Countermarketing Big Tobacco for the LGBT Community

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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.

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Countermarketing Big Tobacco for the LGBT Community

  1. 1. Carlos Moreno & Duane Cramer Better World Advertising San Francisco & New York City
  2. 2. Counter-Marketing vs. Social Marketing
  3. 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. 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. 5. LGBT Media Campaigns • More than efforts to get people not to buy cigarettes • Changing norms and behaviors • Success=community involvement
  6. 6. Social Marketing 101
  7. 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. 8. Key Concepts • Getting attention • Message comprehension • Repetition • Multiple forms • Interactivity • Media-worthy
  9. 9. Social Marketing Process FORMATIVE • Research • Needs Assessment • Analysis of Previous Efforts • Segment Target Audience • Refine goals
  10. 10. Social Marketing Process DEVELOPMENT • Creative process • Copywriting and Design • Comps • Narrow Concepts
  11. 11. Social Marketing Process TESTING • Focus Groups • Interviews • On-line panels
  12. 12. Social Marketing Process MEDIA PLANNING • Media Strategy and Buying • Materials and Collateral • PR/Earned Media
  13. 13. Social Marketing Process IMPLEMENTATION • Campaign launch • Media coverage • Ad placement • Materials Distribution
  14. 14. Social Marketing Process EVALUATION • Process  Ads placed, materials distributed, Quitline calls • Outcome  Surveys, outcome metrics
  15. 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. 16. Classic Social Marketing Campaigns
  17. 17. Effective Social Marketing • Adequate resources • Professional design • Get attention • Motivate change • Start dialogue
  18. 18. 4P’s of (Social) Marketing • Product • Price • Place (distribution) • Promotion
  19. 19. Advertising Techniques • Bandwagon • Testimonial • Transfer • Humor • Repetition • Emotional Words
  20. 20. Testimonial
  21. 21. Bandwagon
  22. 22. Transfer
  23. 23. Humor
  24. 24. Repetition
  25. 25. Emotional Words
  26. 26. Challenges • Funding • Competing issues • Political constraints • Diversity within LGBT community • Comprehensive services

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