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

A way to identify Social Marketing

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

From selling what WE want…

From selling what WE want…

Health

To selling what our AUDIENCE wants

To selling what our AUDIENCE wants

To selling what our AUDIENCE wants

Easy

Convenient

Popular

Fun

Something for Me

Not as Bad

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

Understanding the competition‘our’ mission & messages

Understanding the competitionEveryday life

Understanding the competitionReality check

›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 what we offer can be:

•Boring •Difficult•Lonely

•Can you offer something:

•Fun•Easy•Popular

›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

Classifying consumers by postcode

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

CONTRO

L

SUPPORTINFORM

DESIGN

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’

CO

NT

RO

LSU

PP

OR

T

DESIGN

INFORMinform, advise, build

awareness, encourage,

persuade & inspire

SUPPORT

INF

OR

MD

ES

IGN

CONTROLlegislate, regulate,

enforce, police, require,

set standards

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

Social Marketing at work: the Lidingo case

› 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?

Thanks