Countermarketing Big Tobacco for the LGBT Community
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Carlos Moreno & Duane Cramer
Better World AdvertisingSan Francisco & New York City
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Counter-Marketing vs.
Social Marketing
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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.
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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.
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• More than efforts to get people
not to buy cigarettes
• Changing norms and behaviors
• Success=community involvement
LGBT Media Campaigns
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Social Marketing 101
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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
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Key Concepts
• Getting attention
• Message comprehension
• Repetition
• Multiple forms
• Interactivity
• Media-worthy
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Social Marketing Process
• Research
• Needs Assessment
• Analysis of Previous Efforts
• Segment Target Audience
• Refine goals
FORMATIVE
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Social Marketing Process
• Creative process
• Copywriting and Design
• Comps
• Narrow Concepts
DEVELOPMENT
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Social Marketing Process
• Focus Groups
• Interviews
• On-line panels
TESTING
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Social Marketing Process
• Media Strategy and Buying
• Materials and Collateral
• PR/Earned Media
MEDIA PLANNING
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Social Marketing Process
• Campaign launch
• Media coverage
• Ad placement
• Materials Distribution
IMPLEMENTATION
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Social Marketing Process
• Process Ads placed, materials distributed,
Quitline calls
• Outcome Surveys, outcome metrics
EVALUATION
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Does Social Marketing Work?
• Commercial advertisers spent $137
billion in 2008 in U.S
• 3000 advertising messages per day
• Smoking
• Seatbelts
• Drunk Driving
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Classic SocialMarketing Campaigns
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Effective Social Marketing
• Adequate resources
• Professional design
• Get attention
• Motivate change
• Start dialogue
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4P’s of (Social) Marketing
• Product
• Price
• Place (distribution)
• Promotion
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Advertising Techniques
• Bandwagon
• Testimonial
• Transfer
• Humor
• Repetition
• Emotional Words
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Testimonial
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Bandwagon
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Transfer
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Humor
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Repetition
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Emotional Words
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Challenges
• Funding• Competing issues• Political constraints• Diversity within LGBT community• Comprehensive services
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