But it was also a good time to learn. We now know, for example, that the same old approaches to convince citizens to prioritize social welfare over non-public desires do not work. COVID-19 infection rates continue to rise in the United States, but also among Canadians over the age of 20 to 29. Public physical fitness messages obviously don’t convince this age cohort to replace their behavior.
It is a call to action for social marketing to evolve and exploit the tough technological and behavioral equipment that effectively involves hard-to-reach groups. There’s compelling evidence from here in Canada that it can work.
Social marketing uses advertising marketing technologies to motivate voluntary social behavior. These techniques have been used to stimulate domestic recycling, sex, to inspire others to quit smoking and wear seat belts, among many other behaviors.
Good social marketing is more vital than ever, especially in a pandemic. Overall, however, public fitness officials have been slow to adopt approaches that have been used effectively in the world for profit.
The 4 P
In marketing, the shortcut to promoting a product or service is “4 P”: product, promotion, value and location. Social marketing assumes that promoting a concept can be addressed in the same way. This includes aligning and customizing messages to express audiences, rather than assuming that everyone will respond in the same way.
In the case of COVID-19, knowledge recommends that others do not share the same perceptions of risk, and this is reflected in their individual behavior and resistance to public fitness messages. Similarly, there is a gap between the audience and the medium. The existing technique of relying on classic media and advertising, press releases and press meetings to obtain critical data on COVID-19 is not effective in achieving young adults.
Think about the difference between law, public fitness, and marketing like sticks, promises, and carrots. During COVID-19, there were many sticks and promises (“stay at home, stay safe”) and many carrots. But carrots are necessary.
Being confined at home is a fundamentally unsightly product for others for whom isolation is a significant mental burden. Families with young people who struggle to work, train, and care about young people in general and who want an express recommendation on how to safely satisfy child care desires. Everyone has access to an outdoor area for transportation and recreation, regardless of the activity you like, especially when correlated with the source of income and race.
Initially, little attention was paid to detecting and removing these barriers to respecting the desired behavior. However, we have a Canadian example of how to take a complex factor and break down barriers in the context of physical activity.
World leader
ParticipateicipAction has been a world leader for decades in presenting a variety of imaginable activities that other people can do in small bursts throughout the day or week to meet recommended guidelines, all without being a gym subscriber or a diversity sports component.
By detecting barriers that prevented others from being active, it opened up opportunities for Canadians that the product and the location of physical activity were not attractive.
The social marketing edition of the award has been the hardest to deal with of the 4 P’s. It’s hard for Americans to replace the behavior they value or behavior that gives them non-public benefits, especially when they don’t get them directly.
But the behavioral economic concept of “pushing” that includes small monetary incentives has proven to be more monetaryly effective than expensive advertising campaigns to convince others to replace their behavior.
Our studies on a cellular application manufactured in Canada, now defunct, demonstrate the possibility of using state-of-the-art advertising marketing techniques and technologies to meet the demanding situations of social marketing.
Carrot Rewards, a cellular app that presented users with loyalty program issues (such as Aeroplan Points, Scene, and Petro) without delay after completing a medical procedure, such as answering an educational questionnaire, getting flu shot data, or walking a safe distance. duration. (Carrot Rewards was doubled in June 2019, but was purchased later that year through a generation company with a plan to revive the wellness app).
Canadians love their loyalty programs
Loyalty systems are incredibly popular in Canada. Approximately 90% of Canadians are enrolled in at least one program. Studies show that, on average, there are 4 user-compatible systems and thirteen with the household.
Carrot Rewards has benefited from a preference for small monetary incentives (in the form of praise for movies, races, etc.) and has attracted a engaged and concerned audience.
He used a virtual platform that allowed customizable content and maximum message complexity. Using multiple-choice “questionnaires” of five to seven questions each, it dealt with user gamification and provided more data on the topic in question.
The app can also target content to express audiences based on demographic characteristics and responses to previous quizzes, as well as track physical movements and location through a smartwatch or smartphone.
Commitment remained high
With an existing base of 1.1 million users in Ontario, British Columbia and Newfoundland and Labrador, and 500,000 active users per month, Carot may have temporarily expanded to other provinces as a key component of a built-in federal crusade opposed to COVID-19 for education. , touch location and even symptom tracking.
Our studies have shown that Carrot has temporarily attracted and enrolled users, and has consistently maintained high levels of user engagement over time, even when praise decreases. This commitment remained on top even with a modest average praise consistent with the user’s 1.5 cents consistent on the day. The age and demographics of users vary according to the loyalty program, and the application presented a representative pattern representative of Canadian society in terms of education, source of income and urban/rural/suburban status.
Overall, Carrot showed results.