+Did you know?
MarketingOne Day workshop11th September 2012Kelly Evans BA (Hons), AMRS, MCIM Chartered MarketerDirector of Marketing and ...
+Today  Welcome and introductions  A brief introduction to marketing  Understanding your customers  Segmentation and t...
+Introductions
+Our clients
+ A brief introduction tomarketing
+What is marketing?White board activity
+What is Marketing?Chartered Institute of Marketing:“Marketing is the management processresponsible for identifying,antici...
+What is Marketing?Chartered Institute of Marketing:Marketing identifies and anticipatescustomers requirementsMarketing fu...
+Definitions…  The right product, in the right place, at the right time, at theright price  The achievement of corporate...
+Marketing is a philosophy.“Marketing is much more than just advertising andPR. It’s a culture, a way of doing things that...
+What is Marketing?…It is NOT social advertisingMARKETING…a means of influencing human behaviour
What It’s NOT?Social	  Networking	  Social	  Media	  Cause-­‐Related	  Marketing	  Propaganda	  
+What is social marketing?White board activity
+What is Social Marketing?behavioural goalsfor social/publicgoodmarketingalongside otherconcepts &techniquessystematicappl...
+What is Social Marketing?“Social marketing represents a uniquesystem for understanding who people are,what they desire an...
+Marketing in the NHS needs to…
+Move from Selling what WE Want…
+From selling what WE want……Health
+To selling what our customers want…
+To selling what our audience wantFunPopularI ‘fit’ inEasyConvenientNot as badSomethingfor me I look good
+Do people use the NHS for betterhealth?
+Crafting ‘ourmessages’communicatingthe messagesCommunications & ‘message based’ approachaccurate / relevant / clear creat...
Copyright: Chime CommunicationsAge of Deference Age of Reference
+Marketing makes things…
+A lot of public sector organisations offerworthysensiblehealthyadultmatureremoving risks& excitementhard to dochallenging...
+Short termBENEFITSrewardsLonger termCOSTSconsequencesMarketers offer:Pleasure now! Enjoyment,Fun, Convenience, Socialstat...
+Longer termBENEFITSTurning intomore immediateBENEFITSShort termCOSTSReducing Make our ‘product’&We need to…
+Eight principles in socialmarketing1.  Research – customer orientation2.  Clear focus on behaviour3.  Understanding human...
+ The difference betweenmarketing and socialmarketing?
+Not a great deal…Marketing  Customer orientation  Insight  Exchange  Segmentation  Marketing mix  Sales (a form of ...
+So what is marketing? True marketing approach – about making what wecan sell not selling what we can make – moving awayf...
+So why is this useful for you? Your customers have a choice The message based approach hasn’tworked (and it won’t work ...
+ Understanding yourcustomers
“If I had six hours to chop downa tree, I’d spend the first twohours sharpening the axe.”- Abraham LincolnDeveloping a rob...
+Customer Orientation: Developing a fullunderstanding of your audience, based on good market andconsumer research and comb...
+“We’re satisfying the seriousmeat lovers by leaving off theproduce and letting themdecide exactly how muchthey can handle...
+“Customer intelligence is now a key factor in differentiating winnersfrom the losers..” Business Week Best Performers 200...
What do we mean by insight?‘You never reallyknow a man untilyou stand in hisshoes and walkaround in them’To Kill A Mocking...
+Insight: A deep ‘truth’ about the customer based on theirbehaviour, experiences, beliefs, needs or desires, that is relev...
WHAT? WHY? SO WHAT?DataUnderstandingInsightSource: Government Communications Network…but developing ‘actionable insights’F...
+Please be considerate?How do you make men’s urinals cleaner andcut down on cleaning costs?
+Using insightMy child is alwayssafest in my arms.God decides whento take my baby.CREATE A SERVICE……have a priest bless th...
+Dove campaign for real beauty
  The people at Dove have actually exploited a void in themarketplace. By introducing so-called women with “real”bodies, ...
+Sources of InsightHow?
+Generating insight from…  Frontline staff and other stakeholders  Surveys  Data mining of customer databases  Custome...
