Getting Buy-In, Changing Behaviour
The concept of marketing — educating people, getting them to adopt an idea or a new behaviour — infiltrates every area of life. For those who despise “marketing” and think of it as only associated with sales and products people don’t need, this may be a horrifying thought. But take a moment to reconsider.
Marketing in it’s purest form is not about selling, it is simply a form of communication and as such is a neutral concept that can be used for good or for evil.
I’ve had newsletter subscribers tell me that even though they are not in business or marketing, they read my newsletters cover to cover and always find something that helps them. From the librarian who wants kids to know about the many fun, educational programs they can become involved in, to the kindergarten teacher who needs parents on board with her classroom policies, they find ideas on improving communication and getting better buy-in whatever their valuable, beneficial message.
I think that’s pretty darn cool.
Getting people to adopt new behaviour is often met with resistance, even when the change will be beneficial in some way. Sigh. We humans are such creatures of habit.
Marketing is usually thought to be concerned only with changing consumer behaviour, which has been the challenge of business owners since the dawn of…well, the dawn of business owners. But whether it’s business or social change (or some combination of the two), success requires both an understanding of the people you want to connect with, and the dynamics of the behaviour you want to encourage.
The Fun Theory initiative explores the idea of prompting a change in behaviour by making it fun in some way. Trust Volkswagen and the Swedes to be so inventive and show that change for the better doesn’t have to be hard. In fact, it can be downright enjoyable!
What might the outcome be in prompting socially conscious change, if we took this innovative and friendly approach, instead of trying to beat people into submission with guilt?
In the following video, check out the guy who looks around for more garbage to pick up so he can do it again!
See more videos at www.thefuntheory.com.
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Marketing Isn't Good or Evil. It's Just about Communicating | writeimage said,
January 24, 2010 @ 1:06 am
[...] Market Navigators’ Liz Gaige talks about what marketing is really all about: Marketing in it’s purest form is not about selling, it is simply a form of communication and as [...]