 Direct
 Viral (Guerilla)
 Experiential
 e-Marketing
WHY
did it become
SOCIAL?
Health Educator
Information alone does not change
behavior.
(+) Marketer
(=) Social Marketer
SOCIAL MARKETING
Process of influencing human behavior on a large
scale, using marketing principles for the purpose
of societal benefit, rather than commercial profit.
—W. Smith
MARKETING
(BEHAVIOR) CHANGE
1. Consumer Orientation
2. Audience Segmentation
3. Exchange Theory
4. Marketing Mix
(1) CONSUMER
ORIENTATION
Who Must Act ?
Consumer-Based
Health Communication
Consumer Participation
 Behavior change is voluntary
 People must see relevance and take
ownership
 Solution is oftentimes self-tailored
 Build on current beliefs & values
Our approach must be participatory. People complete the
circle and that creates a depth of understanding and
memorability you cannot get any other way.”
-Jeff Goodby, Chief Creative Officer
WHO MUST ACT?
 Primary—People you want to do
something new or different
 Secondary—People who influence them
(facilitate or impede)
 Tertiary-They influence the secondary
audience
INFLUENCERS
(GATEKEEPERS/MESSENGERS)
Who (does the primary audience talk to
about health) (influences their actions)
(provides info, products, services)?
PHASED IMPLEMENTATION
PHASE 1: POLICY ADVOCACY
Achieve buy-in & legislation to
enable primary audience to practice
behavior
PHASE 2: ENGAGE COMMUNITY LEADERS
Ensure social acceptability; Create
enabling environment
PHASE 3: TARGET PRIMARY AUDIENCE
Encourage practice
Who is the Audience?
Who is the Audience?
Why Understand Them?
 NOT TO DETERMINE HOW TO
PERSUADE
 HOW CAN WE MAKE HEALTHY CHOICES
EASIER CHOICES?
Choose your strategy…
1. Regulate (You do X or I’ll do Y.)
2. Educate (Do X because Y.)
3. Facilitate(If I do Y, will you do X?)
I would be willing to (resist)
if you________.
The change is often in us,
not them…
----Bill Smith
WE ARE ‘CHOICE ARCHITECTS’
A choice architect has the responsibility for
organizing the context in which people make
decisions.
---Thaler & Sunstein, Nudge
(2) AUDIENCE
SEGMENTATION
When one size won’t fit all
MARKETERS KNOW
 Unilever—Dove, Axe
 Ford—Jaguar, Taurus
 Kellogg—Frosted Flakes, Kashi
 One World-AA, BA, Qatar, Cathay
Pacific, Mexicana, Iberia, Finnair
HOMOGENEOUS—of the same or
similar kind or nature; alike in kind
ALL MIDDLE SCHOOL STUDENTS
 Where do they live (urban/rural/suburban?)
 What is their age/ethnicity?
 How is their home life? (Heavy drinking?)
 Who are their role models?
DIFFERENT FACTORS LEAD TO
THE SAME PROBLEM
What puts them at risk?
Identify Potential Segments
VARIABLES
 Responsiveness—Readiness to change?
 Size & Impact—Who would benefit most?
 Risk (Perceived & Real)—Who feels
vulnerable?
 Accessibility—Who is easiest to reach?
Where?
SEGMENTATION VARIABLES
What do they have in common?
