Posts Tagged consumer marketing
What does behavior change have to do with True Blood?
Posted by debtro in public health on May 24, 2011
In HBO’s True Blood you gotta bring the whole bag of tricks to protect yourself from vampires, werewolves, maenads, warlocks, faeries and who knows what else is comin’. According to social marketing expert Mike Newton-Ward, if you showed up in Bon Temps with only garlic or only a wooden stake, you’d be in a whole lotta trouble.
For many issues in life, you need more than one strategy to deal. Think about rationalizing with children – different personalities and ages may need different approaches. Strong negotiators have many tactics up their sleeves, ready to pull out as needed. Consumer products companies have endless marketing and sales strategies to get us to buy. Even justifying a new shoe purchase – many women know a variety of ways to do this. So why would we think it’s enough to apply one solution, one strategy, or one event to complex, vexing social issues and public health problems, and expect much change? Or, to apply the solution or strategy or communication only one time?
These problems haven’t gone away yet for a reason. For a good discussion about this, check out Mike’s social marketing blog and his post “Stop Looking for a Silver Bullet! We need Wooden Stakes and Garlic, too!” for a reminder of how the 4 P’s of marketing applied to social issues allows you to more effectively attack a problem from numerous angles.
I also appreciate how he shares this quote: “Problems worthy of attack, prove their worth by hitting back.” It’s not bad if your prevention and behavior change efforts get push-back. Especially if you get major push-back from industry. Instead look at it this way — it means you are on the right track. It’s a sign of your effectiveness, and that’s a good thing.
The curious case of a federal agency battling saturated fat consumption while also selling cheese
Posted by debtro in Uncategorized on November 17, 2010
This story made me say, I’m sure I’m not stupid. But I’m confused now because you, Uncle Sam, are telling me two very different things. WHAT do you want me to do? Besides blog about you and complain, as more people should do about this …
In “While Warning About Fat, U.S. Pushes Cheese Sales,” the New York Times reported how the U.S. Department of Agriculture tells us that saturated fat contributes to obesity and heart disease.
But that agency also sells cheese. Yes! A Domino’s Pizza campaign associated with this federal agency increased sales of pizzas with six cheeses on the top and two more cheeses in the crust. With this much saturated fat:
According to the NYTimes, a group called Dairy Management affiliated with the Department of Agriculture has a $140 million annual budget to get more cheese on restaurant menus. It has over 160 employees with skills in product development and marketing. Dairy Management helped Domino’s create new pizzas with 40% more cheese and created and paid for a $12 million marketing campaign to sell the Domino’s pizzas. Excuse me, but I thought marketing Domino’s pizza was Domino’s job not the government’s job? At any rate the government did a good job with this — “sales soared by double digits.”
So which — telling or selling — is more effective at influencing behavior? Well … the marketing initiatives of Dairy Management successfully increased cheese sales, and cheese is now the largest source of saturated fat in our diets. Dairy Management had a hand in Pizza Hut’s Cheesy Bites Pizza, Burger King’s Cheesy Angus Bacon cheeseburger and TenderCrisp chicken sandwich both of which featured two slices of American cheese, a slice of pepper jack and cheesy sauce. This all helped cheese sales grow by 30 million pounds. Dairy Management is also behind the “Got Milk?” campaign which is slowing the decline in milk consumption among children. Granted, the calcium and vitamins can have beneficial effects for children, but this marketing prowess is also used to sell more dairy products to Americans than our health needs.
Meanwhile, the Department of Agriculture distributes brochures like this with nutrition tips. Have you ever seen this brochure? But we’ve all heard of “Got Milk?” and we’re all seeing pizzas with cheese tucked inside the crust in addition to the mounds of cheese on top. If there was anywhere else to squeeze cheese on a pizza, they’d put it there too.
