Nedra is a social marketing consultant, author and speaker who works with nonprofits and government agencies for positive health and social change using social media, transmedia storytelling and entertainment education approaches at Weinreich Communications.Email me
Not surprisingly, each group responded uniquely to the different approaches, when shown advertisements designed with the two types of messages. Here are the results:
"Firstly we have those who are 'Unaware and Don't Care'," he says. "This group know that they are not their ideal size, but don't think about weight loss enough. However, subconsciously they want to lose weight.
"Then there are the 'Blissfully Unaware' who don't think about their size and, when prompted, say they are happy with the way they look. This group subconsciously doesn't want to lose weight.
"Our third group is students who are 'Ready to Go'. They don't like their current size and are consciously looking to lose weight.
"Finally we have the 'Beautifully Big' who love the size they are and consciously do not want to lose weight."
"Students in the 'Blissfully Unaware' group were 30 percent more likely to lose weight when they were shown both types of advertisements rather than just an educational one. 'Beautifully Big' students were 15 percent more likely to respond to the educational advert than the motivational one.Overweight high school students are not a monolithic market segment. Beyond their demographics and medical stats, good social marketing research identifies the key attitudinal and behavioral characteristics that determine how the audience will respond to a given approach. What do they think about their weight? Do they want to lose weight? Have they tried losing weight on their own? What do they need in order to help them move to the next step on the path toward behavior change?
"The differences weren't so marked for the 'Unaware and Don't Care' students who showed a slight preference for the motivational advertisements.
"As expected, the students in the 'Ready to Go' category were 22 percent more likely to lose weight than the other groups, and had no preference for either type of advertisement. This is probably because they had already made the conscious decision to lose weight and advertising was unlikely to increase their desire. Most important for this group is that they have access to feasible and effective weight loss programmes."
In the traditional post-competition news conference, gold medalists generally describe the thrill of victory and the agony of previous defeats. But Cheek would not address that lighter side until he had made his announcement, well aware that the world might never again pay attention to him.Cheek challenged his corporate sponsors and other Olympic advertisers to match his donations. Since his gold medal win, over $250,000 of pledges have come in from ten corporate sponsors and other donors via Right to Play's website. Their website received about 100,000 hits in just two days after his announcement.
"I can take the time to gush about how wonderful I feel," he said, "or I can use it for something productive."
I've had all I can stands and I can't stands no more. - PopeyeSocial marketing. It's brand-new, word-of-mouth, viral, social networking, blogging, buzzing, consumer-generated media, right?
We will catalyze the catalyzers. We will use the new tools and culture shift to engender conversations among the early adopters (who often don't know of each other), between early and later adopters, between nonprofits and technology developers, between nonprofits and the growing army of technology helpers, and between all of the foregoing and the major technology companies (who have so much to gain from this dialogue in terms of marketing and realizing technology's social potential).If you are reading this blog, it's likely that you are already pretty conversant with using the web. Many in the social marketing field, though, still think of the internet as only websites and e-mail. We need to move toward Social Marketing 2.0 so we can utilize the widest possible set of tools available to us. I will be putting together a workshop to teach social marketers how to use the latest technologies in their programs, so please let me know if you have any interest in this issue.
Movies can envision the need for social change, but it is unclear that they can help bring it about. They are better at pointing the way to a different, happier, more fulfilling life. Not the least interesting thing about the hopeless love dramatized in "Brokeback Mountain," which garnered eight Oscar nominations last week, is how many social hopes it has inspired. Ang Lee, after winning the award as best director at the Golden Globes, hailed "the power of movies to change the way we're thinking," although he later thought it advisable to wait to "see how it plays out."I have to disagree with her premise. I think that movies -- whether feature films or TV movies -- have the potential to change attitudes and beliefs, and ultimately to bring about individual and social change. In many cases, a movie may be the first exposure an individual has to a particular topic, raising the awareness that a problem exists. Think "Erin Brockovich" (environmental hazards), "Hotel Rwanda" (genocide), "One Flew Over the Cuckoo's Nest" (mental institutions) or the recent "Human Trafficking" on Lifetime, which I've discussed over on Craig Lefebvre's blog.
...Movies can take on the great social problems of their time, but they may be the least effective — or appropriate — medium for solving them. Did "Gentleman's Agreement" mark the beginning of the end of anti-Semitism in America? Did "Guess Who's Coming to Dinner" make it easier for interracial couples to marry? Did "Wall Street" help unseat the captains of industry and discredit their doctrine of "greed is good"? Name any "problem film" — whether it deals with discrimination (racial, ethnic, sexual or religious), social reform (of schools, prisons, legislatures) or corporate corruption (national or global) — and you will come up with the same unimpressive results. The more designs a movie has on us, the less willing we are to change our minds, much less our social and business practices.
To a surprisingly great degree, the real power of films to affect social change is determined by the marketing...The irony is that when the Hollywood marketers get hold of a film with the potential to spark social change, they minimize the controversial or issue-based aspects of the movie to make it more palatable to a broad audience. This then waters down the appeal of the film to the people who would be most likely to take the issue and run with it if they had been mobilized as part of the marketing strategy.
Hollywood marketers should take a cue from social action groups, and not just by copying their grassroots marketing model. There are clearly large groups of people out there who care about social causes and are just waiting for a movie they can get behind. If people believe in something, they'll market it for you.
Let the blog posts come to you...Subscribe to RSS Feed