Back in the 1970s, organizations began using a technique called social marketing. The term has had varying definitions since then, but today it’s used to refer to efforts focused on influencing behaviors towards a specific cause.
As Philip Kotler and Nancy Lee wrote in “Marketing in the Public Sector,” social marketing is still a relatively new discipline. As such, many organizations are still unsure of how to tackle it. That’s why the two authors came up with 12 principles that will help marketers make a challenging assignment a little bit easier.
The 12 principles are:
- Take advantage of prior and existing successful campaigns.
- Start with target markets most ready for action.
- Promote single, simple, doable behaviors — one at a time.
- Identify and remove barriers to behavior change.
- Bring real benefits into the present.
- Highlight costs of competing behaviors.
- Promote a tangible object or service to help target audiences perform a behavior.
- Consider nonmonetary incentives in the form of recognition and appreciation.
- Have a little fun with your messages.
- Use media channels at the point of decision-making.
- Use prompts for sustainability.