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SEGMENTATION

#5

Principles of Social Marketing

• Know your AUDIENCE (really!) and put them at the center of every decision you make.

Pemasaran sosial harus dimulai dan berujung padatarget audience. Kita juga perlu memahami mengapaaudience tidak melakukan apa yang kita inginkanuntuk mereka lakukan lewat Kampanye PemasaranSosial. Kita harus memperhatikan apa hambatan danpenghalang yang muncul.

• It’s about ACTION

Proses untuk meningkatkan kesadaran, mengubahperilaku, dan memperkuat pengetahuan sangatberharga bila mengarah pada tindakan/ Action. Be clear in what you want your audience to do.

Principles of Social Marketing

• There must be an ECHANGE!

Apabila kita ingin mengubah perilaku target audience (apakah

untuk menghentikan perbuatan yg tidak baik, memodifikasi perilaku lama maupun menerima sebuah perilaku baru), kita harus dapat menawarkan sesuatu yang sangat menarik (very appealing) pada target audience.

Dalam commercial marketing , misalnya, ada tangible exchanges (beli 2 gratis 1) dan intangible exchanges (dengan minum Pepsi, kamu juga menerima atau menampilkan semua yang berhubungan dengan image dari brand tsb)

Sedangkan dalam Social Marketing, kita harus memahami target audience kita dengan baik. Untuk mengenali apa yang akan memotivasi mereka untu kmelakukan perubahan dalam hidu pmereka. Apa benefit yang dapat kita tawarkan untuk membantu target audience hidup lebih baik? Bagaimana membuat mereka terbantu atau termudahkan untuk melakukan perubahan?

Principles of Social Marketing

• COMPETITION always exists.

Target audience kita dapat selalu memilih melakukan hal

atau opsi lainnya.

• Keep “THE FOUR P’s” of Marketing and policy, in mind.

Pemasaran sosial perlu merancang kan rencana

pemasaran dan distribusi yang detail dan menyesuaikandana pemasaran yang memadai untuk pencapaian target. Begitupula sistem monitoring, metode evaluasi, danperformance indicators harus dijalankan. Pencapaiansangat penting untuk dapat terukur.

Audience Analysis & Segmentation

• Choose most important audience!

• Analyse those who have adopted the behavior and those who have not :

- Demographic data

- Needs, benefits

- Barriers

- Influencers

- Media habits

- Membership

- Segmentation

Distribution Channels

• Zero – Level Channel : Change Agent Adopter

• One-Level Channel : Change Agent Retailer Adopter

• Two – Level Channel : Change Agent Distributor Retailer Adopter

• Three-Level Channe; : Change Agent Distributor Whole Saler Retailer Adopter

Analyzing the Behavior of Target Adopters

• Inti dari social marketing campaign individu, grup dan populasi yang menjaditujuan dan target dari kampanye perubahansosial tsb.

• Mereka disebut Target Adopters specific people whose acceptance and adoption of a social product will fulfill the objectives of the campaign.

• Meng-adopsi gagasan dan ide baru berarti : mengadopsi atau memodifikasi belief (keyakinan), an attitude (sikap), a value (nilai).

Analyzing the Behavior of Target Adopters

• Contoh :

- Target adopter telah meng-adopsi belief bilaia berkata “ Saya percaya bahwa merokok ituberbahaya bagi kesehatan saya”. Keyakinanini kemudian dikonversi ke dalam sikap ketikatarget adopter mengatakan “ Saya percayamerokok berbahay bagi kesehatan saya dansaya mau berhenti merokok”.

- Sikap tsb kemudian akan menjadi Value, ketika target adopter mengatakan “Sayapercaya merokok itu berbahaya bagikesehatan setiap orang dan setiap perokokharus berhenti merokok”.

Adoption Process

• Social marketers can think of their task as converting a nonbelief into a belief, a belief into an attitude, or an attitude into a value

• Social marketers meng-identifikasi 4 tipemodel bagaimana target adopters dapatsampai pada final decision untuk mengadopsiide, perilaku atau tangible product.

• Model tsb antara lain : (1) Learn-Feel-Do ; (2) Do-Feel-Learn ; (3) Learn-Do-Feel ; (4) Multipath

Analyzing the Behavior of Target Adopters

The “do-feel-learn”Adoption Process

The “learn-feel-do”Adoption Process

The “learn-do-feel”Adoption Process

The not logically possible quandrant

High

Low

Involvement

High

Conditions for Selecting Adoption Process ModelsSource : Constructed from M.L. Ray, Advertising &

Communications Management (Englewood Cliffs, N.J.: Prentice Hall ,1982)

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Social Marketing PLAN

#6

• Social marketing is not……..

> just advertising

> just communications

> an image campaign

> ‘expert’ driven

> done in a vacuum

> a quick process

Steps in Social Marketing PLAN

• Where are we?

