Social marketing

www.nsmcentre.org.uk

Social Marketing Workshop

16th May 2007

– Dr. Rowena Merritt

This thing called social marketing

What it adds to ‘the party’



Content summaryWhat is social marketing?

Defining behavioural goals

‘Insight’ generation

Segmentation

‘Exchange theory’

‘Competition’

Ethical considerations


1:What is marketing?



Marketing

• Product• Price• Place • Promotion

Known as the ‘4 P’s’


2:What is social marketing?



The roots of social marketing‘two parents’

Marketing commercial

&public sector

Social policy&

social sciencessocial reform

social campaigning

SOCIAL MARKETINGBoth areas contribute valuable expertise,

skills, techniques and theory


Defining social marketing

for‘social good’

marketingalongside other

concepts andtechniques

systematicapplication

behavioural goals

“the systematic application of marketing alongside other concepts and techniques,

to achieve specific behavioural goals, for a social or public good”

French, Blair-Stevens 2006


Social marketing ‘customer triangle’A simple devise for highlighting some of the key features of social marketing


A systematic and staged process

Scope Develop Implement Evaluate Follow-up

‘Total Process Planning’– TPP model

A deliberately simple and straight-forward process to help ‘managing the complexity’ within each stage & keep the process ‘on-track’


3:Why has social marketing

become increasingly important?



Poor measurable impact on behaviour being addressed

Increasing recognition that traditional communications and ‘message-based’approaches are only having a very limitedimpact on people’s actual behaviour

Increasing evidence showing effective social marketing can improve impact & effectiveness of interventions ‘It’s our health!’ independent review report 2006 www.nsmcentre.org.uk


Policy drivers


5 core recommendations1: Enhance consumer-focused

approach based on social marketing principles

2: Better mobilise available assets & developing a diverse resource base

3: Enhance leadership, prioritisation & development of expert commissioning

4: Build capacity and skills to integrate social marketing within existing intervention methods

5: Reconfigure research & evaluation


2: CUSTOMER UNDERSTANDING / RESEARCH 1: BEHAVIOUR & BEHAVIOURAL GOALS

4: ‘INSIGHT’5: ‘EXCHANGE’

6: ‘COMPETITION’

7: SEGMENTATION

Key attributes of Social Marketing

3: THEORY BASED & INFORMED

8: INTERVENTION & MARKETING MIX

National Benchmark Criteria


4: Defining

behavioural goals



• The dynamic nature of behaviour, its multiple influences and determinants, and susceptibility to change of time (i.e. in a day, week, month, year, lifetime)

• The need to re-focus on establishing & sustaining positive behaviour over time, not the more limited focus on changing behaviour as a one off event

• The need to look equally at the positive and the problematic behaviour – looking to understand patterns & trends, & key influences / influencers

Establishing and sustaining behaviour

www.nsmcentre.org.ukREMOVE

incentives & rewardsIN

CREASE

barrier

s & block

snegative

Behavioural analysis Incentives & barriersFocusing on BOTH the positive and the problematic behaviour

positiveINCREASE

incentiv

es &

reward

s REMOVE

barriers & blocks

BEHAVIOUR


4

2

3

1

Exercise: Choose a behaviour you want to address and work

through each of the boxes

© nsms

positiveINCREASE

incentiv

es &

reward

s

REMOVE

incentives & rewards

REMOVE

barriers & blocks

INCREASE

barrier

s & block

s

© nsmc

negative

BEHAVIOUR ?

TARGET AUDIENCE?





7: SEGMENTATION






5: Customer

understanding



crafting ‘our messages’

communicating the messages

Communications & ‘message based’ approach

accurate / relevant / clear creative / clever / funny / impactful / interesting / attention grabbing / etc

Starts with the customer and what’s important to them

Customer based social marketing approach

understanding the customer

directly informing intervention options (intervention mix & marketing mix)

generating ‘insight’

what ‘moves & motivates’

Difference of approach


Example: Young people & smoking:

What we see as benefits:

Health benefits: Life expectancy, illness & disease, lungs, heart, etc

Financial benefits: Cost, disposable income

Other benefits: Smell, attractiveness to others, not damaging others (eg children)

