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SPARKS Social Marketing Conference

By Nancy Hardwick,

SPARKS Conference - Nancy Hardwick
On December 15th, I had the honor of presenting at the 2014 SPARKS social marketing conference. Contrary to what the name suggests, SPARKS is not an acronym. Rather, it is actually being used as an “action-word” meaning to mean ‘spark the conversation and inspiration for social marketing.’ This conference was hosted by the Pacific Northwest Social Marketing Association, which is a new organization dedicated to promoting social marketing in our region.

This year’s conference concentrated on connecting behavior change innovations with measurable results and moving from theory to effective implementation. There were 142 engaging speakers from the private, public, and non-profit sectors.

I was the first speaker of the day. My presentation was titled, Navigating the Maze: Techniques to Find the Truth. My goal was to social marketers learn how to use projective techniques to uncover hidden barriers and motivations of their target market. I shared five approaches to find the truth:

  • Ways to take direct questioning to the next level
  • Indirect questioning using a picture sort
  • Testing deprivation using a “eulogy” exercise
  • Journaling to understand actual behavior and uncover confusion/misunderstanding
  • A “campaign challenge” to uncover arguments for and against and which are perceived as motivating

Feel free to contact me if you would like details on any of these approaches.

All the presentations were very interesting. One of my favorites was called Theory to Strategy: Selecting Approaches for Success by Kristen Pace. Kristen is a Social Research Scientist for King County (in Washington State). She shared four predictors of behavior:

  1. Attitudes – favorable or unfavorable opinions toward behaviors
  2. Perceived Norms – what we think others want us to do or this is right
  3. Self-Efficacy – ones belief in their ability to do a behavior
  4. Structural Barriers – contextual factors that affect behavior

Each of these has an influence on someone’s behavior and their willingness to change that behavior.

To learn more about PNSMA or to attend any of their social marketing events, visit http://pnsma.org/

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Tagged:Pacific Northwest Social Marketing AssociationPNSMASocial MarketingSPARKS

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2 thoughts on “SPARKS Social Marketing Conference”

  1. alluringdevil41@gmail.com says:
    at 4:01 pm

    Great article!

    Reply
    • Nancy Hardwick says:
      at 11:36 pm

      Thank you! I’m glad you enjoyed it. If you are in the Seattle area next December you should plan on attending the SPARKS conference. It’s a great event.

      Reply

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About our blog

I’m so glad you have found your way here. I’m Nancy Hardwick, owner of Hardwick Research. I have been conducting market research studies for more years than I should count. In 1994, after the birth of my son, I started Hardwick Research. I love my job, especially the part where I am able to creatively help clients learn more about the way people think and why they do the things they do. This blog provides me an opportunity to share my insights and experience in the market research industry, but it’s also a chance to have some fun.
 

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