WP 4: Updating the Barnsley Exchange. Working on social marketing What is social marketing?
-
Upload
amberlynn-garrett -
Category
Documents
-
view
215 -
download
2
Transcript of WP 4: Updating the Barnsley Exchange. Working on social marketing What is social marketing?
What is Social Marketing…?
The systematic application of marketing and other concepts
and techniques to achieve specific behavioural goals, for a
social or public good.
The systematic application of marketing and other concepts
and techniques to achieve specific behavioural goals, for a
social or public good.
French, Blair-Stevens 2006
The Social Marketing Difference
Social Marketing
Insight Product Message Conversation
Develop intervention (product) which is focused on the customers needs –
and makes adopting the behaviour easier
Traditional Health Promotion
Product Message CommunicateHoping the customer chooses to act
Pro
ble
m
Measure
The Social Marketing Process
• Robust focus on process, measurement and
evaluation – continuous improvement
1. Customer orientation
2. Clear focus on behaviour & behavioural goals
3. Informed by behavioural theory
4. Insight – what moves/motivates?
5. Exchange – increase benefits/reduce barriers
6. Competition – internal/external
7. Segmentation – targets specific audience groups
8. Mix of methods – right service for right people
The 8 Benchmark Criteria
1. Customer OrientationPuts the customer at the centre – seeks to understand the target audience by using a mix of quantitative and qualitative research
Vox pops
Diaries
Focus groups interviews, consultation
Existing research and publications and data
2. Behavioural Goals
We sell behaviours…
›Accept a new behaviour (plan to breastfeed)
›Reject a new potentially undesirable behaviour (encourage young people to not start smoking)
›Modify a current behaviour (responsible drinking)
›Abandon an old undesirable behaviour (stop smoking)
Behavioural Goals
› It’s about more than just telling – it’s about behaviour.
›Raise awareness of the ‘five a day’ message
Media campaign to inform the community
› Increase the number of people eating ‘five a day’.
Retailer partnership with incentives for people who buy five portions of fruit and vegetables in their shopping (encourages behaviour and provides a mechanic for measurement)
› NOTE: Awareness is acceptable, as a step on the way to achieving behaviour
3. Behavioural Theory
Social Cognitive Theory Maibach & Cotton, ‘95 & Bandura ’86)Why they do what they do
Stages of Change
Exchange TheoryHow to get them to do something else
Win:Win Not just individual needs / wants but what society allows. If exchange is intangible – need to add value / branding.
Our behaviour is influenced by internal and environmental factors. Internal – knowledge, ability, desire, attitudes. Environmental – resources, availability, accessibility.
When you know their behaviour use behaviour theory PLUS insight & experience to add ‘WHY they do what they do’….
Where people are at…
Pre-contemplation – contemplation – preparation – action – maintenance - termination
4. Customer Insight
›Taking what we know from the research as part of the customer orientation – and turn these learnings into “actionable insights”
›Find out what is going on in people’s lives to help you design a solution – don’t always rely on what people are telling you
›Ask yourself the simple question “How will this insight help me change a behaviour?”
5 & 6 Exchange and Competition
›As part of developing the insight, need to consider:
What are the costs and benefits of adopting a new behaviour?
What/who else is competing for your audience’s time, attention and inclination to change?
