1
SOCIAL MARKETING
What is it? Why is it so hard?
What makes it easier?
2
TOPICS
• Definition
• Applications
• Why It’s So Hard
• 4 Success Stories
• 12 Principles Behind Their Success
3
DEFINITION: FORMAL
“A process that uses
marketing principles and
techniques to influence
a target audience
behavior that...
4
DEFINITION: INFORMAL
Changing Behaviors for Good
5
IT’S ALL ABOUT BEHAVIORS
• Eat 5 fruits and vegetables a day.
• Move right for sirens and lights.
• Exercise 30 minutes,...
6
TYPICAL APPLICATIONS
• Improving Health
• Preventing Injuries
• Protecting the Environment
• Mobilizing the Community
7
HOW DIFFERS
• Commercial Sector Marketing
– Selling goods and services
– For a profit
– Benefit of shareholders
• Non-Pr...
8
HOW DIFFERS
From Education:
– Education informs
– Social Marketing changes behaviors
From Advertising and Social Media:
...
9
SOCIAL DIFFUSION
• Everett Rogers
Adapted from Jay Kassirer, Tools of Change
and Dave Ward, Puget Sound Partnership 10
Adapted from Jay Kassirer, Tools of Change
and Dave Ward, Puget Sound Partnership 11
12
WHY IT’S 1000 TIMES
HARDER
We ask people to . . .
• Be uncomfortable
• Risk rejection
• Reduce pleasure
• Give up looki...
13
FOUR SUCCESS STORIES
1. Tobacco Cessation
2. Pedestrian Safety
3. Food “Recovery”
4. Litter Prevention
14
FOR EACH STORY
• Target Audience
• Behavior Objective
• Guiding Theory
• 4Ps in Toolbox
– Product
– Price
– Place
– Pro...
15
TOBACCO CESSATION
• Situation: Washington State
– Year 2000: 1 million adult users
– $1800 taxpayer cost per smoker/per...
16
STAGES OF CHANGE
1. Precontemplation
Not thinking about making a change
2. Contemplation
Thinking about making a change...
17
• Quit counselor
• Quit plan
• Quit kit
• Quit resources
PRODUCT PRICE PLACE PROMOTION
18
Toll Free Number
Free Counselor
Free Quit Plan Kit
Online Calculator
PRODUCT PRICE PLACE PROMOTION
19
PHONE
– 7 days a week
– 5am – 9pm
– Message 24/7
WEB SITE
– Worksheet
– “Click to Call” button
FAX FROM PHYSICIAN’S OFF...
20
• Messages
– Encouraging
– Understanding
– Assuring
PRICE PLACE PROMOTIONPRODUCT
21
• Media Channels
– Television
– Outdoor
– Posters
– Brochures
– Wallet cards
– Bar coasters
– Workplace activities
– Pu...
22
RESULTS
• 2007, seven years later
• 100,000th call
• 13% of callers quit
• 235,000 fewer smokers in state
• From 22.4% ...
23
PEDESTRIAN SAFETY
• Situation: City of Kirkland
– Pedestrian flags since 1996
– 2007, 11% usage
• Target Audience:
– Wo...
24
BARRIERS
• What are they for?
• No flags on my side.
• Holder hard to use.
• I feel safe.
25
• Old Design • New Design
PRODUCT PRICE PLACE PROMOTION
26
• Adopt a Crosswalk
Partners
PRODUCT PRICE PLACE PROMOTION
http://www.youtube.com/watch?v=TMqfPlIFnbg
27
PRODUCT PRICE PLACE PROMOTION
28
• Improving Access
PRICE PLACE PROMOTIONPRODUCT
29
• Drink Coasters • Posters
PRICE PLACE PROMOTIONPRODUCT
30
• Downtown Banner • Sidewalk Stencils
PRICE PLACE PROMOTIONPRODUCT
31
RESULTS: 5 MONTHS LATER
2007 2008 % CHANGE
#
People/
Groups
2426 2363 3% Decrease
# Flags 267 438
64%
Increase
% Usage ...
FORK IT OVER!
