Setting the Context

• Eda Colbert – Marketing Director British Council

Learning Objectives

• An understanding of why developing products and programmes around customer/audience needs is essential

• Practical knowledge of how to use marketing tools through the product/programme development process

• How to commission and utilise research effectively• A thorough understanding of market analysis and

trends

The “Marketing Line”

• Where are you on the marketing line?

• Where do you want to be after Wednesday?

Expectations

• What are your expectations – what do you want to achieve?

• Working in groups for 5 minutes

• Feedback from all to Mike

Introduction

Understanding our Customers/Audiences

John Bromley

Expert defined objectives and targets

Expert knows best model

Consumer wants and needs

Insight driven model

Difference of approach

Why this approach?

• Research expensive – a luxury we can’t afford?

• More expensive than wasting Millions of £’s on programmes nobody wants

• Alienating our audience?

The Difference between sales and marketing

• Sales is “finding customers for existing products and trying to persuade them to buy them”

• Marketing is “ discovering the wants of a target audience and then creating the goods and services to satisfy them”

Customer Orientation

Developing a full understanding of your audience, based on good market and consumer research and combining data from different sources.

“Customer intelligence is now a key factor

in differentiating winners from the losers..” Business Week Best Performers 2007

Developing Insight

Marketing is driven by ‘insights’ that are able to provide a guide for

selecting and developing programmes.

Act on ‘insight’ – what really motivates people?

What moves and motivates!

It’s not just about collecting lots of data…

…but developing ‘actionable insights’

Moving beyond the data

• Important to move away from simply identifying and collecting a wide range of information, data and intelligence

• Towards identifying potential ‘insights’ within the data and intelligence – and then testing these with the audience

Source: Government Communications Network

The journey…

Segmentation

Using segmentation to look at the audience and try to identify sub-groups (segments) that may have similar needs, attitudes or behaviours.

SegmentationYoung Upwardly Mobile Professional People

Double Income No Kids

Destitute Unemployed Mature Professional

Person Inheriting Parents Property

Self Centred Urban Male

Single Income Loads of Kids

Single Income No Boyfriend Absolutely Desperate

Single income Two Children Outrageous Mortgage

Well-Off Older Person

YUPPIES

DINKE

DUMP

PIPPIE

SCUM

SILKY

SINBAD

SITCOM

WOOPIE

The importance of segmenting

English Language Programme

The importance of segmentingEnglish - Marketing Strategy based on insight/segmentation

Break down the audience into clusters with targeted marketing programmes for each group

Competition

Understand what competes for the time and attention of the audience - internally (psychological) and externally

everyday life !‘Competition’

reality check‘Competition’

Exchange

Understand what the person has to give (costs) in order to get the benefits proposed.

costs benefits

A balancing act

benefits

Example: Signing up to a BC Programme

• Expense of joining

• Will I be the only one?

• I don’t have enough time

• Staying in/going out

• I’m too busy at work

• Free/subsidised

• Friends/colleagues

• Work encourages

• Work incentives

costs

Product Development Process

• Defining Aims – what outcome are we trying to achieve?

• Identifying potential audiences/customers• Who are stakeholders and partners• Segmenting our audiences/customers• Understanding/insight into these audiences/customers• Understanding Competition• Barriers and Incentives• Product development – testing• Evaluation

Break

• 11.00 -11.30 – please be back on time

Product Development Process

• Defining Aims – what outcome are we trying to achieve?

• Identifying potential audiences/customers• Who are stakeholders and partners• Segmenting our audiences/customers• Understanding/insight into these audiences/customers• Understanding Competition• Barriers and Incentives• Product development – testing• Evaluation

Why do we need marketing throughout the development process?

• No end of marketing activity can cure the “wrong” product

• Milk – a warning!

‘Got Milk’ campaign

Got milk?

• Highly successful campaign

• Over 90% awareness

But did the campaign increase

longer term sales?

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10000

1994 1995 1996 1997 1998 1999 2000

Consumption Media Buy Awareness

Using Marketing tools can help you get the right product

Marketing needs to be involved at the start, middle and end of the product development process

Delivering and Measuring Impact

• Is it purely about numbers or the actual impact our programmes have?

• When we begin the product/programme development process do we think enough about what we want to actually achieve?

• Understanding the “numbers” is an important element but its really the outcome that matters!

Aims and Objectives

• Aim – broad strategic purpose

• Objective - A specific measurable goal whose achievement will contribute towards the aim

Objectives should be S.M.A.R.T

– S pecific: not open to different interpretations.

– M easurable:

– A chievable: with the resources that are available.

– R eliable / realistic: durable & consistent data can be gathered

– T ime bound: can be measured within the time frame of the intervention

Group Exercise

• Choose one British Council product or programme• What is the programme trying to achieve – what is

the overall aim?• What is the success criteria - how will we know if

we have achieved our aim?

