The Marketing Mix: Ps, Cs and Everything Else

Social Marketing and Social Change

any marketing element in a program, whether it starts with a “P” or not, needs to be modifiable to meet the unique needs, problems, and aspirations of a priority group. If a P is so complex or ubiquitous as to defy a fit with the priority group, then it is no longer a marketing variable.

Mixed Links for Nonprofit Marketers

Kivi's Nonprofit Communications Blog

Content Marketing Mixed Links Nonprofit Communications Nonprofit Marketing Strategy Publication ManagementWe've Moved! Update your Reader Now. This feed has moved to: [link] Update your reader now with this changed subscription address to get your latest updates from us.

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Do You Need More Personality in Your Marketing Mix?

Kivi's Nonprofit Communications Blog

Next Thursday, Jocelyn Harmon will be presenting a new webinar for us called Your Nonprofit’s Face: Adding Personality to Your Marketing Mix. Nonprofits have mixed feelings about marketing, branding and personality. It’s not easy to market.

Aug 2

Add Free Wi-Fi to Your Cause Marketing Mix

Cause Related Marketing

The stunt generated tons of publicity, much of it mixed. Wavespot makes its money selling its ‘marketing router,’ as they put it, to small and medium sized businesses. Cause-Related Marketing does a world of good.

Adding Personality to Your Marketing Mix

Marketing for Nonprofits

Next week I have the privilege of doing a new webinar called Your Nonprofit's Face : Adding Personality to Your Marketing Mix with my frolleague Kivi Leroux Miller, author of The Nonprofit Marketing Guide. Nonprofits have mixed feelings about marketing, branding and personality.

Aug 0

Where Have All the Social Products Gone?


The debate between marketing and sales is not an old one. Thus, if we are talking about social marketing , you don’t have to go far before you start wondering: Where are all the social products? And it was again highlighted in the Social Marketing Quarterly’s Summer issue.

‘Get Lucky Fundraising’

The Agitator

Loyalty 360 bills itself as “the loyalty marketer’s association, and publishes a daily e-newsletter from which I extract occasional nuggets. If you want to read about the trials and tribulations of customer-focused marketing in the commercial space, this is as good a source as any. I just read an article titled Five Critical Mistakes That Disrupt Customer-centric Marketing. donor retention email marketing loyalty online fundraising premium

Measuring Marketing’s Worth

The Agitator

Here is an excellent article from McKinsey Quarterly on evaluating an organization’s overall marketing effectiveness … that is, getting more bang for the marketing buck. Marketers must be ready to use the findings to debunk accepted wisdom and legacy rules of thumb.” How well informed (really) is our marketing judgment? How are we managing financial risk in our marketing plans?

3 Blunt Partnership Questions Every Business Should Ask a Nonprofit [Sponsored Infographic]

Selfish Giving

Years ago when I would meet with businesses to discuss cause marketing it was all about explaining what cause marketing was and how they could benefit from it. These days, most businesses know what cause marketing is. It's no longer "What is cause marketing?"

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Academic Competencies for Social Marketing

Social Marketing and Social Change

What should be the minimal requirements for someone who wants to learn about and practice social marketing? These competencies are not meant to prescribe or restrict the content of academic social marketing degree programs. ACADEMIC COMPETENCIES IN SOCIAL MARKETING (September, 2014).

Mixed Links for Nonprofit Communicators

Kivi's Nonprofit Communications Blog

could use a cool one about right now, so here are your Mixed Links, frozen slushy style! Their monthly membership newsletters are jammed with great information, most of which are relevant to marketing and fundraising. Email Marketing. Mixed Links Nonprofit Communications

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How does your nonprofit use storytelling?

J Campbell Social Marketing

If you don’t use it, are you planning on incorporating it into your fundraising and marketing mix? appeared first on J Campbell Social Marketing. This morning I am presenting with HandsOn Tech Boston on the topic of Nonprofit Storytelling in a Digital World.

[Guest Post] Correctly setting up your nonprofit's Google+ Community

Fundraising Coach

You can read the full post at Google+ for Your Nonprofit Marketing Mix: Profile, Page, & Community. A few months after I wrote the book Google+ for Nonprofits , Google+ released a new feature called "Communities."

What If Everyone Used Social Marketing to Improve People's Lives?

Social Marketing and Social Change

A big step was taken in that direction today as social marketing shifted from a good idea in public health to a measurable objective for improving the nation''s health. We use all elements of the marketing mix – product, price, place and promotion – to influence the targeted behavior.

