![\"Executive](\"https:\/\/static1.unitedsafety.net\/uslblog\/files\/2013\/10\/Elie-Daher-larg-300x197.png\" "\\"Dr.")
Is there a way to sell safety behavior like they sell cars? Apparently, safety system leaders can through social marketing, an innovative concept developed by marketing geniuses in the 1950s and the 1970s in response to the growing concerns on how best to promote social good. Elie Daher, Executive Vice-President and Chief Marketing Officer for United Safety, explains this relatively new and innovative concept.<\/p>\n
What is social marketing?<\/strong><\/p>\n To understand social marketing, we need to go back to the very definition of marketing. Marketing is the process of planning and executing the product, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual goals. Social marketing applies the same principles of marketing but instead of exchanging a product for financial gain, social marketing trades individual behavior change for the benefit of individuals and organizations. Examples of successful social marketing campaigns include campaigns that have encouraged people to use seat belts and follow speed limits.<\/p>\n Can you tell us how to make this work within the safety industry?<\/strong><\/p>\n Social marketing has been found to be effective when behavior change is targeted to a specific group of individuals who share the same characteristics or behavior, in this case, workgroups.<\/p>\n Research has proven that the most vulnerable workgroup to resort to unsafe behavior are the young workers. Thousands of workers suffer occupational injuries every year but the 15-24 year old age group has consistently exhibited the highest risk of injuries. The first step to social marketing is to understand why this behavior occurs.<\/p>\n Key factors that contribute to this behavior include young workers` lack of familiarity with basic safety procedures, the lack of experience to recognize when a workplace situation is dangerous, and a desire to maintain a macho image to be seen as a competent worker.<\/p>\n What comes next after studying behavior?<\/strong><\/p>\n We will then have to identify the social marketing matrix, often referred to as the four Ps -product, price, place, and promotion. Our \u2018product\u2019 is the benefits of safe behavior which include greater quality of life, both inside and outside of work. The \u2018price\u2019 workers pay for adhering to a particular safety practice might be a slight reduction in the speed with which a job can be done. Thus, our materials must be able to demonstrate the value of safety, so that the \u2018price\u2019 paid seems worth the safety that is being gained. The workplace is obviously the \u2018place\u2019 where they are most likely to enact safety behavior; but the benefits of safety behavior extend into their private lives by enhancing their quality of life outside of work.<\/p>\n What about the last \u2018P\u2019 that stands for promotion?<\/strong><\/p>\n This is where social marketing departs from our traditional safety behavior programs. Another aspect of marketing that we will borrow is their \u201ccustomer\u201d focused approach. Since young workers tend to spend much time interacting in social networking sites, safety system leaders must tap these channels to promote safety behavior.\u00a0 Promotion should be done through social media channels, such as Facebook, Twitter and YouTube in addition to using traditional media such as prints and posters. The promotion of behavior change among young workers must be in tune with their lifestyle to be able to capture their attention and ultimately influence their behavior.<\/p>\n *This article was originally published in the safety editorial column of HSE Now<\/a>, a new online magazine developed by the distinguished Society of Petroleum Engineers<\/a> (SPE) catering to Oil and Gas professionals interested in HSE matters. This is an edited version of the article. Click here<\/a> to read the original article.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Is there a way to sell safety behavior like they sell cars? Apparently, safety system leaders can through social marketing, an innovative concept developed by marketing geniuses in the 1950s and the 1970s in response to the growing concerns on how best to promote social good. Elie Daher, Executive Vice-President and Chief Marketing Officer for […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":[3],"tags":[43,45,8,10,44],"acf":[],"yoast_head":"\n