Where Have All the Social Products Gone?

SocialButterfly

The debate between marketing and sales is not an old one. But one thing both sides can agree on: is that both have a relationship with products and services. And it was again highlighted in the Social Marketing Quarterly’s Summer issue.

The Marketing Mix: Ps, Cs and Everything Else

Social Marketing and Social Change

any marketing element in a program, whether it starts with a “P” or not, needs to be modifiable to meet the unique needs, problems, and aspirations of a priority group. If a P is so complex or ubiquitous as to defy a fit with the priority group, then it is no longer a marketing variable.

The Marketing Mix: Ps, Cs and Everything Else

Social Marketing and Social Change

any marketing element in a program, whether it starts with a “P” or not, needs to be modifiable to meet the unique needs, problems, and aspirations of a priority group. If a P is so complex or ubiquitous as to defy a fit with the priority group, then it is no longer a marketing variable.

How a “Place” Strategy Can Change the World: Meet ColaLife

SocialButterfly

Not too long ago, we talked about the importance of social products as part of the marketing mix. For review, the marketing mix is made up of the four p’s: product, price, promotion, and place.

How the open data movement could benefit from using a marketing approach

Public Sector Marketing 2.0

Through my speaking and consulting I deal quite a bit with senior communications/marketing professionals and program owners in the public sector. often the marketing director of a particular branch or program)? Marketing Goal: To get businesses to actively use open data.

The Purpose of Segmentation

Social Marketing and Social Change

Segmentation is one of the first critical decisions a social marketing or health communication program must make - even if it is to not segment and use the ''field of dreams'' strategy ("If we build it, they will come"). As I put it in Social Marketing and Social Change : ".the

The Best in Social Marketing in 2013

Social Marketing and Social Change

The application of social marketing to health, environmental and social issues is expanding in scope and depth. This year I was able to curate the best writing in social marketing over the past 40 years into a 6 volume series on Social Marketing.

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What If Everyone Used Social Marketing to Improve People's Lives?

Social Marketing and Social Change

A big step was taken in that direction today as social marketing shifted from a good idea in public health to a measurable objective for improving the nation''s health. We use all elements of the marketing mixproduct, price, place and promotion – to influence the targeted behavior.

The Best of Social Marketing in 2016

Social Marketing and Social Change

What are some of the best papers published in social marketing this past year? This list of 10 represent the best work I came across in journals outside of the social marketing journals - Journal of Social Marketing and Social Marketing Quarterly.

Service-Dominant Logic and Social Marketing

Social Marketing and Social Change

Is it time for more of us to loosen our grip on the 4Ps of the marketing mix as a necessary ingredient or benchmark for social marketing programs? In the broader marketing world, a growing dissatisfaction with the 4Ps framework has been driving a fundamental shift in the conceptualization of marketing since the 1980s (described as “merely a handy framework” of managerial decision-making variables; Day & Montgomery, 1999). Marketing Theory ; 3(3): 365-385.

Canadians speak out on the future of government eServices

Public Sector Marketing 2.0

In my opinion all three of these are clear marketing (not just communication) problems. Now let’s imagine a high-level marketing approach was taken to address this. Proper due diligence and research would obviously have to take place): Marketing Goal: To get more people using online passport renewal and save human and financial resources as a result. I just came across an excellent new research report from PWC.

ISO Photos of Social Marketing and Social Change

Social Marketing and Social Change

The reason the blog posts have been slow in coming is that I have been focusing my time and words on a textbook for social marketing - nothing like you have seen before, trust me. We are in the production phase and my editor has suggested that we crowd source the picures that appear in the book. Segmentation and competition - Market segmentation helps marketers decide what types of behaviors, products and services should be offered to various priority groups.

Integrating Cell Phones Into Public Health Practice

Social Marketing and Social Change

A couple of years ago I was invited to write an article on mobile technologies and public health from a marketer's perspective. Integrating cell phones and mobile technologies into public health practice: A social marketing perspective.

Demarketing Sugar Consumption in Drinks

Social Marketing and Social Change

Demarketing : Efforts aimed at discouraging (not destroying) the demand for a product which (1) a firm cannot supply in large-enough quantities, or (2) does not want to supply in a certain region where the high costs of distribution or promotion allow only a too little profit margin.

Science Communication and Social Marketing

Social Marketing and Social Change

Applying marketing to improve communications about social issues is an important part of social marketing for me. And, some times, theories and research in communication have lessons to be learned and applied by social marketers as well.

Segmentation to Address Racial and Health Inequalites

Social Marketing and Social Change

"The use of segmentation to identify specific groups of people has become a well-known tactic of many commercial marketers. In their efforts to sell more products to consumers, these commercial marketers may also be increasing behaviors that pose a risk to individuals’ health.

Macromarketing and Social Change

Social Marketing and Social Change

"Most social marketing programs occur within a micromarketing environment. Producers have the responsibility of sensing these needs or demands, identifying unmet needs or unresolved problems, and using the marketing mix to develop offerings that provide personal, organizational, and social benefits. This market-based approach has both supporters and critics (Curtis et al., Ends versus means: The role of markets in expanding access to contraceptives.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Keeping up with the evolution of social marketing research and practice can be a tough problem. I do not consider papers published in our two journals, the Journal of Social Marketing and Social Marketing Quarterly , as I presume that people are looking at them already. I am also interested in how social marketing is presented outside our immediate orbit. Pick up most textbooks on social marketing and read the references.

