Because usually we are not selling a product like toothpaste or soap!
Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness
B. Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible.“-- Katya Andresen Robin Hood Marketing “ In the information age…Libraries of all types are redefining who they are and whom they serve in a complex algorithm of changing informational infrastructures and shrinking budgets and financial resources. Marketing as a process, provides a mechanism to assist libraries in this evolution.” Lee, D (Fall, 2003) Lib.Adm.Manage.17:4
“ Social Marketing’s advantage…is its single-minded focus on understanding who people are and what people want as the key to providing …products, programs and services.” [Smith, 2008.SMQ 14:1,93] "complicated issues" like preventing forest fires pollution drunk driving
B. Social Marketing Today ->Journals Social Marketing Quarterly The Social Marketing Institute -> Consultants Fearless Future ->Listserv -> Conferences Social Marketing -> Bibliography attached at the end
A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months
in 2003 won the Oscar of the advertising industry-Grand EFFIE
credited with creating new historic lows in teen smoking- lowest rates since 1980s
smoking declined 38% from 1998-2002 in florida where truth was started
Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In 2006, a court found that tobacco companies manipulate nicotine levels to keep smokers addicted
Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry
Write down five or more things that are important to your audience
Use these values to create a message
Message should have an immediate reward
Why should your audience do this?
What is in it for them?
What will they gain or lose from taking your action?
Appeal to your audience’s values, not yours’, not the organizations’
Fourth Step: Choose the channel and the optimal time
Channel: The “thing” you’re using to get your message out
Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks
As emotional state
Core Calendar Opportunities New Year’s Eve Prom/Graduation Super Bowl July 4th CPS Week Labor Day Spring Break Back-to-School St. Patrick’s Day Tailgating BUA Week World Series - Halloween Alcohol Awareness Month Thanksgiving Holiday Cinco de Mayo 3D Month