What Makes Social Marketing Different?

Example

Possible competing activities for physical activity in tweens–

Watching TV
Playing on the computer
Talking on the phone
Going to the mall/shopping
Spending time with friends
Doing homework
Participating in after-school programs

Competition

Social marketing, like commercial marketing, takes place in a competitive environment.

Competition is defined as the "behaviors and related benefits that the target audience is accustomed to—or may prefer—to the behavior you are promoting." *

The target audience is doing something instead of the behavior you want them to do. Why does the audience prefer the competing behavior over the behavior you want to promote? Does the environment support your behavior or the competition? In social marketing programs, competition should be acknowledged, explored, and addressed by the strategies of the program.

*Turning Point Social Marketing National Excellence Collaborative. The Basics of Social Marketing: How to Use Social Marketing to Change Behavior.