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DRUNK DRIVING: GAINING GROUND THROUGH THE USE OF SOCIAL MARKETING

DRUNK DRIVING: GAINING GROUND THROUGH THE USE OF SOCIAL MARKETING. Michael Rothschild School of Business University of Wisconsin-Madison POP Conference September 25, 2006. TODAY’S AGENDA. Developing a conceptual base What is social marketing?

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DRUNK DRIVING: GAINING GROUND THROUGH THE USE OF SOCIAL MARKETING

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  1. DRUNK DRIVING: GAINING GROUND THROUGH THE USE OF SOCIAL MARKETING Michael Rothschild School of Business University of Wisconsin-Madison POP Conference September 25, 2006

  2. TODAY’S AGENDA Developing a conceptual base What is social marketing? How does it relate to problem oriented policing? Applying the concepts to practice Alcohol impaired driving (AID)

  3. TWO QUOTES TO INSPIRE YOUR THINKING “Role of government is to create opportunity; role of citizen is to seize opportunity” “Organize policy and strategy so that self interest does what the community requires”

  4. PUBLIC SAFETY BEHAVIOR MANAGEMENT Three major classes of strategic tools: Education / Communications / Messages Environmental Change / Social Marketing / Situational Prevention / Problem Oriented Policing/ Outreach Enforcement / Force of law

  5. A BIT OF COMPARISON: SOCIAL MARKETING AND PROBLEM ORIENTED POLICING POP: Increase the barriers for, and reduce the rewards of, the behavior to be reduced Social Marketing: Increase the benefits of and reduce the barriers inhibiting the behavior to be increased

  6. UNDERLYING ISSUES THAT DRIVE SOCIAL MARKETING Customer Focus Customer Disconnects Customer Accommodation

  7. CUSTOMER FOCUS Self interest Free choice Power Competition

  8. COMMERCIAL AND PUBLIC SAFETY ISSUES ARE FUNDAMENTALLY DIFFERENT Commercial marketing appeals to immediate self interest Public safety campaigns often ask for: Behavior that is opposite of self interest And may be opposite of current behavior And may never clearly benefit the person

  9. PUBLIC SAFETY ISSUES ARE FUNDAMENTALLY DIFFERENT Commercial marketing acknowledges: Consumer has free choice Consumer has power Competition in the marketplace Public safety campaigns often neglect: The power residing in the consumer The competition inherent in free choice

  10. CUSTOMER DISCONNECTSAND SEGMENTATION A continuum of targets Stages of change Motivation, opportunity and ability

  11. Resistant to Behave as Desired Prone to Behave as Desired Unable to Behave as Desired Easy to See or Convey Self Interest Can’t See and Can’t Convey Self Interest or Benefits Need to See and Receive Benefits Education EnvirnmntMarketing Enforcement No/weak competition Passive/activeCompetition Unmanageable competition SEGMENTING ON WILLINGNESS TO BEHAVE

  12. SEGMENTING ON STAGES OF CHANGE AND WILLINGNESS TO BEHAVE

  13. SEGMENTING ON MOTIVATION, OPPORTUNITY, ABILITY Behavior = f (M, O, A) Motivation: Self interest Group norms Opportunity Environment allows behavior Add benefits Remove barriers Provide incentives Ability Skills and proficiency

  14. MOTIVATION yes no yes no no yes OPPORTUNITY ABILITY yes no

  15. MOTIVATION yes no yes no no yes OPPORTUNITY ABILITY prone to behave unable to behave resistant to behave resistant to behave yes education marketing enforce marketing enforce unable to behave unable to behave resistant to behave resistant to behave no educationmarketing educationmarketing educationmarketingenforce educationmarketingenforce

  16. CUSTOMER ACCOMODATION Increase benefits Decrease barriers Making it fun, easy, popular Fitting into the daily hassles of life Helping those unable to behave

  17. COMMERCIAL AND PUBLIC SAFETY ISSUES ARE FUNDAMENTALLY DIFFERENT Commercial marketing recognizes People’s desire for fun, easy, popular… Easy: fitting in with daily hassles Public safety campaigns often focus on: Long term issues Stop doing what is fun, easy, popular Add a new hassle into hectic life

  18. COMMERCIAL AND PUBLIC SAFETY ISSUES ARE FUNDAMENTALLY DIFFERENT Commercial marketing recognizes People’s inability to behave as they wish Public safety campaigns often neglect: Environmental barriers Difficulty in behaving Disconnect between AWARENESS, ATTITUDE, and BEHAVIOR Disconnect between MOTIVATION and BEHAVIOR

  19. WHAT IS MARKETING? …Creating, communicating, and delivering value to customers… …Managing customer relationships… …Benefiting the organization and its shareholders. (American Marketing Association 2004) --also-- Achieving our goals by meeting the needs of others and providing benefit to those others.

