What is Social Marketing
Social marketing, not to be confused with social media marketing, involves using marketing techniques to promote behavioral and social benefits to the community. Social marketing campaigns might be used to promote better nutrition, reduce smoking in public places or reduce cell phone use while driving. While the primary aim of social marketing is to benefit society, it shares similarities with commercial marketing. The four components of social marketing are known as the "4 Ps."
Social marketing "products" are the goals and benefits of social change. A clearly identified behavioral change should be the goal of the social marketing campaign. Package the goal with a set of benefits of the behavioral change. Specific, relevant and attainable goals and benefits make up the product package.
The "price" in social marketing campaigns usually involves inconvenience, risk or life-style changes. To make the change more desirable, it is important to minimise the price that the target audience expects to pay. In a campaign to promote better nutrition, the price might be the expectation that the adopter must give up his favorite foods. Minimising this price by teaching moderation rather than complete abstinence decreases the price and increases the chances of participation in change.
Where will the target audience perform the changes? Make these "places" as convenient and desirable as possible. For example, a campaign to improve nutrition might suggest healthy snacks to eat while watching TV and healthy choices for an afternoon snack at school or the office. The campaign is specific about places rather than simply imploring people to eat healthy all the time. Address possibilities for change in places that are convenient and accessible to the target audience.
"Promote" the social change creatively, using all methods that increase the chances of success. Tap into the local community, the target audience, and consider commercial marketing methods that might be effective for your goals.