Social Marketing: The M Word is there for a reason
Social marketing is perpetually on the rough end of the pineapple with what we set out to achieve – a competitive alternative to sex, drugs, rock & roll lifestyles, high fat food, chocolate and high speed driving. We need all the firepower of the commercial techniques and then some – commercial marketing is smart enough to walk away from the laggards and the hyperresistant – we tend to start with them and work downhill once we’ve saved the unsaveable.
Social marketing is the mission impossible team – getting voluntary adoption of competitive alternatives to hedonism in the name of uncertain future benefit.
We do it. We do it well, and we do it with marketing. That’s why we’re social marketers.
