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Transcript
Understanding Social Marketing:
Encouraging Adoption and Use of
Valued Products and Practices
Social marketing is the application
of commercial marketing
techniques to social problems
Commercial vs. Social Marketing:
• Commercial marketing tries to change
people's behavior for the benefit of the
marketer
• Social marketing tries to change people's
behavior for the benefit of the individual, or
of society as a whole
Social Marketing:
• Reaches target audiences
• Helps customize your message to those
targeted audiences
• Helps create greater and longer-lasting
behavior change
Implementing a Social Marketing
Campaign
•
•
•
•
•
•
Identify behaviors you want to change
Identify your audience
Identify and reduce barriers
Pretest your ideas
Publicize actions and benefits
Assess your results
The "4 Ps" of marketing:
•
•
•
•
Product
Price
Place
Promotion
Stages of change
1. Create awareness and interest
2. Change attitudes and conditions
3. Motivate people to want to change their
behavior
4. Empower people to act
5. Prevent backsliding