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| Like traditional marketing, the primary focus is on the consumer--on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. Marketing talks to the consumer, not about the product. The planning process takes this consumer focus into account by addressing the elements of the "marketing mix." This refers to decisions about 1) the conception of a Product, 2) Price, 3) distribution (Place), and 4) Promotion. These are often called the "Four Ps" of marketing. Social marketing also adds a few more "P's." |
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| Hookset developes common sense Social Marketing programs that work because they are: |
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| Comprehensive |
| Social Marketing plans are based on a structured and thorough strategy before tactics approach. |
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| Targeted |
| Social Marketing avoids the “one size fits all” approach to communications. It segments audiences geographically, demographically and psychographically (knowledge, attitudes, beliefs and behavours relative to the issue at hand). |
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| Flexible |
| Social Marketing isn’t restricted to communications strategies and tactics. We apply any or all the 4 P’s (Product, Place, Price, and Promotion) of marketing to solve problems. The benefits include a more clearly articulated strategy and more quantifiable results. |
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| Results Driven |
| Social Marketing is focused on results. And behavioural change is the fundamental premise of any Social Marketing program. So quantifiable results are an essential component of each campaign we undertake. |
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