Social marketing approaches to changing alcohol-related behaviours: Focus on Segmentation Delivered by: Sam Revill, Regional Development & Support Manager Delivered to: East of England PCTs & Regional Alcohol Network Date: Monday 28 th September 2009 Venue: Homerton College, Cambridge

Overview Why segment? Some examples Segmentation applied to alcohol related behaviours

clear communication eager & receptive audience! It would be great if... …& wealthy one!

PM’s Strategy Unit reports Personal Responsibility Cultural Change THE INDIVIDUALTHE WIDER SOCIAL CONTEXT

What is segmentation?

Segmentation approach Key features to look for

Segmentation is the process of subdividing a population (or ‘market’) into distinct groups that share common features, eg: may behave in similar ways, or have similar needs or attitudes Helps us to consider and develop tailored approaches to different audience segments – helps us developed ‘valued products and services’ specifically for them Can help in addressing challenging inequalities – Some groups with greatest needs can respond less well to traditional communications type approaches – they may also be under-served or not-well-served by existing services Enables us to consider how to prioritise people/groups that will be key to achieving programme aims and objectives Segmentation

Importance of segmenting Substance abuse – traditional messaged-based approach MESSAGE “Don’t sniff glue or aerosols, they can kill you” How terrifying, I won’t be doing that! So what ? Hmm, I didn’t know you could sniff glue – I’ll give that a try! It’s a kids drug, I wouldn’t be seen dead doing that.

Break down the audience into clusters with tailored interventions for each group tailored approach tailored approach tailored approach tailored approach Importance of segmenting Adopting a tailored social marketing approach

10 Ideally, each consumer should be treated differently and made a unique offering. This isn’t practical, so consumers are grouped according to similarity of needs/desires. Research is used to understand how different people are responding to an issue – what ‘moves and motivates’ them Service, product and message design needs to target these clusters Why segment?

Range of segmentation options Demo-graphic BehaviouralPsycho-graphic Geo-graphic Age / Life-stage Gender Family Size Income Occupation Education Social Class Postcode / Locality Community / Village Town / City Rural / Urban density Region National boundary Occurrence & frequency Degree or duration of behaviour Context and location of behaviour Public / Private nature of behaviour Degree of social acceptability / stigma Extent of actual (or potential) benefits Attitude to behaviour (problem & desired) Extent of related service / product usage Attitude & readiness towards change in relation to problem & desired behaviour Ability to achieve & the access issues Attitudes and readiness to adopt Degree of positive motivation Degree of resistance Personality profile / type Values (personal & community) Beliefs & Perceptions Knowledge & understanding Self-efficacy / Self esteem Degree of dissonance (stated vs actual) Adapted from Kotler, Roberto, Lee (2002) Religion Race Sexual identity Physical ability Health status Lifestyle / Generation Identity / Nationality Continent / Global region Climate Physical environment Ability to access Mobility / Transportation

How to prioritise segments Donovan’s TARPARE approach TTotal number of persons in the segment; AR Proportion of At Risk persons in the segment; PPersuade-ability of the target audience; AAccessibility of the target audience; R Resources required to meet the needs of the target audience; EEquity, social justice considerations.

Segmentation: attitudinal, behavioural Attitudes and beliefs: “I am more confident when I’ve had a drink” “ a drink helps me relax” “my drinking doesn’t harm me in any way” Behavioural: how often; with who; when; influences of routines; where; what

Core Secondary 10 Older spirit drinkers12 Unhealthy drinkers13 Struggling drinkers 8 Drinking man on the street 9 Drinkers with children 0.46% adults; 0.69% chronic, 0.93% acute admissions 4.04% adults 2.5% adults 4.04% adults; 6.41% chronic, 8.38% acute admissions 2.5% adults; 3.35% chronic, 5.49% acute admissions 15.27% adults; 18.51% chronic, 18.53% acute admissions 8.49% adults; 9.18% chronic, 14.11% acute admissions Who we are talking to…

Thank you National Social Marketing Centre c/o Consumer Focus 20 Grosvenor Gardens London SW1W 0DH phone: web: