Winning big without a Super Bowl budget
What can pro-social marketers learn from Super Bowl ads? Not much on first glance. Most of us engaged in pro-social marketing can only dream of having enough in the ad spend budget to be a Super Bowl advertiser. But not so fast. We can all score some learning from the Super Bowl ads; namely, whether [...]
December 30, 2011New Year’s Resolutions, with a helping hand from Uncle Sam
If asked, most of us could come up with a handful, if not all, of the most popular New Year’s resolutions Americans make. For starters, think “be more healthy” and you should come up with at least a few of the top ten: quitting smoking, getting fit, drinking less alcohol, and losing weight. As we’ve [...]
October 19, 2011A Message to Netflix: ‘The consumer isn’t a moron; it’s me!’*
Woe be it to the marketer who starts deciding what’s best for their consumers without bothering to ask them. I’m a consumer, and I am sure I know what I like better than anyone else, including marketers. I’m even happy to tell marketers — if only they ask me. There are already many case histories [...]
September 12, 2011Applying Account Planning to Smoking Cessation: The NHS Smokefree Campaign
Next week the authors of the short listed papers for the UK’s Account Planning Group’s (APG) Creative Strategy Awards will be presented to the judges. We’d like to cast an early vote for the National Health Service Smokefree Campaign. Here are a couple of reasons: It challenged conventional wisdom. Both in the UK and the [...]
August 16, 2011Social Marketing Fundamentals: 40 years in the making
Happy Birthday, Social Marketing! It has been 40 years since Philip Kotler and Gerald Zaltman published “Social Marketing: An Approach to Planned Social Change” in the Journal of Marketing. [1] We have seen significant change in the last four decades in the communication tools available to social marketers (Twitter, anyone?) and in the definition of [...]