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.
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
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
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