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Social Marketing Plan - 4 'P's of a Customer Generating Social Marketing Strategy

Social marketing per-se has a history of nearly three decades with the exception that it was used differently when compared to the modern age of the Internet. An effective social marketing plan should be evolved with the right marketing mix and account for the uniqueness of products and the environments where they work. Here are 4 important components of your marketing strategy:

1. Product

The product, in a social marketing context is generally not a tangible item (it can be at times though). Often it is a practice to improve life, or urge people to do things that they generally don't - like eating more fiber, conserving water, doing exercise etc. The core values of the target audience are taken into account and the social marketing plan is evolved similar to a commercial marketing plan.

2. Price

The emotional or social costs often override the monetary cost and the effort should be focused on reducing these emotional and social costs like embarrassment, time, deprivation (from something usually enjoyed) social disapproval etc.

3. Place

It is important to remember that the time available to communicate your message is very short almost similar to the aperture of a camera. The target audience needs to learn where and when they can act on your message and that needs to be communicated in clear and simple terms.

4. Promotion

The target composition in a social marketing plan can be vastly different from the commercial marketing approach. Therefore, the social marketing plan should be tailored for the typical audience segment.

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Article Source: http://EzineArticles.com/?expert=Fabian_Tan

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