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Social Marketing in Sport

Social Marketing in Sport. Chapter 15. OBJECTIVES. To understand what social marketing is and its potential in the sport context. To know when to use social marketing. To be able to adapt commercial marketing concepts to social marketing.

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Social Marketing in Sport

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  1. Social Marketing in Sport Chapter 15

  2. OBJECTIVES • To understand what social marketing is and its potential in the sport context. • To know when to use social marketing. • To be able to adapt commercial marketing concepts to social marketing. • To be aware of the complications arising from this adaptation.

  3. INTRODUCTION • When to use social marketing: • Where the “purchase” of new behaviors is required, we can use social marketing. • Examples: • Practicing safe sex • Avoiding drinking and driving • Quitting smoking • Curbing alcoholism

  4. SOCIAL MARKETING • Social Marketing: adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior target audiences to improve their personal welfare and that of the society of which they are a part.

  5. SOCIAL MARKETING • Social marketing involves: • An adaptation of commercial marketing technologies (ex: 4 P’s, STP). • Influencing voluntary behavior of target audiences. • Improving the personal welfare of target audiences and that of the society of which they are a part.

  6. SOCIAL MARKETING

  7. SOCIAL MARKETING • The Company • The ability of the company to meet the needs and wants of consumers must be addressed. • Analyzing the company in social marketing similar to activity in commercial marketing. • Main difference is that findings are often more unpleasant.

  8. SOCIAL MARKETING • The Customer • Tapping into the needs and wants of each consumer is paramount. • Stages of Change • Precontemplation • Contemplation • Preparation and action • Maintenance

  9. SOCIAL MARKETING • Segmentation • Requires thinking outside the box • Targeting • Differentiated targeting • Concentrated targeting • Positioning • Depends on marketers objectives – entice target audience to leave behind an old behavior or engage in new one.

  10. SOCIAL MARKETING STRATEGY • Product The way by which you define your social marketing product may be your only leverage point. • Price Objective to frame or design replacement behaviors and products, while keeping target audience cost as low as possible.

  11. PROMOTIONAL MIX ASSESMENT

  12. SOCIAL MARKETING • Place In seeking behavior change in sport environments, the distribution of “change” may work through other individuals such as coaches, referees, technical experts, parents and teammates.

  13. BARRIERS TO ADOPTION OF SOCIAL MARKETING • Reliance on education and the law as approaches to social change. • Difficulty in distinguishing social marketing from education. • Managers lacking formal marketing training. • Ethics of social marketing.

  14. BARRIERS TO ADOPTION OF SOCIAL MARKETING • Lack of appreciation of social marketing by top management. • Poor ‘brand positioning’ of field, which some perceive as manipulative and not community based. • Lack of formal documented and publicized successes.

  15. BARRIERS TO ADOPTION OF SOCIAL MARKETING • Lack of academic structure in social marketing. • Source: Adapted from Rothschild, M. (1999) Carrots, sticks, and promises: A conceptual framework for the management of public health and social behaviors. Journal of Marketing, 63(4), 24-37.

  16. Questions?

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