Presented at the LGBT Summit in Phoenix, AZ on June 8, 2009. The presentation was used to discuss the power of social marketing when used effectively against big tobacco marketing tactics.

1. Carlos Moreno & Duane Cramer
Better World Advertising
San Francisco & New York City

2. Counter-Marketing
vs.
Social Marketing

3. Counter Marketing - Efforts to permanently reduce
demand for a product or service that may reflect poorly
on the product itself, such as efforts by a group to
discourage the use of a product the group deems
unhealthy or bad for society.

4. Social Marketing - The systematic application of
marketing and advertising techniques and strategies to
achieve specific behavioral goals for a social good.
• Target defined groups of people on health
and social issues
• Goal of changing individual behavior, usually
through the modification of group norms.
• Emphasis on integrating the values, needs,
and concerns of the target audience and the
community into program planning and
implementation.

5. LGBT Media Campaigns
• More than efforts to get people not to
buy cigarettes
• Changing norms and behaviors
• Success=community involvement

6. Social Marketing 101

7. Social Marketing Basics
• Coined in 1970’s by Philip Kotler
• Using principles and techniques of contemporary
advertising and marketing
• “Selling” ideas, attitudes and behaviors
• Public health and social change, not profit
• Public health and public education + media and marketing

8. Key Concepts
• Getting attention
• Message comprehension
• Repetition
• Multiple forms
• Interactivity
• Media-worthy

9. Social Marketing Process
FORMATIVE
• Research
• Needs Assessment
• Analysis of Previous Efforts
• Segment Target Audience
• Refine goals

10. Social Marketing Process
DEVELOPMENT
• Creative process
• Copywriting and Design
• Comps
• Narrow Concepts

11. Social Marketing Process
TESTING
• Focus Groups
• Interviews
• On-line panels

12. Social Marketing Process
MEDIA PLANNING
• Media Strategy and Buying
• Materials and Collateral
• PR/Earned Media

13. Social Marketing Process
IMPLEMENTATION
• Campaign launch
• Media coverage
• Ad placement
• Materials Distribution

14. Social Marketing Process
EVALUATION
• Process
 Ads placed, materials distributed, Quitline calls
• Outcome
 Surveys, outcome metrics

15. Does Social Marketing Work?
• Commercial advertisers spent $137 billion in
2008 in U.S
• 3000 advertising messages per day
• Smoking
• Seatbelts
• Drunk Driving

16. Classic Social
Marketing Campaigns

21. Effective Social Marketing
• Adequate resources
• Professional design
• Get attention
• Motivate change
• Start dialogue

22. 4P’s of (Social) Marketing
• Product
• Price
• Place (distribution)
• Promotion

23. Advertising Techniques
• Bandwagon
• Testimonial
• Transfer
• Humor
• Repetition
• Emotional Words

24. Testimonial

36. Bandwagon

39. Transfer

45. Humor

48. Repetition

50. Emotional Words

57. Challenges
• Funding
• Competing issues
• Political constraints
• Diversity within LGBT community
• Comprehensive services