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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