+ Coffee/ Tea and brandstorming exercise
+Segmentation and targeting
+The work you do to defineyour potential customer isprobably the mostvaluable time you spendin marketing.
+Young Upwardly Mobile Professional PeopleDouble Income No KidsDestitute Unemployed Mature ProfessionalPerson Inheriting P...
HGV Drivers(363,000)Storage Handling(271,000)Sales & Retail(233,000)Van Drivers(174,000)Labourers (Building)(169,000)MENSa...
DH Healthy lifestyles segmentationmodel
+ The importance of segmentingVolatile substance abuse –traditional approach MESSAGEDon’t sniff glue oraerosols, they cank...
+ SegmentationVariablesDemographicBehavioural PsychographicGeographicAgeGenderLife stage/Marital StatusSexualityIncomeOccu...
+Demographicmaleborn 1948British2nd marriageaffluentwell known familyDemography not enough
+Tools and techniquesCommon segmentation factorsBEHAVIOURSWhat people doUse and behaviourMedia consumptionSOCIO-DEMOGRAPHI...
+The time you spend onclearly defining yourideal customer is neverwasted.
+Exchange and competition
+ Exchange:The social marketing discipline is based on the idea that allmarketing is an exchange. If you want people to ch...
+
+
+Within this exchange transactioncustomers will only exchange whatthey value (money, time, effort) if theyfeel that their ...
+Competition: Less about a specific company and muchmore about what is being offered to people…fun/pleasure/enjoyment/tast...
+Your market Your market is vital. It’s the group ofpotential customers who will use yourtype of product/ service. So you...
+Your competitorsYou must understand your competitors and how you stackup against them.  Direct competitors: those with w...
+Create a rough guide for each ofyour key competitors that looks attheir strengths and weaknesses.
+What advantage(s) do you haveover each of your competitors?This is called competitiveadvantage.You are going nowhereif yo...
+Markets, customers, products,services and competitors NEVERstand still. So you need to be aware ofwhat is happening ALL T...
+The Boston Matrix  Dogs: these are products with a low share of a low growthmarket.They do not generate cash.They tend t...
+It’s a crowded space…
+myattention?safer sexHIV/Aidsconserve energyavoid drugs &limit alcoholreportcrimereport domesticviolence‘Think!’roadsafet...
+sexavailable time /boredomtake drugs for fun /drink & get plasteredeat crisps, burgers,convenience foodsmokebuy latestclo...
+myattention?safer sexHIV/Aidsconserve energyavoid drugs &limit alcoholreport domesticviolencedon’tsmokedon’t speedvolunte...
Inside a consumers head
The landscapeAverage number ofcommercial messages seena day: 1300Number recalled = 3
+Change your words
+ Behavioural theory. Peopledo the strangest things.
congruenceInformation,KnowledgeAttitudes,ValuesBeliefsActions,BehaviourWhat I believeor feelWhat I knowHow Iactually actOt...
To consider and assess the impact of different influences on the behaviourof the target audience or customerPhysicaland ma...
+The environmentSupplier power 	New market entrants	Product and technology 	Development 	Buyer power	Competitive rivalry
+Porters five forces  New market entrants e.g. entry/ ease/ barriers, geographicalfactors, routes to market  Buyer power...
+How much do we know about humanbehaviour?  95% of thinking happens in our unconsciousWhat motivates people to act?
+Fear, Loss?
+26%more people recycledtheir towels if themessage ina hotel bathroominformed them of thebehaviourof othersSocial proof
+Fear of Loss…worrying…about loss ofattractivenesswas found to bea major motivatorfor young peopleto stop smoking
+THEORY: Do humans behave in“rational” ways that maximise theirindividual self-interest?  People do many things by observ...
+The marketing mix
+Create whatpeople want.
+How do we get people to use thestairs?
+Turn features into advantages andbenefitsPeople don’t buy features, they buy what the productwill do for them.Our service...
+Features to benefitsYou have looked at yourcompetition, now it is time tolook at your service.Whatfeatures can you turn i...