• Year 2000. Metro Regional Government
• Perfect storm in Portland Oregon:
– 180,000 tons food disposed annu...
FORK IT OVER!
• Food Rescue Program
• Partners: Restaurant Association, Chef’s, Food Bank, 3
Counties, 25 cities, Food All...
FORK IT OVER!
• Restaurant Concerns:
– How do we get involved?
– How do we get the food to you?
– Can we select the agency...
FORK IT OVER!
• Response of Fork it Over:
– Online registration
– Online selection of agency
– Picked up at scheduled time...
FORK IT OVER!
• Making a difference:
– 1999 -2005, 18 million pounds forked over
– Spent $700,000 to administer program
– ...
37
LITTER PREVENTION
• Situation: Washington State 2001
– 16 million pounds of litter/year (Just on roads)
– $4 million fo...
38
Social Norms Theory
• Behaviors influenced by what we
think others we like/respect do
• Increase perception that
“every...
39
• Toll-free Hotline • Web site
PRODUCT PRICE PLACE PROMOTION
40
• Highlight fines
• Hotline & Web site:
Free
PRODUCT PRICE PLACE PROMOTION
41
• Hotline Available 24/7
PRICE PLACE PROMOTIONPRODUCT
42
PRICE PLACE PROMOTIONPRODUCT
43
RESULTS
• Outcome:
– Calls to Hotline: Over 15,000/year
– 100,000 call Fall 2007
• Impact:
– 2003-2007
– 24% Reduction ...
44
ICING ON THE CAKE
45
PRINCIPLES FOR SUCCESS
1. Start with target audiences most ready for
action.
2. Promote single, simple doable behaviors...
46
#1. START WITH TARGET AUDIENCES
MOST READY FOR ACTION
•Targets first time donors
•Costs 10 times as much to
acquire a n...
47
#1. TARGET AUDIENCE
• Who is the target audience for
this?
http://www.youtube.com/watch?v=h-8PBx7isoM
48
#1. TARGET AUDIENCE
#2. PROMOTE SINGLE, SIMPLE
DOABLE BEHAVIORS
• EPA
• Reducing consumption of fish with
contaminants
• Phase I:
– Targeting ...
ORIGINAL CAMPAIGN: MULTIPLE FISH &
RECOMMENDATIONS
50
REVISED CAMPAIGN: ONE FISH
93% REDUCTION
51
52
OBESITY CAMPAIGN
• Now right up there with tobacco
• Close to 400,000 deaths a year
• Dept. Health & Human Services
• h...
Small Steps
53
54
#3. UNDERSTAND BARRIERS TO
BEHAVIOR CHANGE
• Situation: Rural Wisconsin
– Spring 2002 Wisconsin DOT
• Target Audience:
...
55
ROAD CREW
“Why do you drive after drinking
excessively?”
– To get home!
– I need my car in the morning
– Everybody does...
56
ROAD CREW
“What do you want instead?”
– Nice vehicles (no school buses)
– Ride from home
– Ride between bars
– Ride bac...
• Old limos
• Pick up at home,
work or hotel
• Scheduled time
• Can take you
between bars
• Can smoke & drink
57
PRODUCT P...
• Average $15-$20 evening /per person
58
PRODUCT PRICE PLACE PROMOTION
59
PRICE PLACE PROMOTIONPRODUCT
60
• Thailand, 1991, 140,000 AIDS cases/yr.
PRICE PLACE PROMOTIONPRODUCT
61
RESULTS
• Outcome:
– 4 years
– 32 communities
– 97,200 rides (by 2008)
• Impact:
– July 1, 2002 – June 30, 2003: 17%
re...
62
#4. BRING BENEFITS CLOSER TO
THE PRESENT.
• Chesapeake Bay – largest estuary in U.S.
• 11% of nitrogen loading from law...
63
WHAT’S IN IT FOR ME?
64
WHAT’S IN IT FOR ME?
http://www.youtube.com/watch?v=AMOBPQ55zKw
65
WHAT’S IN IT FOR ME?
66
#4. BRING BENEFITS CLOSER
TO THE PRESENT.
BEHAVIOR CHANGE OUTCOMES
• Before campaign:
– 52% planning to fertilize in sp...
