President, Social Marketing Services, Inc.
Affiliate Instructor, University of Washington
Strategic Advisor, C+C
Social Issue: Blood Supply
Social Marketing Strategy: Using All 4Ps
Where Sighted:Direct Mail Postcard
This week’s BLOG was a simple reminder for me of the variety of Desired Behaviors that can, and do, benefit from a Social Marketing Approach.
This week I received a postcard from the American Red Cros with the headline:
“Hey Seattle, Heard the News? A new American Red Cross donation center is coming to the Emerald City.”
I couldn’t help but notice they highlighted all 4Ps on the postcard:
- Product: A New Blood Donation Center
- Price: An Incentive of a “tote bag”
- Place: A new location, conveniently located and a website to make an appointment
- Promotion: Colorful, large postcard
I think what was missing was a message regarding the level of need for donations, and how just one donation can make a difference.
Photo by SHAMBHAVI SINGH on Unsplash
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