POTENTIAL
AUDIENCE
STAGE OF
BEHAVIOR
(Behavioral
Determinant)
GEOGRAPHIC
DIFFERENCE
DEMOGRAPHIC
DIFFERENCE
SOCIOCULTURAL
DIFFERENCE
PSYCHOGRAPHIC
DIFFERENCE
All women of
reproductive
age
Readiness,
Attitudes,
User/Non-User
Urban, Rural,
Suburban,
Red/Blue State
Age, Gender, Marital
Status, Education,
Income,
Occupation
Language, Religion
Humanitarian, Fatalistic,
Born-again, Risk-taker,
High Self-esteem
SEGMENTATION EXAMPLES
 Users vs. Occasional-Users—bikers who
sometimes use a helmet vs. those who
always do
 Practicing vs. non-practicing—mothers
who immunize their children vs. those
who never have
SEGMENTATION EXAMPLES
(continued)
 Thinkers vs. Doers—caregivers who are
contemplating more healthy family
meals vs. those who are already
‘actively’ serving them
 Public vs. Private School Students who
may think (and drink) differently and be
reached differently
Lifestyle Clusters*
 Resigned-Rigid, strict, authoritarian and chauvinist values, brand
choice stresses safety, familiarity and economy
 Struggler-Alienated, struggler, disorganized, heavy consumers of
alcohol, junk food and lotteries, brand choice involves impact and
sensation
 Mainstreamer-Domestic, conformist, conventional, sentimental,
passive, habitual, favoring well-known value for money 'family' brands
 Explorer-Autonomy, experience, challenge, new frontiers, brand
choice highlights difference, sensation, adventure, indulgence and
instant effect, first to try new brands
 Reformer-Freedom from restriction, personal growth, social
awareness, tolerance of complexity, supports growth of new product
categories, selects brands for intrinsic quality, favoring natural
simplicity, small is beautiful
* Cross Cultural Consumer Characterization (4Cs) Y & R
SEGMENTATION
IMPLEMENTATION
SEGMENT: HIV- MSM
SEGMENTATION
IMPLEMENTATION
SEGMENT: HIV+ MSM
(3) EXCHANGE THEORY
Benefit of adopting new behavior
outweighs cost
“COSTS”
 Monetary—$$$ for condoms,
immunization, helmet
 Non-monetary—time, effort, energy,
embarrassment, fear, pain
 Exit—hardships abandoning current
behavior
 Entry—sacrifices adopting new behavior
Creating & maintaining fair exchanges
is the heart of marketing.
—Sutton, Balch, Lefebvre
EXCHANGE
YOU GIVE ME
$1.00
YOU GET
A Pepsi
 Thirst quencher
 Good taste
 Fun
 Youthful feeling
 Girl/boyfriend
EXCHANGE
YOU GIVE ME*
$10.99
YOU GET
A 6-Pack





Cool status
Relief from boredom
Approval of friends
Your curiosity fed
Buzzed
*your big brother
Consider the Competition.
I want my audience to see ___________ as
___________________ and as more important
and beneficial than _________________.
(4) MARKETING MIX
STRATEGIES:
The 4 P’s
4 P’s
 Product
 Price
 Place
 Promotion
PRODUCT
 Behavior, product, or service being
exchanged for a price and benefit
 Must compete against benefit of current
behavior
PRODUCT STRATEGY
How to make the product, service, or
behavior more (or less) attractive?
Perhaps we could
create a
NEW PRODUCT…
Here are a few products designed to
address
serious global problems…
UNSAFE DRINKING WATER: The Life Straw
HOMELESSNESS: Coat-Sleeping Bag
DANGEROUS COOKING PRACTICES: Firefly
HYGIENE: My Pad
Or we could
IMPROVE A
PRODUCT…
A More Appealing Banana
A Needle-free Vaccine
Chemo Barbie
Homemade Wheelchair
Or make an unhealthy product
LESS
APPEALING…
MR. YUK
Female condom with teeth
Terrible Tobacco
Calories Anyone?
POSITIONING:
Changing Perception
POSITIONING
The place that the product,
service, or behavior occupies in
the mind of the audience
MINDSHARE
If you are competing with other products, services,
or behaviors, you need to stake your claim.
POSITIONING PRODUCTS:
The Drink that Burns Calories
Enviga
POSITIONING SERVICES:
A Gift from Mom
POSITIONING BEHAVIORS:
Healthy Eating
Disease Prevention
Motherhood
Regularity
..speaking of Healthy Eating
What’s in a Name?
 Close-Up
 Die Hard
 Lifebuoy
 Eastern Airlines
What’s in a Name?
A Rose by Any Other Name…
 Leonard Slye
 Marion Morrison
 Issur Danielovitch
POSITIONING PEOPLE:
Living with disease
RE-POSITIONING
Changing the identity relative to current
perception or competing products,
services, or behaviors
Tobacco
Beauty
Girls
Condoms
RE-POSITIONING
‘EXERCISE’
BASELINE PERCEPTIONS
 Perceived costs, lack of time, lack of energy,
expense, environmental hazards
 Too boring
 Word ‘exercise’ a negative
 Lack of self-efficacy
FUN
BONDING
TIME
It’s Everywhere You Go
PRODUCT EXERCISE
PRODUCT,
SERVICE, OR
BEHAVIOR
TARGET
AUDIENCE
CURRENT
PERCEPTION
CURRENT
PRIORITIES
PRODUCT OR
SERVICE
IMPROVEMENT
OR
INNOVATION
POSITIONING
PRICE
COSTS ASSOCIATED
with product, service, or behavior
PRICE
What can you do to lower the
costs and increase the
benefits?