67
#5. USE ALL 4PS
Tobacco Quit
Line
Pedestrian
Flags
Food
Rescue
Litter
Product Quit Line
Quit Kit
Quite Counselor
Improv...
68
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE
• The F’Poon
• 1500 tea drinkers in 6 hours; 65% less
sugar
• Liked the ide...
70
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE
71
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE.
• Reducing Anemia in Cambodia
• November 2011
• Research scientist charged...
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE.
• Conversations revealed shape of a
local river fish believed to be lucky!...
74
#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE
• Chicago alone: 175 schools
75
#7. LOOK FOR A PRICE THAT
MATTERS
http://www.youtube.com/watch?v=nojWJ6-XmeQ
• To your Target Audience
76
#7. LOOK FOR A PRICE THAT
MATTERS
77
#8. MAKE ACCESS CONVENIENT
NEW YORK CITY
• 3% of population
• 18% of HIV/AIDS
• Increasingly (2003)
– Black (44%)
– Lat...
78
#8. MAKE ACCESS CONVENIENT
• 2007: A New Approach
• “Grab a Handful & Go”
– Subways,
– Barber shops
– African hair brai...
79
#8. MAKE ACCESS CONVENIENT
• Highest voter turnout in the nation
• 74% vs. 64% nationwide
80
#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
• Messengers
Matter.
81
#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
• Be There Just
In Time.
82
#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
• Be Concrete.
83
#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
• Be Clear. Is this?
84
MUCH CLEARER
85
CPR EASY TO REMEMBER
#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
• Have Some Fun!
86http://www.youtube.com/watch?v=2lXh2n0aPyw
87
#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
88
BRANDING BREASTFEEDING 73%
vs. 63% IN 1 YEAR
INCREASING FAMILY PLANNING
IN THAILAND
• The Condom King
• Targeting Married
Couples
• “Mechai Viravaidya, Ex-
Senator in ...
90
• The Pill, Condoms & Vasectomies
– Renamed birth control pill “Family Welfare Vitamin”
– Nurses could prescribe the pi...
91
– Passed out at McDonald’s, tool booths, gas
stations
– Nurses could prescribe the pill
– Cabbage & Condoms Restaurants...
92
PRICE PLACE PROMOTIONPRODUCT
93
“The only restaurant I've been to where you are given a
condom with your bill. The food here was very good on
my first ...
INCREASING FAMILY PLANNING
IN THAILAND
• OUTCOMES
– From 3.3 % population growth rate to .5
percent
– Using same approach ...
95
#10. GET COMMITMENTS &
PLEDGES
96
#10. GET COMMITMENTS &
PLEDGES
97
#10. GET COMMITMENTS &
PLEDGES
• Followup Survey 500HH: 6 months
• Among those who saw campaign:
– 21% who had allowed ...
98
#11. USE PROMPTS
SIDS & Pampers
• Health Canada Research
• From 44% to 66% saying back sleeping
position reduces risks
99
#12. DETERMINE AN ROI
• Remember the WA State Quit Line?
• State cost per quit: $830
• State savings per quit: $1800/ye...
100
IN SUMMARY
• Social Marketing
is Changing
Behaviors for
Good.
• It’s hard.
• There are
Principles and
Techniques that
...
of 100

Social Marketing to Influence Public Behaviors

IFPRI Policy Seminar "Social Marketing to Influence Public Behaviors" on February 3, 2015. Presentation by Nancy Lee.
Published on: Mar 3, 2016
Published in: Education      
Source: www.slideshare.net


Transcripts - Social Marketing to Influence Public Behaviors

  • 1. 1 SOCIAL MARKETING What is it? Why is it so hard? What makes it easier?
