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