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Countermarketing Big Tobacco for the LGBT Community
- 1. Carlos Moreno &Duane Cramer Better World Advertising San Francisco & New York City
- 2. Counter-Marketing vs. Social Marketing
- 3. 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.
- 4. 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.
- 5. LGBT Media Campaigns • More than efforts to get people not to buy cigarettes • Changing norms and behaviors • Success=community involvement
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- 7. 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
- 8. Key Concepts • Getting attention • Message comprehension • Repetition • Multiple forms • Interactivity • Media-worthy
- 9. Social Marketing Process FORMATIVE • Research • Needs Assessment • Analysis of Previous Efforts • Segment Target Audience • Refine goals
- 10. Social Marketing Process DEVELOPMENT • Creative process • Copywriting and Design • Comps • Narrow Concepts
- 11. Social Marketing Process TESTING • Focus Groups • Interviews • On-line panels
- 12. Social Marketing Process MEDIA PLANNING • Media Strategy and Buying • Materials and Collateral • PR/Earned Media
- 13. Social Marketing Process IMPLEMENTATION • Campaign launch • Media coverage • Ad placement • Materials Distribution
- 14. Social Marketing Process EVALUATION • Process Ads placed, materials distributed, Quitline calls • Outcome Surveys, outcome metrics
- 15. Does Social MarketingWork? • Commercial advertisers spent $137 billion in 2008 in U.S • 3000 advertising messages per day • Smoking • Seatbelts • Drunk Driving
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- 21. Effective Social Marketing • Adequate resources • Professional design • Get attention • Motivate change • Start dialogue
- 22. 4P’s of (Social)Marketing • Product • Price • Place (distribution) • Promotion
- 23. Advertising Techniques • Bandwagon • Testimonial • Transfer • Humor • Repetition • Emotional Words
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- 57. Challenges • Funding • Competing issues • Political constraints • Diversity within LGBT community • Comprehensive services