Copyright © 2009 Nelson Education Ltd. All rights reserved. Social Marketing in Sport Chapter 15

Copyright © 2009 Nelson Education Ltd. All rights reserved.2 To understand what social marketing is and its potential in the sport context.To understand what social marketing is and its potential in the sport context. To know when to use social marketing.To know when to use social marketing. To be able to adapt commercial marketing concepts to social marketing.To be able to adapt commercial marketing concepts to social marketing. To be aware of the complications arising from this adaptation.To be aware of the complications arising from this adaptation. OBJECTIVES

Copyright © 2009 Nelson Education Ltd. All rights reserved.3 When to use social marketing: Where the “purchase” of new behaviors is required, we can use social marketing. Examples: Practicing safe sexPracticing safe sex Avoiding drinking and drivingAvoiding drinking and driving Quitting smokingQuitting smoking Curbing alcoholismCurbing alcoholism INTRODUCTION

Copyright © 2009 Nelson Education Ltd. All rights reserved.4 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. SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.5 Social marketing involves: An adaptation of commercial marketing technologies (ex: 4 P’s, STP).An adaptation of commercial marketing technologies (ex: 4 P’s, STP). Influencing voluntary behavior of target audiences.Influencing voluntary behavior of target audiences. Improving the personal welfare of target audiences and that of the society of which they are a part.Improving the personal welfare of target audiences and that of the society of which they are a part. SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.6 SOCIAL MARKETING Motivation YesNo Opportunity YesNoYesNo Ability Yes Prone to behave Education Unable to behave Marketing Resistant to behave Law Resistant to behave Marketing law No Unable to behave Marketing Unable to behave Education marketing Resistant to behave Education marketing law Resistant to behave Education marketing law

Copyright © 2009 Nelson Education Ltd. All rights reserved.7 The Company The ability of the company to meet the needs and wants of consumers must be addressed.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.Analyzing the company in social marketing similar to activity in commercial marketing. Main difference is that findings are often more unpleasant.Main difference is that findings are often more unpleasant. SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.8 The Customer Tapping into the needs and wants of each consumer is paramount. Stages of Change PrecontemplationPrecontemplation ContemplationContemplation Preparation and actionPreparation and action MaintenanceMaintenance SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.9 Segmentation Requires thinking outside the boxRequires thinking outside the boxTargeting Differentiated targetingDifferentiated targeting Concentrated targetingConcentrated targetingPositioning Depends on marketers objectives – entice target audience to leave behind an old behavior or engage in new one.Depends on marketers objectives – entice target audience to leave behind an old behavior or engage in new one. SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.10 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. SOCIAL MARKETING STRATEGY

Copyright © 2009 Nelson Education Ltd. All rights reserved.11 PROMOTIONAL MIX ASSESMENT Promotional ToolAdvantagesDisadvantages Advertising - Wide reach - Control the Message - Costly - Longer development process - May not be as credible Public Relations - Not as costly -Unbiased third party may signal credibility -Ability to leverage brand equity of third party - No control on message - Must have human resources with contacts - Long-term process Sales Promotion - Immediate effects - Target gets to try desired behavior - Engage third party into promotion - Incur extra costs of communicating sales promotion Personal Selling - Can reach socially “detached” audience members - Message can be tailored for specific member - Ideal for high-involvement decisions - Power of speech - Very expensive - Limited reach - Variance of sales agent skills - Time consuming

Copyright © 2009 Nelson Education Ltd. All rights reserved.12 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. SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.13 BARRIERS TO ADOPTION OF SOCIAL MARKETING Reliance on education and the law as approaches to social change.Reliance on education and the law as approaches to social change. Difficulty in distinguishing social marketing from education.Difficulty in distinguishing social marketing from education. Managers lacking formal marketing training.Managers lacking formal marketing training. Ethics of social marketing.Ethics of social marketing.

Copyright © 2009 Nelson Education Ltd. All rights reserved.14 Lack of appreciation of social marketing by top management.Lack of appreciation of social marketing by top management. Poor ‘brand positioning’ of field, which some perceive as manipulative and not community based.Poor ‘brand positioning’ of field, which some perceive as manipulative and not community based. Lack of formal documented and publicized successes.Lack of formal documented and publicized successes. BARRIERS TO ADOPTION OF SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.15 Lack of academic structure in 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), BARRIERS TO ADOPTION OF SOCIAL MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved. Questions?