R. Craig Lefebvre pointed out recently in his blog the 15 principles for success in social marketing, according to the 3rd edition of the Phil Kotler and Nancy Lee’s book “Social Marketing”. Take advantage of prior and existing successful campaigns. Start with target markets most ready for action. Promote single, simple, doable behaviors – one at a time. Identify and remove barriers to behavior change. Bring real benefits into the present. Highlight costs of competing behaviors. Promote a tangible good or service to help target audiences perform the behavior. Consider nonmonetary incentives in the form of recognition and appreciation. Make access easy. Have a little fun with messages. Use media channels at the point of decision making. Try for popular/entertainment media. Get commitments and pledges. Use prompts for sustainability. Track results and make adjustments. For comments on each principle read the post here, or get the book.
Let’s have TXT
Virgin Mobile in the US has launched an interesting website to promote their TXT service during the Valentine’s Day. The purpose of the site is to help people learn the fine art of sexy texting while promoting their cell phones and text messaging plans. A really good idea and implementation to engage users. Try it. Via ViralBlog
The future of mobile: QR Codes
Random Culture has an interesting post about Quick Response Codes, which are being used extensively in Europe and Japan for mobile marketing campaigns. These codes, created in Japan in 1994 by Denso-Wave are being used in marketing for mobile users to take a picture of the code or read a the codes with the cameras to trigger action on their mobiles, it could be to download some piece of content, get a message or go to a website. QR Codes might be placed in magazines, buses, signs, business cards to let users with the special software installed on the mobile to capture the image and executed the desired action. For more information go to Random Cuture or the Wikipedia.