Transcript Social Marketing

Reaching the Hard to Reach
Embedding social marketing in the FRS
Are we doing it right?
Is it the most efficient approach?
What are we trying to achieve?
Changing behaviour
Definition of ‘hard to reach’?
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Hard to find
Difficult to get through to
Won’t listen
Refuse to be influenced
Disinterested
Fire risk not on their radar
Not hearing us
Don’t have the same values as us
Suspicious of authority
Don’t speak our language
Or could mean they are groups that WE:
• Do not understand
• Form stereo-types about
• Make decisions for them on what they need to
hear
• Make feel even more excluded from society
• Put off by telling them what they should be doing
Who is to blame?
Them
Us
Knowing our
audiences
Switching focus
Raising
awareness
Changing
behaviour
Switching focus
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Professional led
Telling and selling
Raising awareness
‘Paternal’ approach
One off ‘campaigns’
Focus on problems
Operational focus
To general population
Compartmentalised
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Consumer led
Relationships/marketing
Changing behaviour
Treat audiences as equals
Sustained approach
Focus on opportunities
Strategic approach
Segmented and tailored
Whole system approach
FRS messages alone:
Pull your finger
out
Never leave
cooking unattended
Get a smoke
alarm
Wear a
seatbelt
Request a
HFSC
Don’t overload
sockets
Close doors before
you go to bed
Put it out,
right out
Plan an escape
route
Hard to reach
NOT
Impossible to reach
See the world through their eyes, get into their
heads
What is Social Marketing?
It is not…
– Promoting public sector ‘brands’
– Advertising for social good
– Social media
– Just another public sector fad
What is Social Marketing?
• It is…
– Using proven marketing techniques to change
behaviour, rather than to ‘sell stuff’
What is Social Marketing?
“…the systematic application of marketing,
alongside other concepts and techniques,
to achieve specific behavioural goals
for social good”
(French, Blair-Stevens, 2006)
Social Marketing for the FRS
The systematic application of marketing,
alongside other concepts and techniques,
to achieve specific behavioural goals
to improve safety and reduce death and injury
What is Marketing?
• Driven by understanding the consumer
• Offering them a good deal
• Understanding the marketing environment
– Internal: resources and capabilities
– External: competition and wider picture
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Segmentation, targeting and positioning
Theory-based and informed
The marketing mix - not just advertising
Research and evaluation
at every stage
The customer is at the heart of
everything Social Marketers do
Behaviour change is our main goal
THE PERSON
SOCIAL
MARKETING
THE BEHAVIOUR
Social environment
Specific
Physical environment
Motivations/barriers
Hope and dreams
Pros and cons
Fears and constraints
Why don’t they do it already?
Personality
The Social Marketing Process
• Learning about consumers/the desired behaviour
• Offering them a better deal than current behaviour
• Understanding
– Internal: people, knowledge, skills, contacts etc.
– External: current lifestyles, competition
The Social Marketing Process
• Learning about consumers/the desired behaviour
• Offering them a better deal than current behaviour
• Understanding
– Internal: people, knowledge, skills, contacts etc.
– External: current lifestyles, competition
• Segmentation, targeting and positioning
Segmentation,
targeting
and
positioning
D16 communities of lowly paid
factory workers, many of whom are
• Profile
of South Asian descent
– Geodemographic
– Socio-economic
• Psychographic
– Lifestyle
• Behavioural
– Benefits
sought
D24 Low income
families
living in
cramped housing
in inner city
– Perceptions
and
areas
beliefs
The Social Marketing Process
• Learning about consumers/the desired behaviour
• Offering them a better deal than current behaviour
• Understanding
– Internal: people, knowledge, skills, contacts etc.
– External: current lifestyles, competition
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Segmentation, targeting and positioning
Theory-based and informed
The marketing mix - not just advertising
Research and evaluation
at every stage
Behaviour: Dangerous driving
Who: Dangerous drivers
Where: Across UK
What: Advertising on TV, in bars etc – with
infrastructure and enforcement
How much: £60m on media
Impact: 34% fall in seriously injured/killed,
43% for children,
89% awareness for core targets
Behaviour: Drink driving
Who: Rural males, drink driving
Where: Wisconsin, USA
What: Limos between bars and back home
How much: $850,000 - now self funding
Impact: over 97,000 rides.
Prevented an estimated 140 alcohol related crashes
Saved an estimated 6 lives
What is Social Marketing?
Making behaviour change…
Rubbish Social Marketing
Let’s raise awareness!
Let’s provide info!
Let’s tell them what
needs to be done!
Let’s change their lifestyle!
Let’s do lots of posters!
Let’s change how
they think about…!
Let’s just do it – it’s
good for them…
Let’s just do what
we think’s best!
What is Social Marketing?
• Creating interventions based on audiences’ real
lives
– Their desires and needs
– Their fears and concerns
– The practicalities of their lives
• Taking interventions to where people already are
• Speaking in words/actions they understand
• Making the ‘desired behaviour’
desirable to them too
Summary
• The ‘customer’ should be at the heart of
everything we do
• Need to
– segment target groups
– gain insight into them and the behaviour
– define behaviour change with clear aims and
objectives
• Evaluation is key
– testing interventions, measuring change and
sharing learning
Outcomes from FirePRO workshop
• Community Safety and Marketing Departments
need to collaborate more
• A mix of short- and longer term solutions required
• No quick wins
• More resources needed for initial research
• Need to share resources across FRS – resulting
in efficiency savings
• Better sharing of what worked and didn’t work
between FRS
• National Social Marketing steering group?
Any questions?
[email protected]
[email protected]
[email protected]
www.nsms.org.uk