Cause Marketing, Selfishness Drive Consumer Giving

Selfish Giving

New research out of the University of Michigan confirms what I always knew was true: I was right to name my cause marketing blog Selfish Giving. Cause marketing decreases giving, happiness. Consumers are unclear of how much cause marketing raises, where donations go.

Science Communication and Social Marketing

Social Marketing and Social Change

Applying marketing to improve communications about social issues is an important part of social marketing for me. And, some times, theories and research in communication have lessons to be learned and applied by social marketers as well.

Getting Social Marketing Wrong in Health Behavior and Health Education

Social Marketing and Social Change

I often find myself asking “Where do people get these odd ideas about social marketing from?” Social marketing programs take a lot of time to plan. Social marketing is expensive to do. You have to do focus groups to do social marketing. Social marketing segments audiences to deliver tailored messages to them. Social marketing is consumer-driven. Social marketing is about reducing the barriers and costs to engaging in healthier behaviors.

The Best of Social Marketing in 2016

Social Marketing and Social Change

What are some of the best papers published in social marketing this past year? This list of 10 represent the best work I came across in journals outside of the social marketing journals - Journal of Social Marketing and Social Marketing Quarterly. Hopefully these papers will expand your awareness of what is happening in social marketing theory, research and practice. Delivery Model 2 was successful in raising awareness of the product (i.e.,

Co-creating the Social Marketing Discipline and Brand

Social Marketing and Social Change

[Note: For the closing plenary session at the World Nonprofit and Social Marketing Conference a few weeks ago, I was asked to speak about the future of social marketing. As I look forward with social marketing, I bring a set of experiences over the past few years that color my view.

[Guest Post] Correctly setting up your nonprofit's Google+ Community

Fundraising Coach

You can read the full post at Google+ for Your Nonprofit Marketing Mix: Profile, Page, & Community. Nurturing its growth, productivity, and purpose is altogether a hefty task.

McDonalds' Secret of Success: Rediscovering Marketing

Social Marketing and Social Change

It lays out where McDonald’s wants to be and how it plans to get there, all of this revolving around the “five P’s”: people, products, place, price and promotion [The 5th P (People) is usually added in marketing service industries where client or patient contact is a crucial element for success.] The usual marketing mix? Product - We will serve food and beverages people prefer to enjoy regularly. Tags: Marketing Management

Cause Marketing Cynicism is a Good Thing

Selfish Giving

Geoff Livingston has written a thoughtful post on the growing cynicism of cause marketing and how companies need to check their motives before they dive in. In reality, they will be committing the same mistake many marketers made when they attempted to brand their products green.

Reporting from the World Marketing Summit

Social Marketing and Social Change

The 1st World Marketing Summit held in Bangladesh this past week provided a platform for sharing ideas among representatives from corporate, government and development agencies about how marketing can create a better world. Though I never received an official count, I estimate there were upwards of 3,000 marketing experts and students representing a variety of countries in Asia, the Middle East and the West. future of marketing.

Holiday Social Media Lessons From The Silver Screen

Diva Marketing Blog

The big one for marketers is it is not all about the brand. Customers would not be coerced into buying what they did not want and if another store had a better, less expensive product Macy's would send them to that store. Imagine a site that allows for product customization.

Flat Earth Fundraising: Ignoring The Leaky Bucket

The Agitator

YET… day in day out thousands of nonprofits pour the bulk of their marketing and fundraising dollars into a leaky retention bucket, seemingly oblivious to this gigantic waste that endangers their very future. Consider this….

Marketing a Total Response to H1N1

Social Marketing and Social Change

‘ What does social marketing offer us to improve the nation’s preparedness activities for H1N1 ?’ was the question posed to a group of social marketers at the CDC National Conference on Health Communication, Marketing & Media.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Keeping up with the evolution of social marketing research and practice can be a tough problem. I do not consider papers published in our two journals, the Journal of Social Marketing and Social Marketing Quarterly , as I presume that people are looking at them already. I am also interested in how social marketing is presented outside our immediate orbit. Pick up most textbooks on social marketing and read the references.

When Bad Times Make Good Marketers

Diva Marketing Blog

Today I noticed an article in the Wall Street Journal title, " When Bad Times Make Good Movies" and thought that is exactly what is occurring today in the marketing community. Bad times are making us better marketers. If bad times are making us good marketers.

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Marketing Solutions to Employee Health Care Costs

Social Marketing and Social Change

Bringing down health care costs has been bringing innovation to the workplace – and some glimmers of social marketing. Rather than focus on improving the marketing of the wellness and incentive programs, management stepped back and decided to mandate that all employees would have to get physical exams including blood pressure, blood cholesterol and blood glucose measurements (and for women, also Pap tests and mammograms for those over age 40) or else lose their health insurance coverage.

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Comparative Effectiveness Research and Social Marketing

Social Marketing and Social Change

CER studies offer the opportunity to evaluate social marketing under more rigorous conditions than are typically present in our applied work. Yet, one danger is that many policy staff, grant makers and investigators will mistakenly operationalize the term 'social marketing' to include interventions that only use communication strategies or only sell products to consumers. I have pulled from their list some examples where social marketing should be at the table.