Understanding Social Marketing:

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Presentation 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 2

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 4

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 5

The "4 Ps" of marketing: Product Price Place Promotion 6

Stages of change Create awareness and interest Change attitudes and conditions Motivate people to want to change their behavior Empower people to act Prevent backsliding 7