Service-Dominant Logic and Social Marketing

Social Marketing and Social Change

Is it time for more of us to loosen our grip on the 4Ps of the marketing mix as a necessary ingredient or benchmark for social marketing programs? In the broader marketing world, a growing dissatisfaction with the 4Ps framework has been driving a fundamental shift in the conceptualization of marketing since the 1980s (described as “merely a handy framework” of managerial decision-making variables; Day & Montgomery, 1999). Marketing Theory ; 3(3): 365-385.

Integrating Cell Phones Into Public Health Practice

Social Marketing and Social Change

A couple of years ago I was invited to write an article on mobile technologies and public health from a marketer's perspective. Integrating cell phones and mobile technologies into public health practice: A social marketing perspective.

The Best in Social Marketing in 2013

Social Marketing and Social Change

The application of social marketing to health, environmental and social issues is expanding in scope and depth. This year I was able to curate the best writing in social marketing over the past 40 years into a 6 volume series on Social Marketing.

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Science Communication and Social Marketing

Social Marketing and Social Change

Applying marketing to improve communications about social issues is an important part of social marketing for me. And, some times, theories and research in communication have lessons to be learned and applied by social marketers as well.

Taking Risks With Your Fundraising

The Agitator

Yesterday’s post talked about evaluating overall effectiveness of marketing (including fundraising) programs. I cited a McKinsey article that included the following as one of five key questions to examine in your organization: How are we managing financial risk in our marketing plans? McKinsey talks about setting risk parameters that enabled some changes in the marketing mix but limited the total shift in any given year.

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ISO Photos of Social Marketing and Social Change

Social Marketing and Social Change

The reason the blog posts have been slow in coming is that I have been focusing my time and words on a textbook for social marketing - nothing like you have seen before, trust me. SO here's the offer: Submit one or more images, high resolution please, to me before 9 August 2012 and your picture will be considered for publication in Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being and the Environment (Jossey-Bass, publication in early 2013).

The Best of Social Marketing in 2016

Social Marketing and Social Change

What are some of the best papers published in social marketing this past year? This list of 10 represent the best work I came across in journals outside of the social marketing journals - Journal of Social Marketing and Social Marketing Quarterly.

Social Marketing Begins With Values

Social Marketing and Social Change

What does social marketing , or your social marketing organization, stand for? I believe your answer to this question needs to be an integral part of any discussion we have in social marketing. Why are values important to social marketing? Ethics in social marketing.

Top 10 Papers on Social Marketing for 2011

Social Marketing and Social Change

Here we offer our top 10 papers on social marketing published in 2011. They represent a diversity of theory, practice and research from around the globe, and several may get you rethinking your understanding of social marketing in 2012. Social marketing is a critical feature in the design and implementation of the project. It is time to manage interventions and influence markets to improve equity and sustainability.

Canadians speak out on the future of government eServices

Public Sector Marketing 2.0

In my opinion all three of these are clear marketing (not just communication) problems. Now let’s imagine a high-level marketing approach was taken to address this. Proper due diligence and research would obviously have to take place): Marketing Goal: To get more people using online passport renewal and save human and financial resources as a result. I just came across an excellent new research report from PWC.

Cause Marketing, Selfishness Drive Consumer Giving

Selfish Giving

New research out of the University of Michigan confirms what I always knew was true: I was right to name my cause marketing blog Selfish Giving. Cause marketing decreases giving, happiness. Consumers are unclear of how much cause marketing raises, where donations go.

Outside Magazine's 'Best Places to Work' and Cause Marketing

Cause Related Marketing

The electrons were barely dry on yesterday’s post about cause marketing and Fortune’s ‘100 Best Companies to Work For’ list when I got an email from a friend in the outdoor business. By my count, four of the top ten and 23 overall use cause marketing as a part of their marketing mix.

Flat Earth Fundraising: Ignoring The Leaky Bucket

The Agitator

YET… day in day out thousands of nonprofits pour the bulk of their marketing and fundraising dollars into a leaky retention bucket, seemingly oblivious to this gigantic waste that endangers their very future. Consider this….

Nonprofit Marketing Talent is Hard to Find. Linkedin Can Help.