+The importance of brand
+Brand  Brand = collectively what people say, feel and think aboutyour product, service or company.  Branding = using ma...
Old marketing: This isn’t working
Modern marketing
+Marketing mix  Product:what will we be offering the target audience?  Price:what will be the cost (psychological, socia...
Product• Branding• BenefitsPartnerships• LSPs / LAAs• Third Sector• Commercial SectorPeople• Capability• Capacity• Efficie...
+The 7Ps of marketing +1  People: People define a service. Anyone who comes intocontact with customers or potential custo...
+Have you caught up?  Moved from mass media to niche media to micro media  The environment has changed  Communities do ...
+Up your game
+ Group activity: can we marketphysiotherapy services inMedway? (30 minutes)
+Medway Physiotherapy services  Physiotherapy services – any qualified provider scheme  What does this mean? Choice.  1...
+Your taskHOW AREYOU GOING TOINCREASE THE NUMBERS OFPEOPLE CHOOSING MEDWAYCOMMUNITY HEATHSERVICES FORPHYSIOTHERAPY?
+Your task What do you know about your customers? Keyinsights?What do you NEED to know? Are your customers your end user...
+Feedback and tea/coffee
+Marketing your own services(the Medway Marketing Toolkit)
+The Medway Marketing toolkit  Perceptual mapping
+Consider:  Where does your service position itself in relation tocompetitors?  Do customers agree with you?  Are there...
+A quick simple SWOT
+Feedback
Thinking like a marketer: my tips1) Know exactly who your audience is and look at everything from thatgroup’s point of vie...
+James Dyson“I made 5,127 prototypes of myvacuum before I got it right.There were 5,126 failures. But Ilearned from each o...
+“Marketing takes a day tolearn. Unfortunately it takes alifetime to master”Phillip Kotler,Marketing Guru
+Contact meEMAIL: kellyevans@social-change.co.ukWEB: www.social-change.co.uk
Marketing One Day workshop for Healthcare Providers
Marketing One Day workshop for Healthcare Providers
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Marketing One Day workshop for Healthcare Providers

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This one day marketing workshop for beginners has been designed for healthcare organisations in the UK looking to be more marketing and business focused. This workshop was commissioned by Kent NHS and recieved excellent feedback. For more information on this workshop contact the Social Change team by email: hello@social-change.co.uk or call the office on 01522 837250

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  1. 1. +Did you know?
  2. 2. MarketingOne Day workshop11th September 2012Kelly Evans BA (Hons), AMRS, MCIM Chartered MarketerDirector of Marketing and Behaviour ChangeSocial Change UKwww.social-change.co.uk
  3. 3. +Today  Welcome and introductions  A brief introduction to marketing  Understanding your customers  Segmentation and targeting  Exchange and competition  Behavioural theory and the marketing mix  Can we market physiotherapy services in Medway?  Medway marketing toolkit
  4. 4. +Introductions
  5. 5. +Our clients
  6. 6. + A brief introduction tomarketing
  7. 7. +What is marketing?White board activity
  8. 8. +What is Marketing?Chartered Institute of Marketing:“Marketing is the management processresponsible for identifying,anticipating and satisfying customerrequirements profitably”.
  9. 9. +What is Marketing?Chartered Institute of Marketing:Marketing identifies and anticipatescustomers requirementsMarketing fulfils customerrequirements profitably
  10. 10. +Definitions…  The right product, in the right place, at the right time, at theright price  The achievement of corporate goals through meeting andexceeding customer needs better than the competition.  Customer focused philosophy  Satisfying customer needs and desires.  Marketing is the management process that identifies, anticipatesand satisfies customer requirements  Marketing is the social process by which individuals and groupsobtain what they need and want through creating andexchanging products and value with others.
  11. 11. +Marketing is a philosophy.“Marketing is much more than just advertising andPR. It’s a culture, a way of doing things that startswith a potential customer and ends up with aprofit. In the middle are your competitors whoare after the same customers and same profits.Your job is to attack the competition and gain thecustomers. It’s about predicting the future andusing your imagination”.
