using social marketing to create change for good
DESCRIPTION
The webinar will introduce how to apply marketing concepts to health and social issues to move beyond the usual educational approach to changing behaviors.TRANSCRIPT
Nedra Weinreich
Change for Good:Using Social Marketingto Make a Difference
Starbucks
Immunizations
Educationdo it because
you should
Coerciondo it because
I say so
Marketingdo it because it will
help you be the
person you want
to be
http://www.flickr.com/photos/mabi/2086498747
Social Marketing
Truth Campaign
The Ten
Commandments of
Social Marketing
1. Talk with your audience.
…and listen!
Photo Credit: http://www.flickr.com/photos/niclindh/1389750548/
2. Segment your audience.
Photo Credit: http://flickr.com/photos/salerie/2424048224/
There is no such thing as
“marketing to the
general public.”
Which segments to choose?
Targets of Opportunity
Targets of Risk
Most Likely Segments
3. Position your product.
What is the specific behavior?
Find the benefits that click.
Make it fun!
4. Make it easy.
5. Go to where your audience is.
Credit: http://flickr.com/photos/nertzy/29885842/
Aperture
Right
Time
Right
Place
Right
Message
6. Use a variety of approaches.
Created by b2b Contact Marketing Ltd.
“This poster is made of soap. Use it to
wash your hands.”
7. Use Models that Work.
Precontemplation
Contemplation
Preparation
Action
Maintenance
Stages of Change
8. Test, test, test.
http://www.flickr.com/photos/ivt-ntnu/4597633169
Credit: http://flickr.com/photos/ebolasmallpox/1716084045/
9. Build Partnerships with Key Allies.
10. See what you can do better next time.
http://www.flickr.com/photos/tonynewell/3840027061/
In the factory, we make cosmetics.
In the drugstore, we sell hope.
Charles Revson
Credit: http://flickr.com/photos/blampert/2119535732/
Customers buy for their reasons, not yours.
-Orvel Ray Wilson
Questions?
Photo: http://www.flickr.com/photos/oberazzi/318947873/
Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
Phone 310.286.2721
Twitter @Nedra