7

STEP

PROMOCIÓN

a) Mensajes
b) Mensajeros
c) Estrategia de Creatividad
d)Canales de Comunicación
Canales de Comunicación
Paso final en el desarrollo de tu estrategia de promoción: Decidir
la mezcla de canales de comunicación más eficiente y efectiva
para alcanzar e inspirar a tu mercado meta a actuar.
Al seleccionar los canales de comunicación, tendrás que decidir
lo siguiente:
a) Tipos de canales de comunicación (BOX 14.1 major SM
Communication Channels)
b) Medios de Comunicación
c) Tiempo
a) Tipos de canales de comunicación
• Masivo: Grupos grandes de personas que necesitan ser informados
rápidamente y persuadidos con relación al problema o conducta deseada
(publicidad, propaganda, entretenimiento popular y señalización
gubernamental).

• Selectivo: Cuando el mercado meta es mejor alcanzado a través de canales

de medios más enfocados (direct mail, flyers, tríptico, posters, eventos
especiales, telemarketing e Intenet).

• Personal: Algunas veces importante para lograr el cambio de conducta. Es

más justificado cuando se requiere intervención personal y la interacción es
requerida para entregar información detallada, barreras, crear confianza y
ganar compromiso. También es una forma efectiva y eficiente de crear
normas sociales y hacerlas más visibles (Facebook, blogs, microblogs
como twitter, reuniones y presentaciones face to face, conversaciones
telefónicas talleres, seminarios y training sessions).
a) Medios de comunicación
• Dentro de cada uno de los tipos de comunicación, existen medios
específicos de comunicación para seleccionar.
• Qué estaciones de TV, programas de radio, revistas, websites,
tecnología móvil o qué rutas de transporte debes elegir?
• Cuándo son las señales de tránsito justificadas?
• Dónde debes poner tu fact sheet/ficha de datos/cartilla informativa?

c) Tiempo
• Los meses, semanas, días y horas cuando los elementos de la campaña
serán lanzados, distribuidos, implementados y o al aire.
• Tu decisiones serán guiadas dependiendo cuando tu mercado meta es
más probable ser alcanzado o cuando tengas mayores oportunidades
de ser escuchado. Dentro de cada uno de los tipos de comunicación,
existen medios específicos de comunicación para seleccionar.
 Fuentes de Financiamiento para Comunicación

• Paid media: La marca paga por ello.

• Earned media: La visibilidad que otros dan a la marca de
manera “gratuita”.
• Owned media: Esta nace por el uso del Internet y es el canal
que la marca controla e incluye websites, sitios móviles, blog,
Facebook, twitter, wtc.
 Canales de Comunicación Tradicional
• Publicidad.- pagada por un patrocinador
• PSAs (Public Service Announcements).- En el sector público u
organizaciones no lucrativas es comúnmente gratuito o a un muy
bajo costo. La desventaja es que no se tiene el mismo nivel de
control. Algunas tácticas para aumentar las posibilidades colocar
anuncios donde y cuando se requieren son:
1. Realizar relaciones públicas con las personas que tienen relación con los
asuntos públicos o con las estaciones de radio y televisoras.
2. Asegurarse de la alta calidad de los producción ya que serán el reflejo de
la televisora o estación de radio.
3. Estar listo para negociar. Si no es gratis, probablemente tengan
patrocinadores interesados o conseguir descuentos.
 lo
Ejemp
Denver Water’s Conservation Advertising Campaign