• Where do we want to go?

• How will we get there?

• How will we stay on track?

Steps in Social Marketing PLAN

1. Define the problem

2. Select and analyse target audience

3. Set objectives, goals

4. Product, price, plae, promotion

5. Evaliation plan

6. Implementation plan

Step 1 : Define the Problem

• Review data sources, literature

• Determine campaign purpose

- what actions/ behaviour change could reduce the problem)

- who must act to solve the problem?

• SWOT Analysis

• Review current and past efforts

Step 2 : Select/ Analyze Target Audience

• Formative research

• Collect ad analyze demographic, socioeconomic, cultur, behavioural data on target audience

• Segment audience

• Select target audience (s) – size, reachability, readiness

• Competition

- curent knowledge, beliefs and behaviours

- perceived benefits and barrierst to action.

Step 3 : Set goals and objectives

• What do you want audience to do

- Will achieving this goal impact the problem?

• Behavioural objectives, quantifiable

- feasible?

Step 4 : Apply Marketing Principles

• Product

- behaviour, service being exchanged with audience for a price and benefit

- Must compete successfully against benefit of current behaviour.

• Price

- Cost to the target audience of changing (financial, time, effort, lifestyle, etc)

Step 4 : Apply Marketing Principles

• Place

- Channels where products, programs are available

- Make accessible, move programs/ product to places audience frequents

• Promotion

- Communication with audience about product/ program, price and place.

- Advertising, media relations, events, direct mail, entertainmen, personal selling.

Step 4 : Apply Marketing Principles

5th “P”

• Politics

- Stimulate policy that influences voluntary behaviour change (system and environmental change)

Step 5 : Evaluation Plan

• Based on goals and objectives

• What will be measured

- Process (assess,emt pf campaign elements and execution)

- Outcome (impact)

• How it will be measured

• When will it be measured

• How results will be reported

Step 6 : Implementation Plan

• who will do what, when, how (how much)

Elements of Successful Campaigns

-Use what has been done before

-Start with target group most ready for action

-Promoto single, doable behavior (clear, simple, terms)

-Address perceived benefits and costs

-Make access easy

-Develop attention-getting, motivational messages

-Use appropriate media (exploit audience participation)

-Make it easy and convenient for action (fun, easy, popular)

-Allocate resources for effective reach

-Allocate resource for research

-Track results, adjust

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Developing The Social Marketing PLAN

#7

Parts of the Plan

• Marketing Plan has several parts :

- an executive summary

- assessment of the current social marketing situation

- identification of opportunities and threats

- objectives for the social product

- proposed social marketing strategies

- action programs

- budgets and controls

an executive summary

brief summary of the principal goals and recommendations in the plan.

the executive summary is useful to the staff of the social marketing campaign, as well as to influence groups and benefactors, because it allows them to grasp its main thrust quickly.

assessment of the current social marketing situation

- a scan of the environment

- the profile of the target adopters

- a review of the social product (is an inventory of the social product’s past performance and its impact on target-adopter markets.

- an assessment of alternative sources that could satisfy the target adopter’s needs

identification of strength , weaknesses, opportunities and threats

- the plan also includes an assessment of opportunities and threats among which priorities must be set.

- Social marketers will take advantage of the highest priorities.

Objectives for the social product

- Specific, measurable, and attainable social marketing objectives for the social product.

- Changing a habit is not easy and takes time. The change must be accomplish in stages.

The plan will include the social marketing strategy, that is the mix of methods and tools by which the campaign seeks to achieve its objectives. This strategic mix consists of three components :

1. Target-adopter Segments.

Different segments will have different needs and require specific marketing efforts.

2. Social Marketing mix.

The strategy defines the social marketing mix for each target segment. Each substrategy will be explained in relation to how it will respond to the opportunities, threats and key issues that the plan identified earlier.

3. Social Marketing budget

The marketing strategy will specify the budgetary resources that are available to carry out the various elements and phases of the social change campaign.

Proposed social marketing strategies

Market Research.

Targetting

Positioning

- Communication and advertising messaged will be positioned to fit each target segment. Campaign themes will be tailored to each segment.

Communication channels.

- a variety of media channels that will be used.

Distribution channels

- campaign information will be accessible.

Publicity

- advertising and informational messages, as well as promotional events, will be produced that will attract attention of target adopters.

Social Marketing Mix for Target Consumers

Each action program addresses four questions :

- What will be done for this strategy?

- When will it be done?

- Who will do it?

- How much will it cost?

Action programs

Action plan aim to achieve specific results. For each targeted activity, cost are estimated.

Budgets

Controls

the social marketer outlines the means by which progress will bemonitord. typically, the action plan’s objectives and budgets are

broken down into monthly or quarterly portions. the results are reviewd each period, and variances are

spotted and interpreted.