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Social Marketing & Behaviour Change July 14 th , 2011

Social Marketing & Behaviour Change July 14 th , 2011. Aim of the Session. Provide an introduction to the concept of social marketing and particularly a marketing approach and how it is well placed to tackle behavioural challenges. So What is Social Marketing?.

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Social Marketing & Behaviour Change July 14 th , 2011

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  1. Social Marketing & Behaviour ChangeJuly 14th, 2011

  2. Aim of the Session Provide an introduction to the concept of social marketing and particularly a marketing approach and how it is well placed to tackle behavioural challenges.

  3. So What is Social Marketing? • It borrows techniques and tools from commercial marketing that influence purchasing behaviour to influence social behaviour • Uses a targeted approach, to make solutions relevant, meaningful and motivating and more likely to have an impact. • Focuses on behaviour, moving beyond awareness. • Focuses on understanding the audience so that desired behaviour is in their interest not just ours • It is one of a number of interventions, not instead of other interventions • It can be an planned intervention approach but can also be used to inform and enhance strategy development © Brilliant Futures Limited 2010

  4. What Do We Want? Positive Behaviour at an individual and population level Reduce Binge Drinking Reduce violent behaviour Reduce number of units drunk Reduce purchase by Under 18s Increase access to supportservices Reduce sales to Under 18s © Brilliant Futures Limited 2010

  5. How Can Social Marketing Deliver? © Brilliant Futures Limited 2010

  6. A True Marketing Led Approach Make What We Can Sell, Not Sell What We Can Make © Brilliant Futures Limited 2010

  7. Action…. What Are We Selling Now? © Brilliant Futures Limited 2010

  8. The Social Marketing Mix Cork, 2008 © Brilliant Futures Limited 2010

  9. A Mix of Methods to Enable and Encourage Educate Design Inform, advise, build awareness, encourage, persuade, inspire Environmental & physical context, design, engineer, availability, distribution Automatic Rational Support Control Legislate, regulate, enforce, police, require Provide & service support . Give people what they want & need © Brilliant Futures Limited 2010

  10. Inform & Educate With a message our audience want to hear © Brilliant Futures Limited 2010

  11. Support with a relevant product © Brilliant Futures Limited 2010

  12. Products, environment and people can make it easier © Brilliant Futures Limited 2010

  13. And Make it Easy Using the right messenger © Brilliant Futures Limited 2010

  14. And Normal © Brilliant Futures Limited 2010

  15. Another tool in the box… enforcement Ban to U18s Minimum Price Packaging Trading Hours © Brilliant Futures Limited 2010

  16. Or Partnerships? © Brilliant Futures Limited 2010

  17. The 8 Benchmark criteria (NSMC) Customer orientation Clear focus on behaviour Informed by behavioural theory Insight – what moves/motivates? Exchange – increase benefits/reduce barriers Competition – internal/external Segmentation – targets specific audience groups Mix of methods – information/services/rules… © Brilliant Futures Limited 2010

  18. Behaviour: Applying the Social Marketing Mix © Brilliant Futures Limited 2010

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