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Social Marketing
I attended a workshop delivered by Gary Dewar, a social marketing consultant with the City of Edmonton. Had to give Gary full marks for opening my eyes to what social marketing is. Here is my attempt at a keypoint summary of Gary's session, please note that this only really scratches the surface of the workshop. Traditional Marketing is: -The process of identifying, anticipating and satisfying customer needs -The identification and creation of sustainable competitive advantage -A dialogue over time with specific groups of customers whose needs you understand in depth and for whom you develop an offer with a different advantage over the offer of your competitors. Traditional Marketing is..... -identifying unmet needs; producing products and services to meet those needsL and pricing, distributing, and promoting those products and services to produce a profit -creating and keeping customers Social Marketing is..... -the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society -"a process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commerical profit" (W. Smith, Academy of Educationsl development -influencing attitudes and behaviors Comparision: Social Marketing: -seeks long-term benefit -seeks short-term action or permanent change -long term investment -one shot or time limited campaign -broad scope and approach -narrow scope and approach While Marketing: -seeks short term action -one-shot or time limited campaign -narrow scope and approach Part of Social Marketing is the belief that to influence behaviours and attitudes that people must believe the benefits their receive will be greater than the costs they incur, but adopting the action you recommend Social Marketing Principles: -Raised awareness alone won't alter attitudes or actions -The audience has to trust the campaign spokespeople and sponsoring organization -Unrealistic expectations create frustration and make it tough to measure progress -Name the campaign, make it a brand. The name will come to stand for a whole set of values. Resources: Social Marketing Tutorial: http://www.hc-sc.gc.ca/hppb/socialmarketing/tutorials.html The Social Marketing Network: http://www.hc-sc.gc./hppb/socialmarketing/index.html http://www.social-marketing.com/ Hands-On Social Marketing: A Step by Step Guide by Nedra Kline Weinreich, published by Sage Publications (June 1999) A Short Course on Social Marketing: http://foundation.novartis.com/social_marketing.htm Social Marketing Institute: http://www.social-marketing.org
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