Develop your product or service
What is it?
Developing a valued product or service with which you want the audience to engage. More >
Product is one of the key elements in the conventional marketing mix (along with place, price and promotion). In social marketing, ‘product’ can also be a service or an idea. It is what you are selling; what you are asking the customer to buy into and engage with by adopting the desired behaviour and gaining the associated benefits. More >
Products are often intangible; they are about feeling different or doing different things rather that a hard physical product or service. It also includes any tangible objects and services that support the targeted behavioural change. The product platform has three levels: the core product, the actual product, and the augmented product (Kotler, 1988). The augmented product is important, as often a simple product or service (such as a larger recycling bin) can be the vital ingredient in helping the target audience make the change.
Why do this?
A social marketing intervention needs to offer the target audience something that will attract them to engage in the desired behaviour change. More >
Whether this is a tangible or intangible product or service (or a mixture of both), there needs to be a positive reward (or exchange) if people are to voluntarily change their behaviour.
How might you do this?
In the light of the scoping work, and focusing on the ‘actionable insights’ gathered as to what will move and motivate the target audience/s, consider what the underlying or core benefits (your proposition) that you want the customer to receive. More >
These are the benefits that the product or service will need to deliver in order to move behaviour in the desired direction.
Then consider whether or not you can change or refine existing services or products in order to make them attractive to the customer, or whether a new product or service is required. More >
Think about what the actual product might be and how it can be augmented to encourage and support its uptake.
Check that you have explored whether the target audience feel that a certain product or service would help them achieve the change they desire.
During scoping you should have tried to identify existing services and provided some insight into why they are not being used to capacity.
Note that it is often far more economical to improve an existing service than develop a new one.
A clearly defined description of the product or service that you are recommending.
A product or service that will be valued by the target audience, that will support the desired behaviour change.