Introduction to Social Marketing

Warsaw

10 September 2009

John Bromley

Learning Objectives

• An understanding of the basic concepts and tools of social marketing

• Knowledge of how to use social marketing tools and commission social marketing projects

• Description of some examples of good practice in the UK

Expert defined objectives and targets

Strategies: programmes and plans

Moving toward consumer orientation

Implementation: adapt to consumer wants and needs

Evaluate programme and plans

Expert knows best model

Consumer wants and needs

Policy objectives and targets

Marketing strategy

Evaluation

Learning and refinement

Insight driven model

Conspiracy of passive failure

We know that some programmes and campaigns are window dressing but we still do them.

Information giving is often the default option when issues are hard to deal with

Why: Pressure to be seen to be acting

The desire to help

Poorly developed skills andunderstanding in population behaviourChange

Short term policy planning budgetingand review

crafting ‘our messages’

communicating the messages

Communications & message based approach

accurate / relevant / clear creative / clever / funny / impactful / interesting / attention grabbing / etc

Starts with the customer and what’s important to them

Customer based social marketing approach

understanding the customer

directly informing intervention options (marketing mix)

generating ‘insight’

what ‘moves & motivates’

Difference of approach

Marketing works to make things:

&

often we offer:

worthysensible

healthy

adult

matureremoving risks

& excitement

hard to do

challenging

impossible!

extra

effort

less convenient

time consuming

facing on

my own

feel a sissyeveryone else

enjoying themselvesothers think

I’m judging them

isolating

uncool

Short term BENEFITS

rewards

Longer term COSTS

consequences

Marketers offer:

Enjoyment now! Health problems in later years

Longer term BENEFITS

Short term COSTS

What we offer:

Reduce your pleasure from foodYour health in 20 years time

Longer term BENEFITS

Turning intomore immediate

BENEFITS

Short term COSTS

Reducing Make our ‘product’

&

We need to

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?

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

datapre-testingsharing &applying

understanding insightsources ofinformation & intelligence

WHAT? WHY? SO WHAT?

DataUnderstanding

Insight

Source: Government Communications Network

The journey…

Facts & observations related to our insight task

Explaining what’s going on

The deep truth that strikes a chord with people

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 segmentingDon’t smoke

MESSAGESmoking kills – stop smoking

I won’t, I don’t

want to die early

So what

?It’s the thrill of

doing something dangerous that

attracts!

I know it’s dangerous and I’ll give

up later

The importance of segmentingTobacco Control Strategy

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

CB-S 2006

Competition

Exercise more

Stay in school

Wear a seatbelt

Don’t smoke

…or drink

Exercise

Eat 5 a-day

Don’t carry a knife

Etc, etc, etc

OR

sex

available time / boredom

take drugs for fun /

drink & get plastered

eat crisps, burgers,

convenience food

computer games

street cred /

streetwise / s

ussed

friends /

social lifemusic

cars /

motorbikesyouth club

something for nothing

smokespeed / exhilarationconvenience

risk taking

buy latest

clothes

peer

approval

adulthood / maturityc

excitement

myattention

?sugar / sweets

internet

mobile phones

hair, nails,

complexion

families & children

everyday life !‘Competition’

cream cakes

‘Competition’

myattention

?

safer sex

HIV/Aids

conserve energyavoid drugs &

limit alcohol

‘5-a-day’ eat fresh

fruit & vegexercise /

physical activity

report crim

e

claim benefitsreport domestic violence

‘Think!’

road safety vote

tax returns

don’t smoke

don’t speed

don’t drink drive

cross road safely

use public transportvolunteer

park & ride

‘rat on a rat’

get child immunised

sex

available time / boredom

take drugs for fun /

drink & get plastered

eat crisps, burgers,

convenience food

computer games

street cred /

streetwise / s

ussed

friends /

social lifemusic

cars /

motorbikes youth club

something for nothing

smoke

speed / exhilaration

convenience

risk taking

buy latest

clothes

peer

approval

excitement

sugar / sweets

internet

hair, nails,

complexion

myattention

?

fun / enjoyment

ple

asu

reh

app

iness

satisfaction

families & childrenuse

NRT

reality check

recycle

save water

reduce salt

don’t litter

cream cakes

adulthood / maturity

mobile phones

Exchange

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

A balancing act

costs benefits

costs benefits

Stopping Smoking

• Alienation from friends

• I enjoy smoking

• It helps my nerves

• it’s part of my social life

• I’m too busy

•I tried and failed

• Free/subsidised help

• Friends can influence

• Work encourages

• Work incentives

29

Advertising has contributed to long-term Advertising has contributed to long-term decline in prevalence rates…decline in prevalence rates…

• Reduction in adult smoking prevalence from 40% in 1978 to 24% in 2005

• On track to meet the government target reduce smoking rates to 21% or less by 2010

• There are now more ex-smokers than smokers in England

• In 2006, over 50% of smokers say advertising prompted their most recent quit attempt (cf 8% in 1999)

• But routine and manual groups are being left behind

• 14% difference between professional and routine and manual!

