Sort out and Plan
Segmenting the audience to Plan goals and objectives
Mark Alvin Antiqueno 2013-81919 DEVC_208
Introduction It’s been said that the first step in solving a problem is accepting that there is a problem in the first place. If you are able to identify the problem them your journey to changing people’s behavior is already halfway done.
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problems can be identified, and the environments or communication models in which social marketing takes place.
But of course, these communication models would not even exist without people communicating. And so this is where the next phase in our journey But if identifying the problem is half the journey, is it really that hard? Or is solving continues: people. To best understand the problem much easier once the people and the solutions they need, it problem has been identified? is always more helpful and effective to “segment” them. The previous modules discussed the nature of Social Marketing and how
Part 1: Sort out to make everything clearer. Understanding the field through Audience Segmentation Segmentation is grouping together people based on specific similar characteristics. So why do you need to segment? Simple: smaller groups require unique yet similar strategies to be persuaded. This makes it easier and more effective to reach and touch, and move them into action.
Dr. Samil Al- Alfty shared four variables in segmenting markets: Traditional, Behavioral Change, Healthstyles, and cluster systems.
Traditional Variables
Socio-economic demographics
Geographic variables.
These include the continents, countries, states, regions, Are the basic objective counties, cities and characteristics of people. neighborhoods; or essentially Age, gender, marital status, family size, income, occupation, where a person is located geographically. education, religion, race and nationality of people are all considered and included here. These are said to be the best initial predictors of needs, wants and barriers to behavior; and are more readily available.
Psychographics. This includes a person’s social class, lifestyle, values and personality characteristics. These are telling of a person’s mindset or frame of reference.
Behavior segmentation This includes a person’s knowledge, attitude and behavior. Part of this segmentation are the person’s desired benefit from certain actions, how much they use a particular item, their readiness to use or change, and their attitude towards it.
Stages of Behavior Change Different people have different levels of knowledge about your desired outcome. Some may still be unaware or uneducated about your topic, while some may simply be waiting for a go signal to move into action.
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Dr. Al-Alfy decribed 6 stages of behavior change that a target audience may segment a market:
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1) Awareness 2) Comprehension & Risk Perception 3) Decision-Making 4) Intention 5) Action 6) Maintenance
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In the project “Yellow Boat of Hope”, the proponent Jay Jaboneta travelled to Zamboanga only to discover that the children there swam across the river just to go to school. He was made aware by this experience. He launched a campaign to raise funds to help build boats for the kids to use. The boats were called “Bagong Pag-asa”
Stages of Behavior Change
Awareness People who are on the awareness stage may have zero to little knowledge about a topic. The for people like them the first goal may be to simply educate them about the issue so that they are aware that such an issue exists.
Comprehension & Risk Perception Next are people who are on the comprehension & Risk perception. These people know about the issue but do not fully understand the different factors the issue impacts, or how the issue impacts them People like them are need information and persuasion to get them to the next level which is‌
Decision- making People on the decision making stage need gentle nudge. They need to be persuaded to make a decision. People who are decided are ready to bring up their foot are just waiting for more persuasion or a trigger to take the first step.
Intention Next are people who are on the Intention stage. These people like and are willing to help. They have their foot ready to take the step to take the journey of transformation. They just need to be moved to action.
Stages of Behavior Change
Action People on the action stage are those who are now taking part of the effort. They are walking, taking the journey, helping out and doing their part. They are already moving and will just need messages that will sustain them in their work.
Maintenance Bono, the vocalist of the legendary band U2, and philathropist has been actively participating in various philathropic work especially those concerning thrid-world relief. He is the face of what is called “fusion philathropy.� He uses his musical talents to help aid in relief efforts, and phyically participates in them as well.
This is the last stage in development. Individuals on the maintenance stage need sustaining messages so that they remain inspired and empowered to move and to educate, persuade, and influence others.
The Philippine Red Cross have consistent training workshops for its volunteers, both and new.
Healthstyle
Healthstyle indicates a person state of health and his or her lifestyle that improves, degrade or maintain it. It is usually used to understand people’s behavior that influences their physical condition for the creation and planning of health related programs.
Cluster Systems
These clusters systems include PRIZM or the geodemographic classification of people and the VALS Framework which cluster individuals into 8 different classifications: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers and Survivors.