Marketing for Nonprofits

Say, your nonprofit sees social media looming larger in its marketing mix. It’s the first step to getting your marketing team ready for 2012. This is a guest post by Geri Stengel from Ventureer. Enjoy! Jocelyn How Will You Fill Your Nonprofit’s Staffing Gaps? According to a new survey from , a lot of nonprofits are planning to hire in 2012 and many of them will be looking for hard-to-find fundraising and communication talent.

Oct 7

The Purpose of Segmentation

Social Marketing and Social Change

Segmentation is one of the first critical decisions a social marketing or health communication program must make - even if it is to not segment and use the ''field of dreams'' strategy ("If we build it, they will come"). As I put it in Social Marketing and Social Change : ".the

Co-creating the Social Marketing Discipline and Brand

Social Marketing and Social Change

[Note: For the closing plenary session at the World Nonprofit and Social Marketing Conference a few weeks ago, I was asked to speak about the future of social marketing. As I look forward with social marketing, I bring a set of experiences over the past few years that color my view.

Cause Marketing Becomes ‘The Man’

Cause Related Marketing

We were talking about cause marketing and I asked if they would like to see any data or research on the value of cause marketing in your marketing mix. Tuesday found me in a meeting with a new client.

12 digital fundraising trends for 2012 #12 Digital Fundraising Staff Shortages

Giving in a Digital World

Don’t always assume that a commercial digital marketer will be a better choice than a nonprofit person. See if you can ‘borrow’ an experienced digital marketer or fundraiser from another organisation for key interviews to give you a expert eye on candidates. Balance your interest in all things digital with a rounded awareness of the full fundraising mix.

The Micro-Macro Problem in Social Marketing

Social Marketing and Social Change

"Social marketing has been presented and understood as an approach to individual behavior change in which psychological stage models, such as the transtheoretical model , are used to segment audiences, and the marketing mix is used to identify and reduce barriers or costs and increase benefits for behavior change. The second problem Watts (2011) discusses is the micro-macro problem: one that goes at the heart of the social marketing dilemma.

How the open data movement could benefit from using a marketing approach

Public Sector Marketing 2.0

Through my speaking and consulting I deal quite a bit with senior communications/marketing professionals and program owners in the public sector. often the marketing director of a particular branch or program)? Marketing Goal: To get businesses to actively use open data.

Reporting from the World Marketing Summit

Social Marketing and Social Change

The 1st World Marketing Summit held in Bangladesh this past week provided a platform for sharing ideas among representatives from corporate, government and development agencies about how marketing can create a better world. Though I never received an official count, I estimate there were upwards of 3,000 marketing experts and students representing a variety of countries in Asia, the Middle East and the West. future of marketing.

Small Business Cause Marketing That's Actually Works for Small Businesses

Cause Related Marketing

Yesterday I took a call from a small business owner in Chicago… I’ll call her ‘Roberta’… who wanted to know how cause marketing really worked because it wasn’t working so far for her! Because you really have to work at it to make cause marketing illegal. The challenge is that three months of ads airing frequently on TV would set you back a small fortune in all but the smallest markets, never mind the cost of creating the ads themselves. Small Business Cause Marketing

5 Nonprofit Marketing Innovations for Recession Survival

Getting Attention

Marketing your way through a recession is gritty, sweaty, get-your-hands-dirty work. Just when the need is greater than ever, resources are way down. And that's exactly how Tracy Mitchell, General Manager of Sag Harbor, NY's nonprofit Bay Street Theatre, tackled her marketing dilemmas, even before the recession hit in full force.

Segmentation to Address Racial and Health Inequalites

Social Marketing and Social Change

"The use of segmentation to identify specific groups of people has become a well-known tactic of many commercial marketers. In their efforts to sell more products to consumers, these commercial marketers may also be increasing behaviors that pose a risk to individuals’ health.

Macromarketing and Social Change

Social Marketing and Social Change

"Most social marketing programs occur within a micromarketing environment. Producers have the responsibility of sensing these needs or demands, identifying unmet needs or unresolved problems, and using the marketing mix to develop offerings that provide personal, organizational, and social benefits. This market-based approach has both supporters and critics (Curtis et al., Ends versus means: The role of markets in expanding access to contraceptives.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Keeping up with the evolution of social marketing research and practice can be a tough problem. I do not consider papers published in our two journals, the Journal of Social Marketing and Social Marketing Quarterly , as I presume that people are looking at them already. I am also interested in how social marketing is presented outside our immediate orbit. Pick up most textbooks on social marketing and read the references.