  12. 12. +What is Marketing?…It is NOT social advertisingMARKETING…a means of influencing human behaviour
  13. 13. What It’s NOT?Social  Networking  Social  Media  Cause-­‐Related  Marketing  Propaganda  
  14. 14. +What is social marketing?White board activity
  15. 15. +What is Social Marketing?behavioural goalsfor social/publicgoodmarketingalongside otherconcepts &techniquessystematicapplication
  16. 16. +What is Social Marketing?“Social marketing represents a uniquesystem for understanding who people are,what they desire and then organising thecreation, delivery and communication ofproducts, services and messages to meettheir desires while at the same timemeeting the needs of society”Bill Smith,AED
  17. 17. +Marketing in the NHS needs to…
  18. 18. +Move from Selling what WE Want…
  19. 19. +From selling what WE want……Health
  20. 20. +To selling what our customers want…
  21. 21. +To selling what our audience wantFunPopularI ‘fit’ inEasyConvenientNot as badSomethingfor me I look good
  22. 22. +Do people use the NHS for betterhealth?
  23. 23. +Crafting ‘ourmessages’communicatingthe messagesCommunications & ‘message based’ approachaccurate / relevant / clear creative / clever / funny / impactful /interesting / attention grabbing / etcStarts with the customer and what’s important to themCustomer based social marketing approachunderstandingthe customerdirectly informing intervention options(intervention mix & marketing mix)generating‘insight’what ‘moves & motivates’
  24. 24. Copyright: Chime CommunicationsAge of Deference Age of Reference
  25. 25. +Marketing makes things…
  26. 26. +A lot of public sector organisations offerworthysensiblehealthyadultmatureremoving risks& excitementhard to dochallengingimpossible!extra effortless convenienttime consumingfacing onmy ownfeel a sissyeveryone elseenjoying themselvesothers thinkI’m judging themisolatinguncool
  27. 27. +Short termBENEFITSrewardsLonger termCOSTSconsequencesMarketers offer:Pleasure now! Enjoyment,Fun, Convenience, SocialstatusThe environment,Health problems in later yearsLonger termBENEFITSShort termCOSTSWhat has been on offer:Reduce your pleasure from foodDeny yourself a ‘cool car’Look dull and worthyYour health in 20 years timeA better environmentfor the next generation
  28. 28. +Longer termBENEFITSTurning intomore immediateBENEFITSShort termCOSTSReducing Make our ‘product’&We need to…
  29. 29. +Eight principles in socialmarketing1.  Research – customer orientation2.  Clear focus on behaviour3.  Understanding human behaviour4.  Insight – what moves/motivates?5.  Exchange – increase benefits/reducebarriers6.  Competition – internal/external7.  Segmentation – targets specific audience groups8.  Mix of methods – information/services/rules…
  30. 30. + The difference betweenmarketing and socialmarketing?
  31. 31. +Not a great deal…Marketing  Customer orientation  Insight  Exchange  Segmentation  Marketing mix  Sales (a form of behaviourchange!)  Loyalty  End result: ProfitSocial Marketing  Customer orientation  Insight  Exchange  Segmentation  Marketing mix  Behaviour change  Sustained behaviour change  End result: Social change/ socialgood
  32. 32. +So what is marketing? True marketing approach – about making what wecan sell not selling what we can make – moving awayfrom Communicating a message WE have crafted to usingaudience to craft a product and message that will bereceived The right product to the right people at the right pricein the right place at the right time with the help of theright people Our ‘sales force’ are as important as our ‘customers’
  33. 33. +So why is this useful for you? Your customers have a choice The message based approach hasn’tworked (and it won’t work on its own) Your competition spend £££ onmarketing and research For profit or not for profit – marketingis now important to you
  34. 34. + Understanding yourcustomers
  35. 35. “If I had six hours to chop downa tree, I’d spend the first twohours sharpening the axe.”- Abraham LincolnDeveloping a robust understanding of theaudience, based on good market and consumerresearch, combining data from different sources.Customer orientation