  • 2. 2 TOPICS • Definition • Applications • Why It’s So Hard • 4 Success Stories • 12 Principles Behind Their Success
  • 3. 3 DEFINITION: FORMAL “A process that uses marketing principles and techniques to influence a target audience behavior that will benefit society, as well s the individual.” BEHAVIORS TO REJECT, MODIFY, ACCEPT, ABANDON
  • 4. 4 DEFINITION: INFORMAL Changing Behaviors for Good
  • 5. 5 IT’S ALL ABOUT BEHAVIORS • Eat 5 fruits and vegetables a day. • Move right for sirens and lights. • Exercise 30 minutes, 5X a week. • For toddlers, wear a lifevest around a swimming pool, on the beach, and on a boat. • Store handguns in a lockbox or safe. • Know your BMI. • Immunize on time.
  • 6. 6 TYPICAL APPLICATIONS • Improving Health • Preventing Injuries • Protecting the Environment • Mobilizing the Community
  • 7. 7 HOW DIFFERS • Commercial Sector Marketing – Selling goods and services – For a profit – Benefit of shareholders • Non-Profit Marketing – Promoting services – Supporting fundraising • Social Marketing – Influencing behaviors for good
  • 8. 8 HOW DIFFERS From Education: – Education informs – Social Marketing changes behaviors From Advertising and Social Media: – Only two of the Promotion options (Communications) – There are 3 other powerful tools: Product, Price and Place
  • 9. 9 SOCIAL DIFFUSION • Everett Rogers
  • 10. Adapted from Jay Kassirer, Tools of Change and Dave Ward, Puget Sound Partnership 10
  • 11. Adapted from Jay Kassirer, Tools of Change and Dave Ward, Puget Sound Partnership 11
  • 12. 12 WHY IT’S 1000 TIMES HARDER We ask people to . . . • Be uncomfortable • Risk rejection • Reduce pleasure • Give up looking good • Be embarrassed • Go out of their way • Spend more time • Spend more money
  • 13. 13 FOUR SUCCESS STORIES 1. Tobacco Cessation 2. Pedestrian Safety 3. Food “Recovery” 4. Litter Prevention
  • 14. 14 FOR EACH STORY • Target Audience • Behavior Objective • Guiding Theory • 4Ps in Toolbox – Product – Price – Place – Promotion • Results
  • 15. 15 TOBACCO CESSATION • Situation: Washington State – Year 2000: 1 million adult users – $1800 taxpayer cost per smoker/per year • Target Audience: – 70% wanting to quit • Behavior: – Call the Quit Line • Theory: – Stages of Change
  • 16. 16 STAGES OF CHANGE 1. Precontemplation Not thinking about making a change 2. Contemplation Thinking about making a change, but have barriers and concerns 3. In Action Actively preparing for or attempting the change 4. Maintenance Committed to the behavior and have no intention to return earlier behavior
  • 17. 17 • Quit counselor • Quit plan • Quit kit • Quit resources PRODUCT PRICE PLACE PROMOTION
  • 18. 18 Toll Free Number Free Counselor Free Quit Plan Kit Online Calculator PRODUCT PRICE PLACE PROMOTION
  • 19. 19 PHONE – 7 days a week – 5am – 9pm – Message 24/7 WEB SITE – Worksheet – “Click to Call” button FAX FROM PHYSICIAN’S OFFICE PRICE PLACE PROMOTIONPRODUCT
  • 20. 20 • Messages – Encouraging – Understanding – Assuring PRICE PLACE PROMOTIONPRODUCT
  • 21. 21 • Media Channels – Television – Outdoor – Posters – Brochures – Wallet cards – Bar coasters – Workplace activities – Publicity PRICE PLACE PROMOTIONPRODUCT
  • 22. 22 RESULTS • 2007, seven years later • 100,000th call • 13% of callers quit • 235,000 fewer smokers in state • From 22.4% to 17% users • From 20th to 5th in nation
  • 23. 23 PEDESTRIAN SAFETY • Situation: City of Kirkland – Pedestrian flags since 1996 – 2007, 11% usage • Target Audience: – Workers, shoppers • Behavior: – Use a flag every time • Theory: – Health Belief Model: • Barriers Focus
  • 24. 24 BARRIERS • What are they for? • No flags on my side. • Holder hard to use. • I feel safe.
