Responsible gambling presentation 10 mistakes frequently made in social marketing for behavior...

CPRG SymposiumSocial Marketing for Responsible

GamblingTen Mistakes Made By Social Marketers

Jim Mintz

What we do

• Product & Service Marketing• Policy & Program Marketing• Social Marketing - Behaviour

Change• Sponsorship/Partnerships• Organizational Branding• Social Media/Digital Engagement• Integrated Marketing

Communications

Introduction

Campaigns being run by people who have no skills or training in social marketing

Absence of a social marketing strategy

Mistake Number 2

Social Marketing Workbook

Failing to examine the factors that influence the adoption of a behaviour Failing to examine the factors that influence the adoption of a behaviour Failing to examine the factors that influence the adoption of a behaviour

Failing to examine the factors that influence the adoption of a behaviour

Competing Behaviours and Barriers

Mistake Number 4

Underestimating the power of the environment to shape behavior

Upstream Social Marketing

Not paying attention to social norms

Social Norms

• Beliefs about attitudes & behaviors that are normal and acceptable

• People's perception of these norms influence their behavior.

Lack of attention to Strategic Market Segmentation

Mistake Number

Lack of Marketing Research

Mistake Number

Going first for big change instead of starting with small easy successes

Mistake Number

Failure to develop monitoring and evaluation strategies upfront

Mistake Number

Failure to identify and enlist partners

Strategic Alliances and Partnerships

Seeking approval by committee

Strategic Alliances and Partnerships

“It’s easy to make a buck. It’s

a lot tougher to make a

difference”.

- Tom Brokaw

Jim MintzManaging Partner CEPSM

E-mail: jimmintz@CEPSM.caPhone: 613.230.6424 ext 223Cell: 613.298.4549Website: www.cepsm.caBlog: www.jimmintz.caTwitter: @jimmintz205 Catherine Street Suite 300Ottawa, ON K1V 8B9