Andy Harvey Education and Training Consultancy Ltd
Social Marketing
Social marketing is a powerful way by which the commercial marketing concepts and techniques used by big business to sell us everything from soap to tobacco can be harnessed for the common good. In this way we can help to improve health-seeking behaviour that will enhance the quality of life for many people.
If your organisation exists to help people make better life-choice decisions, such as giving up smoking, taking more exercise, eating more healthily or refraining from risk-taking behaviour, then social marketing can make a huge positive impact on your results.
Social marketing’s understanding of both the social and commercial sectors gives a unique perspective and set of tools to provide intelligent and effective solutions to difficult problems. By utilising these techniques you will be sure that your precious resources are working at their hardest and smartest.
An example from Nepal of a social marketing communications technique
What we can do:
We can help you get your strategy right, using specific tools designed for the purpose, including:
Research your target audience – who are they? what do they like? what are their hopes and dreams?
Identify benefits you can bring to your target audience – how your services or products will help them.
Define your messages so they really have a positive impact on your target audience.
Choose the right channel to get the message out there – i.e. the channels your target audience actually watches, listens to or reads.
Monitor, evaluate, get feedback and revise – making sure you are still getting it right.