  • 25. 25 • Old Design • New Design PRODUCT PRICE PLACE PROMOTION
  • 26. 26 • Adopt a Crosswalk Partners PRODUCT PRICE PLACE PROMOTION http://www.youtube.com/watch?v=TMqfPlIFnbg
  • 27. 27 PRODUCT PRICE PLACE PROMOTION
  • 28. 28 • Improving Access PRICE PLACE PROMOTIONPRODUCT
  • 29. 29 • Drink Coasters • Posters PRICE PLACE PROMOTIONPRODUCT
  • 30. 30 • Downtown Banner • Sidewalk Stencils PRICE PLACE PROMOTIONPRODUCT
  • 31. 31 RESULTS: 5 MONTHS LATER 2007 2008 % CHANGE # People/ Groups 2426 2363 3% Decrease # Flags 267 438 64% Increase % Usage 11.0% 18.5% 68% Increase
  • 32. FORK IT OVER! • Year 2000. Metro Regional Government • Perfect storm in Portland Oregon: – 180,000 tons food disposed annually in solid waste system – Oregon Food Bank struggling 32
  • 33. FORK IT OVER! • Food Rescue Program • Partners: Restaurant Association, Chef’s, Food Bank, 3 Counties, 25 cities, Food Alliance • Provide food business a safe and convenient way to donate their perishable and surplus prepared foods to agencies that serve the hungry 33
  • 34. FORK IT OVER! • Restaurant Concerns: – How do we get involved? – How do we get the food to you? – Can we select the agency closest to us? 34
  • 35. FORK IT OVER! • Response of Fork it Over: – Online registration – Online selection of agency – Picked up at scheduled time 35
  • 36. FORK IT OVER! • Making a difference: – 1999 -2005, 18 million pounds forked over – Spent $700,000 to administer program – Saved $647,650 in disposal costs – Food worth $17 million – Every dollar invested, $31 benefit 36
  • 37. 37 LITTER PREVENTION • Situation: Washington State 2001 – 16 million pounds of litter/year (Just on roads) – $4 million for only 25% • Target Audience: – 20% tossing stuff or not securing loads – 80% watching! • Behavior: – Proper disposal – Report littering • Theory: – Social Norms
  • 38. 38 Social Norms Theory • Behaviors influenced by what we think others we like/respect do • Increase perception that “everyone” is doing the desired behavior
  • 39. 39 • Toll-free Hotline • Web site PRODUCT PRICE PLACE PROMOTION
  • 40. 40 • Highlight fines • Hotline & Web site: Free PRODUCT PRICE PLACE PROMOTION
  • 41. 41 • Hotline Available 24/7 PRICE PLACE PROMOTIONPRODUCT
  • 42. 42 PRICE PLACE PROMOTIONPRODUCT
  • 43. 43 RESULTS • Outcome: – Calls to Hotline: Over 15,000/year – 100,000 call Fall 2007 • Impact: – 2003-2007 – 24% Reduction (From 8000 to 6000 tons)
  • 44. 44 ICING ON THE CAKE
  • 45. 45 PRINCIPLES FOR SUCCESS 1. Start with target audiences most ready for action. 2. Promote single, simple doable behaviors. 3. Understand barriers to behavior change. 4. Bring real benefits to the present. 5. Use all 4Ps. 6. Find a tangible good or service to include. 7. Look for a price that matters. 8. Make access convenient. 9. Practice effective communication techniques. 10. Get commitments and pledges. 11. Use prompts. 12. Determine a Return on Investment (ROI)
  • 46. 46 #1. START WITH TARGET AUDIENCES MOST READY FOR ACTION •Targets first time donors •Costs 10 times as much to acquire a new donor •If 10% of current donors give just one more time each year, reach donation goals
  • 47. 47 #1. TARGET AUDIENCE • Who is the target audience for this? http://www.youtube.com/watch?v=h-8PBx7isoM
  • 48. 48 #1. TARGET AUDIENCE
  • 49. #2. PROMOTE SINGLE, SIMPLE DOABLE BEHAVIORS • EPA • Reducing consumption of fish with contaminants • Phase I: – Targeting “Lots of Fish” • Course Correction • Phase II: – One Behavior 49
  • 50. ORIGINAL CAMPAIGN: MULTIPLE FISH & RECOMMENDATIONS 50
  • 51. REVISED CAMPAIGN: ONE FISH 93% REDUCTION 51
  • 52. 52 OBESITY CAMPAIGN • Now right up there with tobacco • Close to 400,000 deaths a year • Dept. Health & Human Services • http://www.youtube.com/watch?v=X3vlIF1Orr4
  • 53. Small Steps 53
  • 54. 54 #3. UNDERSTAND BARRIERS TO BEHAVIOR CHANGE • Situation: Rural Wisconsin – Spring 2002 Wisconsin DOT • Target Audience: – 21-34-year-old single men • Behavior: – Take Alternative Rides