  20. REDUCING ALCOHOL IMPAIRED DRINKING The Goals: To reduce alcohol related crashes by 5% To be self sustaining after one year To demonstrate the value of social marketing

  21. SOCIAL MARKETING PLAN Talk to expert observers Talk to target Create toolbox of ideas Take toolbox into several communities Become a local force Create local coalitions Develop, market, advertise products Observe the outcome

  22. DEVELOPMENTAL RESEARCH 7 focus groups with expert observers 11 focus groups with target Describing 21-34 single men What are they looking for? Why do they drink? Why do they drive after drinking? Why don’t they drive after drinking? Decision making processes of target In sum: Benefits, barriers, change behavior

  23. 3 Cs OF MARKETING Customer Competition Company

  24. DEVELOPMENTAL RESEARCH The target (Customer) Primarily 21-34 single guys, rural Blue collar and farm worker High AW and positive ATT re issues Competition has huge market share “I can drive myself home” Often no alternative way to get home Negative: lots of worry late in evening Our product capabilities (Company) A ride service unique to each community

  25. WHY DO THEY DRINK? It’s what you do; to get drunk Impress friends with drinking ability Escape the reality of daily problems Overcome fear, inhibitions Let’s them become someone else

  26. WHY DO THEY DRIVE AFTER DRINKING? To get home Don’t want to leave car behind Hassle to get back to car in morning Alternatives are not available Social pressure; everybody does it To be cool Unaware of impairment; become fearless Low risk of getting caught; weak enforcement

  27. A FEW OTHER KEY FINDINGS Different phases of evening To bar, between bars, back home Get target to bar without car Vehicles need to be appealing, cool Willing to pay for service

  28. BRIEF SKETCH OF PROGRAM Rides to, between and home from bars Desirable vehicles and allow drinking Reasonable, but self sustaining fees Each community: Begins with our research and strategy Develops unique program for community

  29. PARTNERSHIPS AND COALITIONS Public: NHTSA; WisDOT Private: Miller Brewing; Tavern League Community: community leaders and local govt local media local law enforcement local bar owners and staff public health workers advisory board of target members

  30. (view video here; it can be found at www.roadcrewonline.org )

  31. OBSERVING THE OUTCOME Phone survey Post test only in treatment communities Awareness, attitudes, and perceptions General population, target, city leaders, bar workers Sales record Each ride is potential alcohol related crash Count rides versus crashes, OWI, injuries, or deaths Bar coupon survey Pre and post test Treatment and control group Admitting drinking and driving w/ anonymity

  32. SOME 1ST YEAR RESULTS High AW and favorable ATT BEH: ~20,000 rides in three communities Est. 17% crash decline from previous year No increase in individual consumption Fewer incidents per two week period Cost per crash: $56,000 Cost per crash avoided: $15,000

  33. 3 YEARS LATER 2 of 3 communities are self sustaining We’ve become part of local culture >45,000 rides given New funding for 3 more communities >4,500 rides given Will add 3 communities each year See website for details and video WWW.ROADCREWONLINE.ORG

  34. THE EXAMPLE FITS THE CONCEPTS (PART 1) Self interest: need to drink, but not to drive Little power: laws are weak or not enforced Competition: impaired driving is acceptable AW, ATT but no BEH: want to behave, but unable to do so

  35. THE EXAMPLE FITS THE CONCEPTS (PART 2) MOTIVATION, but no OPPORTUNITY or ABILITY: want to behave, but unable to do so Increase benefits: fun and easy; party without worry Decrease barriers: unavailable and uncool Fit into life: rides to, between, and home Creating and delivering value: new product

  36. 7 IDEAS TO BUILD BETTER PUBLIC SAFETY MANAGERS THROUGH MARKETING Accommodate self interest Accommodate competitive marketplace Accommodate our lack of power Create benefits Reduce barriers Make benefits accessible Fit into daily processes and hassles of life

  37. … AND, REMEMBER… People are rational They make their own best decisions Within their own view of world We need to understand these views And the processes leading to decisions We need to accommodate these views We do this by listening We do this with local coalitions

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