What is Social Marketing?
- Social Marketing is often defined as applying marketing principles to bring about public good.
- While this is a succinct definition, it falls short of the true meaning of social marketing.
Here’s a better definition:
Social Marketing is applying marketing principles to bring about positive behavior change.
Basic Tenets of Social Marketing
- Identify your audience(s) as specifically as possible.
- Get to know your audience.
- Design your strategies based on your audiences’ needs, values, motivators and barriers.
- Involve your audience in the design, implementation and evaluation of your efforts.
A true social marketing campaign is a campaign that is behavior change oriented.If it is not behavior change oriented, it is not a social marketing campaign.
Getting Started:
Define your audience(s) as specifically as possible…
- Market segmentation is the process of identifying the audiences you could direct your efforts to.
- Targeting your audience means choosing who you are going to direct your efforts to.
Use specific strategies for specific audiences…
- The more effective you are at specifically identifying your audiences, the more specific your strategies can be.
- The more specific your strategies are, the more successful you will be.
How do I do that???
- Design strategies that strive to satisfy the different needs, motivators and barriers of each of those segments.
Upstream & Downstream
- Directing our efforts to bring about change in…
- Policy makers, legislators
- City, county and state planners and doers
- Insurance professionals
- Others?
Downstream:
- Directing our efforts to bring about change in the individual…
- People with arthritis
- People at risk of developing arthritis
- Others?
No matter who our audiences are, we need to get to know them so we can Design strategies that will work best given their particular Needs, Values, Motivators and Barriers.
For more important information that is a must have, please call us today at 717.364.9636.
