changing behaviour
Gerard Hastings and Ray Lowry
Galway
June 4th 2010
ISM Institute for Social Marketing
Structure
1. What is marketing?
2. The benefits of competitive
analysis
3. Eggs, pilots and people
4. Bringing it together
Basic Principles
What is marketing?
Consider something you have bought recently
– an item of clothing perhaps or an electrical
appliance. Think through why and how you
bought it. What made you think of it in the first
place? What encouraged or discouraged you?
Would you buy it again? What did you like /
dislike about it and the process of buying it?
Basic Principles
What does this tell us about marketing?
1. Needs and wants
– Listening
– Understanding and empathy
– Segmentation and targeting
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability and affordability
– Being there
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
4. Reputation
– Time
– Trust
– Emotion matters  branding
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
4. Reputation
5. Advertising?
– The marketing mix…
Basic Principles
The marketing mix
“marketing is essentially about getting the right
product, at the right time, in the right place, with
the right price and presented in the right way that
succeeds in satisfying buyer needs.’ (Cannon 1992: p46)
Three key points to note:
(i)Not just comms; multifaceted effort
(ii)it is not a formula – the right mix will vary
(iii)defining ‘right’ needs consumer input
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
4. Reputation
5. Advertising?
6. Ultimately it’s about understanding and
influencing behaviour : it’s about people
Basic Principles
What is marketing?
A means of influencing consumer
behaviour
What is social marketing?
A means of influencing social and health
behaviour
Why can't you sell brotherhood and rational
thinking like you sell soap? (Wiebe,1951)
Basic Principles
You can sell brotherhood like soap
“Social marketing is concerned with the
application of marketing knowledge,
concepts, and techniques to enhance social
as well as economic ends.”
(Lazer & Kelley 1973: pix)
Basic Principles
“Social marketing is concerned with the
application of marketing knowledge,
concepts, and techniques to enhance social
as well as economic ends. It is also
concerned with analysis of the social
consequence of marketing policies,
decisions and activities.”
(Lazer & Kelley 1973: pix)
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
4. Reputation
5. Advertising?
6. People
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
4. Reputation
5. Advertising?
6. People
Session 3
knowledge
The facts:
smoking kills;
veg saves
attitudes
smoking
Cooking
is bad knowledge
is fun
The facts:
smoking kills;
veg saves
veggies
are good
condoms are
sexy
behaviour
attitudes
Eat fruit
& veg
smoking
Cooking
is bad knowledge
is fun
The facts:
smoking kills;
veg saves
veggies
are good
condoms are
sexy
Avoid tobacco
jog
identity
behaviour
lifestyle
power
attitudes
Eat fruit
& veg
smoking
Cooking
is bad knowledge
is fun
The facts:
smoking kills;
veg saves
veggies
are good
condoms are
sexy
hopes
Avoid tobacco
this is me
jog
feel
good
identity
lifestyle
behaviour
power
attitudes
Eat fruit
& veg
smoking
Cooking
is bad knowledge
is fun
The facts:
smoking kills;
veg saves
veggies
are good
condoms are
sexy
hopes
Avoid tobacco
this is me
jog
feel
good
Basic Principles
What does this tell us about marketing?
1. Needs and wants
2. Availability
3. Competition
4. Reputation
5. Advertising?
6. People
Session 2
Structure
1. What is marketing?
2. The benefits of competitive
analysis
3. Eggs, pilots and people
4. Bringing it together
Competitive analysis
Infant feeding role play
• You work for BestStart, a social marketing NGO
retained to improve breast feeding rates in
Suntown. Current rates are 38%, the health
authority are desperate to increase them
otherwise they face severe budget cuts.
BestStart is going through a difficult time and
your own job depends on you succeeding
Competitive analysis
Infant feeding role play
• You work for BestStart, a social marketing NGO
retained to improve breast feeding rates in Suntown.
Current rates are 38%, the health authority are
desperate to increase them otherwise they face severe
budget cuts. BestStart is going through a difficult time
and your own job depends on you succeeding
• You work for Farma Infant Formula and been
charged with designing a campaign to increase
sales in Suntown. The credit crunch is biting
and your boss has made it clear that failure is
not an option
Competitive analysis
Infant feeding role play
– BestStart Social Marketing
– Farma Infant formula
• Market research
• Task: from what you have learned about
marketing and the women of Suntown what
three key insights can you share
Qualitative research with mothers
Methodology
• Six focus groups (10 respondents in each)
• All respondents were C2DE mothers of at
least one child of 2 years or under and
residents of Suntown
• All had desired to breast feed their baby, but
were frustrated in doing so, e.g. started then
stopped, or never really got going.
• All were still keen on the idea of breast
feeding
Qualitative research with mothers
Key findings: (i) the pros of breastfeeding
• The “indescribable” bond
“If you can’t do it you
feel like your bond is
not as strong as it
would be if you
could breastfeed”.
“That’s the only thing
you’ve got with your child
that nobody else can
have”
Qualitative research with mothers
Key findings: (i) the pros of breastfeeding
• The “indescribable” bond
“I wanted to do it for me not
because I was told to do it. I always
wanted to do it and I thought it was a
nice special moment between you and
your baby. I felt guilty when I stopped
but I never did it just because the
health professionals were saying you
should do it”.
Qualitative research with mothers
Key findings: (i) the pros of breastfeeding
• The “indescribable” bond
• “naturally best”
Qualitative research with mothers
Key findings: (i) the pros of breastfeeding
• The “indescribable” bond
• “naturally best”
• Economically advantages over formula
“it’s free!”
