How Social Marketing Gets you to do what "they" want you to do

"Social" Who said that?

The term "social marketing" was probably invented by someone who wanted to look different from what it really is.

This is really just old marketing. But instead of forcing you to buy a bar of soap, or a certain brand of beer, or a particular service, social marketing seeks to get you to do what the marketer thinks is "good for society."

Then they tell you.

Social Marketing seeks to sell ideas, attitudes and behaviors. issues that have been targeted by social marketing campaigns include:

• Pollution
• Drunk Driving
• AIDS Awareness
• Fight against drugs
• Early Cancer Detection
• Fire
• Disaster Preparedness
• Energy Conservation
• Blood drives
• Lifting fund medical research
• Water quality and conservation

And it would be difficult to find someone claiming that these issues are not important.

Social marketing provides a mechanism to address these problems by encouraging people to adopt voluntarily a specific behavior.

• Do not smoke
• Do not overwater your lawn
• Do not pollute
• Recycle glass bottles and plastic
• Go vote

When planning social marketing campaigns, marketing know that is essential that emphasis is placed on the perceived needs of the public. Because the ultimate goal of social marketing is to influence action. To achieve this goal is a much more ambitious – and more blurred – the bottom line.

After all, how are "they" to know if you're really off water when you brush?

I am your friend, and I have your best interests at heart. Really, I do. Never mind the man behind the curtain.

Social marketing feel "I am my brother's keeper."

"Do what I want you do, it's good for you. "And they are often very sincere. And they may even be right.

Social marketing differs from other regions Marketing that for the objectives of the organization of marketing.

The goal? Changing your behavior and save you – And society – from yourself.

The planning process takes a "consumer" approach into account in addressing the elements of marketing mix.

Like commercial marketing, social marketing uses "the four" P "to define the marketing image total:

Product

The specific changes in awareness, attitude and behavior.

Price

The psychological barriers that prevent often behavioral changes. Inertia is a very strong competitor.

Place

The distribution plan and the media channels used to spread the word.

Promotion

Tactics and strategies used to persuade the public.

However, traders often have to add the following elements that are unique to social marketing:

Public

The many different audiences – internal and external – who are involved in the approval or implementation of the program. Who has hand in it?

Partnership

Minded organizations solicited for participation in the program is truly effective. Who can benefit if you do what they want?

Policy

The political environment necessary to support the long-term change. Who is in power? Who wants what?

Purse strings

Resources from foundations, government budgets, and donations to finance the program. Who has money?

Changing public behavior is a long-term process. Like all social marketing, it requires better training and repetition of messages.

Examples successful campaign

Social marketing has targeted a number of questions:

• In Seattle, the "Get-in-the-Loop" campaign has used partnerships retail, on-board panels, paid advertising and media relations to increase the purchase of recycled content products 27 per cent.
• Over 52 percent of the population of the United States recognizes the Energy Star label because of the public service advertising, media relations and retail, manufacturing and utility partnerships.
• The average utilization rate of the belt in North Carolina has jumped 65 percent to more than 80 percent in the first six months of the "click it or Ticket" campaign. In addition, the campaign is credited with producing a 14% reduction of fatal traffic accidents
• The percent of middle school students in Florida who smoked cigarettes fell from 18.5 to 8.6 percent while the percentage of students were from 27.4 to 20.9 to the result of the Florida "Truth" anti-tobacco campaign.
• PeachCare for children, created by the legislature in Georgia in spring 1998, is designed to provide health insurance for children of working class families. This program helped 57,000 children and accepts applications at a rate of 500-1000 per day.
• Results for AIDS in Switzerland "Stop" the campaign said that between 1986 and 1990, condom sales rose 80 percent (from 7.6 to 15 million units). Condom use among 17-30 years increased 8% to almost 50%. Condom use among 31-45 years has also increased during this period (from 22% to 35%).
• The water in Florida: it's worth saving "campaign (which I helped create) met all objectives of the St. Johns River Water District management and post-campaign research revealed 89% compliance with the resident local water restrictions.

The People nature never changes. But human thought. There was a time that most people thought it was cool to smoke. However, smoking is something you try "leaving".

Social marketing has helped make that happen. . . For better or for worse.

Conclusion

The success of social marketing uses carefully constructed – and often insidious – messages that make an emotional connection. It can fundamentally change their behavior to save lives, preserve the environment and make communities more livable.

It may also encourage you to follow a social agenda.

The average consumer is exposed to 3,000 messages per day. To compete effectively with this overload message, social marketing must reach its target on several occasions through various media before an impact can be expected.

A platform of good mail is simple and offers both knowledge and motivation necessary for the public to act.

And the best to tell the truth. . . well tell.

Following these steps will start a path a social marketing campaign that provides measurable results.

The question is. . . do you do "they" want you to do? Have you any information you need to make an informed decision making?

Regardless of what "they" want. . . is always you.

About the Author

JAY HULING is a freelance copywriter with 22 years of experience writing and producing marketing, advertising, and direct response materials for companies all over the country. These companies include the American Lung Association, Atlantic Marine, Barnett Banks, Blue Cross Blue Shield of Florida, Citigroup, CSX, GATE Petroleum, Regency Centers, U.S. Army Corps of Engineers, Vistakon, and many more. Find out more about Jay Huling at www.jayhuling.com.

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