  36. 36. +Customer Orientation: Developing a fullunderstanding of your audience, based on good market andconsumer research and combining data from different sources.50% of teenagers consumeanother media while watchingTV – Pincott, Russell 2006 70% of three year olds recognisethe McDonalds symbol but onlyhalf of them know their own surnameNCC 2005Pester Power…67% car purchases are influencedby children (US) – Sue PalmerDouble the number of 2-5 year olds canplay with a smartphone app (19%) thancan tie their own shoes (9%) DailyTelegraph
  37. 37. +“We’re satisfying the seriousmeat lovers by leaving off theproduce and letting themdecide exactly how muchthey can handle”Denny Marie PostChief Concept Officer BurgerKing“We listened to consumerswho said they wanted to eatfresh fruit– but apparently they lied.”Wendy’s Spokesperson“Healthy eating is more astate of intention than it is ofaction”Burger King“A typical buyer isn’t drivingin there with a BMW and anexpense account.They’ve gota couple of bucks in theirpocket and their bigobjective is to get full”Research – plenty of it!• Industry monitoring• Social climate monitoring• Consumer research• Family shopping behaviourThe stacker quad burger
  38. 38. +“Customer intelligence is now a key factor in differentiating winnersfrom the losers..” Business Week Best Performers 2007Information is a key critical success factor
  39. 39. What do we mean by insight?‘You never reallyknow a man untilyou stand in hisshoes and walkaround in them’To Kill A Mockingbird
  40. 40. +Insight: A deep ‘truth’ about the customer based on theirbehaviour, experiences, beliefs, needs or desires, that is relevantto the task or issue and ‘rings bells’ with target people.
  41. 41. WHAT? WHY? SO WHAT?DataUnderstandingInsightSource: Government Communications Network…but developing ‘actionable insights’Facts & observationsrelated to our insighttaskExplaining what’sgoing onThe deep truth thatstrikes a chord withpeople
  42. 42. +Please be considerate?How do you make men’s urinals cleaner andcut down on cleaning costs?
  43. 43. +Using insightMy child is alwayssafest in my arms.God decides whento take my baby.CREATE A SERVICE……have a priest bless the car seats.
  44. 44. +Dove campaign for real beauty
  45. 45.   The people at Dove have actually exploited a void in themarketplace. By introducing so-called women with “real”bodies, they distinguished themselves from their competitors.After the introduction of their “Real Beauty” campaign, Doveproducts shot up 700% in the U.K.
  46. 46. +Sources of InsightHow?
  47. 47. +Generating insight from…  Frontline staff and other stakeholders  Surveys  Data mining of customer databases  Customer journey mapping  Customer immersion techniques  Usability testing and website analysis  Qualitative research with the target group; focus groups, in-depth,interviews paired depths, deliberative workshops  Ethnography  Public consultations  Formal and informal contact with representative bodies  Written correspondence  Media coverage  Sales data  Media analysis  Review of interventions effectiveness
  48. 48. + Coffee/ Tea and brandstorming exercise
  49. 49. +Segmentation and targeting
  50. 50. +The work you do to defineyour potential customer isprobably the mostvaluable time you spendin marketing.
  51. 51. +Young Upwardly Mobile Professional PeopleDouble Income No KidsDestitute Unemployed Mature ProfessionalPerson Inheriting Parents PropertySelf Centred Urban MaleSingle Income Loads of KidsSingle Income No Boyfriend Absolutely DesperateSingle income Two Children Outrageous MortgageWell-Off Older PersonLoads Of Money But A Right D***headYUPPIESDINKEDUMPPIPPIESCUMSILKYSINBADSITCOMWOOPIELOMBARDSegmentation: the process of subdividing a market intodistinct subsets of customers that behave in the same way or havesimilar needs.
  52. 52. HGV Drivers(363,000)Storage Handling(271,000)Sales & Retail(233,000)Van Drivers(174,000)Labourers (Building)(169,000)MENSales & Retail(884,000)Carers(581,000)Cleaners/Domestics(549,000)Educational Assistants(295,000)Kitchen & Catering Assistants(288,000)WOMENTop 5 R & M jobs by gender
  53. 53. DH Healthy lifestyles segmentationmodel
  54. 54. + The importance of segmentingVolatile substance abuse –traditional approach MESSAGEDon’t sniff glue oraerosols, they cankill youHowterrifying,I won’t bedoingthat!Sowhat? Hmm, I didn’tknow you couldsniff glue – I’llgive that a try!It’s a kidsdrug, Iwouldn’t beseen deaddoing that.
