SOCIAL MARKETING APPROACH: Basic Strategy Components

SOCIAL MARKETING APPROACH: Basic Strategy Components

by Antonio C. Antonio

September 29, 2014

Social Marketing, as an approach to promoting environmentalism, is a very effective approach.  It also entails a basic strategy with a mix of tools and methods aimed at achieving pre-set objectives.  The more common social marketing approach mix consists of three components:

1. Target-Adopter Segment.  This entails the clear identification of the target adopters.  Specific strategies for specific target adopters must be considered as different adopters have different needs and backgrounds.
2. Social Marketing Mix.  The opportunities and threats for specific target adopters also vary and should be addressed properly to get the ideal response from each group of target adopters.
3. Social Marketing Budget.  The social marketing approach is very expensive and, therefore, requires matching financial support.  The minimum financial requirement should be identified with provisions for unforeseen expenditures.  Although financial sourcing may seem intimidating, the goal and objective should be communicated well for institutional supporters (such as businesses and private donor organizations) to lend their support and assistance.

A comprehensive plan similar to a business plan will have to be prepared and presented to potential donors and supporters.  In the proposed plan, these three basic strategy components (therefore, target-adopter segment, social marketing mix, and social marketing budget) will have to be explained in detail.

Just my little thoughts…

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