And this in the New York Times story is worrisome:
In one instance, Dairy Management spent millions of dollars on research to support a national advertising campaign promoting the notion that people could lose weight by consuming more dairy products, records and interviews show. The campaign went on for four years, ending in 2007, even though other researchers — one paid by Dairy Management itself — found no such weight-loss benefits.
“Great news for dieters,” Dairy Management said in an advertisement in People magazine in 2005. “Clinical studies show that people on a reduced-calorie diet who consume three servings of milk, cheese or yogurt each day can lose significantly more weight and more body fat than those who just cut calories.”
Um, those of you familiar with Weight Watchers — the only weight loss program proven by strong research studies to effectively change long-term behavior affecting weight — know that recommendation doesn’t work with the WW point system unless you’re willing to be very very hungry.
And consider this:
Dr. Walter C. Willett, chairman of the nutrition department at the Harvard School of Public Health and a former member of the federal government’s nutrition advisory committee, said: “… A small amount of good-flavored cheese can be compatible with a healthy diet, but consumption in the U.S. is enormous and way beyond what is optimally healthy.”
Does our country’s obesity problem really need help to keep it growing? See it grow here:
Now I don’t have a personal problem with eating cheese. We once went to Madison, Wisconsin just to stock up at Fromagination. If you got between me and the last piece of chevre on earth, I would beat you up to get it. I wouldn’t care how big you are. It’s chevre! (OK maybe I do have a personal problem with cheese but it’s certainly not against cheese)
I have a problem with government institutions influencing behavior that adversely affects public health. We already have plenty in the private sector who have enough motivation and means to do that on their own.
One word wonders of our lives
Posted by debtro in Uncategorized on November 15, 2010
Someone thought our attention spans are so short that 140 characters are plenty to get the point. Judging by Twitter’s success, many people do.
Those still writing books must have decided one-word titles are the max we can handle:
DRIVE
SWITCH
REWORK
TRIBES
OUTLIERS
BLINK
SWAY
NUDGE
TRAFFIC
AFTERSHOCK
ZILCH
Many of these titles are recognizable to top-ten nonfiction list readers. And it’s kinda neat that these single words make enough sense for the books they name that you can remember a whole book’s purpose with just one word.
Single words own their issue. A blogger who writes about book covers (is there anything people don’t blog about?) says one-word covers are definitive, they are the authorities, they inspire confidence. The words work because they don’t mislead us by overstating or oversimplifying.
Many of these books are about things that influence us, about human behavior. That got me thinking, what would my word be? What is the true word right now? And what would I want the word to be?
So, what if you wrote a book about your work? What’s the one-word “book title” you would give your job? What’s the one word you want your life’s work to be?
_____________________
_____________________
Melinda Gates wonders about learning from Coca-Cola for social change too
Posted by debtro in Uncategorized on October 17, 2010
Maybe we’re on to something during recent discussion here about how health behavior change can learn from soft drink marketing. Melinda Gates has her eye on this too for the Gates Foundation.
About her TED talk, Melinda Gates says:
… we can also learn from the successes in other sectors. My TEDxChange talk focuses on the question of how Coca-Cola has become so ubiquitous around the world and what governments and the development community can learn from the company’s success. By analyzing what Coca-Cola has done to become so prevalent, we can apply those lessons to the millennium goals and save even more lives.
What can nonprofits with social missions learn from Coke? Melinda shares three key things. Marketing is one of them:
She says that Coke’s marketing is aspirational. It sells the life that people want to live. It sells happiness. And how it sells happiness varies for different cultures. Even she says, “it feels pretty good, right?”
In contrast, she notes that health professionals often sell based on avoidance, not aspiration. She thinks it’s a mistake to not make people want something that they need.
She talks about how in some areas of the world, you really do have to sell a toilet for its intended use. The goal is to reduce diarrhea and open defacation, but people don’t necessarily want to use toilets when toilets are given to them. The toilets have been used to store grain and as chicken coops. So instead of selling a toilet for its intended use, in India romance has been used as the selling point for toilets: “no loo, no I do!” Now that’s aspirational motivation.
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