• Group Feedback

Summing up

• We need to focus our energy in trying to understand our customers before we develop products

• Understanding what we are try to achieve is critical

• Next sessions will give you the tools to enable you to do this

LUNCH

• 13.00 – 14.00 – please be back on time

The Case Study

• John Bromley to introduce the case study

• Aims and objectives

• Case study representative – not looking to have an answer – “a learning tool”

How will we work with the Case Study?

• Workshop – objectives developing skills and expertise

• Case study - utilise these tools on a real life example to help demonstrate and embed the “theory”

• The project team will utilise our work over the next few days in the product development process

• Don’t worry – all the learning is transferable!

Rajasthan Artisans/crafts people

• Programme aims – to encourage the development of artisan/craft industry in the region

• Developing partnerships to secure the long term future of the skills and expertise of the craftsmen and artisans

Defining aims and objectives

• Group Session– What is the overall aim of the programme?– What are the objectives of the programme?

• Remember - SMART

• Try to concentrate on the “end users” and outcomes not on numbers

Customer mapping

• Remember - what are we trying to achieve – so who do we need to engage with to do this

• Try to build customer maps of key people we want to attract to take part in the programme

Stakeholder Mapping

• We now have your key target audience/customers

• What we need to do now is to determine the key partners/stakeholders that we need to engage with.– Try to think about “gate keepers” and “intermediaries” to

your target groups– Who is important and has influence on your target

groups but also within/outside the British Council?

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 in the Automotive sector

eg: Honda

The importance of segmentingEnglish Language Programme

The importance of segmentingProduct/programme Strategy based on segmentation

Break down the audience into clusters with targeted and differentiated marketing

programmes/products for each group

Rajasthan Artisans/crafts people

• What are the main types of people that we want to attract into the programme?

• Things to think about– Urban/rural– Countries/regions– Sex and age– Living environment

Summing up

• Many thanks for your enthusiasm

• We start tomorrow at 9.00

Day 2

• Recap – where did we get to?

• Insight• Research• Competition• Barriers and Incentives• Product

Insight

A deep ‘truth’ about the customer based ontheir behaviour, experiences, beliefs, needsor desires, that is relevant to the task orissue and ‘rings bells’ with target people.

Difference of approach

www.wholetruth.com

Example: Young people & smoking

‘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

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 messages

You want to rebel, we’ll give you a chance to rebel!

The tobacco industry is out to control you!

We have ways you can rebel

Percent in Florida public middle and high school students Who smoked cigarettes on one or more of the past 30 days

How do find out about what is important to our audiences/customers?

• Building up a picture of their lives – in essence “what makes them tick?”

• Group Work• Using magazines, scissors and glue we would like

you to make up a “mood board” of one of your target groups’ life

• We would like you to present as that person

What you may want to consider

• Where do they live - what is their neighborhood like?• Friends and family• What products do they consume - where do they go to buy,

what products/services are important to them• Hobbies and habits (good and bad)• Attitude to education/careers• Work and attitude to free-time• What’s impacted on their lives, who do they consider role

models

• What makes them the person that they are today?

Comparing our perceptions with the “real thing”

• Our perceptions of our audience could be correct or it could be wrong – how do we know?

• Young people especially!

• Young people - often seen as very selfish?• How do you get them to do something?• Seat Belts

‘Think Road Safety’ Campaign

‘I don’t want to live with the guilt of killing

someone else’

When and how to commission research

• Our perceptions of audiences are often not enough to find real insight

• Commissioning research - do as much as you can in-house

• Primary and secondary research• Identifying aims and objectives• Identifying/prioritising audiences• What are the questions you want answering?• Can you do some of the analysis yourself?

Break

• 10.30 – 11.00

Presentation by Mike Coney

• Research – Raajasthan 2009

Lunch

• 13.00 – 14.00, try to be back on time

Competition

• What is competition?• Its not just about direct competitors but also other

things your target group might prefer doing with their time!

‘Competition’ everyday life !

‘Competition’ reality check

Group work - Competition

• You have your target group• You have your perceptions of your target group• You have research on your target group

• What is the competition that could affect your target group taking part in the programme?

costs benefits

Example: Signing up to a BC Programme

• Expense of joining

• Will I be the only one?

• I don’t have enough time

• Staying in/going out

• I’m too busy at work

• Free/subsidised

• Friends/colleagues

• Work encourages

• Work incentives

Barriers and Incentives

• What are the barriers to stop your target group being involved in the programme?

• Can you overcome these barriers by providing incentives?• What can we do to adapt our programme to make it more

attractive?• Where should we market our product?• Where and when should we offer the product?• What could we do in terms of price/cost?

Final Group Work

• Using the information that has been developed over the last two days we would like you to prepare a very brief presentation to include

• What is the aim and objectives of the programme?• Who is the target group?• What do you think are some of the key insights of this

group?• What is the main competition?• What are the key features of the product?• What are the main barriers and what incentives would you

offer to overcome the barriers?• What should the programme do?

Final Summing up

• Reviewing learning objectives and expectations• Taking this back to work – group discussion

• The Marketing Line – where are you now?