Summer+2009+Section+09-PJ+Week+8

Week 8 Class Presentation Summary
"Place" Recap

"Promotion" Recap (Stituals)
 * Interstituals - Promotion that seems to flow into the programming by using the same actors or sets
 * Locostituals - Promotions that idnetify themselves with the surrounding area (locale)
 * Vivistituals -
 * Psychostituals - Promotions that take on a true a story or belief and play off that to create new stories
 * Sociostituals

"Promotion" Recap (Stitials)

Facebook (Sociostituals) - The class went over the advertising section of [|Facebook] and how to focus an advertisement to a particular segment. When we ran samples to see the breakdown of a particular segment, gay men in their 20's and 30's in the local area, it didn't seem like we got an accurate data back. This is probably because many people do not disclose their sexual orientation on public profiles like Facebook. Details needed for more precise marketing through Facebook would need to collected, and verifiable, before Facebook could be used more effectively as an advertising and marketing tool. Facebook offer two different pricing models. One based on pay per click and one based on pay per view. The class discussed both options and agreed that the pay per click would be the best way to go even if you were paying more because you know you would be getting something for your money. What could work? Facebook Stats: []

Viral Marketing
 * Examination of BzzAgent ("a modern day Tupperware party") which exploits social networks (via word-of-mouth marketing) to perform market research. In particular, the BzzAgent would test out products on friends and family and deliver feedback. The only compensation the testers receive is the product itself, which could be a positive or negative factor for companies utilizing this method of advertising.
 * BzzAgent hopes that products will be advertised virally.
 * SIR model used in epidemiology -- three phases of a viral "outbreak": a) susceptible (open to receive virus), b) infectious (passes on virus to others), c) recovered (now "resistant" to marketing, desire to move on to new product)

Destination Marketing

Destination Popularity follows a very predictable pattern growth that loses the audience that made them popular and eventually switches to a smaller/shrinking group. While it is true that the segment may grow smaller that does not mean that the overall profitability of the destination has to shrink. For example if you destination dominated the dependable segment but only did about average with the Centric Dependable the number of unique visitors, overall sales and profitabilty could much larger. It is important to remeber that these segement are not judging customers or attempting to determine their worth as a group. The chart below shows the different types of destinations (such as Dependables & Venturers), how they appeal to specific types of people and follow a predictable pattern of growth and decline in popularity over time.

- Dependables

- Venturers
 * Oregon

- Development Cycle


 * Centric Dependables lie within one standard deviation of the mean
 * Centric Venturer's lie within one standard deviation of the means

The nature of the chart above seems to directly relate to the curve we examined earlier in the course including Early Adopters and Laggards, in that once the cool new place has caught on the the dependable side, the Venturer is no longer interested and has moved on to the next big thing, much like an EA would do for a new product or piece of technology.

The Development Cycle chart does seem to be somewhat oversimplified though. In many cases, you can choose to wander off the beaten path as a Near-Venturer in an area that might be considered Dependable or Near Dependable. In Mexico, for instance, it was listed as being both Near Dependable and Centric Venturer based on either border or interior. That seems to be highly generalized. Additionally, Guam is listed in the Venturer category but they do have a military base there and in many of the areas you can have McDonald's and Burger King across the street from one another and a Wendy's and Pizza Hut not a mile away.

Social Marketing
 * Promotion of voluntary behavior change (e.g., the "product") for the social good (vs. profit motive) -- consumer convinced to a give up / change some __behavior__
 * Goal is to reduce the cost of undesirable behaviors -- costs are borne by society, not just the individuals doing the behavior
 * Differs from "education" in that it tries to __influence__ behavior change, not just __inform__
 * Also different from marketing of a "Non-Profit" organization, although the lines of this can be blurry (see [|The Girl Effect]).
 * "Five Stages of Change Model" (Prochaska & DiClemente) -- a) pre-contemplation, b) contemplation, c) preparation, d) action, e) maintenance
 * Similar to the model of product adoption -- goal is to achieve sufficient critical mass (10-15%) to build momentum for a social marketing project
 * Failures of social marketing: a) the sample size of one ("my friend always does this..."), b) stakeholder forgets the campaign is based on exchange not order, c) political expedience
 * Methods of persuasion (Cialdini): a) reciprocation, b) commitment/consistency, c) social proof, d) authority, e) liking, f) scarcity
 * Bottom line on social marketing: it's not about messages, it's about __benefits__
 * Successful social marketing offers benefits, reduces barriers to success, and is persuasive.

We talked intermittently about "shock" ads for issues like seatbelt wearing, smoking, etc. These don't always work, and I wonder why...how successfully do these spots provide benefits (they certainly show the drawbacks), reduce barriers (seems to me they create an additional barrier in the form of added stress), persuade (I may think, "wow, I don't want that to be me," but I may also think, "no, that will never happen to me")?

Additional P's of Social Marketing
 * Publics
 * Partnerships
 * Policy
 * Purse Strings