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Social marketing patrick ladbury nsmc
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www.thensmc.com Commercial Marketing and Social Marketing The same or different? Patrick Ladbury
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Presentation from Patrick Ladbury, NSMC at the CIM Good Marketing Conference, ARU Chelmsford on 30 November 2012
Transcript of Social marketing patrick ladbury nsmc
www.thensmc.com
Commercial Marketing and
Social Marketing
The same or different?
Patrick Ladbury
Who are we?
Health promotion & social marketing
• Audience focussed
• Not everyone is the same
• Determinants that influence behaviour
• Return on investment
Commercial & social marketing
• Marketing misunderstood
More than just communications
Commercial & social marketing
• Marketing misunderstood
• Same godfather
• Similar tools and techniques
– Market research
– Products or services that meet the audience’s needs
– Competition analysis
– Translate customer insight into customer value
• Return on investment
• Who are your target audience and segments?
• What resources, products or services are currently available?
• What prevents them from carrying out the behaviour?
• What would motivate them?
• What can you influence/change?
• How will you measure and sustain your programme?
Key questions to ask?
What is Different?
How and for what purpose the tools are used?
• Behaviours looking to influence
What is Different?
‘It’s much harder to change smoking behaviour, than it is to get someone to change their
chocolate bar’
Mark Blayney Stuart, Head of Research, CIM
What is Different?
How and for what purpose the tools are used?
• Behaviours looking to influence
• Segmentation
Example of segmentation in action
What is Different?
How and for what purpose the tools are used?
• Behaviours looking to influence
• Segmentation
• Benefits – short term v long term
Why do people do what they do?
When they get some benefit out of it..
Benefit = ‘Health’
Benefits = Convenience, time to treat yourself, happy
family
Why do people do what they do?
When they get some benefit out of it..
BENEFITS
BEHAVIOUR CHANGE
BARRIERS
What can you offer me that is better than what
I’m currently doing or what I currently have?
What is Different?
How and for what purpose the tools are used?
• Behaviours looking to influence
• Segmentation
• Benefits – short term v long term
• Competition
• Measurement
Learn from the Competition
Formula Milk
If you want to encourage breastfeeding, we need to consider the benefits
offered by the formula option and consider how we might offer, or counter
these..
• Fewer feeds, less tiring
• More freedom
• Other family members can help and bond with
baby
• Easier to know how much baby is getting
• Less embarrassing in public
Learning from each other
• Commercial marketing
• Benefits
• CRM and long term relationship with a customer
• Brand and long term view and budgets!
• Measurement
• Social marketing
• Understand more complex behaviours
• Wider influence on behaviours
• Partnerships
• Community engagement
Conclusion – coming together
Michael Porter – Harvard Business Review 2011
‘Companies must take the lead in bringing business and society back together .... Creating shared value’
• CIM MIG ‘Shape the Agenda response paper’
www.cim.co.uk/events/MIGs/socialmrktg.aspx