30

Understanding the routine and Understanding the routine and manual groupmanual group

• Prevalence currently 29%

• Routine and manual workers are split 60% vs 40%, men vs women

• 42% aged 25-45 (cf 35% in general population)

• 39% have children aged 0-15 (compared to 31% of the population)

• Most prevalent in North (NW, NE, Yorkshire) and Midlands

• Employment subject to old-fashioned gender divide and concentrated in relatively few sectors

31

HGV Drivers (363,000)

Storage Handling (271,000)

Sales & Retail(233,000)

Van Drivers(174,000)

Labourers (Building) (169,000)

62% under 3568% over 45 76% more likely to be single

*Top 10 Jobs for Routine and Manual Men & Women (NRS)

Our insight generation work has taken us into Our insight generation work has taken us into

the home and workplacethe home and workplace

Sales & Retail(884,000)

Carers(581,000)

Cleaners / Domestics(549,000)

Educational Assistants(295,000)

Kitchen & Catering Assistants (288,000)

65% over 45

32

Research showed how challenging Research showed how challenging an audience they arean audience they are

More addicted than other smokers– Heavier smokers, most likely to have started before 16– Least likely to intend to give up in the next six months

Less likely to believe in/picture success– Lower self confidence, poor image on non-smokers– Peer/community pressure to smoke

Smoking plays a very important role in their lives– Signals membership of a community– Fulfils every emotional need– Smoking positives outweigh negatives

Although they try to quit at the same rate as other population groups, they are less likely to be successful

Although they try to quit at the same rate as other population groups, they are less likely to be successful

33

Key insightsKey insights

• Most family/friends smoke - a shared pastime and part of social activity

• Yet they’re made to feel like ‘social lepers’

• Negative view of non-smokers

• Relapse because of the lack of emotional support from partners and peers

34

1. Acquisition and lead generation1. Acquisition and lead generation….to stimulate quit attempts and drive significant volumesto all the NHS response channels (e.g. website or helpline).

….to trigger quitting-related actions, and quit attempts by using third party influencers, such as healthcare professionals and employers.

2. Stakeholder activation2. Stakeholder activation

…..to increase quitting success rates of those who have contacted the NHS (e.g. via the helpline, website, interactive TV or SMS) for support

3. Lead management & conversion3. Lead management & conversion

Key Marketing ActivitiesKey Marketing Activities

35

• Focus on routine and manual workers

• Not focused on mass advertising

• Integrated strategy drawing on all available marketing levers

• Marketing based on new insights

• Focused on triggering action and making quitting easier

What’s different?

Local Examples

• Smoking in pregnant mothers - Tayside, Scotland

• Vitality - Essex, England• Kick the Habit - London, England

“Give it up for Baby”

• Smoking in pregnant mothers - Tayside, Scotland

• Target - NHS Tayside reduce by 20% by 2010

• 2006/7 - only 6 pregnant women contacted smoking cessation services - no successful quitters

Insight on pregnant women

• Women in lower socio-economic groups predominant smokers (35%-40%)

• In their groups smoking a social norm• All their friends smoke - alienation if they stop• Smoking a reward• They feel clinicians don’t understand them• Want long-term support on a number of issues not

just smoking

Incentives - key to success• £12.50 shopping voucher - if they stay smoke

free• Weekly check-ups• Nicotine replacement therapy• Sustained support including debt

management, literacy classes• Training clinicians

• Results just under 200 pregnant mothers quit in first year

Vitality - England

• High rates of deprivation in South-west Essex

• Neighbourhoods - 10 years difference in mortality rates

• 40% people smoke - major health risk

• Very low rates of smoking cessation

Insight - it’s not just about smoking

• Wanted - integrated service where all health matters were dealt with, weight, stress management, alcohol and smoking

• Confused about where to go and want services were available

• Health professionals unwelcoming and didn’t understand their concerns

• Lack of confidence - “I’ve tried to quit and failed”

One-stop-shop for everything!• Health and wellbeing centres• Clearly signposted with recruitment

campaigns in doctors, supermarkets, work places

• Free access to stop smoking health kits• One to one support and drop in sessions• Walking, running, cycling groups - social

centre for the area

• Results - exceeded previous year smoking cessation by 32%

Kick the Habit - football and smoking• Smoking in Greenwich, London very high

rates - 45% men in lower social classes• Men - a key target

• Football - men “live and breathe”• Need incentives• Non clinical environment• Mutual support

Smoking cessation - run by football• Charlton Football Club• Coaches/players involved in sessions at

convenient times• Recruitment through workplace/social

environments• Football related rewards - tickets• Younger men - coaching• Non-clinical environment• Full health MOT’s

Final thoughts

• It’s really all about listening to the people you’re trying to help and then acting on the insight you’ve gained

• It’s not complicated and we’re here at the National Social Marketing Centre to help.

• www.nsmcentre.org.uk

Implement

EvaluateScope

Develop

Social MarketingProcess

Objectives,Audiences,

insight

BenefitsBarriers

Product implement

Impact - objectives

A Final thought!