I don’t know. Anyone? But I do know that a social marketer would have fun trying. On the train back from a meeting with members of the CIM social marketing group a friend and I were observing what a great bunch of people they were and how energised we felt from spending time with them. Could it be because, perhaps, social marketers are most likely to believe that change is possible? Continue reading
Category Archives: CIM Social Marketing MIG
Another interesting meeting of the CIM Social Marketing group yesterday, including two short presentations of social marketing case studies in the UK.
OD999 (encouraging drug users in Lancashire who observe an overdose to call 999) highlighted the value of involving the target group in deciding on messages and the language e.g. avoiding the use of the word “police” and using the term “gone over”.
Smarter Travel Sutton and Richmond from Transport for London made good use of segmentation to generate the greatest reduction of car use in a short space of time and focused on the exchange – what’s in it for the car driver if they cycle or walk instead? An interesting finding was that it isn’t lack of awareness or concern about climate change that prevents people from driving less (generating less CO2).
Reflecting on this as an individual, I wonder if the 5 a day campaigns follow the same principles. I’m aware that eating 5 a day, for example, is a good idea. So why don’t I do it? Maybe because the exchange isn’t compelling. And are the people who tell me to do this speaking my language?
Yesterday was a busy day for the Social Marketing Lady. In the morning I had my regular caffeinated Friday catch up with a good (sculptor) friend who has also started a new business. I came away with my batteries recharged and plans made for a launch party (with tea and cake of course) for mid-March.
I spent the afternoon at Consumer Focus in London, with other members of the – now, official – CIM Social Marketing market interest group to plan our first 12 months of activities. Apart from the excitement of seeing a new group take shape, it was a great opportunity to meet some interesting new people, and catch up with some good friends.
In a flurry of enthusiasm I volunteered to be the buzz manager of the group so I’ll be creating a blog and a Twitter account soon to help spread the word about this interesting new network. The official blurb will follow soon, but basically the group is open to Chartered Institute of Marketing members and anyone else with an interest in social marketing and aims to help raise the profile and increase understanding of social marketing.