Have you been guilty of raising awareness? Me too. Many projects fall into this trap. The problem we’re devoted to solving seems so enormous we can’t resist public shaming with messages that the end is near and we must all act now. But how? Sadly, the behaviors that need changing are often so buried in vague emotional pleas that even if a receptive audience is reached, they won’t don’t know what to do. Surely there is a better way.
I think we should begin by removing the word “awareness” from our communications. We’re not really trying to raise awareness, we’re working to create measurable change and to do this, we need to get comfortable with the concept of marketing and commit to a narrow target audience. We are selling something – like turning off the power bar – and there are some essential elements to include in your strategy if you want people to buy in.
Get beyond awareness with three simple steps:
- Know your peeps: the most critical and neglected step, learn about your target audience and segment them into groups that are as similar to each other as possible, considering both demographic data as well as current habits. It’s much easier to have insight into a group when you spend some time with them. People love to talk about themselves; ask them what they care about and create your communications to give them what they want, not what you want them to want.
- Appreciate the costs: remember that you are selling a behavior, and often your competition is stiff: peer approval, additional time or inconvenience, and even financial commitment. You need to maximize the benefits to adopting the new behavior using the language of your target audience. Let them know that they have been heard, and reach them where they are, not where you want them to be.
- Understand the environment: our communications don’t exist in a bubble, and shifting behavior takes time. Of course you are committed to your mission, but try not to let your enthusiasm overwhelm the crowd (we’ve all been there). This kind of work requires a long term commitment to see results as well as sensitivity to the context for your audience. Adapt to the changing context, but at the same time be consistent to avoid being perceived as a passing fad. The behavior you’re selling is the new norm and it’s here to stay.
To learn more about social marketing and invite experts in the field into your organization, check out the Centre of Excellence for Public Sector Marketing
