Matthew Wood

Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)

This article takes a critical view of the application of marketing theory and concepts, particularly exchange and the marketing mix, to social marketing situations. It draws upon my experience of using traditional concepts and models in the training of health professionals, in addition to the literature. Conceptually and practically there are problems in understanding and applying concepts such as exchange, value, and the 4Ps. The use of behavioral change models adds complexity to the setting and measurement of goals and it can be difficult to identify and sell the benefits of these changes in a similar way to commercial product marketing. Commercial marketing itself is changing with the growth of relationship marketing, interactive communications, and the critical impact of branding. It is argued that social marketing theory and practice needs reconsidering in the light of these developments. There are also important ethical considerations when attempting to introduce marketing concepts and language to health professionals. Following a detailed analysis of the nature of exchange in social marketing, my article considers each of the 4Ps in turn before drawing conclusions and raising questions and issues for further discussion.

Marketing social marketing

Purpose – The purpose of this paper is to critically evaluate the state of social marketing in the light of the Second World Social Marketing Conference. The paper refers to keynote speeches and presentations to illustrate the contradictions and confusion in contemporary social marketing thought which may be hindering the acceptance and adoption of social marketing principles.Design/methodology/approach – Arguments are based on the authors participation in, and reflections on, the conference itself.Findings – It is suggested that the name “social marketing” itself may be confusing to policy makers and practitioners, particularly with the massive growth in social media. The increased involvement of profit‐making organisations is also questioned along with the usefulness of commercial marketing theory. The paper argues that in the light of current trends and obvious confusion a repositioning is required to focus social marketing theory and practice around a mission to provide better non‐profit services for...

Midstream social marketing and the co-creation of public services

Purpose This paper aims to highlight the importance of social marketing at the midstream (meso) level as a key component of a proposed model for co-creating public services. The model demonstrates how supportive relationships and conversations within and between service organisations, front-line service staff, social networks and clients are essential for the effective co-creation of health and welfare services and social marketing interventions. Design/methodology/approach This is a conceptual paper that uses network and services theory and a case study to show how the midstream social marketing approach and service co-creation can be applied in practice and how these concepts relate to upstream and downstream social marketing. Findings The case study demonstrates the powerful role of social networks, staff–client relationships and conversations in the co-creation of effective services and the improvement in communications, trust and understanding between service providers and the community. Practical implications The paper shows how service providers and social marketers can achieve co-created, customer-oriented services/interventions through the development of congruent, empathetic narratives, relationships and conversations. The case study demonstrates how this can be achieved in practice through staff training, the identification of “community communicators” and value-based targeting and communications. Originality/value The integration of conversations, relationships, values, services and midstream social marketing into a model for co-creation offers a valuable tool for social marketing and health/welfare service professionals.

Community Cohesion in the London Borough of Barking and Dagenham

This paper discusses how the critical elements of ‘developing relationships’ and ‘understanding emotions’ within a social marketing framework can be used to influence local government strategy and communications aimed at improving community cohesion and addressing negative myths. Under New Labour, community cohesion became a national and local priority. This is a case study of how one local authority — The London Borough of Barking and Dagenham (LBBD) — has addressed this issue by taking a social marketing approach. The paper also briefly discusses the ‘tone of voice’ adopted by LBBD in response to extensive insight work before outlining an innovative staff training programme. Most frontline staff have now participated in this programme, and the authors are currently evaluating its effectiveness in improving communications and cohesion within the community.

Using community communicators to build trust and understanding between local councils and residents in the United Kingdom

This article is a development of research published by the authors (Wood and Fowlie, 2010) and explores the role of relationships and social networks within a social marketing approach to community communications in the UK. An understanding of their importance and value in delivering cost-effective customer-oriented services has grown significantly in the current political climate of cost cutting and ‘Big Society’. Specifically, it evaluates the effectiveness of using innovative communications channels – with community communicators playing a central role – to increase trust and positive perceptions of local government amongst resident networks in the London Boroughs of Sutton, Havering and Bexley. The article aims to provide practitioners with practical suggestions to address these issues.

Social Marketing for Social Change

This article explores the role of social marketing in achieving health equality and social change in the context of obesity, one of the most serious global public health issues we face today. Social marketing has traditionally taken a downstream focus, targeting individuals to change their behavior. This article takes a critical perspective, supporting moves toward upstream social marketing and applying a socioecological model to social marketing theory. At the macrolevel, the marketing activities of some companies and social–economic environment mean it is difficult for some consumers to make healthy choices—for example, food and drink. At the microlevel, there is robust evidence parenting style and quality of preschool education during the critical early years’ period of child development profoundly influences long-term health and life outcomes. Ecological models enable social marketers and policy makers to understand which interventions are likely to reduce inequality through sustainable, holistic positive behavior change compared with short-term, issue-based programs.

Weight bias, health consciousness and behavioral actions (activities)

OBJECTIVE This study examines the influence of weight bias and health consciousness on eating and dietary behavior; it also investigates the role of normative influences. DESIGN AND METHODS A sample of adults living in South-East England (N=498) completed anonymous questionnaires about their diet, attitudes and beliefs towards obese people, health consciousness and normative influences. The survey included validated measures of anti-fat attitudes, and beliefs about obese people. RESULTS The findings demonstrate anti-fat attitudes are positively related to self-perceived dietary behavior. Surprisingly, self-perceived dietary behavior is negatively related to health consciousness and activities designed to enable healthy eating, for example meal planning. Significant differences exist between people with, or without, obese family members. CONCLUSIONS Attempts to improve eating behavior by raising health consciousness and offering related support activities may fail; promoting health eating may also contribute to weight bias in society. However, interventions which focus on the negative impact of obesity itself may have a positive effect.

A Services Approach to Social Marketing

Governments and not-for-profit organisations are increasingly adopting a social marketing approach as a means of facilitating voluntary behaviour change to improve social and individual welfare. However, a fundamental question to ask is: “What is the overriding purpose of social marketing?” Although early definitions of social marketing emphasise the use of marketing approaches to promote social ideas (Kotler and Zaltman, 1971) or change the behaviour of individuals for their own or societal benefit (Andreasen, 1994), Wood (2012, p100) argues its primary function is: “the cost-effective provision of non-profit services to help and support people”. These social services are usually delivered by public and voluntary organisations, and should be developed and implemented on the basis of insight and “customer” engagement. Lefebvre (2012) notes the move to a customer, rather than producer, perspective and the rise of a “service-dominant logic” (Merz et al., 2009; Vargo and Lusch, 2004). According to this perspective service, skills and knowledge, rather than products, constitute the fundamental unit of exchange.