  55. 55. + SegmentationVariablesDemographicBehavioural PsychographicGeographicAgeGenderLife stage/Marital StatusSexualityIncomeOccupationWorld, region or countryCounty regionPostcodeCity / inhabitants sizeDensity – urban ruralHome typeHome ownershipClimateOccasions (regular, social)Benefits (quality, service, convenience)User status (non user, ex user, potential..)Usage RateLoyalty statusReadiness stageAttitude towards productSocial ClassMotivationsAspirationsLifestyleValuesBeliefsAttitudesPersonalityAdapted from Kotler, Roberto, Lee (2002)EducationReligionRaceGenerationNationality
  56. 56. +Demographicmaleborn 1948British2nd marriageaffluentwell known familyDemography not enough
  57. 57. +Tools and techniquesCommon segmentation factorsBEHAVIOURSWhat people doUse and behaviourMedia consumptionSOCIO-DEMOGRAPHICWho people areDemographicsATTITUDEHow people think & feelNeeds, benefits, motivationsValues and beliefsInfluences (reference groups)Acombinationofmanyfactors
  58. 58. +The time you spend onclearly defining yourideal customer is neverwasted.
  59. 59. +Exchange and competition
  60. 60. + Exchange:The social marketing discipline is based on the idea that allmarketing is an exchange. If you want people to change theirbehaviour then you have to offer them an exchange• Shower areas• Embarrassment• Financial cost• Busy and crowded• Finding a parking place• Modern facilities• Beginners, women only areas,adults swimming, childrens‘splash’• Incentives• Extensions• Finding a parking placeCosts Benefits
  61. 61. +
  62. 62. +
  63. 63. +Within this exchange transactioncustomers will only exchange whatthey value (money, time, effort) if theyfeel that their needs are being fullysatisfied.Exchange value
  64. 64. +Competition: Less about a specific company and muchmore about what is being offered to people…fun/pleasure/enjoyment/taste/ affordability/speed/convenienceCB-S2006
  65. 65. +Your market Your market is vital. It’s the group ofpotential customers who will use yourtype of product/ service. So you mustunderstand who will buy yourproduct, why they will buy it and howthey will make the decision.
  66. 66. +Your competitorsYou must understand your competitors and how you stackup against them.  Direct competitors: those with whom you competehead to head in your target market.  Other competitors: these supply a similar product toyour own but in different parts of the market.You needto keep an eye on them.  Indirect competitors: these are not competitors in theusual sense of the word.They are other ways that yourpotential customers could spend their money ratherthan buying your product/service.
  67. 67. +Create a rough guide for each ofyour key competitors that looks attheir strengths and weaknesses.
  68. 68. +What advantage(s) do you haveover each of your competitors?This is called competitiveadvantage.You are going nowhereif you haven’t got any competitiveadvantages.
  69. 69. +Markets, customers, products,services and competitors NEVERstand still. So you need to be aware ofwhat is happening ALL THE TIME!
  70. 70. +The Boston Matrix  Dogs: these are products with a low share of a low growthmarket.They do not generate cash.They tend to absorb it.Strategy would be to lose these services or products unlessthere are very good reasons to keep them.  Cash cows: products of services with a high share of a slowgrowth market. Cash cows generate more than is invested inthem. So keep them for now.  Problem children: these products have a low share of a highgrowth market.They consume resources and generate little inreturn.  Stars: these are services/ products with a relatively high share ofa high growth market. Stars tend to generate high amounts ofincome. Keep and build your stars!
