Social Marketing

Social Change with Marketing

What do we mean?

Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good (French and Blair-Stevens, 2005)

Marketing

It’s not bloody communications

The management process responsible for identifying, anticipating and satisfying customer requirements profitably. CIM (2005)

ProfitablyNot strictly about the money

(but doesn’t hurt not to create a yawning chasm of fiscal suck)

Mutual gain.Better…Faster…More…

Let’s talk real marketing

Kotler, P and Roberto, E, (1989),

The 5 Point Check

Relative advantage (How does it kick ass?)

Compatibility (Does it fit?)

Complexity (Good or bad complexity)

Capacity for Trial (Heart surgery v. jogging)

Observable (Obvious or subtle?)

Rogers, 1995

The expectations trap

ExpectedService

PerceivedService

GAP

A Parasuraman, Zeithaml and Berry (1985)

Why it’s a really big trap

PerceivedService

Expected Service

Them

Us

CustomerGap

GAP 1

GAP 2

GAP 3

External Communications

to CustomersGAP 4Service Delivery

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

Mind the Gap

Customer Gap:

difference between expectations and perceptions

Provider Gap 1:

not knowing what customers expect

Provider Gap 2:

not having the right service designs and standards

Provider Gap 3:

not delivering to service standardsProvider Gap 4:

not matching performance to promises