  • 55. 55 ROAD CREW “Why do you drive after drinking excessively?” – To get home! – I need my car in the morning – Everybody does it – I feel safe (especially at 1am) – Low risk of getting caught
  • 56. 56 ROAD CREW “What do you want instead?” – Nice vehicles (no school buses) – Ride from home – Ride between bars – Ride back home – With my buddies – Smoking and drinking
  • 57. • Old limos • Pick up at home, work or hotel • Scheduled time • Can take you between bars • Can smoke & drink 57 PRODUCT PRICE PLACE PROMOTION
  • 58. • Average $15-$20 evening /per person 58 PRODUCT PRICE PLACE PROMOTION
  • 59. 59 PRICE PLACE PROMOTIONPRODUCT
  • 60. 60 • Thailand, 1991, 140,000 AIDS cases/yr. PRICE PLACE PROMOTIONPRODUCT
  • 61. 61 RESULTS • Outcome: – 4 years – 32 communities – 97,200 rides (by 2008) • Impact: – July 1, 2002 – June 30, 2003: 17% reduction in crashes – No observable increase in consumption compared to control groups • ROI: – Cost of Accident: $56,000 – Cost to Avoid: $15,000
  • 62. 62 #4. BRING BENEFITS CLOSER TO THE PRESENT. • Chesapeake Bay – largest estuary in U.S. • 11% of nitrogen loading from lawn fertilizers • 2003 Blue Crab Harvest hit historic low • 2004 Campaign: – Target Audience: Homeowners with lawns – Behavior: Skip spring fertilizing; choose fall
  • 63. 63 WHAT’S IN IT FOR ME?
  • 64. 64 WHAT’S IN IT FOR ME? http://www.youtube.com/watch?v=AMOBPQ55zKw
  • 65. 65 WHAT’S IN IT FOR ME?
  • 66. 66 #4. BRING BENEFITS CLOSER TO THE PRESENT. BEHAVIOR CHANGE OUTCOMES • Before campaign: – 52% planning to fertilize in spring • After 2 weeks of campaign: – 39% planning to fertilize in spring (25% improvement)
  • 67. 67 #5. USE ALL 4PS Tobacco Quit Line Pedestrian Flags Food Rescue Litter Product Quit Line Quit Kit Quite Counselor Improved Flags Reuse unwanted food Hotline Price Toll Free Savings Medications Discount coupons from Partners Free Free to Call Fines Place Line: 5am-9pm Web site: 24/7 Buckets to ease use and closer to crosswalk Picked up at the restaurant when scheduled 24/7 Promo- tion Integrated Mix Testimonials Healthcare Providers Drink coasters Banners Newspaper Stories Posters Partner mention Web sites Staff Road signs Radio ads TV ads Outdoor Posters
  • 68. 68 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE
  • 69. #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE • The F’Poon • 1500 tea drinkers in 6 hours; 65% less sugar • Liked the idea 69
  • 70. 70 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE
  • 71. 71 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE
  • 72. #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE. • Reducing Anemia in Cambodia • November 2011 • Research scientist charged with – What would it take to get women to put the chuck of iron in the pots? – Small circle of iron . . wouldn’t use – Lotus flower shape . . .didn’t like 72
  • 73. #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE. • Conversations revealed shape of a local river fish believed to be lucky! • Women happy to put it in the pot 73
  • 74. 74 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE • Chicago alone: 175 schools
  • 75. 75 #7. LOOK FOR A PRICE THAT MATTERS http://www.youtube.com/watch?v=nojWJ6-XmeQ • To your Target Audience
  • 76. 76 #7. LOOK FOR A PRICE THAT MATTERS
  • 77. 77 #8. MAKE ACCESS CONVENIENT NEW YORK CITY • 3% of population • 18% of HIV/AIDS • Increasingly (2003) – Black (44%) – Latinos (32%) – Women (31%) – The Poor • Since 1971: Condoms at health clinics
  • 78. 78 #8. MAKE ACCESS CONVENIENT • 2007: A New Approach • “Grab a Handful & Go” – Subways, – Barber shops – African hair braiding – Nail salons, – Laundromats – Bath houses, – Tattoo parlors – Ethnic cafes • Dial 311 to order • 2.5 million/year to 18 million
  • 79. 79 #8. MAKE ACCESS CONVENIENT • Highest voter turnout in the nation • 74% vs. 64% nationwide
  • 80. 80 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Messengers Matter.
