Sameer Deshpande403-329-5196; sameer.deshpande@uleth.ca

Centre for Socially Responsible Marketing

The Potential of Community-BasedSocial Marketing, and

How it Compares to Other Kinds ofEnvironmental Education

Contextual Expertise of SameerSocial Problem Target Audience Desired Behavior Product/Service

Binge drinking College students (18-

25)

Responsible drinking Alcohol-free

socializing

opportunities

Drinking and driving Young men (21-34) Not to drink and drive Alternative rides

FASD Pregnant women Alcohol abstinence Alcohol-free

socializing

opportunitiesDevelopmental assets

among children

Adults Mentor children Mentoring services by

BBBS

Workplace injuries Young men (15-25) Wear protective gear Helmets, boots,

gloves, glasses

Infections in hospitals Healthcare workers Hand hygiene Alcohol hand rubs

HIV/AIDS and

population in India

Sexually active

individuals

Safe sex Condoms, pills,

injections, IUDs

Obesity and diabetes College students (18-

25)

Healthy diet Fruits and vegetables

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Centre for Socially Responsible Marketing

http://www.uleth.ca/man/research/centres/csrm/

Mission

• To create and disseminate research that uses marketing

principles for the betterment of society.

Objectives

To foster research in 3 related areas of social welfare:

• Social Marketing

• Corporate Social Responsibility

• Not-for-profit Marketing

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Formative Research Survey

• Eleven professionals responded

• Motivations to attend this event

– Apply concepts directly to initiatives that you

are working on

– Enhance your understanding of certain

concepts

– Learn new concepts

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Topic MeanSocial marketing "price" 6.00

Competitive analysis 5.82

Audience analysis: Assessing the needs, goals, and

motivators

5.73

Social marketing "promotion" 5.73

When to use social marketing 5.64

Social marketing "product" 5.64

Positioning and branding 5.64

Understanding the exchange process 5.60

Social marketing "place" 5.45

Identifying the target market 5.20

Segmenting 5.00

Evaluation research methods 4.80

Reviewing social marketing basics. 4.45

Formative research methods 4.455

Respondent Profile

Scope of your work• County, province-wide

What specific issues do you address in

your work?• Wide variety

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Resources

• Andreasen (2001), Marketing Research

That Won’t Break the Bank

• Hastings (2007), Social Marketing: Why

Should the Devil Have All the Best Tunes

• Kotler & Lee (2008), Social Marketing, 3rd

ed.

• McKenzie-Mohr & Smith (1999), Fostering

Sustainable Behavior

• Weinreich (1999), Hands-On Social

Marketing7

Marketing Plan to

Promote

Sustainable

Transportation

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Objectives

• Apply Marketing Plan

1.What is the problem?

2.Whose behaviour change will solve the

problem? (Target audience identification)

3.Who are the competitors?

4.Why do they behave in an undesirable manner?

(Target audience analysis)

5.How can we convince them to behave

desirably? (Marketing Strategy)

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1. Problem Discovery and

Definition

“Challenges inpromotingsustainabletransportation?”

• Powerful automobilelobby

• Inefficientinfrastructure

• Lack of support frompolicy makers

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Formative Research

• Within the

municipality

– Lack of support

– Lack of resources

• Society

– Phony concern for

climate change

– Love their car

• Media

– Poor exposure

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Does this call for

creating posters?Or a

comprehensive

approach?

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2. Whose behaviour change will solve theproblem?

(Target audience identification)

• Upstream

– Policy makers

– Senior staff

– Media

– Employers

• Downstream

– General public

• Hand Hygiene

Promotion

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3. What is your Competition?

• Behaviors of target

audiences

– Unsafe sex

• Global warming skeptics

• Car companies 14

4. Why do they behave in an undesirable manner?

(Target audience analysis)

• For each selected segment, and

• Depending on the purpose, destination,

and time of travel, consider for each mode

of travel

A.Motivation/Opportunity/

Ability

B.Benefits/barriers from

current and new behaviors

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4A. The MOA ModelRothschild (1999)

• Motivation:

– Consciousness

– Convenience

• Ability

– Transportation needs

• Opportunity:

– What do audiences know and perceive?