Consumer
Social Context Lifestyle Factors
Stress
Physical Activity
Diet
Sexual Behaviour
Drug Use
Smoking
Wider Determinants of Health & Wellbeing
Neighbourhood renewal Transport Environment Education
Employment Economy & business climate Inequalities Housing
Regeneration Crime & fear of crime Arts & culture Leisure activities
Community development & involvement
Direct & Indirect
Impact
Direct &
Indirect
Impact
Direct & Indirect Impact
Society
Communities and Neighbourhoods
Family and Friends
Individuals
Influences on the consumer
The Rational Exchange
Is most often internal:
›Psychological cost
›Social cost
›Financial cost
›Physical cost
›Time cost
›Psychological benefit
›Social benefit
›Financial benefit
›Physical benefit
›Time benefit
Incentives to reduce or increase
›Health isn’t seen as an important issue to most consumers, it’s taken for granted
›People tend to chose what’s best for them in the short term
›People ignore long-term implications
Bring real benefits to the present
›Often focused on getting people to:
–Stop doing what is fun, easy, popular
–Add a new hassle into an already hectic life
–May be the opposite of current prevailing behaviour
–Offers benefits in the distant future
Public Health Campaigns
›People’s desire for fun, easy and popular
›Easy: fitting in with daily hassles
›Need to increase benefits, decrease barriers
›Appeals to immediate self interest
Marketing recognises
7. Audience Segmentation
› Ideally we would communicate with every person individually – but this is not cost effective or practical!
›Segmentation divides an audience into groups which behave in the same way, or have the same needs – so that interventions can be tailored to suit.
›Segments can be prioritised based on a number of factors: those in need of most help, most likely to respond, quantity, health needs etc
›Enables us to focus the people/groups critical to the success of the program
Segmentation Variables
Demographic
Behavioural Psychographic
Geographic
AgeGenderLife stage/Marital StatusSexualityIncomeOccupation
World, region or countryCounty regionPostcodeCity / inhabitants sizeDensity – urban ruralHome typeHome ownershipClimate
Occasions (regular, social) Benefits (quality, service, convenience)User status (non user, ex user, potential..)Usage RateLoyalty statusReadiness stageAttitude towards product
Social ClassMotivationsAspirationsLifestyleValues BeliefsAttitudesPersonality
Adapted from Kotler, Roberto, Lee (2002)
Education Religion RaceGeneration Nationality
Example Lifestyle Group : Ties of CommunityKey Features• Young couples• Children• Family close by• Older houses• Small industrial towns• Traditional• Close knit
communities• Working family tax
credit• Inactive lifestyles
Communication• Receptive – Communal centres, Red top newspapers• Unreceptive – Heavyweight magazines, Broadsheet
newspapers
› It is not ONE activity but a mix of interventions and methods that is tailored to the audience we are working with
›The key is that this intervention is based on where our audience are now in reality not where think they are or should be
›The interventions are tailored to the outcome we want to achieve – Positive behaviours = increase incentives and remove barriers. Problem behaviours = reduce benefits and add barriers
In any marketing mix, the key is ‘What’s in it for me?’ – We need to offer benefits and incentives
relevant to our audience
8. Methods mix and interventions
CO
NT
RO
L SU
PP
OR
T
INFORM
DESIGNset environmental & physical context,
design, engineer, availability,
distribution
CONTROL
INF
OR
MDE
SIG
N
SUPPORTprovide a service support
& respond ‘give people what
they need, want, or value’
For example – childhood obesity
Educate Design
Support Control
Motivating materials
Peer led activity
Curriculum
Branding
Through partners
Cycle paths
Walking shelters
Play areas
Local food co-ops
Growing facilities
Parents Toolkit
Activities
Recipes
Cooking skills
Price promotions
Ban advertising of junk
food
Labelling
Remove excess salt
Evaluation
• If you can’t measure it should you be doing it all?1. Create a Test-Learn-Refine culture
2. Proportionate evaluation budget allocation
3. Start the process early
4. Clarity of social marketing objectives
5. Build behavioural change hypotheses to drive the evaluation thinking
6. Evaluation measures to include a ‘line of sight’ to behaviour change
7. Use a range of measures
8. Adopt a consistent and rigorous approach to evaluation
9. Maximise evaluation learning from negative sources
10. Question activities that cannot be evaluated
› Use the 8 benchmark criteria to assess a new or existing project
› Lidingo case– Problem: not enough older people attending a new venue for
social activities– Questions we asked:
» Who is your audience?» What do you want them to do?» What are the barriers?» Could you offer incentives?» What’s going on in their lives? What’s the
competition?» How can you make it fun, easy, popular?» If you started the process again, would you have
done the same thing?