From 2002 to 2006, Denver Water’s 1.2 million customers reduced their water usage by about 20%
each year. The Denver mayor, however, wanted to continue this trend and announced a partnership
in July 2006 to reduce use by 22% a year over the next decade, including a $500,000 advertising
campaign intended to help make this happen. The campaign, with the tagline “Use only what you
need” appeared in community newspapers, magazines, billboards, transit, and other out-of-home
media. The ads also appeared in places you might not expect, such as on 20,000 drink coasters that
went to local restaurants and bars, offering water conservation tips such as “Be a real man and dry
shave, tough guy.” And in 2013 the campaign sent out a “Thank you for using even less” message
to customers, announcing they had exceeded their goal of reducing water use 10% throughout the
summer. “Without your efforts, providing a secure water future is an exercise in futility.”
• Public relations.- Visibilidad gratuita para tu campaña.
Actividades exitosas generan menciones gratuitas y positivas en
los medios. Es earned media. Ejemplos: conferencias, cartas a
los editores, relación laboral fuerte con reporteros y editores
claves. Siegel y Doner recomiendan algunas claves para el éxito:
1. Crea relaciones con los medios
2. Enmarca los problemas
3. Crea noticias
• Special events.- También genera visibilidad, ofreciendo la
ventaja de interacturar con tu mercado meta y dejarlos hacer
preguntas y expresar sus actitudes acerca de la conducta deseada
que probablemente necesites escuchar. El evento puede ser parte
de un evento más grande.
 An Unusual Tour for Colon Cancer Prevention
lo
Ejemp Times Square in New York City is a cultural hub featuring upscale hotels, Broadway
theaters, music, nightlife, quality shops, and gargantuan promotional icons. In 2009 it
added one more feature: a giant colon. Since 2003, the Prevent Cancer Foundation had
been sponsoring the Prevent Cancer Super Colon exhibit, featuring a tour of an inflatable
tube, 20 feet long and 8 feet tall–one that most could easily walk through. On February 2,
it arrived in New York City to honor March as Colon Cancer Awareness Month, with the
purpose of increasing timely colon cancer screening. As visitors take the tour, they get an
up-close look at healthy colon tissue, tissue with nonmalignant colorectal disease,
colorectal polyps, and various stages of colorectal cancer. The Prevent Cancer Super
Colon attracted over 1,500 visitors that week in Times Square, and then throughout 2009
traveled across the nation reaching out to people in small towns as well as big cities,
stopping at health fairs, hospitals, and cancer centers. As of 2014, the Super Colon has
visited 49 states, the District of Columbia and Puerto Rico.
 • Printed materials.- Probablemente este sea el canal de
comunicación más familiar y utilizado para el MKT SOCIAL. Los
trípticos, newsletter, folleto, volante, calendarios, stickers para
coches, colgantes y catálogos son oportunidades para presentar la
info más detalla con relación a la conducta deseada. Algunas veces
el mercado meta se aferra a estos materiales y hasta los comparte.

lo
Ejemp

A Calendar to Increase Workplace Safety

“Keep Washington safe and working,” the mission statement of the Washington
State Department of Labor & Industries (L&I), also serves as the title of the annual
calendar produced by L&I’s Division of Occupational Safety and Health. First
published in 2007, the calendar explains job hazards and provide safety tips. In
2009, the calendar began featuring real Washington State businesses and employees
in a variety of industries. This educational tool brings important safety messages to
employers and workers 365 days a year. L&I produces and distributes 12,000 copies
a year.
• Special promotional ítems.- Puedes reforzar y algunas veces sustentar
los mensajes de la campaña a través de productos promocionales como:
ropa (gorras, playeras), productos funcionales (termos, plumas, lápices,
marcador de libros, imán parra refris, etc, o en productos más duraderos
(portavasos, stickers, mangas para cafés, etc).

• Señalamiento y Displays.- Muchas campañas de marketing confían en

estos para lanzar y especialmente para sostener los mensajes como:
señales de tránsito, señales de regulamiento gubernamental o en el punto
de compra.

• Personal selling.- El canal de comunicación probablemente más

antiguo, “venta face to face” .Kotlet and Keller ven a esta herramienta
como la más efectiva para construir preferencia, convicción y acción.
Las 3 cualidades que provee son:
– 1.- interacción personal
– 2.- cultivación.- permite que la relación crezca
– 3.- respuesta.- hace que el comprador se sienta obligado a escuchar la “venta”
 • Personal selling

lo
Ejemp

One Man Helping to Clear the Air Over China

Ma Jun, a well-known Chinese environmentalist, has a strategy that isn’t typical,

though, of an activist, who is more often drawn to communication channels such as
sit-ins or demostrations. Instead, he personally calls on corporate decision makers
and shows them data that provide evidence of environmental pollution, and then
persuasively talks about the benefits of change.

As of April 2013, Ma and his team had exposed more than 120,000 violations by
multinational and local companies in China. Ate least 900 have made efforts to
change their techniques, including Apple, which made major efforts to clean up
environmental violations in the company’s supply chain.
Canales de Comunicación NO
Tradicionales
• Social media
Incrementa la oportunidad de las comunicaciones
Hace uso de redes del mercado meta
Expande el alcance
Personaliza y refuerza los mensajes
Facilita interacción
Influencia en la conducta deseada

Para utilizar los medios de manera exitosa, debemos convertirnos

en colaboradores, facilitadores, brokers y concilidadores
 Twitter
lo
Ejemp In 2013, the world’s second Global Police Tweet-a-Thon was joined by millions
across several countries on Twitter using the hashtang, #poltwt. The effort, in part,
was to increase understanding of the use of social media by the police and to
increase awareness among citizens on how they can use Twitter to assist police on a
variety of issues, including finding missing persons, notifying police of parking
infractions, reporting car accidents, sending information on suspicious citizens
carrying weapons, and more. The global event also used the opportunity to provide
safety tips.
• Websites
Are a critical “touch point” for your customer, not only impacts
awareness and attitudes toward your organization but also makes a
difference in whether your audience is inspired and supported to act.

