Social Marketing (II)
SOCIAL MARKETING FEATURES
1. Slow acceptance of marketing: Nonprofit organizations refuse or try to avoid the “marketing” because its traditional association with the profit motive, which is why some choose to use terminology similar to the activity carried out by Example: The theaters and arts centers talk about audience development, no promotion to increase sales, even when the activities are one and the same.
2. Production or sales orientation: In the case of nonprofit organizations, social marketers tend to harbor a strong faith, and often passionate in the justice of the cause or idea argue, in short this type of entity is to guide the client, thus ignoring the production or sale of ideas.
3. Philosophy of “know everything”: The managers of nonprofit organizations often think they know how to create and implement marketing programs for themselves, despite their lack of formal training or experience in industry. In many universities, for example, an ex-graphic artist or have been named “Director of Information Service” (a euphemism for advertising manager), these inexperienced marketers can spend a lot of money to create messages and inappropriate or ineffective programs that only offends to target audiences (if, indeed, we have identified any).
It also presents the opposite situation, an executive with extensive experience in the market for products or services “regular”, are hired by nonprofits to help them promote their organizational goals. To fail to take into account the unique characteristics of social marketing, these executives often formulate programs that simply can not fully implemented or are mistaken for a non-profit framework.
TARGET MARKET
For commercial marketers in business organizations, the target market is defined by customers, while non-profit marketers must serve multiple audiences, rather than to a specific customer group. Ie the client as a consumer of a product and thus generating foreign exchange, is the target market for commercial marketers.
As for nonprofit marketers how to earn foreign exchange for the institution he represents will be supported by different consumers, but not known by the name of consumerist customers, if not sponsors, members, visitors or any other identifying active participant in this type of marketing and thus as a beneficiary and a contributor to it.
MARKETING IN NONPROFIT ORGANIZATIONS
Nonprofit agencies need to use the methods and marketing techniques for their particular purposes.
The four variables of marketing are applied in each case, adapted, of course, the specific problem in question.
It is difficult and tedious to try to introduce into the minds of people who head these agencies the idea of applying the methods of marketing.
The criticism that the public does when one of the non-profit organizations are used advertising campaigns:
The population feels they are wasting public money.
Marketing qualify as an interloper in their private lives.
Consider marketing as a manipulative tool.
THE MARKETING OF “SOCIAL CAUSE”
It is a fact that the methods and marketing techniques can be applied both monopolies, trading companies and nationalized enterprises as social services and good causes.
The “social cause” is “Any non-vested with public power whose main objective is to change attitudes or behaviors of some people to improve the situation within its structure or certain peculiarities of the population.”
The social causes may be established under different legal status, citing as examples:
Voluntary associations
Red Cross
Association of Women’s Liberation
Association of abortion on
Temperance campaigns
Cancer prevention campaigns
Unions, etc.
Service clubs.
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