Reinforcement
Positive change requires continuous recruitment and reinforcement of messages. Success at each step needs to be supplemented with regular communication as well as improved with constant feedback. As we go through the deployment of the promotion program, we test and refine the messages and products in accordance with response from the target audience. When the program is implemented, we monitor activities to assess whether they are occurring as planned. Things like the number of brochures disseminated, number of media "hits," or mentions of the program, help us keep tab on the progress of the program. The answers to these questions provide us with timely feedback on whether we need to make adjustments in order to maximize the impact of the program. Social marketing programs developed with the MZI Global® approach are constantly evolving campaigns. Constant Monitoring of the Program Evaluating Product and Price Demographics play an important role in product and marketing program acceptance. Insights are provided by answerwing questions such as: whether we were successful in placing materials and messages in locations that were identified as primary in the pre campaign stage, whether these places were the best ones to reach the target audience, and did the audience have easy and convenient access to products or services that were offered to them. Evaluating Promotion
First, monitoring is especially important in a social marketing program. Monitoring is a type of process evaluation that keeps track of how the intervention is being implemented and allows you to get audience/ participant feedback to make adjustments in the intervention as needed. The biggest advantage of monitoring is that changes can be made during the course of program implementation, saving time and resources for our clients and ensuring a bang for the buck.
Consumers often times harbor the misconception that a socially responsible product is also an expensive product. Hence, it is important to gauge the reaction of consumers on both product and price in response to the social marketing program. This helps in determining if the product, along with the price, is acceptable to the consumers. It also helps survey the perceived value evaluation of the product.
Evaluating Place
The final P that demands evaluation is promotion. The prime aspect while evaluating promotional activities that include commercials, media placement, and communication campaigns, is the exposure of our clients’ product/ service. We tend to measure the percentage of exposure, and the suitability of exposure, i.e. did we reach the right people (i.e. the segment of the audience that we tried to reach)?
