You’ll want to use email, blogging, and social media tactics to increase brand awareness, cultivate a strong online community, and retain customer loyalty. Consider sending personalized emails to past customers to impress or inspire them -- for instance, you might send discounts based off what they’ve previously purchased, wish them a happy birthday, or remind them of upcoming events.
The process consisted of a membership trawl to develop a set of agreed principles of Social Marketing to underpin the definition. The process also included an online members vote on these principles; a summary of the survey results is set out in annex two. All members of the participating associations were given opportunities to see the developing definition, comment and make suggestions for improvements. The definition was further refined through an iterative process of drafting and comment by the working group and input from the Boards of the supporting associations. Five considerations were taken into account when developing the definition:
A lot of work and behind-the-scenes planning goes into developing an effective social marketing campaign. Naturally, the first step is to identify the behavior that the campaign will aim to change (such as using too many plastic shopping bags). The marketing team does a lot of research on the behavior by looking at existing statistics and often performing surveys to find out how prevalent it is.
For example, a community planning team might be working on ways to get more people to recycle, and realize that most people aren't doing it because the existing recycling program in the community is too complex and takes too much time. Often, multiple surveys are conducted during the research phase. Research teams will talk to people working in the industries related to their cause, conduct telephone or email surveys of people in their target society, and may even form in-person focus groups to discuss the issue and gauge the reactions.
Your Brand Persona and Target Audience. When you eventually start creating content, you have to know who you’re talking to and tailor your brand voice to appeal to them uniquely. If you aren’t targeting the right audience (those people who will lean in to hear what you’re saying), you won’t find success. And, if you can’t find a way to stand out, you’ll blend into the hordes of other brands competing for attention in your industry.
Smokey Bear and his admonition, "Only you can prevent forest fires," when seen alone on T.V., are again just an advertisement. But taken in context of all of the work done by the U.S. Forestry Service, the result that emerges is a social marketing campaign. Smokey is trying to change a particular behavior (being careless with fire); his message is targeted at a specific audience (six to ten year olds), and information he provides (on commercials, on the Internet and elsewhere) overcomes two major barriers to children being careful with fire: ignorance and also the scientific, "it's no fun" barrier. Further, the message is supported with information provided to parents at the campsites, making it more likely they will provide reinforcement to the message. That's social marketing. It uses targeted marketing, reinforcement, and it reduces barriers--three key elements missing from the two examples above.
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A decade later, organizations such as the KfW Entwicklungsbank in Germany, the Canadian International Development Agency, the Ministry for Foreign Affairs in The Netherlands, UK Department for International Development, US Agency for International Development, World Health Organization and the World Bank began sponsoring social marketing interventions to improve family planning and achieve other social goals in Africa, Sri Lanka, and elsewhere.
You’ve launched an amazing product or service. Now what? Now, you need to get the word out. When done well, good PR can be much more effective and less expensive than advertising. Regardless of whether you want to hire a fancy agency or awesome consultant, make sure that you know what you’re doing and what types of ROI to expect. Relationships are the heart and soul of PR. This guide will teach you how to ignore the noise and focus on substantive, measurable results. Get Started
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