In previous posts, I have reported on plenaries at the 20th Anniversary USF Social Marketing Conference that discussed the past and present states of social marketing. A Day Two plenary looked at the future of social marketing. The presenters were Craig Lefebvre, Chief Maven at Social Shifting, John Strand from the Academy for Educational Development, and Bill Novelli--one of the founding fathers (see June 25, 2010 post).
Craig Lefebvre
- "'At the center of every human soul is the intense longing to be closer to God." (www.gapingvoid.com) Most people in the world believe this. A brand that can empathize with that is powerful.
- Talk about "market failures" and policy makers listen. There are market failures in the health information marketplace.
- We need to focus on the brain and what neurobiology can tell us about human behavior.
- How can we "make hope visible?"
- Engage people as actors in their own lives, not as audiences.
John Strand
- We need to attack the "big gnarly problems."
- We need duty and discipline in what we do.
Bill Novelli
- The "big armamentarium" (look it up!) is social change. Social marketing is a piece
of this. - We have: a model; skills; data; courage.
From the Discussion
- Marketing and social marketing should be a required course in public health,, urban planning, medical fields; environmental fields and pubic administration.
- MBAs should be required to take a marketing course.
- Should there be a social marketing section in the American Marketing Association?
From where do you get your inspiration, dear colleagues? From where do you get your agenda? I challenge you to look back over this post and the last two posts, and find something that throws an extra log on what fires up your work!
Thanks for all you do!
