Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

IV: Strategy for ChangeDevelop Product Strategy

photo of father and son on beachThe other major part of your product strategy is to link core benefits to your product or behavior. What benefits can/should you highlight? Look back at your data and research results to determine what your audience values. These are the characteristics to attach to the desired behavior. Sometimes those benefits are not health-related. You may need to position the product or behavior as a way to get some larger perceived benefit such as increased confidence, belonging to a group, or closeness with friends or family. For example, if focus groups suggest that children really value spending time with their parents, then try to position being active together as a way to reconnect with one another.

Need to review? See Basics of Social Marketing; Product.