Qualitative research with mothers
Key findings: (i) the pros of breastfeeding
•
•
•
•
The “indescribable” bond
“naturally best”
Economically advantageous over formula
Convenient (especially for night-time feeds)
Qualitative research with mothers
Key findings: (i) the pros of breastfeeding
•
•
•
•
•
The “indescribable” bond
“naturally best”
Economically advantageous over formula
Convenient (especially for night-time fees)
And finally…
“a great way to diet!”
But…
Qualitative research with mothers
Key findings: (i) the cons of breastfeeding
• A great responsibility: “stress”, “pressure” and
“anxiety” are all commonly used words
• It hurts and tires
• Embarassing
• Being patronised and pushed
verbatim
Qualitative Research Summary
Pros
• “naturally best”, a
Cons
• a huge “responsibility”
unique “indescribable” • this responsibility
bond between mother
leads to “stress”,
and baby
“pressure” and
• “it’s free!”
“anxiety”
• “convenient”, esp at
• It hurts and tires
night
• Don’t push it!
• “a great way to diet!”
Competitive analysis
Infant feeding role play
– BestStart Social Marketing
– Farma Infant formula
• Market research
• Task: from what you have learned about
marketing and the women of Suntown what
three key insights can you share
Feedback from groups
NGO
Farma plc
1. ?
1. ?
2. ?
2. ?
3. ?
3. ?
Competitive analysis
Benefits
• You can learn more about your own clients –
their needs, aspirations and priorities
The story of the
Chinese taxi driver
(to reinforce the
need for consumer
perspective)
Competitive analysis
Benefits
• You can learn more about your own clients –
their needs, aspirations and priorities
• You can learn about the pressures that push in
the opposite direction – and the potential
importance of reducing these: ‘price’
• Alternatively you may find potential for alliances
(infant formula is not tobacco; it has a useful role to
play). To compete or cooperate?
• Above all though, this exercise demonstrates
the similarities between the two tasks and
relevance of marketing to each.
The intervention
• Offer one hour group session to all women in
the Thornton team area, recruited at 34
weeks.
• Invitation/Incentive
• The session was delivered by team midwives,
using the 5 steps to engagement when
women reach 36 weeks
• Magazine at 34 weeks
• DVD breastfeeding DoH
• Records of who has been invited and who
has attended.
• Cost = £35k, of which £15k development
The session
• Prompt cards/interactive box
• Stomach balls, puppets, dolls, soap and
menu, T-shirt, picture of skin to skin,
clock. DVD
• Focus was on interactive learning and
participation
Results
Before (%)
After (%)
Difference (%)
Intervention
55
60
+ 5%
All teams
68
69
+ 1%
Intervention
46
51
+ 5%
All teams
Discharge from
community
58
58
0%
Intervention
37
42
+ 5%
Intention
Discharge
Structure
1. What is marketing?
2. The benefits of competitive
analysis
3. Eggs, pilots and people
4. Bringing it together
Free Range Eggs
Eggs, pilots
and people
Put their completed storyboards here
Commercial Pilots
Eggs, pilots
and people
Put their completed storyboards here
Eggs, pilots and people
What the boards show:
• We know people differ; and our approach to
them needs to vary accordingly
• Suppose, for example, you were trying to
address these two types on climate change…
• Knowledge, attitudes and behaviour all vary
• Emotion, feeling and association are also key:
– How does the commercial marketer address our
emotional needs?
Lambrini
Source: Hastings et al,
BMJ 2010
Lambrini
How do you respond to these consumer
insights?
You produce ads called “Thong” and “Tit tape”
You deliberately seek to associate brand with
“quick female gags based on sex and
drunkenness” and “being naughty, rude,
outrageous or badly behaved”
As the regulator put it the brand’s strapline
‘Lambrini Girls Just want to have Fun’…
Source: Hastings et al,
BMJ 2010
Lambrini
“You guys tried to get “Lambrini girls just
wanna have fun” approved in 07. It was
unacceptable then and it is unacceptable
now. This was the SEC’s decision from the
last time you submitted this line:
‘we thought saying ‘girls’ was wrong as that
implied women under 18, and wanna have
fun in an alcohol ad could imply getting
pissed on cheap alcowine.”
Source: Hastings et al,
BMJ 2010
It is about branding
• This can work in public health: eg the Help
campaign
• World’s biggest antismoking
campaign
• 27 countries; 22 languages
• In year 5 of 6 with possibility of further
extension
• Multi media with increasing emphasis on
digital and branding (see conference pack insert)
Television
Cessation
Prevention
Events
Cessation
passive
digital
Partnerships
National governments
NGOs
Youth Parliament
MTV
Young people
Help website
email coaching (in 22 languages)
Digital
•
•
•
•
•
•
Virals
e cessation
User generated content
facebook
Online, real-time quitting
Helpers e-mini series
Digital
Key qualities:
• Interactive
• Emotional
• Joint effort
• Peer to peer
• Experimental
• Risky
Trust
Again, it is about people
Eggs, pilots and people
• But beware the stereotype
• Your boards reflect your preconceptions;
real insights would come from the people
themselves
• This is a research technique…
This is a research technique
Ray to add in film of a woman pilot
talking supportively about need for
climate change action
Structure
1. What is marketing?
2. The benefits of competitive
analysis
3. Eggs, pilots and people
4. Bringing it together
Bringing it all together
• I love it when a plan comes together
The power of strategic planning
Social Marketing Planning Process
Situation analysis
Competitive / stakeholder analysis
Who: Segmentation + targeting
What: Objectives
How: Formulating the offer
• Product
• Price
brand
• Promotion
• Place
Monitoring and evaluation
R
E
S
E
A
R
C
H
Bringing it all together
•
•
•
•
I love it when a plan comes together
Change is a long term process
Need to think strategically
A plan provides your road map,
research your compass
Above all though
social marketing is about people