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Promotion: Creative strategySOCIAL MARKETING MIX: STRATEGIES + SOLUTIONS
SOCIAL MARKETING FALL 2012
Prof. L. Suzanne Suggs, PhDMarco Bardus, PhD
Università della Svizzera italianaFall 2012, Week 8
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Overview of presentation
Today we focus on:Step #7: Promotion –Creative Brief–Creative Strategy–Messages
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Think
creative
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The Fourth “P”: Promotion
Promotions are persuasive communications designed and delivered to inspire your target audience to action.
What are the four major components?
MessagesMessengersCreative strategyCommunication channels
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Message strategies
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Message strategy
What do you want your target audience to do?
What do you want them to know?
What do you want them to believe?
Describe the difference between “know” and “believe”
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Breaking Through (Parrott, 1995)
Be novel
Use unexpected content or place
Instruct the audience to pay more attention (e.g., “now hear this”)
Use language that conveys immediacy and personal relevance (use “your”, active present-tense verbs; avoid qualifiers)Lugano, 8/11/2012
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Health Communication Message Review Tool (www.thcu.ca) – (1)
The message will get and maintain the attention.
The strongest points are given at the beginning of the message.
The message is clear.
The action you are asking is reasonably easy.
The message uses incentives effectively.
Good evidence for threats and benefits.
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Health Communication Message Review Tool (www.thcu.ca) (2)
The messenger is seen as a credible source.
Messages are believable.
The messages use an appropriate tone.
The message uses an appeal that is appropriate(i.e., rational or emotional).
The message will not harm or be offensive to people who see it (including avoiding ‘victim blaming’).
Identity is displayed throughout.
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Message design
Message appealRational (factual) vs. Emotional (elicit positive or negative feeling about behavior)
One-sided (praise) vs. two-sided (praise & condemn)?
Message framingGain vs. Loss? Moral: it’s the right/wrong thing to do
Nonverbal: visual cues
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Message Theories
One-Sided vs. Two-Sided Message– When is a one-sided better?– A two-sided?
Research shows that1) One-sided work best with already favorable audiences2) One-sided are best with new initiatives3) Two-sided are more effective with better-educated audiences
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Digression: fear appeals
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Fear Messages
Witte (2001) suggests that appropriate fear messages include:
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A high threat message
personal and vivid
A high-efficacy message that explains how to implement the recommended response, addresses barriers to the recommended response, gives evidence of the recommended response’s effectiveness, and that may role play (i.e., simulate) the recommended response.
+
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Messenger strategies
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Who’s the spokesperson?
Partners and SponsorsSpokespersons (e.g. Obama in World AIDS day)
Midstream audiencesMascots
How do you choose?Credibility
ExpertiseTrustworthynessLikability
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Creative strategies
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Creative strategy tips
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Creative strategy tips (1)
K.I.S.S. = Keep It Super Simple (and Clear)
Focus on audience benefitsWhen using fear, follow up with solutions and
use credible sources
Try for messages that are vivid, personal and
concreteMake messages easy to remember
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Creative strategy tips (2)
Sometimes have a little fun
Try for a “big idea”
Consider a question instead of a nag
Highlight relevant social normsLugano, 8/11/2012
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Creative briefs
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What is a Creative Brief?
A bridge between research and creative
The foundation for strategy
A “creative contract” agreed upon by all partners at the outset of the creative process
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Creative BriefsProvide a focused brief (1 to 2 pages) to writers and graphic designers, including: • A brief description of the project and audience (key factors and insights
from the audience analysis) • Specific objectives in terms of what you want the audience to know, think
and do after they receive the message• Main message(s) and desired outcome(s) (what people will take away)• Benefits and other content elements to support your main message• Type of appeal(s): Rational (one-sided, two-sided), emotional (such as
fear, humour, feeling good), functional, moral, normative, relational• Must have and don’t want• Channels to be used and specifications• Budget• Deadlines
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The Creative Brief
1.Target Audience(s) Whom do you want to reach with your communication?
2.Objective(s) What do you want your target audiences to do, think, or feel?
3.Obstacles What beliefs, cultural practices, pressure, misinformation, etc. stand between your audience and the desired objective?
4.Key PromiseWhat’s in it for the audience?
5.Support Statements Reasons the Key Promise is true
6.Tone What feeling or personality should your communication have?
7.Media What channel(s) or form will the communications take?
8.Openings When or where are the teachable moments?
9.Creative ConsiderationsAnything else the creative people should know?
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Creative Brief Examples
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Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
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A properly designed pre-test can assess whether materials are understandable, attention-getting, memorable, and relevant to target audience members. It can also identify any source of confusion or offence.
(Siegel & Doner Lotenberg, 2007)
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Potential pre-testing techniques
Focus GroupsPersonal InterviewsExpert Review
Do not overreact to pre-test results – use your judgment. Sound planning in previous steps should not create too many surprises.Do not forget that the findings have to be finally and thoroughly revised!Lugano, 8/11/2012
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Pre-testing (cont’d)
The following items should be included when pre-testing messages and materials (Siegel & Doner Lotenberg, 2007):
What is the main idea of the (ad, booklet, etc.)?What, if anything, was particularly liked?What, if anything, was particularly disliked?Was anything offensive? (What? Who would it offend?)Was anything hard to understand? (What?) Was anything hard to believe? (What? Why?)Who is this for? Who would get the most out of it? What, if anything, should be changed, added, or deleted?Why option would be most likely to induce the desired action?
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Words of caution about pre-testing
Not about whether they like the ad
Consider testing concept statements
Test conceptual spots in line up before finished spots
Thoroughly brief clients and colleaguesnot familiar with the process
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Finally, be sure to:
Detail the product BenefitsFeaturesAssociated tangible good & services
Detail the Price What will it cost (monetary and non-monetary)
Detail the PlaceWhere do they have to go?
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Remember, the message:
Should be what the consumer takes out of it not what you put in it
Should be:MeaningfulBelievable
Distinctive
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Class activity
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