Subscribe to:
Post Comments (Atom)
skip to main |
skip to sidebar
Evaluation of a social marketing campaign.
Other Healthy Lifestyle Resources
Michigan Steps Up
One thing I noticed about your value proposition is that you are trying to do "promotion" rather than prevention. However, your target customer has decided to eat healthier after seeing his cholesterol is up. I think your value proposition should be "prevention" according to the needs of your target customer. I think prevention is a more influential way to increase healthy eating.
ReplyDeleteI had a similar issue when I asked the question to the professor last class. I'm focusing on preventing binge drinking, which I thought meant that I should have a prevention focus. Talking to the prof though, you can use a promotion aspect if the positioning statement is meant to promote the benefits of the alternative instead of focusing on the negative of the current behaviors. So in my case if I was doing promotion I would say something to the effect of "Drinking irresponsibly is bad for your health and you should stop doing so" where as promotion could be "By drinking responsibly I can still have a good time at the bar and have healthier habits in my life" I think the focus should be on how the positioning statement is focused.
ReplyDeleteOn a side note, I dont remember this from the readings right now, but I think the prof was insinuating that a promotion statement is better for getting people to change behaviors than a prevention statement, but that may be my imagination.
I have a couple comments about your worksheet. If you are doing acquisition/earn share, shouldn't you focus on the DV (ease of eating healthy)?
ReplyDeleteI like your target audience description but is the detail about what kind of car he drives important?
And the 5-box exercise: I think your beliefs boxes (both before and and after beliefs) have behaviors embedded in them. I think the before belief should just be that eating healthy is too difficult. Then the before behavior, as you wrote is to go and buy fast food. But then Michigan Steps Up should be able to show people that it's easy to eat healthy and motivate people to do so. The after belief is then that eating healthy is easy so the behavior should be that they don't buy fast food.