Communications:

Media:Posters & advertsLeaflets and flyersTV, radio, press (papers / mags) Internet / email / phones / viral marketing

Settings:Schools / youth clubs / cinemas

etc

crafting ‘our messages’

communicating the messages

Communications & ‘message based’ approach

accurate / relevant / clear creative / clever / funny / impactful / interesting / attention grabbing / etc


What’s going on? ‘what moves & motivates’:- Own views not those received from ‘authority’- Self-perception of maturity: ‘an adult’ not ‘a child’- Move away from parents influence and teachers - Importance of peer views & approval - Fun, social benefits, enjoying attention & ‘causes’- Questioning, challenging, rebellion, streetwise - Living in ‘the now’ less concern for distant future

Basic insights:Selling of ‘health’ and longer term benefits, or ‘being good’very unmotivating – avoid (can be counter motivating)

Connect to ‘own views’, not being conned, link to a cause & rebellion, ensure social & fun benefits are strong

eg: ‘Truth’ campaign approach www.wholetruth.com

‘Customer based’ social marketing approach

understanding the customer

directly informing intervention options (intervention mix & marketing mix)

generating ‘insight’

what ‘moves & motivates’

Example: Young people & smoking:


Tobacco was a “significant, visible and readily available way

to signal that they are in control!! Like piercing or dying hair,

using tobacco was a tool of rebellion”

Hicks, Crispin, Porter & Bogusky

Key insight


Key campaign message

Our job is to give you a chance to rebel!!

You want to rebel?





7: SEGMENTATION






6: Segmentation



What is segmentation?‘…the process of subdividing a market into distinct subsets of

customers that behave in the same way or have similar needs.’

• Commercial companies usually segment according to one or more key criteria: – Geography– Demographics– Psychographics – Behavioural characteristics – Benefits sought


Segmentation Demographic

Behavioural Psychographic

GeographicAgeGenderFamily SizeIncomeOccupation

World, region or countryCountry regionPostcodeCity / inhabitants sizeDensity – urban / ruralClimate

Occasions – regular, social Benefits – quality, service, convenienceUser status – non-user, ex-user, potentialUsage rateLoyalty statusReadiness stageAttitude towards product

Attitudes Motivations Personality Values Beliefs Social ClassLifestyle

Adapted from Kotler, Roberto, Lee (2002)

Education Religion RaceGeneration Nationality


SegmentationYoung Upwardly Mobile Professional People

Destitute Unemployed Mature Professional

Person Inheriting Parents Property

Self Centred Urban Male

Single Income Loads of Kids

Single Income No Boyfriend Absolutely Desperate

Loads Of Money But A Right Dickhead

YUPPIES

DUMP

PIPPIE

SCUM

SILKY

SINBAD

LOMBARD


eg: Smoking behaviour

current

non-smokers

current

smokers

SEGMENTATIONe.g. by relationship to ‘smoking behaviour’

“never smoked, never will”

“susceptible to pressure to smoke”

“recent quitter –potential to restart”

“would like to quit but finding it hard”

“strong entrenched resisters”

dynamic interface

BEHAVIOURALGOALS

Behaviour allies

Behaviour reinforcement,Maintenance support

Behaviour ‘change’

Behaviour controls

Positive behaviour promotion

Behavioral goals whole population analysis and segmentation


Segmentation: Obesity 6 sub-segments of the UK population

poor household diet, resistance to healthy eatingpractical barriers dominate

(expense and time)

not engaged with unhealthy weight as a health risk

rejecting on grounds of too challengingparental influence over children an issue

dieting AND over indulgingknowledgeable about healthy eating and believe they do enough exercise

highly controlled food habitcontrolling children’s healthy eating

and exercise

traditional parents with strong family valuesreject many health messages

on grounds of price.low physical activity levels

strong family exercise groupconsumption of food above average but burning calories through exercise

1 2

3 4

5 6


Cluster BMIsBody Mass Index

15.8

23.8 24.4

13.7 14.8 14.1

0

5

10

15

20

25

30

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6

obese

overweight

% Children above 95th percentile % Children above 85th percentile% of Adult Female Parent - Overweight / Obese % of Adult Male Parent - Overweight / Obese


