Chapter 16: Facilitating Marketing Behaviors Chapter 17: Formulating Communication Strategy Chapter

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Chapter 16 Facilitating Marketing
BehaviorsChapter 17 Formulating Communication
StrategyChapter 18 Managing Communications
Advertising and Personal PersuasionChapter 19
Managing Public Media and Public Advocacy

• Strategic Marketing (and Management) for
  Non-Profit Organizations

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Facilitating Marketing Behaviors

• Your job is to enable the behaviors that you want
  in your clients
• Where you deliver your product will be very
  important
• You are creating place and time utility
• Place utility means all the activities necessary
  to get the product to the consumer
• Time utility means that consumers get the product
  in a timely fashion
• To get the product to the consumer you will use
  channel strategy
• A channel is a conduit for bringing together a
  marketer and a target audience member at some
  place and time for the purpose of facilitating
  behavioral opportunities

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Facilitating Marketing Behaviors

• Non-profits are often deficient in resources,
  both financial and personnel
• They cannot provide all the channels themselves
  but must use existing channels

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Facilitating Marketing Behaviors

• Strategic Problems that Apply to Channel
  Decisions
• 1.Direct vs indirect marketing
• 2.Length vs breadth of the channel system
• 3.Coordination and control
• The above must be accomplished with efficiency
  (cost effective) and effectiveness (maximum
  performance)

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Facilitating Marketing Behaviors

• Direct channels means to create a channel where
  the non-profits deals directly with the target
  audience
• Indirect channels use intermediaries
• Whether you use direct or indirect depends on the
  resource base

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Facilitating Marketing Behaviors

• Length and Breadth decisions
• Length refers to how many channels deep you
  may have to go to reach the client
• Breadth refers to how many different
  channels you use to reach the client

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Facilitating Marketing Behaviors

• Coordination and Control
• You must not only influence the target market
  but motivate channel members as well
• Channel members may not be as interested in
  the project as you are
• This can be done formally with contracts and
  informally with motivation techniques (increasing
  benefits and lowering the costs)

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Formulating Communication Strategies

• We have to look carefully at the communication
  process in order to send the message we intend to
  send.
• If we view the communication process, we find
  that in any given situation, the probability is
  very high that the received message will be
  different from the intended message.

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Formulating Communication Strategies

• Distortion is more likely the more people
  involved in the communications and the less
  control you have over those people involved in
  the communication process
• Never assume that the target audience will
  receive what you intend
• Pretest your message and method of distribution
  and then get feedback though posttests
• Trace the source of any message distortion

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Formulating Communication Strategies

• How to develop effective communications
• 1. Have objectives
• 2. Create possible messages
• 3. Overcome selective attention
• 4. Overcome perceptual distortion
• 5. Choose appropriate medium
• 6. Evaluate

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Formulating Communication Strategies

• Generate the message
• a. To find the right message, know the target
  market and what they will accept
• b. Set the tone of the message-rational or
  emotional or moral
• Use the BCOS model to help
• Overcome selective attention
• a. The message execution should be relevant
  to the audience (style, tone, wording, format)
• b. Use of fear or one-sided vs. two-sided
  arguments, one-sided arguments are popular in the
  non-profit sector because we think we know it all
  and they are just stupid to not think the way
  we do

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Formulating Communication Strategies

• Overcome Perceptual Distortion
• a. People hear and see what they are
  programmed to hear and see
• b. There are words and pictures and symbols
  that we have learned to associate with certain
  connotations such as wine with the someone with a
  higher social standing, etc.
• c. You need the right symbols for your group
  and thus the need to know the target market
• d. It may take repeating a message 3 or more
  times before it sticks

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Formulating Communication Strategies

• 6. Choosing a Medium
• a. Use personal or impersonal media?
• b. Using impersonal media such as
  advertising does not often work well if this is
  the only medium used
• c. Even an impersonal medium such as the
  internet may be used more personally-
• Online Integration Model
• Awareness of behavior leads to audience
  targeting through online advertising and websites
• Contemplate behavior change leads to
  audience engagement through interactive features
  on the website
• Share behavior intentions leads to
  audience sharing through interactive features
  individual to individual
• Sustain behavior leads to audience
  ownership by interactive features community
  interactivity

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Formulating Communication Strategies

• Choose a medium (continued)
• d. Select a spokesperson which can lend
  credibility to your project if he/she is
  trustworthy
• Evaluation of results and message evaluation
• a. evaluate messages on desirability,
  exclusiveness, believability and likeability
• b. Find out why the message does not work
  (Immunization in Ecuador)
• c. Reinforce behavior through shaping
• d. Make sure to link rewards or reinforcers
  to behavior desired

