1. Social marketing
4 Sep 2009

2. Margaret Byrnes Director The Bridge

3. Today What is social marketing? Process model
Principles of good social marketing – real life examples
Whatever you do, don’t ……..
Top tips

4. Power of marketing
The art of ensuring your offering fits the needs, emotions
and lifestyles of your target audience.
So often used for ‘negative’ behaviours, can it be
used to for ‘positive’ ones?

5. Social marketing
An approach to planned social change using marketing principles for social rather than consumer behaviour
Often targets complex behaviours
With delayed and distant benefits
To people who don’t want to change or don’t think it is an issue or a problem
Leader not a follower

7. Process model
Scope
Develop
Implement
Evaluate
Follow -up

8. Scope Scope Examining and defining the issues
Stakeholder identification and engagement
Review evidence and practise
Clarify aims
Interventions mix
Ethics
Behavioural goals
Develop initial proposition

9. Develop
Scope
Develop
Testing out the proposal- and developing an intervention
Understand your consumer
Dig for insights
Research, research, research……(and theory)
Segmentation and targeting

10. Behaviour change model
Stage
What does it mean?
Marketing and Communications Task
Pre contemplation
Unaware of the problem or issue
Create awareness – change values and beliefs
Contemplation
Becoming aware of the issue and start to consider it in light of their lives
Persuade and motivate
Preparation
Determine what they need to know or do to change their behaviour
Educate, give information
Action
Trial the alternative behaviour
Maintenance
Adopt the alternative behaviour long term – becomes the normal behaviour
Reinforce the change, reminder communication

11. Develop
Testing out the proposal- and developing an intervention
Understand your consumer
Dig for insights
Research, research, research …(and theory)
Segmentation and targeting
Check aims and behavioural goals – know your competition
Develop your mix – product, policy, training, promotion
Stakeholder engagement – or fail
Scope
Develop

12. Implement Scope Develop Implement The most visible bit
Interventions / campaign
Live refinement and adjustment – dynamic process
Maintain stakeholder engagement
Record and capture

13. Evaluate Scope Develop Implement Evaluate
Dedicated to examining and reviewing the intervention
Target audience – changes
Achievement of aims – short term and long term
Opinions of stakeholders
Wider societal reactions
Impacts –(including unintended)
Learnings
Cost assessment

14. Follow up Scope Develop Implement Evaluate Follow -up
Really important dedicated stage
Implications and learnings arising from evaluation
Capitalise on achievements
Long term aims
Review findings and feed into other interventions
Inform the scoping of new work

15. Process model
Scope
Develop
Implement
Evaluate
Follow -up

16. Guiding Principles of Good social marketing
Uses consumer research and testing
Teen smoking
Challenge the cool
Boys not that impressed
Tricky – use the music video to challenge the glamour

17. Guiding Principles of Good social marketing
Makes use of theory
(- rehearsing a situation…)

18. Guiding Principles of Good social marketing
Uses segmentation and targeting
HPV
Girls want to be grouped together
Parents want their place
Harder to reach groups

19. Guiding Principles of Good social marketing
Plans for all outcomes
Smoking Cessation
Introduced a DVD to reduce drop off from DRTV

20. Guiding Principles of Good social marketing
Is insight driven
Binge drinking
Objective to reduce admissions to A&E, accidents, out of control
Insight- fear of making a fool of yourself in front of your peers

21. Guiding Principles of Good social marketing
Works at creating an attractive and motivating exchange
Give blood
Small hassle for you – save
someone’s life.
Being asked personally

22. Guiding Principles of Good social marketing
Understands the competition

23. Guiding Principles of Good social marketing
Doesn’t expect communications to do the whole job
Smoking
Passive smoking
Cessation Services
Legislation

24. Big mistake…. Knowledge does not change behaviour
Assume people are interested in what you have to say
Just because people do stupid things does not mean they are stupid – Dick Eiser, psychologist.
Don’t confuse doing good with doing a good job

25. Top tips
Start with your audience, not your message – It’s all about them.
Listen and show that you heard.
Go beyond communications.
Get your exchange right – no-one buys a box of ‘health’.
Make an offer – if it’s rejected, be ready to go back, change your offer and try again. You might not get it right first time.
Fish where the fish are- know your audience and go to them.

26. Thank you.
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