Social marketing campaignsWednesday - International Project Week - Nordhausen

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Step 6 -10 Positioning The marketing mix Monitoring and evaluation Budget and resources Implementation

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PositioningCh. 9 - Kotler

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Positioning

‘Positioning is the act of designing the organizational’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in mind of the target market – where you want it to be’

Ries & Trout, 1982

Top of mind!

Top of mind

How do you get a new product ‘top of mind’?

Perceptual maps

High fares

Low fares

A-location airport

B-location airport

Positioning statement

“We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficial than [COMPETITION]”

Assignment 1:Develop a positioning statement

The marketing mix

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Product

The actual product: the desired behavior

The core product: benefits of desired behavior

The augmented product: tangible objects and services to support behavior change

In the factory we make

cosmetics, in the store we

sell hope!

Price

Monetary (costs, coupons, rebates, fines, increased taxes)

Non monetary (recognition, reward, negative visibility)

Price strategies

1. Increase monetary benefits for the desired behavior

2. Decrease monetary costs for the desired behavior

3. Increase nonmonetary benefits for the desired behavior

4. Decrease nonmonetary costs for the desired behavior

5. Increase monetary costs for the competing behavior

6. Increase nonmonetary costs for the competing behavior

Place

What is ‘place’ in tradional marketing?

What is ‘place’ in social marketing?

Is ‘place’ the same as ‘distribution’

“Place is where and when the target market will perform the desired behavior, acquire andy related tangible objects, and receive any associated services”

Kotler & Lee, p. 247

Places - examples

Physical locations: walking trails

Phone: domestic violence help line

Post: immunization wallet card to keep track of a child’s immunizations

Internet: rideshare matching

Mobile unit: for hazardous waste

Home delivery: home energy audits

Vending machines: condoms

…

Promotion

What are ‘promotions’ ?

Is ‘promotion’ the most important P?

Promotion planning

You will have to make decisions on:

1. Messages: what do you want to communicate?

2. Messengers: who will deliver the message?

3. Channel: where & when will your messages appear?

4. Communication target group: not necessarily the target audience of the campaign

Place - strategies

Make the location closer

Extend hours

Be there at the point of decision making

Make the location more appealing

Overcome psychological barriers associated with place

Be more accessible that the competition

Make access to competition more difficult / unpleasant

Be where your target audiences shops

Be where your target audience hangs out

Work with existing distribution channels

Promotion

What are ‘promotions’ ?

Is ‘promotion’ the most important P?

Promotion planning

You will have to make decisions on:

1. Messages: what do you want to communicate?

2. Messengers: who will deliver the message?

3. Channel: where & when will your messages appear?

4. Communication target group: not necessarily the target audience of the campaign

Creative brief

A document to make sure that all team members, internally & externally, are in agreement with communication objectives and strategies prior to more costly development and production of communication materials.

Logo’s, taglines, copy, visuals, colors, script, actors, scenes and sounds in broadcasts media.

More steps…

Managing your campaign:

Develop a plan for monitoring and evaluation (why evaluate? How to evaluate?)

Establishing budgets and finding funding (what in your campaign does cost money? Are they related to product, price, place, promotion and evaluation? How to find funding?)

Creating an implementation plan and sustaining behavior (Do you phase your campaign?)

How to be creative?

What is creativity all about?

Is everybody creative? Does creativity happen spontaneously?

How do you recognize creative people? What makes someone creative?

Can creativity be learned?

Conclusion….

Why are (a lot of) humans not creative?

1. Humans tend to think in patterns and structures

Why are (a lot of) humans not creative?

2. Humans tend to grow up It is hard for adults to create a phantasie world. Errors are not allowed Humans are trained in logical thinking / reasoning.

Humans are trained in finding solutions

Functions associated with hemispheric dominance include:

Follows a logical patternIs objectiveViews time chronologically, hour by hour, day

by daySees things as true or false, black or whiteSeeks detailsHolds short-term memoryThinks critically, perhaps negatively, asks

“why?”

Left Brain Characteristics

Right Brain Characteristics

• Follows intuitive hunches• Creates patterns, without following a step-by-step process• Is subjective• Views time in a total sense—a lifetime, a career, a project• Sees the “whole” rather than the details• Thinks positively, unconstrained by preconceived ideas• Asks “why not?” and breaks rules

Left / right problems

Example: Stroop test

But… how to become creative?

1. Expertise. Most distinctive characteristic of top chess players is knowlegde of the game.

2. Creative people think different. Learn to diverge and converge Combine playfullness and discipline Combine passion with objectivity Problems are fun!

Pilars of the creative procesKnowledg

e

Creative techniques

GutsIntrinsic

motivation

Reformulate problems: three cases…

How to promote short parking?

How to develop a phone box that will be used only for short calls?

How do we prevent littering?

Parking only allowed with lights on

Een headset of two kilo

How can we promote to use stairs (instead of elevator)?

 

The 9-dots problem. Without lifting your pencil, draw four straight lines that connect all 9 dots.

Creative communication- Commercial advertising

Creative advertising on youtube

Creative communication- Non profit advertising

And now…. Action!

Think about a solution for a case

Rules of brainstorming?

Warm-up

Define amount of ideas

Have a dead-line: 10 minutes

Post the rules

Post the rules

1.No Criticism2.Go for quantity3.Crazy ideas are

welcome4.Build on others

ideas

Yes, but

Yes, and

Write down everything

Case study – design a responsible drinking campaign

Client: The Portman Group (Britain’s alcohol industry watchdog and campaigning body against the misuse of alcohol)

Target audience: 18 – 25 year old females

Briefing:

The young female market is often overlooked when it comes to responsible drinking messages. Research suggests, however, that it is a key group to target. The briefing is to attempt to draw attention to the ill effects of excessive alcohol conumption in such a way that it did not appear top-down (from authorities) or to be preaching in any way. Design a campaign. How would you approach this assignment?

To do this afternoon and tomorrow morning….

Finish your plan (make an posititioning statement and fill in the four P’s)

Design and develop your promotion materials: show us the results of your creativity. …

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