Download Changing Behaviours

Changing Behaviours:
Harnessing the Power of Marketing to
Move Communities
David Thorp
Director of Research and
Professional Development
Changing Behaviours
The Chartered Institute of Marketing
•
A not-for-profit body established in 1911, we are the leading international
professional marketing body, with members worldwide
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We exist to develop the marketing profession, maintain professional standards
and improve the skills of marketing practitioners
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We encourage and promote leading edge thinking through our wide networks
of practitioners, researchers and academics
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We do this via Membership, Professional Qualifications and providing
Training, and a comprehensive CPD programme
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Anyone, at any level, with an interest in marketing can join us
Changing Behaviours
The Social Marketing Group
• Formed in August 2009
• To promote marketing excellence in this sector.
• To promote greater understanding of social marketing and its
application as a force for social cohesion, change and delivering the
public good.
• To inform members of changes in the marketing environment and
their implications and promote high, professional marketing standards.
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Changing Behaviours
So… is marketing powerful?
Exhibit One
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So… is marketing powerful?
Exhibit Two
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“The enthusiasm of the Cameron Tories for community
development and localism, and its convergence with the
New Labour and Lib Dem ‘community empowerment’
agendas, suggests it is time to ask whether community
development and community action, once a radical force
in local politics, has been effectively depoliticised and
incorporated as an arm of government”
Red Pepper, May 7th 2010
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Segmentation is…
The process of splitting consumers, or potential
consumers, in a market into different groups, or segments,
within which consumers share a similar level of interest in
the same or comparable set of needs satisfied by a
distinct marketing proposition.
Changing Behaviours
The trajectory of marketing…
Commercial
Move away from concepts of
mass marketing to an increasing
emphasis on individualism and
the rejection of conformity
Social
Frequently has social conformity
as its primary aim. Pushes
against the trend to individuality
in commercial marketing
Emphasis increasingly on
products we want but don’t
actually need
Emphasis is primarily on
behaviours we need but don’t
particularly want
Benefits increasingly perceptual
Benefits mainly tangible
Changing Behaviours
So what is Social Marketing?
1. Social Marketing starts and ends with a focus on the
person and what’s important for them
1. Social Marketing has roots in both best public and
commercial sector practice
2. Social Marketing is an adaptable approach that can be
used with large and small budgets
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So what is Social Marketing?
4. Social Marketing does not compete but integrates with
best marketing, promotion and communications practice
5. Social Marketing actively considers and is concerned with
ethical issues and values
6. Social Marketing is more…much more…than advertising
and communications
7. Social marketing challenges top-down paternalistic “we
know what you need” approaches
Changing Behaviours
Definitions of Social Marketing:
“…the simultaneous adoption of marketing philosophy and
adaptation of marketing techniques to further causes
leading to changes in individual behaviours which
ultimately in the view of the campaign’s originator will
result in socially-beneficial outcomes”
Dann, S
“…the application of marketing concepts and techniques
to exchanges that result in the achievement of sociallydesirable aims; that is, objectives that benefit society as a
whole”
Donovan, R
Changing Behaviours
Definitions of Social Marketing:
“…an attempt to influence consumers for the greater good, and
as such, always has an ethical aspect; specifically, social
marketing seeks to induce customer change that is deemed to
be inherently good, as opposed to change that is good merely
because it increases profits or non-profit earnings”
Gibbs, B
“…the application of appropriate marketing tools and the
systematic analysis, development, implementation, evaluation
and integration of a set of comprehensive, scientificallybased, ethically-formulated and user-relevant programme
components designed to ultimately influence behaviour change
that benefits society”
Kirby, S
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Definitions of Social Marketing:
“…a programme planning process which promotes voluntary
behaviour change based on building beneficial exchange
relationships” with a target audience for the benefit of society”
Schwartz, B
“…a large-scale programme planning process designed to
influence the voluntary behaviour of a specific audience
segment to achieve a social rather than a financial objective,
and based upon offering benefits the audience wants, reducing
barriers the audiences faces, and/or using persuasion to
influence the segment’s intention to act favourably”
Smith, B
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Key themes from the definitions
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Individual behaviours
Exchanges
Ethical
Inherently good
Systematic
Scientifically-based
Planning Process
Voluntary
• Segment
• Persuasion
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Do you target a single message at
a single segment in a market with
many segments?
Do you ignore the differences
in the segments, and choose
to aim a single message at all
segments i.e. the whole
market?
Do you target a variety of different
segments with a series of
differentiated messages/offerings?
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10 Strategic Questions
1)
2)
3)
4)
What is the social (or health) issue I want to address?
What actions do I believe will address the problem?
Who is being asked to take that action?
What does the audience want in exchange for adopting
this new behaviour?
5) Why will the audience believe that anything we offer is
real and true?
6) What is the competition offering? Are we offering
something the audience wants more?
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10 Strategic Questions
7) What is the best time and place to reach members of our
audience so they are the most disposed to receiving the
intervention?
8) How often and from whom does the intervention need to
be received if it is to work?
9) How can I integrate a variety of interventions to act over
time in a co-ordinated manner to influence the
behaviour?
10) Do I have the resources to carry out this strategy alone?;
if not, where can I find useful partners?
Changing Behaviours
Diagram © National
Social Marketing Centre
Thank You
David Thorp
Director of Research and Professional
Development