social marketing & segmentation lehnert
TRANSCRIPT
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The Social Marketing Tool Kit:Segmentation
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The peril and the promise
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The future for Mali?
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Billions of dollars, lots of programs…
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One size fits all?
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Bottom up, not top down
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Understand & meet needs…sounds like:
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Marketing? For social problems?
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Objective is behavior…not products or services
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Provide knowledge => enable behavior change
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To be effective:meet people where they live
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But first, back to the basics
Segmentation
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Demographics
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Geographic
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Psychographic
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Behavioral
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Objective is behavior change…so 1st segment is behavioral
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Define the segments fully…
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…Then evaluate, select, priortize
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Same tools, different outcome