Consider the Competition.
Competition






Peer Pressure
Low Risk Perception/Denial
Boredom
Curiosity
Immediate Gratification/Pleasure
Rebellion
Be Competitive: 4 Strategic Options
Target Behavior
Benefits
Barriers
Competing Behavior
Offer a Benefit
 Immediate—Peace of mind,
peer approval, fitting into
the prom dress, increased
energy, praise
 Long-term—Prevention of
chronic disease, longevity,
world peace
WIIFM
Let’s Make a Deal
What would you offer a young man in exchange
for relief from discomfort, being accepted by his
teammates, and feeling in charge?
PRICE STRATEGY: Artist Access
PRICE STRATEGY: OPORTUNIDADES
In Mexico, mom gets
paid if …
 She brings her
daughter to the
clinic
 Attends
workshops
 Keeps her
daughter in
school
PRICE STRATEGY: ‘Your Weight in Gold’
PRICE STRATEGY: Sin Taxes
PRICE EXERCISE
PRODUCT,
SERVICE, OR
BEHAVIOR
ANY DIRECT
(MONETARY)
COSTS?
WHAT ARE
THE
INDIRECT
(non-monetary)
COSTS?
(COMPETITION)
HOW CAN YOU
DECREASE THE
BARRIERS &
COSTS?
HOW CAN YOU
INCREASE THE
PERCEIVED OR
TANGIBLE BENEFITS?
(REWARDS &
REINFORCEMENT)
PLACE
Where the audience performs
(or thinks about) the behavior,
uses/accesses the product or service
PLACE STRATEGY
How to make the product/behavior
more/less accessible?
(How to intervene at moment of choice?)
ACCESS
 Community Health Workers
 Mobile vans—screening, testing, treatment,
needle exchange
 Meals on Wheels
PLACE STRATEGY:
Floating Hospitals
PLACE STRATEGY:
Mobile Diagnosis
 Two Wheeled
Foundation (TWF)
 Bicycle workshopsrepair & sell
 Remodel recycled
bikes into ambulances
& medical goods
carriers
CONVENIENCE… APPEAL
 Longer hours
 Safe, close, appealing location
 Nice staff once you get there
PLACE STRATEGY: Breastfeeding Pod
PLACE STRATEGY: Helmet Vending Machines
Making Healthy Choices Easy Choices
 Low-fat items on menus
 Condoms in rest rooms
 Water in vending machines
 Litter bags in gas stations
 Supermarket no candy check-out lanes
Healthy Reminders
(NUDGES)
Maybe I should walk home…
Friendly Deterrents
PLACE STRATEGY: Deter Pubic Urination
PLACE STRATEGY:
Designated Drivers
PLACE STRATEGY: Bystander Interventions
PLACE EXERCISE
PRODUCT, SERVICE,
OR BEHAVIOR
WHERE IS PRODUCT
USED? WHERE DOES
THE BEHAVIOR OR
SERVICE TAKE
PLACE? (Where is the
audience when thinking
about it or at risk?)
CURRENT PLACE
BARRIERS
PLACE IMPROVEMENT
OR INTERVENTION
(Access, Convenience,
Appeal)
PROMOTION
The
th
4
P
How do I
promote
the offer?
PROMOTION
 Start with a CREATIVE BRIEF
 Develop & Test CREATIVE CONCEPTS
 Identify Communication CHANNELS
 Think Beyond these P’s: Posters, Pamphlets,
PSA’s
POLICY
(The Fifth P?)
TOBACCO CONTROL
 Product—warning
 Price—taxes
 Place—vending machines, convenience
stores, no smoking signs
 Promotion—position tobacco industry as
the enemy
ANOTHER P
Partnerships:
Who/which organizations can add value?
(e.g., service organizations, pharmacies, restaurants &
other retailers, CBO’s, FBO’s, private hospitals, urban
planners, etc.)
IN SUMMARY: THE 4 P’s
 PRODUCT- How to make the product, service, or
behavior more (or less) attractive?
 PRICE- How to minimize costs, maximize rewards?
 PLACE- How to make it more accessible, convenient,
appealing?
 PROMOTION- How to promote the offering
(PRODUCT) through appropriate channels (PLACE)
in a beneficial (PRICE) way?
The process of creating, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large.
—American Marketing Association, 2007