The Messenger Strategy

•  tips for creative strategy
• keep it simple and clear
• what is the content of your communications?
• what do you want your target audience to do ?

chapter 12 - place

• location
• physical or online
• what is the place in social marketing - where and when the target audience will perform the desired behavior, acquire any related goods, and receive any associated services
• physical locations
• phone
• mobile phone apps
• mail and email
• internet
• mobile units
• where people shop or hang out home delivery/house calls
• kiosks
• vending machines
• example of place in social marketing
• flu shot
• social marketing place strategies
• making the location closer
• make the location more appealing
• overcome psychological barriers associated with place
• be more accessible than the competition
• be where your target audience shops
• zero level channel - direct distribution from social marketer to target audience 
• one- level channel: one distribution intermediary example: flu shots at rite aid
• two-level channel:  two levels of distribution, local distributor and a retailer
• three- level channel: three level distribution, national distributor, local distributor, and retailer  

• price-related tactics to foster adoption of desired behavior 
• desired behavior 
• monetary benefits 
• monetary costs 
• nonmonetary costs 
• competing behavior 
• monetary costs 
• nonmonetary costs 
• 
  

actual aspect of the product 

core aspect of the product- what are some benefits you are offering to the target audience 

purpose - less crimes 

creating a product platform

• product - tangible good, service or idea 
• goods gives you a perceived benefit 
• designing 
• what is a social marketing product platform 
• anything that can be offered to the market to satisfy a need or want 
• physical goods, services, expirences, events, a person, a place an organization, information, or an idea 
• social marketing product platform 
• core component 
• actual product 
• core product - benefit from performing the behavior 
• actual product - goods and services and any special product features 
• augumented product - additional product elements to assist in performing the behavior 
• core product - benefits you cuztomer wants and excepts to expirence from performing the behavior 
• whats in it for the customer to adopt the behavior? 
• what benefits will customers recieve? 
• what needs will the desired behavior satisfy? 
• what problems will it solve?
• actual product - products and features you want your target audience to acquire, utilize, and or consume 
• related to the desired behavior 
• includes brand names, endorsments, sponsors 
• may be existing goods or services you develop or advocate for development 
• augmented product - any additional product elements you will be providing and/or