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Formulating Communication Strategies

• There is a reason in marketing why we talk about
  Integrated Communications
• The reason is that communications must tell a
  unified picture
• You do not want communications that are outside
  your communication strategy

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Managing Communications Advertising and Personal
Persuasion

• How do you get your message out?
• a. Paid advertising
• b. PSA
• c. Joint advertising
• d. Promotions
• e. Publicity
• f. Personal persuasion

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Managing Communications Advertising and Personal
Persuasion

• A lot of people equate marketing with advertising
  and this is a problem
• Advertising is good in the pre-contemplation
  stage but is very bad in generating action
• So advertising has its place

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Managing Communications Advertising and Personal
Persuasion

• Advertising has many different media forms
  electronic such as radio and tv, print such as
  newspapers and magazines and digital interactive
  media such as banners on websites, out-of-home
  media such as posters, signage, direct mail,
  catalogues, and novelties

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Managing Communications Advertising and Personal
Persuasion

• Non-profit advertising categories
• 1. Political
• 2. Social cause
• 3. Charitable
• 4. Government
• 5. Private non-profit

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Managing Communications Advertising and Personal
Persuasion

• Decisions that must be made to develop an
  advertising program
• a. Set objectives
• b. Determine Budget
• c. Message
• d. Media
• e. Testing copy, media

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Managing Communications Advertising and Personal
Persuasion

• Objectives
• a. Target market selection
• b. What behavior to influence
• c. Reach how many will see the message
• d. Frequency how many times one person sees
  the message

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Managing Communications Advertising and Personal
Persuasion

• Budget What ever method is practical for you
• a. percent of sales or revenues
• b. goal and tasks

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Managing Communications Advertising and Personal
Persuasion

• Media selection
• Must assess the strengths and weakness of
  each medium
• Review table 18-2
• Select the media that your target uses
• The media should match the nature of the
  product/service and timeliness of the message
• Must take into account the cost of the medium

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Managing Communications Advertising and Personal
Persuasion

• The message
• a. copy body and headlines
• b. creative element-design including,
  photos, fonts, layout etc.

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Managing Communications Advertising and Personal
Persuasion

• Evaluation methods Pre-test
• Do people understand the message?
• Ranking one ad or message against others
• Portfolio tests see many ads and then
  respondent is asked about a certain aid and their
  aided or unaided recall is taken
• Measure physiological reactions
• Focus groups
• Direct questioning

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Managing Communications Advertising and Personal
Persuasion

• Evaluations methods Post-test
• Recall
• Recognition
• Direct response
• Responding to coupons
• Clip out an ad and bring with you
• Call in through 1-800 numbers
• Tracking frequencies of visits on internet

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Managing Communications Advertising and Personal
Persuasion

• Personal marketing
• Personal selling is resisted it has a bad
  reputation
• Personal selling refers to attempts by an
  organization staff member or volunteer to use
  personal influence to affect target audience
  behavior
• What makes an effective sales person? Someone who
  can satisfy needs!

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Managing Public Media and Public Advocacy

• There is controversy where marketing should be
  placed relative to public relations.
• Public relations is the management function that
  evaluates the attitudes of important publics,
  identifies policies and procedures of an
  individual or an organization with the public
  interest, and executes a program of action to
  earn understanding and acceptance by the publics.

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Managing Public Media and Public Advocacy

• Public relations is primarily a communication
  tool where marketing includes other marketing mix
  factors
• Marketing is used to influence behavior and
  public relations influences awareness and
  attitudes mostly
• Marketing is more involved in strategic
  management than is public relations
• For the above reasons, it is more appropriate to
  include public relations as part of marketing and
  not the other way

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Managing Public Media and Public Advocacy

• Public relations should not only be reactive
  gets out press releases as needed or fights
  brush fires
• There should be strategic planning involved in
  public relations planning

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Managing Public Media and Public Advocacy

• Strategic Planning
• Identify relevant publics
• Measure their attitudes toward the non-profit
• Identify image goals
• Find cost-effective strategies
• Prepare ahead for any crises
• Find specific tools
• Implement strategy using tools

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Managing Public Media and Public Advocacy

• Tools
• Written materials
• Audiovisual material
• Organization identity media
• News
• Interviews and speeches
• PSAs
• Events
• Web site

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Managing Public Media and Public Advocacy

• Presenting materials to the media is an art
• You must think in terms of what benefits will
  accrue to the news media if they take your public
  relations story
• They do not have to now, as PSA are not mandatory