  71. 71. +It’s a crowded space…
  72. 72. +myattention?safer sexHIV/Aidsconserve energyavoid drugs &limit alcoholreportcrimereport domesticviolence‘Think!’roadsafetydon’tsmokedon’t speedpark& rideget childimmunisedOur messagesring thehelplineuseNRTrecyclesave waterreducesaltdon’tlitter
  73. 73. +sexavailable time /boredomtake drugs for fun /drink & get plasteredeat crisps, burgers,convenience foodsmokebuy latestclothespeerapprovaladulthood / maturityexcitementmyattention?sugar / sweetsinternetmobile phoneshair, nails,complexioneveryday life!
  74. 74. +myattention?safer sexHIV/Aidsconserve energyavoid drugs &limit alcoholreport domesticviolencedon’tsmokedon’t speedvolunteerpark& rideget childimmunisedsexavailable time /boredomtake drugs for fun /drink & get plasteredeat crisps, burgers,convenience foodsmokebuy latestclothespeerapprovalexcitementsugar / sweetshair, nails,complexionmyattention?fun / enjoymentpleasurehappinesssatisfactionuseNRTreality checkrecyclesave waterreducesaltdon’tlitteradulthood / maturitymobile phones
  75. 75. Inside a consumers head
  76. 76. The landscapeAverage number ofcommercial messages seena day: 1300Number recalled = 3
  77. 77. +Change your words
  78. 78. + Behavioural theory. Peopledo the strangest things.
  79. 79. congruenceInformation,KnowledgeAttitudes,ValuesBeliefsActions,BehaviourWhat I believeor feelWhat I knowHow Iactually actOther influencing factorsBehaviour is affected by more than“what I know” or “what I believe”
  80. 80. To consider and assess the impact of different influences on the behaviourof the target audience or customerPhysicaland materialcircumstancesMarket forcesThe economic &business climate Governmentpolicy and itsimplementation Communityassets andresources Socialcircumstancesand context Environmentaland culturalcontext BehaviourRe-consideringthe significanceof the marketMajor influences on behaviour optionsand choices
  81. 81. +The environmentSupplier power New market entrants Product and technology Development Buyer power Competitive rivalry
  82. 82. +Porters five forces  New market entrants e.g. entry/ ease/ barriers, geographicalfactors, routes to market  Buyer power e.g. buyer choice, buyer size  Competitive rivalry e.g. number and size of firms, industrysize and trends  Supplier power e.g. brand reputation, geographicalcoverage, customer relationships  Product and technology development e.g. alternative price,quality, fashion and trends
  83. 83. +How much do we know about humanbehaviour?  95% of thinking happens in our unconsciousWhat motivates people to act?
  84. 84. +Fear, Loss?
  85. 85. +26%more people recycledtheir towels if themessage ina hotel bathroominformed them of thebehaviourof othersSocial proof
  86. 86. +Fear of Loss…worrying…about loss ofattractivenesswas found to bea major motivatorfor young peopleto stop smoking
  87. 87. +THEORY: Do humans behave in“rational” ways that maximise theirindividual self-interest?  People do many things by observing others and copying  People do many things without consciously thinking aboutthem  Money undermines people’s intrinsic motivation to do theright thing  People’s self-expectations influence how they behave  People are loss-averse and hang on to what they consider‘theirs’  People are genuinely bad at reaching decisions – fear offailure and the consequence of action  People need to feel involved and effective to make a changeSource: the New Economics Foundation
  88. 88. +The marketing mix
  89. 89. +Create whatpeople want.
  90. 90. +How do we get people to use thestairs?
  91. 91. +Turn features into advantages andbenefitsPeople don’t buy features, they buy what the productwill do for them.Our service has(feature) whichmeans that(benefit).
  92. 92. +Features to benefitsYou have looked at yourcompetition, now it is time tolook at your service.Whatfeatures can you turn intobenefits?
  93. 93. +The importance of brand
  94. 94. +Brand  Brand = collectively what people say, feel and think aboutyour product, service or company.  Branding = using marketing to influence peoples’ attitudestowards, and perceptions of, the brand  Brand loyalty will still be earned over time throughconsistent positive experiences and engagements with aproduct, service or company.
