2018.05.24 SMC Alan_Tapp_presentation

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Professor Alan Tapp, University of the West of England gave this keynote presentation entitled “Why marketers don’t get hugged at parties - and other useful things about social marketing” at Co-Creating Change: the 8th Annual Social Marketing Conference on 24th May 2018

Marketing

Confusion #2
The SPLAT effect of social marketing
SPLAT = Some Posters, Leaflets, Ads and Things
Thanks to Sara Bird of BSMC for this one

Social marketers can use their skills as
designers

Number Three..
Are we campaigners?
And if so – what’s our
contribution?

Banks also 'deployed senior executives and staff from his insurance
companies and hired the Washington DC political campaign strategy
firm Goddard Gunster on a multimillion-pound fee to sharpen [the
campaign's] message'. Banks said, "What [Goddard
Gunster] said early on was 'facts don’t work' and
that's it. The remain campaign featured fact, fact,
fact, fact, fact. It just doesn’t work. You have got
to connect with people emotionally. It’s the
Trump success”

1,2: The Communist Party of the Soviet Union, Random
House Publishers, 1970. ISBN 9780394470146

Market reasoning is used as propaganda
“Our values are set by our
customers. They tell us whether
they are happy with what we are
doing”

https://www.flickr.com/photos/carltonreid/10739147314

Values conflict with each other:
The shallows affect the deep.
Is it OK if our
social
marketing is
aimed at these
values?
Source: Schwartz's Circumplex model of values, 1992.

Change values.. change
cultures?
Our greatest potential
contribution?

https://www.beyondblue.org.au/w
ho-does-it-affect/the-invisible-
discriminator
Beyond Blue Discrimination
Campaign

These are all illustrations of changed norms in my
lifetime. Social marketers can and should be part of
the campaigning that generates social change.
…And if we do maybe one day we will get
hugged at parties!

Appreciate your time
Alan.tapp@uwe.ac.uk

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