countermarketing big tobacco for the lgbt community
DESCRIPTION
Presented at the LGBT Summit in Phoenix, AZ on June 8, 2009. The presentation was used to discuss the power of social marketing when used effectively against big tobacco marketing tactics.TRANSCRIPT
Carlos Moreno & Duane Cramer
Better World AdvertisingSan Francisco & New York City
Counter-Marketing vs.
Social Marketing
Counter Marketing - Efforts to permanently reduce demand for a product or service that may reflect poorly on the product itself, such as efforts by a group to discourage the use of a product the group deems unhealthy or bad for society.
Social Marketing - The systematic application of marketing and advertising techniques and strategies to achieve specific behavioral goals for a social good.
• Target defined groups of people on health and social issues
• Goal of changing individual behavior, usually through the modification of group norms.
• Emphasis on integrating the values, needs, and concerns of the target audience and the community into program planning and implementation.
• More than efforts to get people
not to buy cigarettes
• Changing norms and behaviors
• Success=community involvement
LGBT Media Campaigns
Social Marketing 101
Social Marketing Basics
• Coined in 1970’s by Philip Kotler
• Using principles and techniques of contemporary
advertising and marketing
• “Selling” ideas, attitudes and behaviors
• Public health and social change, not profit
• Public health and public education + media and marketing
Key Concepts
• Getting attention
• Message comprehension
• Repetition
• Multiple forms
• Interactivity
• Media-worthy
Social Marketing Process
• Research
• Needs Assessment
• Analysis of Previous Efforts
• Segment Target Audience
• Refine goals
FORMATIVE
Social Marketing Process
• Creative process
• Copywriting and Design
• Comps
• Narrow Concepts
DEVELOPMENT
Social Marketing Process
• Focus Groups
• Interviews
• On-line panels
TESTING
Social Marketing Process
• Media Strategy and Buying
• Materials and Collateral
• PR/Earned Media
MEDIA PLANNING
Social Marketing Process
• Campaign launch
• Media coverage
• Ad placement
• Materials Distribution
IMPLEMENTATION
Social Marketing Process
• Process Ads placed, materials distributed,
Quitline calls
• Outcome Surveys, outcome metrics
EVALUATION
Does Social Marketing Work?
• Commercial advertisers spent $137
billion in 2008 in U.S
• 3000 advertising messages per day
• Smoking
• Seatbelts
• Drunk Driving
Classic SocialMarketing Campaigns
Effective Social Marketing
• Adequate resources
• Professional design
• Get attention
• Motivate change
• Start dialogue
4P’s of (Social) Marketing
• Product
• Price
• Place (distribution)
• Promotion
Advertising Techniques
• Bandwagon
• Testimonial
• Transfer
• Humor
• Repetition
• Emotional Words
Testimonial
Bandwagon
Transfer
Humor
Repetition
Emotional Words
Challenges
• Funding• Competing issues• Political constraints• Diversity within LGBT community• Comprehensive services