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What is Social Marketing?
The use of marketing principles and
techniques to influence a target
audience to voluntarily accept, modify,
or abandon a behavior. Their action
benefits them AND society as a whole.
http://www.cdc.gov/healthcommunication/
+ Social Marketing Works!
Verb it’s what you do
Stop smoking
Get a mammogram
Spread the Word not the Flu
Click It or Ticket
http://socialmarketingcollaborative.org
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Social Marketing is all about focusing
on the person… the customer
http://sprott.physics.wisc.edu/fractals/collect/1995/FOCUS.GIF
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Walk a mile in their shoes…
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Satisfying Exchanges
(Exchange Theory)
Exchange time and effort for benefits
Self interest
Mutually satisfying
Build trust
Make an attractive offer
Create an awareness that the problem exists
Demonstrate the product’s benefits
Help lower the price or raise the cost
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Applying the 4 P’s of Marketing
Product
Price
Place
Promotion
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Social Marketing is all about the
behavior… what people actually do
http://www.charlottediamond.com/music/musicbook.htm
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Social Marketing with SNAP-Ed funding
means focusing on low income people
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Segmenting for SNAP-Ed means
looking inside the group of low income
people
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Start Where the Customer is at…
Inform Unaware or not
Educate considering
Communicate “Not me”
Advise
Support Attempt but not succeed
“Its just too hard”
Design Contemplating, not acting
“It’s a good idea, but…”
Control Activeresistance
Require “Don’t give a darn”
Enforce
Legislate
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Fun, Easy, Popular
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Remember the Context
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Walking looks pretty…
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To Some People…
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More Fruits and Veggies…
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Some Campaigns that Worked…
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Some Campaigns that Work…
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Some Campaigns that Work…
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Some Campaigns that Work…
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Some Campaigns that Work…
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Lots of Great Resources Here…
http://socialmarketingcollaborative.org/
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CDCynergy Social Marketing Edition
http://www.cdc.gov/healthmarketing/cdcynergy/index.htm
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