Social Marketing - changing society's behaviour

The term Social Marketing was first mentioned in public in 1971 by Philip Kotler and Gerald Zaltman who published an article called „Social Marketing: An Approach to Planned Social Change“ in the Journal of Marketing. The two men found that the same methods of marketing that were used to sell products of any kind could also be applied to attitudes, ideas and behaviour.

Social Marketing refers to the systematic conceptualisation, transformation and evalutation of various strategies that are aimed to achieve a behavioural change among society. Social Marketing aims to promote positive behaviour, attitudes and values for a long period of time and counts on decision and acts made by choice.

Social Marketing is used for campaigns for:

- Educational institutions
- Health institutions
- Environmental protection (Recycling/ Energy-saving campaigns)
- Health education (AIDS campaigns/ Anti-smoke campaigns)

When using Social Marketing it is very important to consider the 4 P’s:

Product: ideas, practices, services – whatever should be „sold“ to the audience
Price: what people need to do to gain these certain ideas, practices and
services
Placement: where and when this product is best available for the audience/
when it is best fort hem to change their behaviour
Promotion: which communication channels are the most useful and effective
ones

One could say that the success of Social Marketing in a large part depends on how well and effective several media channels are used.

When planning a Social Marketing campaign there are several things that need to be considered beforehand. Here are TOP 10 Social Marketing Tips:

1. Know the problem inside out. Prepare with in-depth research for the problem you
    want to point out.

2. Know your audience. Who are they, what are their interests, what ideas, messages
    appeal to them.

3. How can you best reach the audience? What media channels are the most effectful
    ones?

4. Identify the threats/ disadvantages but also the benefits for the audience. What 
    will they get out of their behavioural change?

5. Identify key influencers and decision makers – who can help you best deliver
    and „sell“ your message. Who is a credible spokesperson that appeals to your audience.

6. Frame your message!!!

7. How can you make sure that your campaign has an impact in the long run and not
    only for a short period of time.

8. Be realistic about the fincancial conditions.

9. Consider co-operations with institutions/ organisations that stand for or support
    the same interest your campaign is aimed at.

10. Be prepared in case some strategies don’t turn out in the expected way.