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Putting your audience at the heart of your marketing


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Putting your audience at the heart of your marketing

  1. 1. Charity, GSOH,own car, unluckyin love, would like to meet…..
  2. 2. We’ve never had it so good…..
  3. 3. “I’m not hard to reach, I’m sitting right here”Muslim gentleman at community consultation meeting,south London
  4. 4. The basic questions• What are we trying to do?• Who do we need to do it to / with?• What are the most direct routes for reaching them?• Where can communications help?
  5. 5. Know your audiences
  6. 6. Our approach1 2 3 4Scoping the Developing and Implementing Evaluating theaudience and testing the plans the intervention programmeissue
  7. 7. The basic questions• What are we trying to do?• Who do we need to do it to / with?• What are the most direct routes for reaching them?• Where can communications help?
  8. 8. How social marketing can help• Social marketing is an approach used to achieve and sustain behaviour goals on a range of social issues• It is a systematic approach to behaviour change which puts the audience at the heart of any intervention• Its primary aim is to achieve social good rather than commercial benefit − Specific, achievable and manageable behaviour goals for improving quality of life, health and well-being and reducing inequalities
  9. 9. How social marketing can help• It’s the approach we recommend when we’re looking to change the way people think and act − It’s bottom up, not top down• It avoids assumptions about what different groups believe, what will motivate them and what might stop them
  10. 10. Getting to know your audiences• Who they are What they think– Age & gender – What they like and dislike– Socio-economic position – What they want– Background – What they fear – Who and what they listen toWhere they are – Do they agree with us?– Where they go – Do they want to change?– Local issues – How ready are they to change?– Competition for their attention – How close are they to changing? – What is stopping them?What they do – How do they think we can help?– What they/their friends do – What do they already know– What their families do & did about the issue?
  11. 11. Doing the researchSecondary Primary− Desk research − Recruitment − Collating existing material − Focus groups − National and local findings − One to one interviews − Literature review − Paired interviews − Vox pops / mystery− Stakeholder interviews shopping / role playing− Quantitative research: survey (online, telephone, face to face) − ONS, local council websites and annual reports, PCT annual reports, census info, upmystreet, TGI, Experian, Google, Mintel
  12. 12. Start with free stuff• Get wilfing on Google• Local and national government sites, annual reports, white and green papers• PCTs, quangos, service delivery charities and private companies (e.g. Serco), audience and cause specific campaigning charities• ONS, Upmystreet, census info, marketing mediaApply some left field thinking• Look overseas – Anglophone countries plus Scandinavia and Netherlands• Find the right bloggers and follow the right rants•, BBC Audience Insight, UK Tribes, think tanksPay for insight as a last resort• TGI, Experian, Mintel
  13. 13. Interested partiesFriends and familyYour organisation Your team
  14. 14. Be ruthless Ability to act High potential High and willingWilling to actLow HighLow potentialand unwilling Low
  15. 15. Those you own, those you don’tPresentation title, 00 Month 2010
  16. 16. Influencers and channels The Guardian Cinema Five Live Daily Mirror Radio 1 Commuter Daily Express FHM titles – Metro What’s LBC on TV Talk radio Skymag Galaxy FM The Sun Manchester GMTV MSN/Yahoo 16-19 Evening news Sport Local Viral/social radio This Morning networks Pub Local Dad talk papers Recruitment sites Job centre Personal interest Plus/recruitment consumer sites
  17. 17. Communities of interest
  18. 18. Road test your ideas
  19. 19. Get going, start conversations
  20. 20. Evaluate what mattersWere we right?Did we target the right audiences?Did we get them to do what we wanted?What’s changed?
  21. 21. Keep talking