by Karen Hilyard | Mar 29, 2023 | podcast
In the last (really!) of this brief series on social marketing, we look at the strategic approach that is most commonly used in social marketing: Making a behavior seem easier, more fun, or more popular than whatever competing behavior people are currently engaged in....
by Karen Hilyard | Mar 22, 2023 | podcast
Audience research is absolutely essential to the social marketing process. Unless you truly know the audience’s values and needs, you cannot craft a strategy to exchange a new healthier behavior for a competing behavior. In this episode, we discuss some of the...
by Karen Hilyard | Mar 13, 2023 | podcast
A premise of social marketing is “every behavior is a transaction.” It’s actually an idea that is well understood in sociology, psychology, and communication, but to the uninitiated, it can sound pretty harsh. But transactional behaviors are not what you think! In...
by Karen Hilyard | Mar 8, 2023 | podcast
In this second episode of our brief series on social marketing, we look at the theory that underpins it: Exchange Theory. Understanding how to apply Exchange Theory will help you choose the right message for an audience based on what you know about their basic needs...
by Karen Hilyard | Mar 1, 2023 | podcast
The concept of Product and Price from the Four Ps of Marketing can be confusing when you’re new to social marketing. What’s your product if you are just trying to persuade someone to change their behavior? And what is the price if no money changes hands? This...
by Karen Hilyard | Feb 22, 2023 | podcast
If you’re serious about health equity, you have to get serious about plain language. Today’s episode was inspired by a great new plain language resource just released by the Public Health Communication Collaborative. It covers many of the basics you need to know –...