  95. 95. Old marketing: This isn’t working
  96. 96. Modern marketing
  97. 97. +Marketing mix  Product:what will we be offering the target audience?  Price:what will be the cost (psychological, social, financial) to theconsumer to take up this offer?  Place:where are we making this offer available?  Promotion:how are we going to effectively engage with the target audienceand promote this offering?The 4 Ps of marketing are not Posters, Pamphlets,Public advertising and Publicity events
  98. 98. Product• Branding• BenefitsPartnerships• LSPs / LAAs• Third Sector• Commercial SectorPeople• Capability• Capacity• Efficiency• Customer service• TrainingPhysical Evidence• Correspondence• Patient experience• Customer journeyProcesses• Data collection• NICE guidelines• Performance management• GP/Provider contractsPromotion• Communications mix• Budget constraints• In-house skills oroutsourcePlace• location• Coverage• Accessibility• Clinical / non/clinical• Telephone• OnlinePrice• Tangible /intangible• PsychologicalThe public servicemarketing mix
  99. 99. +The 7Ps of marketing +1  People: People define a service. Anyone who comes intocontact with customers or potential customers is part of thebrand offering  Process: Customers are not interested in the detail of howyour service runs.What matters to them is that the serviceworks!  Physical evidence: The environment is so important andmust live up to the expectations of the customer. Seeing isbelieving!  Partnerships: Sometimes the ability to make somethinghappen requires partnership. Not just with anotherorganisation but with your customers.
  100. 100. +Have you caught up?  Moved from mass media to niche media to micro media  The environment has changed  Communities do not necessarily mean ‘local areas’ millions ofonline communities  89% of major brands expected to market via a mobile this year  41% of retailers have a mobile app  Biggest spend this year in advertising is via mobile advertising.M&S have over 1million unique users a day to their mobileplatform  Text messages: more are sent in one day than the totalpopulation of the planet.  Moving to location based marketing and augmented reality
  101. 101. +Up your game
  102. 102. + Group activity: can we marketphysiotherapy services inMedway? (30 minutes)
  103. 103. +Medway Physiotherapy services  Physiotherapy services – any qualified provider scheme  What does this mean? Choice.  1st October – 16% case load reduction. Need to earn thisback.  Current position. 1000 referrals a month (on average), 4200contacts a month
  104. 104. +Your taskHOW AREYOU GOING TOINCREASE THE NUMBERS OFPEOPLE CHOOSING MEDWAYCOMMUNITY HEATHSERVICES FORPHYSIOTHERAPY?
  105. 105. +Your task What do you know about your customers? Keyinsights?What do you NEED to know? Are your customers your end users or someoneelse? What do you know about the competition?Whoare they and are they a threat? What is the current exchange?What types ofexchange do you think you need?
  106. 106. +Feedback and tea/coffee
  107. 107. +Marketing your own services(the Medway Marketing Toolkit)
  108. 108. +The Medway Marketing toolkit  Perceptual mapping
  109. 109. +Consider:  Where does your service position itself in relation tocompetitors?  Do customers agree with you?  Are there any gaps in the market that could potentially befilled?  Do you need to reposition yourself in this market?  Estimate market size and potential. Looking at market sizeand growth is a combination of scientific research and pureguesswork.
  110. 110. +A quick simple SWOT
  111. 111. +Feedback
  112. 112. Thinking like a marketer: my tips1) Know exactly who your audience is and look at everything from thatgroup’s point of view2)Your bottom line: when all is said and done, the audience’s action is whatcounts3) Make it easy-to-irresistible for your audience to act4) Integrated strategy that offers the four Ps-  The right product-  At the right price-  In the right places-  With the right promotion5) Base decisions on evidence and keep checking in6) Keep a close eye on the competition
  113. 113. +James Dyson“I made 5,127 prototypes of myvacuum before I got it right.There were 5,126 failures. But Ilearned from each one. I dontmind failure.”
  114. 114. +“Marketing takes a day tolearn. Unfortunately it takes alifetime to master”Phillip Kotler,Marketing Guru
  115. 115. +Contact meEMAIL: kellyevans@social-change.co.ukWEB: www.social-change.co.uk

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