Social marketing is defined as the application of commercial marketing practices to cause behaviour change for public good. (Smoking cessation is a good example.) If you do not have experience as a marketer, but want to take a social marketing approach, then we recommend you start with the 4 P’s – Product, Price, Promotion, Place.

The process of analyzing the options for each of the 4 P’s will provide focus and cohesiveness to your approach.

Your product is the behaviour you are trying to elicit. Remember to view the product through the consumers’ lens. The ‘right’ behaviours are rational but not always achievable.

Price is rarely monetary and usually revolves around time constraints, loss of pleasure and/or self-identity. As with all product marketing, the importance of price should not be underestimated.

You need to design an integrated promotions approach that reaches your target in multiple ways. While advertising is important, it is just one of the many means of promoting behaviour change.

Selling the social marketing product in more than one place will create a powerful cumulative effect. Make sure you are selling in places where your target will be receptive to your message. Over reliance on a single selling place will cause your audience to become immune to your efforts.

Remember, just as most commercial products are not overnight successes, significant behaviour change in a population happens over years. Manage the 4 P’s well to give your organization the confidence and patience to stay the course.