REVISITING SOCIAL MARKETING

1. REVISITING SOCIAL MARKETING April 7, 2011 2nd Quarterly Cohort Meeting

2. Session Objectives At the end of the session, conservation fellows will be able: • To concretely describe social marketing within the context of their Pride Campaign whenever asked by different people. • To demonstrate practical knowledge of social marketing through a pitch given different scenarios.

3. What is the FIRST word you think of when you hear the term marketing?

4. CUSTOMER-ORIENTED MARKET RESEARCH SELLING A PRODUCT ADVERTISING PROMOTIONS

5. Evolution of the Marketing Concept Product Orientation • “Build it and they will come” or “make it and it will sell” mindset. Love affair with the product. Production Orientation • Making access to products easier (supermarket/sari-sari store concept). Mass production at a cheap price.

6. Evolution of the Marketing Concept Sales Orientation • Aggressive selling and promotion effort. Customer Orientation • From “make and sell” strategy to “sense-and-respond” philosophy.

7. Common misconceptions nonprofits/public sector have about marketing • The product is seen as inherently desirable by the marketer. - “Because we care, they care.” • A minor role is given to research. • Marketing is defined as promotion. • The best marketers are seen as those knowledgeable about the product and communications. – “Anyone can be a marketer” • There is little competition because my product is intangible or unique.

8. What then is marketing? • Customer-centered orientation over organization-centric • Reliance on research • Preference for segmentation • Downstream and upstream • Organization willing to adapt its offering to the customer and not vice-versa • Richer conceptualization and understanding of competition

9. Role of Barrier Removal • Connected with market research and a customer-centric orientation. • Marketing is not just about promotions and advertising but understanding the barriers that prevent target audience from adopting desired behavior change. • Both upstream and downstream approaches needed for effective BR.

10. IEC and Social Marketing? IEC • Primarily focused on efforts to raise awareness and concern for a social issue. Social marketing • Social marketers understand that knowledge and attitude change is important but behavior change is ultimate goal. • The desired behavior was ‘bought’ by the target audience.

11. Rough Formula for effective marketing • 50 percent market research • 30 percent promotion and advertising • 20 percent monitoring and evaluation • “Marketing is a learning game. You make a decision. You watch the results. You learn from the results. Then you make better decisions.” (Philip Kotler)

12. Marketing Planning Process • Clarify purpose and focus for your plan. • Analyzing current situation and environment. • Identifying target markets. • Establishing marketing objectives and goals. • Conducting research to deepen your understanding of target audiences. • Determine a desired positioning. • Develop a strategic marketing mix (4Ps). • Develop evaluation, budget and implementation plans.

13. Pitch Scenarios • After a meeting on campaign launch, a fisher approaches you and asks to again define social marketing in the simplest terms possible. • A municipal/city councilor asks you what is the difference between IEC and social marketing. • Your KAP enumerators ask why the need for multiple audiences and not just survey the public in general. • How would you explain social marketing without saying social marketing at a Barangay Assembly? • Explain to your fellow CFs how MPA governance and enforcement is linked to social marketing.

14. BARRIER REMOVAL? “To be effective in the field of social marketing and influence behavior change, marketers must understand what their target audiences perceive to be the barriers to change… Social marketers conduct research to discover the key barriers and potential benefits and then develop strategies and tactics that address them.” • Jim Mintz Director for COE for Public Sector Marketing