Five Key Principles of Social Marketing
- Focusing on behavior outcomes.
- The use of the product is of the utmost importance.
- Prioritizing consumers' rather than marketers' benefits.
- Better health or a cleaner and more stable environment for members of the audience or the greater society.
- Maintaining and ecological perspective.
- Consumer orientation adoption.
- Communication of information about products â€" costs, use, and benefits.
- Facing competition.
- Developing a strategic "marketing mix" of communication elements according to the four Ps: Product, Price, Place, and Promotion.
- Product: a constellation of benefits that can be offered to consumers to make using those products (behaviors) enticing.
- Price: the perceived costs (monetary, social, or psychological) or barriers associated with the product being offered.
- Place: where the consumer is reached with the product and information about it and where the voluntary exchange takes place.
- Promotion: the communication and messaging elements.
- Using audience segmentation to identify meaningful differences among consumers that affect their responses to the product or service being offered.
- Identifying homogeneous subgroups and developing customized marketing strategies to the unique characteristics of each.