Social marketing patrick ladbury nsmc

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Presentation from Patrick Ladbury, NSMC at the CIM Good Marketing Conference, ARU Chelmsford on 30 November 2012

Published in: Business, Economy & Finance
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Social marketing patrick ladbury nsmc

  1. 1. Commercial Marketing and Social Marketing The same or different? Patrick Ladbury www.thensmc.com
  2. 2. Who are we?
  3. 3. Health promotion & social marketing• Audience focussed• Not everyone is the same• Determinants that influence behaviour• Return on investment
  4. 4. Commercial & social marketing• Marketing misunderstood
  5. 5. More than just communications
  6. 6. Commercial & social marketing• Marketing misunderstood• Same godfather• Similar tools and techniques – Market research – Products or services that meet the audience’s needs – Competition analysis – Translate customer insight into customer value• Return on investment
  7. 7. Key questions to ask?• Who are your target audience and segments?• What resources, products or services are currently available?• What prevents them from carrying out the behaviour?• What would motivate them?• What can you influence/change?• How will you measure and sustain your programme?
  8. 8. What is Different?How and for what purpose the tools are used?• Behaviours looking to influence
  9. 9. What is Different?‘It’s much harder to change smoking behaviour, than it is to get someone to change their chocolate bar’ Mark Blayney Stuart, Head of Research, CIM
  10. 10. What is Different?How and for what purpose the tools are used?• Behaviours looking to influence• Segmentation
  11. 11. Example of segmentation in action
  12. 12. What is Different?How and for what purpose the tools are used?• Behaviours looking to influence• Segmentation• Benefits – short term v long term
  13. 13. Why do people do what they do? When they get some benefit out of it.. Benefit = ‘Health’
  14. 14. Why do people do what they do? When they get some benefit out of it.. Benefits = Convenience, time to treat yourself, happy family
  15. 15. BENEFITS BEHAVIOUR CHANGE BARRIERSWhat can you offer me that is better than whatI’m currently doing or what I currently have?
  16. 16. What is Different?How and for what purpose the tools are used?• Behaviours looking to influence• Segmentation• Benefits – short term v long term• Competition• Measurement
  17. 17. Learn from the CompetitionFormula MilkIf you want to encourage breastfeeding, we need to consider the benefitsoffered by the formula option and consider how we might offer, or counterthese.. • Fewer feeds, less tiring • More freedom • Other family members can help and bond with baby • Easier to know how much baby is getting • Less embarrassing in public
  18. 18. Learning from each other• Commercial marketing • Social marketing• Benefits • Understand more complex• CRM and long term behaviours relationship with a customer • Wider influence on• Brand and long term view and behaviours budgets! • Partnerships• Measurement • Community engagement
  19. 19. Conclusion – coming together Michael Porter – Harvard Business Review 2011‘Companies must take the lead in bringing business and society back together .... Creating shared value’• CIM MIG ‘Shape the Agenda response paper’www.cim.co.uk/events/MIGs/socialmrktg.aspx
  20. 20. ContactPatrick Ladburyp.ladbury@thensmc.comhttp://thensmc.com

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