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Transcript of Responsible gambling presentation 10 mistakes frequently made in social marketing for behavior...
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CPRG SymposiumSocial Marketing for Responsible
GamblingTen Mistakes Made By Social Marketers
Jim Mintz
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What we do
• Product & Service Marketing• Policy & Program Marketing• Social Marketing - Behaviour
Change• Sponsorship/Partnerships• Organizational Branding• Social Media/Digital Engagement• Integrated Marketing
Communications
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Introduction
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Campaigns being run by people who have no skills or training in social marketing
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Absence of a social marketing strategy
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Mistake Number 2
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Social Marketing Workbook
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Failing to examine the factors that influence the adoption of a behaviour Failing to examine the factors that influence the adoption of a behaviour Failing to examine the factors that influence the adoption of a behaviour
Failing to examine the factors that influence the adoption of a behaviour
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Competing Behaviours and Barriers
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Mistake Number 4
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Underestimating the power of the environment to shape behavior
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Upstream Social Marketing
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Not paying attention to social norms
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Social Norms
• Beliefs about attitudes & behaviors that are normal and acceptable
• People's perception of these norms influence their behavior.
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Lack of attention to Strategic Market Segmentation
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Mistake Number
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Lack of Marketing Research
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Mistake Number
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Going first for big change instead of starting with small easy successes
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Mistake Number
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Failure to develop monitoring and evaluation strategies upfront
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Mistake Number
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Failure to identify and enlist partners
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Strategic Alliances and Partnerships
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Seeking approval by committee
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Strategic Alliances and Partnerships
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“It’s easy to make a buck. It’s
a lot tougher to make a
difference”.
- Tom Brokaw
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Jim MintzManaging Partner CEPSM
E-mail: [email protected]: 613.230.6424 ext 223Cell: 613.298.4549Website: www.cepsm.caBlog: www.jimmintz.caTwitter: @jimmintz205 Catherine Street Suite 300Ottawa, ON K1V 8B9