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London Tube

Calgary Light Rail

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Opportunity

Analysis

Transit Maps of the

World: The World’s First

Collection of Every

Urban Train Map on

Earth

By Mark Ovenden

4B. Comparing behaviours

from the audience perspective(McKenzie-Mohr & Smith, 1999)

Current Behaviour(Competing Behaviour)

Desired Behaviour

Benefits

Barriers

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What picture evolves from this

audience analysis?• Is the group prone to behave, resistant, or

somewhere in between?

• Where is the problem?

• Do barriers outweigh benefits?

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Upstream Example

If you want the policy

makers to allocate more

funds towards building

bike paths

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Downstream Example

If you want office-

goers to use public

transit

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Analyzing the

target

audience

• Driving after drinking not safe

• Could drive

• Alternatives not attractive

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5. How can we convince them to behave

desirably?

(Marketing Strategy)

Selection of social change strategy (Rothschild, 1999)

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Educatio

n

Law Marketing

Awareness * *

Motivation * *

Opportunity * *

Ability * * *

Benefit/Barrier

ratio superior?

*

Where do they differ

(Rothschild, 1999)

• Proneness to behave

– Education when consumers are prone to

behave, law when they are not

– Marketing when they are prone to behave if

benefits are offered

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Another Approach

1. Environmentally conscious: Fear Appeal (Ed) +

Solutions – Intrinsic motivation

– Promote Anti-consumption

2. Skeptics: Mandatory (Law) + Sell through

economic incentives – Extrinsic motivation

3. In the middle: Start with Marketing approach

eventually trying to create intrinsic motivation

(Save money, save the planet)

– Replacement behaviour

– Replacement products

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Similarities Differences

• Change awareness, attitude, behaviour

• Segment and target

• Benefits and barriers of current behaviours

• Benefits and barriers of new behaviours

• Voluntary behaviour change

• Promotion

• Compare old and new behaviours

• Product and service

• Price

• Distribution

• Motivation-Opportunity-Law

– Education when awareness is

lacking

– Marketing when opportunity is

lacking

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Behavior Management

(Rothschild, 1999)

• Education vs. Marketing

– Social advertising, promotion-only, outreach

Social advertising=Marketing

(Stead & Hastings, 1997)• Basic marketing concepts (consumer orientation,

exchange) neglected

• Social marketing is considered expensive, and difficult

• Social marketing is considered to have limitedeffectiveness and applications

• Focus on the individual; social and political environmentneglected

• When ads fail; social marketing is blamed

• Social marketing is considered manipulative anddishonest

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Education influences

Regulation motivates

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Social Marketing has its place

If Marketing is the Chosen

Strategy• Audience orientation: For the chosen

audience

– Understand benefits perceived from current

behaviour

– Understand barriers perceived from desired

behaviour

– Understand what incentives they desire

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Competition

Desired Behavior Current behaviors Organisations and

individuals

Take alternative rides Drive after drinking Peers

Wear protective gear at

workplace

Unsafe work practices Peers

Place your infant in a car

seat

Place infant on the lap Family

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Any example where organizations are

competition in sustainable transportation

context?

Create

Competitive

Advantage

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Increase benefits of desired behaviour so

that they are superior to the competing

behaviour(s)

Decrease barriers of desired behaviour so

that they are lesser than the competing

behaviour(s)

Facilitate “exchange”

mechanism• In return for the target audience to undertake the

new behavior and use social product/service…

• Marketers1. Identify needs satisfied (benefits offered) by current behaviors

2. Reduce costs perceived from social behaviors and,

3. Irresistible offer and satisfy self-interest

• Offer social products/services that will satisfy those needs

and offer benefits

• Offer benefits:

– Personal and attractive

– Immediate

– Tangible

– Certain 33

• Product

– Benefits

– Augmented Product

• Price

– Reduction of barriers

• Monetary (Sales Promotion)

• Non-monetary (advertising)

• Convenience (Place)

• Place

– Location for product availability and behavior

– Ensuring convenience

• Promotion

– Communicating the benefit-barrier equation

Marketing: The Four P’s

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Promotion of Products/Services

