* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download t work very satisfactorily. Otherwise none of us would be obese
Social media and television wikipedia , lookup
Multi-level marketing wikipedia , lookup
Market segmentation wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing research wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Digital marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Social commerce wikipedia , lookup
Marketing plan wikipedia , lookup
Sensory branding wikipedia , lookup
Target audience wikipedia , lookup
Marketing strategy wikipedia , lookup
Social media marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Youth marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Street marketing wikipedia , lookup
Green marketing wikipedia , lookup
Providing Personalised Advice and Support Social Marketing and Market Segmentation Selina Lavictoire Health Information & Social Marketing Officer What is Social Marketing? ‘It would be easy to give the public information and hope they change behaviour but we know that doesn’t work very satisfactorily. Otherwise none of us would be obese, none of us would smoke and none of us would drive like lunatics’ Ian Potter, Director New Zealand Health Sponsorship Council, 2007 Social marketing uses commercial marketing techniques to bring about behaviour change, for a social good. And it does this using a systematic approach. Changing behaviour and attitudes ...it’s not easy And just to make it a bit harder... Why do we use social marketing? nudge nanny not Using the right tools to deliver the right message in the right way Using segmentation tools to find where our target audiences are 1. Who are the target audience? 2. And what do we need to say? Villers Road, Bromsgrove B60 3NT Devil’s in the detail • ACORN Knowledge – 400+ variables indexed PREFERRED COMMUNICATION CHANNEL: Text Message o Text message service set up • INSIGHT: Bingo top interest/hobby • • • LANGUAGE: Read Red Top newspapers Low household incomes/low-skilled employment White British families aged under 45 What are the competition doing? ‘We listened to consumers who said they wanted to eat fresh fruit – but apparently they lied.’ Wendy’s Spokesperson “Hard to reach” or not reaching hard enough? ‘Healthy eating is more a state of intention than it is of action’ Burger king Thinking differently MacDonald's now appear to offer a ‘healthy’ option http://www.youtube.com/watch?v=itoyH5cNI00&feature=related “Nothing added” advert We need to start thinking differently National Obesity week Nov 2009 •Local radio coverage •Press releases •NHS Worcestershire website •And NHS Worcestershire Facebook • 1800 people engaged directly with Public Health staff on the 4 event stands during the week • Proximity targeted information • Chance to talk about healthy lifestyles... No time with their GP • Effective and relevant signposting to local existing services • Public feedback that it was good to see and talk to the NHS on a local level. Next National Obesity Week – January 2011 • Rename: ‘The Great Swapathon’ • In line with national Change4Life January campaign Key messages 1. Consider your size (BMI / Waist measurements) 2. Healthy Swaps • Working with the supermarkets • Targeting our ‘hotspot’ areas • Promotion of re-branded health trainer service and signposting • Delivering a campaign throughout the county • Engaging with the public offering free BMI and waist measurements • Offer of a prize of ‘healthy food swap’ hamper based on the snack swapper wheel •Free information and resources on weight management and physical activity and the services available • Themed ‘Swap’ days of the week • Second mobile billboard - hotspot areas o Business parks with fast food outlets o Trading estates • Post the week... Internal bus advertising What will you swap? Providing Personalised Advice and Support Social Marketing and Market Segmentation Selina Lavictoire Health Information & Social Marketing Officer