Working Upstream
Influence can be put on individuals which then may influence politicians, media figures, community activists, companies, schools and foundations. They can then influence their target market and their environments.
However, people are not that simple to categorize. So multiple variables may be used to segment the audience. Additional variables may be used to verify or revise certain categorizations so as to better define the behaviors of individuals, and to better cater to their required persuasion strategy.
Marketing Strategies
It’s More Fun in the Philippines Campaign is targeted to everyone, both local and foreigners. The images they use are simple and straight to the point.
Mass Marketing This is the use of same strategy for all segments. The focus here is what is common to everyone, what is universal.
So, how do you use this understanding of the segmented target audience? In Social Marketing , there are three marketing strategies that can be done:
This billboard from Brazil is designed specifically for children. From the point of view of the parents, they see the image on the left but from the chid’s lower point of view, they see the right.
Differentiated Marketing Different strategies now are developed for different audiences. Strategies now focus on what makes them different or unique to better focus the message.
This ad from Germany encourages battered women to come out and cut the violence.
Concentrated Marketing This is developing an ideal strategy for one or only a few key segments of people to further personalize the message for them so that they may easily relate.
Marketing Strategies
More recently, several research agencies have been coming up with their own market segmentation clusters. One such agency is Latitude Research. They conducted a worldwide research to segment media users into different personality archetypes, which describe their media behavior and predict their needs.
Seekers – Seekers are people who desire for more supplementary information regarding a subject matter.
Relaters – Relaters are intensely extroverted people and are active in interacting with other people. They enjoy talking with people and sharing stories with them online and offline!
Realists – Realists need to find things useful to them in real life. Fictitious stories are not just stories but life lessons or advertisements.
Players – Players embody all the characteristics of all the archetypes. They look for supplementary information; enjoy communicating with people and find stories applicable to their everyday lives. They play – they enjoy and experience life!
The archetypes they came up were these:
Part 2: Plan to make stay on track. Ideating through Objectives and Goals
To help you make clear and achievable goals, make sure that they are S.M.A.R.T. Yes, smart because they should be intelligent goal. But more than that, S.M.A.R.T. means objectives should be: S-Specific, M-Measurable, A-Achievable, R-Realistic and TTimely.
Objectives should be specific and focused. Each of them should have a single target, a single point of comparison and specific indicators of success. They should trigger observable results so that you know whether you achieved them or not. They should also be within your capabilities and grounded
on reality. And lastly, they should be objectives that can be finished within the target timeframe. If the objectives are S.M.A.R.T., then you can be able to better tell if you really are initiating change. And if not, then you can adjust accordingly!
The Importance of Objectives Setting the correct objectives is the 1st step to the second half of our journey to transforming people. They help you map out our course of action and monitor our activities. They serve as guiding light to make sure that our true outputs are achieved. If our objectives are S.M.A.R.T., they will be able to help clarify the following details: 1. When – When or how long should you be doing each objective? How long should you take to achieve our goal? 2. Who – Who are the people who should be working to fulfill the objectives? 3. Where – Which specific locations should people be working at? 4. What – What are the exact actions that you should be doing ? What exactly do you intend to achieve? 5. How much – The quantity of effort or time you will expend to achieve your objectives If these details are clear, it would be easier to start doing. The only thing you have to keep in mind is to actually do. But of course objectives are just means to achieve as larger ambition. Your true output is your goal.
Goals Goals are ambitious and broad and are guides to long-term action. Goals are the true output. Goals indicate the change we want to happen. But as easy as it may sound, goals are not simply achieved by fulfilling the objectives. There are also different kinds of objectives depending on what you want to achieve. There are Impact Objectives, Outcome Objectives, and Process Objectives.
Impact Objectives are focused and reasonable statements about your desired long-term impact. It states your specific target development or behavior change. They should be quantifiable and should be able to answer “How much?�
Outcome Objectives are the short-term Process Objectives are specific shortterm activities that you expect to do outcomes you expect to achieve. You can list down several outcome objectives achieve your Outcome Objectives. and they should all contribute into achieving your Impact Objective.
Wrap Up
So as you can see, everything is important. All the concepts depend on each other. And all of them work together to achieve your goal, which is the change – the development and improvement that you want to happen in people’s minds and behavior.