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: [email protected]: 613.230.6424 ext 223Cell: 613.298.4549Website: www.cepsm.caBlog: www.jimmintz.caTwitter: @jimmintz205 Catherine Street Suite 300Ottawa, ON K1V 8B9
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