Transcript DISCOVERING THE JOYS OF SOCIAL MARKETING

DRUNK DRIVING:
GAINING GROUND
THROUGH THE USE OF
SOCIAL MARKETING
Michael Rothschild
School of Business
University of Wisconsin-Madison
POP Conference
September 25, 2006
TODAY’S AGENDA
Developing a conceptual base
What is social marketing?
How does it relate to problem oriented
policing?
Applying the concepts to practice
Alcohol impaired driving (AID)
TWO QUOTES
TO INSPIRE YOUR THINKING
“Role of government is to create
opportunity; role of citizen is to seize
opportunity”
“Organize policy and strategy so that self
interest does what the community
requires”
PUBLIC SAFETY
BEHAVIOR MANAGEMENT
Three major classes of strategic tools:
Education / Communications / Messages
Environmental Change / Social
Marketing / Situational Prevention /
Problem Oriented Policing / Outreach
Enforcement / Force of law
A BIT OF COMPARISON:
SOCIAL MARKETING AND
PROBLEM ORIENTED
POLICING
POP: Increase the barriers for, and
reduce the rewards of, the behavior to
be reduced
Social Marketing: Increase the benefits
of and reduce the barriers inhibiting
the behavior to be increased
UNDERLYING ISSUES THAT
DRIVE SOCIAL MARKETING
Customer Focus
Customer Disconnects
Customer Accommodation
CUSTOMER FOCUS
Self interest
Free choice
Power
Competition
COMMERCIAL AND
PUBLIC SAFETY ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing appeals to immediate
self interest
Public safety campaigns often ask for:
Behavior that is opposite of self interest
And may be opposite of current behavior
And may never clearly benefit the person
PUBLIC SAFETY ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing acknowledges:
Consumer has free choice
Consumer has power
Competition in the marketplace
Public safety campaigns often neglect:
The power residing in the consumer
The competition inherent in free choice
CUSTOMER DISCONNECTS
AND SEGMENTATION
A continuum of targets
Stages of change
Motivation, opportunity and ability
SEGMENTING ON
WILLINGNESS TO BEHAVE
Prone to
Behave as
Desired
Easy to See or
Convey Self
Interest
Education
No/weak
competition
Unable to
Behave as
Desired
Need to See and
Receive Benefits
Envirnmnt
Marketin
g
Passive/active
Competition
Resistant to
Behave as
Desired
Can’t See and
Can’t Convey Self
Interest or
Benefits
Enforcement
Unmanageable
competition
SEGMENTING ON STAGES OF
CHANGE AND WILLINGNESS
TO BEHAVE
Prone
Unable
Resistant
Awareness
Education
Education
Education
Attitude
Education
Mktg,Educ
Enforce,Educ
Trial
Behavior
Education
Marketing
Enforcement
Repeat
Behavior
Education
Mktg,Educ
Enforcement
SEGMENTING ON MOTIVATION,
OPPORTUNITY, ABILITY
Behavior = f (M, O, A)
Motivation:
Self interest
Group norms
Opportunity
Environment allows behavior
Add benefits
Remove barriers
Provide incentives
Ability
Skills and proficiency
MOTIVATION
OPPORTUNITY
ABILITY
yes
no
yes
yes
no
no
yes
no
MOTIVATION
OPPORTUNITY
yes
yes
no
no
yes
no
prone to
behave
unable to
behave
education
marketing
resistant
to
behave
resistant
to
behave
unable to
behave
unable to
behave
education
marketing
education
marketing
resistant
to
behave
resistant
to
behave
ABILITY
yes
no
enforce
education
marketing
enforce
marketing
enforce
education
marketing
enforce
CUSTOMER ACCOMODATION
Increase benefits
Decrease barriers
Making it fun, easy, popular
Fitting into the daily hassles of life
Helping those unable to behave
COMMERCIAL AND
PUBLIC SAFETY ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing recognizes
People’s desire for fun, easy, popular…
Easy: fitting in with daily hassles
Public safety campaigns often focus on:
Long term issues
Stop doing what is fun, easy, popular
Add a new hassle into hectic life
COMMERCIAL AND
PUBLIC SAFETY ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing recognizes
People’s inability to behave as they wish
Public safety campaigns often neglect:
Environmental barriers
Difficulty in behaving
Disconnect between AWARENESS,
ATTITUDE, and BEHAVIOR
Disconnect between MOTIVATION and
BEHAVIOR
WHAT IS MARKETING?
