10 Social Marketing Pitfalls in Behavior Change Campaigns
Wed, July 15, 2020, 2:30 – 3:30 ET
Free webinar registration
Ten Social Marketing Pitfalls in Behavior Change Campaigns
Julie Colehour and Nancy Lee will use their combined 50 years of experience planning and implementing social marketing campaigns to highlight the common mistakes they have seen time and time again. The social marketing planning process is complex; one wrong decision can dramatically impact your results. This presentation will focus on the following 10 common social marketing pitfalls and how to avoid them.
1. Failing to set measurable objectives up front
2. Focusing on more than one behavior
3. Identifying too many barriers; not targeting the one that is preventing the desired behavior
4. Underestimating the benefits and motivators that are needed to overcome the barrier to the behavior change
5. Thinking your audience is “the public” or “everyone”
6. Assuming your target audience is just like you or that you know how your target audience thinks and feels
7. Failing to trust the research
8. Creating messages that don’t resonate with your audience
9. Selling “features” instead of “benefits”
10. Failing to account for self-reporting bias in your evaluation strategy
Two High-Energy, Experienced Speakers
Julie Colehour, Partner, C+C
Julie believes that marketing can change the world for the better —so much so that she co-authored a book on the topic (The Environmental Marketing Imperative) and founded her communications agency C+C in 2005 to use social marketing principles to improve recycling, reduce energy waste, inspire people to use public transit, and generally make our world a healthier, happier place. Today, C+C is a national leader in cause-driven marketing, working with clients including REI, Nike, Alaska Airlines and ENERGY STAR. The agency’s blend of social science-inspired creative and multicultural marketing expertise earned it the the 2018 awards of Boutique Agency of the Year from The Holmes Report and Small Agency of the Year from PR Week.
Nancy Lee, Strategic Advisor, C+C
Nancy met and fell in love with social marketing in 1992 as the Director of Marketing for Seattle Children’s Hospital. She had just received the results of a drowning-prevention campaign she had managed, which indicated that life vest usage among children had increased by 25 percent. She was hooked. In the past 25 years she has co-authored 13 books on social marketing with Philip Kotler; taught Introduction to Social Marketing at the University of Washington; consulted with over 100 government agencies facilitating the development of social marketing plans using the 10-Step Model she developed with Kotler; and conducted social marketing training for more than 3,000 program managers in Washington state. She believes that social marketing as a discipline has been “launched” but is not “in orbit.” She won’t stop until it is!
Please register for the Behavior, Energy and Climate Change (BECC) Virtual Conference, December 7th-10th. BECC wants you as a speaker!