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Make Strategy Decisions
Develop Product Strategy
The 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.
Page 37 of 48 in Strategy Development
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