  • 81. 81 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Be There Just In Time.
  • 82. 82 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Be Concrete.
  • 83. 83 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Be Clear. Is this?
  • 84. 84 MUCH CLEARER
  • 85. 85 CPR EASY TO REMEMBER
  • 86. #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Have Some Fun! 86http://www.youtube.com/watch?v=2lXh2n0aPyw
  • 87. 87 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES
  • 88. 88 BRANDING BREASTFEEDING 73% vs. 63% IN 1 YEAR
  • 89. INCREASING FAMILY PLANNING IN THAILAND • The Condom King • Targeting Married Couples • “Mechai Viravaidya, Ex- Senator in Thailand and Chairman of Population and Community Development Association has been credited with decreasing the average number of children per family from 7 in 1974 to 1.5 in 2005.” - TEDxChange 2010
  • 90. 90 • The Pill, Condoms & Vasectomies – Renamed birth control pill “Family Welfare Vitamin” – Nurses could prescribe the pill – Free vasectomy festivals once a year – Free clinics next door to popular restaurants – Buddhist monks sprinkled holy water on pills PRODUCT PLACE PROMOTIONPRICE
  • 91. 91 – Passed out at McDonald’s, tool booths, gas stations – Nurses could prescribe the pill – Cabbage & Condoms Restaurants “Our food is guaranteed not to cause pregnancy” PRICE PLACE PROMOTIONPRODUCT
  • 92. 92 PRICE PLACE PROMOTIONPRODUCT
  • 93. 93 “The only restaurant I've been to where you are given a condom with your bill. The food here was very good on my first visit and at a reasonable price(can't remember exactly how much) and the service impeccable. No rubbery taste to any of the food unless you think the condom is an after dinner mint.” PRICE PROMOTIONPRODUCT PROMOTIONPLACE
  • 94. INCREASING FAMILY PLANNING IN THAILAND • OUTCOMES – From 3.3 % population growth rate to .5 percent – Using same approach to prevent HIV/AIDS
  • 95. 95 #10. GET COMMITMENTS & PLEDGES
  • 96. 96 #10. GET COMMITMENTS & PLEDGES
  • 97. 97 #10. GET COMMITMENTS & PLEDGES • Followup Survey 500HH: 6 months • Among those who saw campaign: – 21% who had allowed smoking in their car changed their rules • “We don’t smoke in the cars with kids anymore” • “I don’t smoke when the nephews are in my car now.” – 17% who used to allow smoking in their home changed their habits: • “I don’t let people smoke inside anymore” • “I don’t smoke around the grandkids now and if they’re coming over, I air out the house.
  • 98. 98 #11. USE PROMPTS SIDS & Pampers • Health Canada Research • From 44% to 66% saying back sleeping position reduces risks
  • 99. 99 #12. DETERMINE AN ROI • Remember the WA State Quit Line? • State cost per quit: $830 • State savings per quit: $1800/year • For every dollar spent, saved $2.16 • That’s a 116% ROI for the first year • A 216% ROI every year stays quit.
  • 100. 100 IN SUMMARY • Social Marketing is Changing Behaviors for Good. • It’s hard. • There are Principles and Techniques that will help you succeed.