To maximize the influence of your website, pay attention to your site’s

(a) ease of navigation, (b) ability to tailor itself to different users, (c)
availability of related links, and (d) potential for two-way
communications.
A Website to Highlight Citizens Taking Action to Protect
lo
Ejemp Ocean Health

West Maui Kumuwai is a movement to protect the ocean through

inspiring personal action and community collaboration. Just
Googling the name provides a glimpse of the multiple platforms
that feature their work as well as their website, which include
opportunities to participate in volunteer activities and to post
pledge to take one of eight specific actions, even showing
individuals holding up a sign of what they have pledged.
• Popular entertainment media
These include movies, television series, radio programs, comic books,
comic strips, songs, thetaer, video games, and traveling entertainers
such as puppeters, mimes, and poets.

In a national award-winning television spot

lo
Ejemp for Mississippi’s antilitter campaign, former
first lady Pat Fordice magically appears in the
cab of a pickup truck between two “Bubbas”,
one of whom has gleefully tossed trash out
the window. Piching the ears of the driver and
his offending pal, Fordice admonishes the
pair for littering Mississippi highways. The
former first lady continued as a spokesperson
and representative of the campaign with the
tagline “I’m Not Your Mama! Pick It Up,
Mississippi!”
 • Public art
Is another emerging and untapped channel, with unique potential to
sustain behaviors, create media attention, and be seen as a credible
messenger. Channel types include sculptures, exhibits, murals,
paintings, and more recently, “flash mobs.”

In December 2010, a city-

sponsored mob appeared
downtown, at the popular
Pioneer Square featuring
dancers dancing to the tune
“Singin’ in the Rain” with
umbrellas printed with the
slogan “See You in the
Crosswalk,” a message to
influence pedestrians to make
sure they are seen before
crosswalking the street.

lo
Ejemp
 • Product integration
More relevant for social marketing is the integration of your desired
behaviors into commercial products or their packaging.

lo In the fall of 2006, the tonymaker Mattel unveiled

Ejemp Tanner, Barbie’s new pet dog. Tanner comes with
little brown plastic “biscuits” that he can be fed
simply by lifting hi tail. When he “releases them,”
Barbie can then scoop them up using her new,
magnetic pooper-scooper and place them in the
little garbage can included in the package.
8 factors to guide your selection of communication types,
vehicles, and timing:

Factor 1: Your campaign objective and goals

In step 4 of your planning process, you ideally set a quantifiable goal
for changes in behavior, behavior intent, awareness, and/or attitudes.
Those measures/targets are now your guide for selecting
communication channels.

Factor 2: Desired reach and frequency

Reach: A measure of the percentage of people in the target audience
who are exposed to the ad campaign during a given period of time.
Frequency: A measure of how many times the average person in the
target audience is exposed to the message.
Factor 3: Your target audience
This will be especially important when selecting among social media
platforms and using paid advertising and selecting specific media
vehicles.

The goals will be to choose general media types, specific vehicles, and
the timing most likely to reach, appeal to, and influence target
audiences.

Factor 4: Being there just in time

An ideal moment to speak to the target audience is when they are about
to choose between alternative, competing behaviors.
Factor 5: Being there “in the event of”
Communicators want to prepare for events that are likely to motivate
target audiences to listen, learn more, and alter their behaviors.
Events such as a teen suicide in a small community or a famous female entertainer
diagnosed with AIDs, affect levels of awareness and belief relative to costs and benefits
associated with the behavior change. Though such events are often tragic, the silver
lining is that target audiences in the precontemplation stage are often moved to
contemplation, even action.

Factor 6: Integrated marketing communications

With integrated marketing communications, you achieve consistency in
the use of slogans, images, colors, font types, key messages, and
sponsor mentions in a small media vehicles and customer touch points.

Benefits of an integrated approach include an increased efficiency in

developing materials, and an increased effectiveness of
communications, given their consistent presentation in the marketplace.
Factor 7: Knowing the advantages and disadvantages of media
types
“Choose a designated driver” can fit on a key chain or a boar coaster,
whereas a complex one such as “How to talk with your teen about
suicide” would be more appropriate in a brochure or on a special radio
program.

Factor 8: Your budget

In reality, plans are more often influenced by budgets and available
funding sources, at the end they determine communication channels.
 o
How t
 PARA
CONOCER
MÁS
Material del libro

Tabla 10.2 The Meet Your Match Marketing Mix Strategy (Ejemplo)

Capítulo de apoyo, Design Thinking and Branding

Tabla 11.1 Potential Costs for Performing the Desired Behavior (Ejemplo)

Tabla 13.1 Creative Brief for a Youth Tobacoo Prevention Campaign (Ejemplo)

Box 14.1 Major Social Marketing Communication Channels

Tabla 14.1 Profiles of Major Media Types