7: ‘Competition’



Spotting the competition? Often seen in simplistic terms:

‘the goodies’‘the baddies’

However those trying to promote different positive behaviours (aka ‘the goodies’)can also be ‘the competition’

CB-S 2006

‘Competition’

Less about a specific company and much more about what is being offered to people…fun/pleasure/enjoyment/taste/ affordability/speed/convenience


myattention

?

safer sex HIV/Aids

‘the environment’: conserve energy & recycle

avoid drugs &

limit alcohol

‘5-a-day’

eat fresh fruit & vegexercise /

physical activity

report

crime

claim benefitsreport domestic violence

‘Think!’

road

safety

vote

tax returnsdon’t

smoke

don’t speed

don’t drink drive

cross road safely

use public transportvolunteer

park & ride

‘rat on a rat’

get child immunised

our messages‘Competition’

ring the

helpline

use NRT


sex

available time / boredom

take drugs for fun /

drink & get plastered

eat crisps, burgers,

convenience foodcomputer games

street cred /

streetwise / sussed

friends /

social life

music

cars /

motorbikesyouth club

something for nothing

smokespeed / exhilarationconvenience

risk taking

buy latest

clothes

peer approval

adulthood / maturity

excitement

myattention

?sugar / sweets

internetmobile phones

hair, nails, complexion

families & children

everyday life !‘Competition’


‘Competition’

myattention

?

safer sex HIV/Aids

‘the environment’: conserve energy & recycle

avoid drugs & limit alcohol

‘5-a-day’ eat fresh fruit & veg

exercise / physical activity

report crim

e

claim benefitsreport domestic violence

‘Think!’

road safety vote

tax returnsdon’t

smoke

don’t speed

don’t drink drive

cross road safely

use public transportvolunteer

park & ride

‘rat on a rat’

get child immunised

sex

available time / boredom

take drugs for fun / drink & get plastered

eat crisps, burgers,

convenience food

computer games

street cred /

streetwise / sussed

friends / social life

music

cars /

motorbikes youth clubsomething

for nothingsmoke

speed / exhilarationconvenience

risk taking

buy latest

clothes

peer approval

adulthood / maturity

excitement

sugar / sweets

internet

mobile phones

hair, nails, complexion

myattention

?

fun / enjoyment

plea

sure

happinesssatisfaction

families & childrenuse

NRT





7: SEGMENTATION






8:‘Exchange’ theory


The exchange of resources or values between two or more

parties with the expectation of some benefits


COSTS


A balancing act

costs benefits


A balancing act

costs benefits

1: Giving up smoking 2: Immunisation 3: Condom use

1: Saves me money

2: Peace of mind that my child is protected

3: Free from risk of pregnancy

1: Loss of enjoyment

2: Fear of doing harm

3: Lost of ‘the moment’


costs benefits

Example

Going for a Mammogram

• Fear of finding cancer• Going to the hospital • Waiting for the results • Finding a parking place

• Offer counselling• GP surgeries • Reduce wait time • Provide adequate parking


The Stacker Quad Burger

Research – plenty of it!

• Industry monitoring • Social climate monitoring• Consumer research• Family shopping behaviour

“We’re satisfying the serious meat lovers by leaving off the produce and letting them decide exactly how much they can handle”

Denny Marie PostChief Concept Officer Burger King

“We listened to consumers who said they wanted to eat fresh fruit – but apparently they lied.”

Wendy’s Spokesperson

“Healthy eating is more a state of intention than it is of action” Burger King

“Anti fast-food backlash”

“A typical buyer isn’t driving in there with a BMW and an expense account. They’ve got a couple of bucks in their pocket and their big objective is to get full”





7: SEGMENTATION






9: Ethical considerations



Road Crew17% fall in alcohol related crashes Self sustaining & cost effective


working to realise the potential of effective social marketing

20 Grosvenor Gardens, London, SW1W 0DH

Phone: 0207 881 3045Fax: 0207 730 5851

Email: [email protected]: www.nsmcentre.org.uk

Thank you

Social marketing

Business

Transcript of Social marketing