social marketing: the art and science of behavior change
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Social Marketing: The Art and Science of Behavior Change. Northland Bioneers Conference October 20, 2006. The Watson Group Marketing Communications. - PowerPoint PPT PresentationTRANSCRIPT
Social Marketing: The Art and Science of
Behavior Change
Northland Bioneers ConferenceOctober 20, 2006
The Watson Group Marketing Communications
The Watson Group works with organizations that seek to change health behavior and prevent violence. We use marketing to persuade people to voluntarily adopt behaviors that improve health or benefit society.
The Watson Group Marketing Communications
In the spirit of the Northland Bioneers Conference, which is a zero-waste event, I have no handouts for you today.
We’re going low-tech—just you and me and a whiteboard.
Social Marketing Defined
Show of hands. Marketing and advertising: Evil or good? Okay, well I know where I stand now. Today I’m going to show you how to use marketing for good.
I’m going to introduce you to social marketing.
Social Marketing Defined
Using marketing principles to influence human behavior in order to improve health or benefit society. (Turning Point Social Marketing National Excellence Collaborative)
It is persuading people to voluntarily change their behavior, usually health or environmental behaviors, or violence prevention.
Social Marketing Defined
Social Marketing Is Not: Just advertising—or marketing for nonprofits or a cause
A clever slogan and a logo on a sport bottle or canvas bag
Reaching “everyone” through a media blitz An image campaign Done in a vacuum—you have to know your audience A quick process—scientific and research-based
Social Marketing Defined
Social Marketing Is:A behavior change strategyTargeted to those who have a reason to
care and who are ready for changeStrategicMakes efficient use of resources
Social Marketing Defined
In social marketing, awareness is not enough. The goal is to change behavior, to move the needle, to make a meaningful difference in people’s lives.
Example: Target Market campaign
Continuum of Ways to Change Behavior
Unaware/Considering Change/Maintaining Behavior
Education
Aware/Not Considering
Change
Social MarketingVoluntary Behavior Change – How?
Entrenched/ No Desire to
Change
Law
Key Concept:Know Your Audience
You conduct audience research Put them at the center of decisions Understand that you are (usually) not
the target audience Test your assumptions
Key Concept: Exchange
You give me X, I give you Y. You give me a mercury thermometer, I give you a free non-mercury thermometer
Research helps us understand how to make that attractive Change what we are offering to make the exchange work You give me your toxic mercury thermometer at any Cub
Foods on any Saturday in November and I’ll give you a free replacement thermometer that will keep your family safer.
Key Concept: Exchange
Increase or highlight the benefits Decrease or de-emphasize the barriers
Key Concept: Competition
Target audience can go somewhere else or do something else or maintain current behavior– Example: childhood obesity prevention project in NC,
research told us the Competition was “Whining and hollering”
Modify program, delivery, service provider or the product or message to make the competing behavior less attractive, less available, or more costly
Social Marketing Process
Define the social or health or environmental problem
Identify who must act to change the problem
Social Marketing Process
Conduct market research– Do surveys, interviews, and/or focus
groups to find out what makes it easier (“benefits”) or harder (“barriers”) for the target audience to do the desired behavior
– Ask about wants, hopes, fears, knowledge, attitudes, behavior, perceived risk, “messengers and gatekeepers”
Social Marketing Process
What is the difference between the people who are doing what you want, and the people who aren’t?
Put aside your assumptions, listen carefully.
Use what you learn to form ideas for your social marketing campaign
Develop Program or Campaign
Apply marketing principles: Four P’s/“Marketing Mix”– Product– Price– Place– Promotion
Plus Policy Pre-test all products, services and messages
Product
Behavior, service, product being exchanged with the target audience for a price and benefit
Behavior, service, product must compete successfully against the benefit of the current behavior
Price
Cost to the target audience of changing behavior
Can be financial, or more often related to other “costs”– time – effort– lifestyle– psychological cost
Place
Channels through which products or programs are available (access)
Move programs or products to places that the audience frequents, in order to ease access
Promotion
Communicating to the audience about product/program, price, and place variables– advertising– media relations– Events/entertainment– Web– personal selling– direct mail
Policy
Encourage and leverage policies/rules that influence voluntary behavior change
Consider and compensate for policies that discourage voluntary behavior change
Avoid policies that punish “bad” behaviors
Launch Your Program or Campaign
Create, deliver and monitor your program Evaluate results
– Did you reach target audience?– Did program have an impact?– Did desired outcome occur, why/why not?
“Course correct” your program if needed
Workshop
Target behavior: Reduce trips by car by increasing carpooling
Target audience: People who value sustainability and the environment—people like you.
Incentives:– Preferred parking– Commuter book clubs– Coffee coupons
Think Like a Marketer
Think behavior change Know your audience Think benefits and costs and exchange When/where in right frame of mind? When/where is right place and time?
Danie WatsonThe Watson Group339 Barry Ave. S.Wayzata, MN [email protected]
Please contact me with questions or for resources