Think of a pilot as a “test run,” an opportunity to work out the bugs before committing to carrying out a strategy broadly. As noted in the chapters on developing strategies, the tools you elect to use in your strategy should be selected based upon the barriers and benefits that you have identified. To pilot the strategy introduced in the previous chapter, store managers of two supermarkets would be approached and asked if they would be willing to participate. The two stores would need to be similar both in the demographics of their shoppers as well as in the products available (two stores of the same chain would be good candidates). By the flip of a coin, one of the stores would be randomly assigned to receive the community-based social marketing strategy, while the other would serve as a comparison or what is referred to as a control, and would…

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