• Core product

– Benefits of Salmon Friendly Gardening

• Augmented products/services

– Low-flow toilets

– Energy saving bulbs

– Recycled Paper

– Hazardous waste mobiles for disposal of toxicwaste products

• Ethics of consumption35

Role of Positioning• “I want my target audience to see (desired

behavior) as ____ (a phrase describing positive

benefits of adopting the behavior) and as moreimportant and beneficial than ____ (the

competing behavior)” (Kotler, Roberto, & Lee,

2002, p. 203)

• Fun, Easy, and Popular (Smith, 1999)

– Benefits, barriers, social norms

• Energy Star: Save Money and Help the

Environment at the same time

• CUTA campaign?36

Role of Branding

• Captures benefits in a memorable

way

• EPA Water Sense

– Label identifies products and services

that perform at least 20% more

efficiently than market counterparts

• Transportation Demand Management

of Transport Canada?

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Price Management

(Kotler & Lee, 2008)• Determine and offer monetary and

nonmonetary incentives and disincentives1. Increase monetary benefits for the desired

behaviour

2. Decrease monetary costs for the desired behaviour

3. Increase nonmonetary benefits for the desired

behaviour

4. Decrease nonmonetary costs for the desired

behaviour

5. Increase monetary costs for the current behaviour

6. Increase nonmonetary costs for the current

behaviour 38

Enhancing Convenience

• Service at your doorstep– Curbside recycling containers in office buildings and

public places

– Low-flow showerheads with information package

• Find ways to make the location more appealing– Bus/train stops

– Drop box at clinical and retail pharmacies

• Make performing the behavior more convenientthan the competing behavior– Taking train to work in downtown London, U.K. is

cheaper, faster, and easier than riding alone

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Promotion: Only one element of the

social marketing mix (Lagarde, 2005)

Many people wrongly equate social

marketing with mass media campaigns.

While the most visible elements of social

marketing campaigns are promotional, they

are part of an integrated effort involving all

elements of the marketing mix – Product,

Price, Place and Promotion. (See Maibach,

2002)

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Promotion: Only one element of the social

marketing mix (Lagarde, 2005)

• Social marketing campaigns are thereforemore all-encompassing than communicationscampaigns, because they involveadvocating/partnering for or creatingphysical, social and economic environmentsthat are conducive to the adoption of thedesired behaviour.

• Think of promotion only after you havedetermined your other P’s

• Promote the 3P’s

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What principles can guide decision

making?

• Be creative

– Be there “Just in Time” (Prompts to remind)• Find ways to be there at the point of decision

making– Recycling

– Be there “In the event of”

– Explore alternative media

– Role of influencers

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Consumer-oriented

Sales Promotion• Samples

• Coupons

• Contests/sweepstakes

• Gifts (T-shirts, stickers, key chains, tote bags,etc.)

• Refunds/rebates

• Bonus packs

• Price-offs

• Frequency programs

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Other Issues

• Corporate Sector

– Promote sustainable business

• Process

• End products

• Help social marketing attempts

• Customer-Relationship Management

– Initiate with simple/doable behaviours

– Eventually increase in complexity

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Marketing Hooks

• Opportunity has to be offered

• Awareness is not sufficient

• What individuals desire

• What they care less

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SM That Won’t Break the Bank

• Ensure that media picks up the story

• Use influencers (710 KIRO example)

• Form alliance with university professors and students

– Projects

– Research

– Grants

• Seek donations/alliances with corporate sector

• Form alliance with other nonprofits

• Use interactive technology

• Can we evoke passion like we do with religion?

• Learn from other campaigns

– Expertise in literature review46

Combating the competitor

• Anti-tobacco movement

• Anti-obesity movement

• The OTHER Ralph

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What Is Social Marketing?

• Powerful behavior management tool to achieveprevention goals

• Emphasis on practicality

• Emphasis on behavior

• Application of commercial marketingtechnologies

• Target audience orientation

• Voluntary nature of exchange between two ormore parties

• Explicit, immediate, and attractive exchange

• Attempt to maximize self interest• Respect power of competition

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What Social Marketing Is Not

• Not social advertising

• Not promotion or media outreachonly

• Not about coercing behaviors

– through punishment

• Not driven by organizationalexperts’ agendas

• Not a “one approach” model

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Conclusions

• Audience-centrism

– Going beyond “blame-the-victim” approach

– Resist the temptation of posters

– Give marketing a chance

• Learn from other marketing successes

• Learn from other successful movements

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