…Creating, communicating, and delivering
value to customers…
…Managing customer relationships…
…Benefiting the organization and its
shareholders.
(American Marketing Association 2004)
--also-Achieving our goals by meeting the needs of
others and providing benefit to those
others.
REDUCING ALCOHOL
IMPAIRED DRINKING
The Goals:
To reduce alcohol related crashes by 5%
To be self sustaining after one year
To demonstrate the value of social marketing
SOCIAL MARKETING PLAN
Talk to expert observers
Talk to target
Create toolbox of ideas
Take toolbox into several communities
Become a local force
Create local coalitions
Develop, market, advertise products
Observe the outcome
DEVELOPMENTAL RESEARCH
7 focus groups with expert observers
11 focus groups with target
Describing 21-34 single men
What are they looking for?
Why do they drink?
Why do they drive after drinking?
Why don’t they drive after drinking?
Decision making processes of target
In sum: Benefits, barriers, change
behavior
3 Cs OF MARKETING
Competition
Customer
Company
DEVELOPMENTAL RESEARCH
The target (Customer)
Primarily 21-34 single guys, rural
Blue collar and farm worker
High AW and positive ATT re issues
Competition has huge market share
“I can drive myself home”
Often no alternative way to get home
Negative: lots of worry late in evening
Our product capabilities (Company)
A ride service unique to each community
WHY DO THEY DRINK?
It’s what you do; to get drunk
Impress friends with drinking ability
Escape the reality of daily problems
Overcome fear, inhibitions
Let’s them become someone else
WHY DO THEY DRIVE
AFTER DRINKING?
To get home
Don’t want to leave car behind
Hassle to get back to car in morning
Alternatives are not available
Social pressure; everybody does it
To be cool
Unaware of impairment; become fearless
Low risk of getting caught; weak
enforcement
A FEW OTHER KEY FINDINGS
Different phases of evening
To bar, between bars, back home
Get target to bar without car
Vehicles need to be appealing, cool
Willing to pay for service
BRIEF SKETCH OF PROGRAM
Rides to, between and home from bars
Desirable vehicles and allow drinking
Reasonable, but self sustaining fees
Each community:
Begins with our research and strategy
Develops unique program for community
PARTNERSHIPS AND
COALITIONS
Public: NHTSA; WisDOT
Private: Miller Brewing; Tavern League
Community:
community leaders and local govt
local media
local law enforcement
local bar owners and staff
public health workers
advisory board of target members
(view video here; it can be found
at www.roadcrewonline.org )
OBSERVING THE OUTCOME
Phone survey
Post test only in treatment communities
Awareness, attitudes, and perceptions
General population, target, city leaders, bar
workers
Sales record
Each ride is potential alcohol related crash
Count rides versus crashes, OWI, injuries, or
deaths
Bar coupon survey
Pre and post test
Treatment and control group
Admitting drinking and driving w/ anonymity
SOME
ST
1
YEAR RESULTS
High AW and favorable ATT
BEH: ~20,000 rides in three communities
Est. 17% crash decline from previous year
No increase in individual consumption
Fewer incidents per two week period
Cost per crash: $56,000
Cost per crash avoided: $15,000
3 YEARS LATER
2 of 3 communities are self sustaining
We’ve become part of local culture
>45,000 rides given
New funding for 3 more communities
>4,500 rides given
Will add 3 communities each year
See website for details and video
WWW.ROADCREWONLINE.ORG
THE EXAMPLE FITS
THE CONCEPTS (PART 1)
Self interest: need to drink, but not to
drive
Little power: laws are weak or not
enforced
Competition: impaired driving is
acceptable
AW, ATT but no BEH: want to behave,
but unable to do so
THE EXAMPLE FITS
THE CONCEPTS (PART 2)
MOTIVATION, but no OPPORTUNITY or
ABILITY: want to behave, but unable
to do so
Increase benefits: fun and easy; party
without worry
Decrease barriers: unavailable and uncool
Fit into life: rides to, between, and home
Creating and delivering value: new
product
7 IDEAS TO BUILD BETTER
PUBLIC SAFETY MANAGERS
THROUGH MARKETING
Accommodate self interest
Accommodate competitive marketplace
Accommodate our lack of power
Create benefits
Reduce barriers
Make benefits accessible
Fit into daily processes and hassles of life
… AND, REMEMBER…
People are rational
They make their own best decisions
Within their own view of world
We need to understand these views
And the processes leading to decisions
We need to accommodate these views
We do this by listening
We do this with local coalitions