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Communicating the safety message - Communicating the Health and Safety message through traditional Marketing Techniques.

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Win Marketing has been working in the Health and Safety industry since Win Marketing was founded in 1999.

Being specialists in communicating Health and Safety effectively, Our team was asked to give a talk on communicating Health and Safety.

This presentation focuses on communicating the Health and Safety message effectively through traditional Marketing Techniques and using recent digital marketing and media.

Published in: Education
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Communicating the safety message - Communicating the Health and Safety message through traditional Marketing Techniques.

  1. 1. Communicating safety Getting your message noticed Ann Goodwin FCIM, DipM,Chartered Marketer Managing Director Win Marketing www.winmarketing.co.uk 1
  2. 2. You communicate safety every day www.winmarketing.co.uk 2
  3. 3. It’s critical . . To get your safety message across effectively • Engage staff • Gain co-operation • Positive safety culture • Complement safety strategies • Improve behaviours • Enhance safe work practices www.winmarketing.co.uk 3
  4. 4. Effective communication – it’s easy… • Draw a circle • It’s easy . . . – Isn’t it???? www.winmarketing.co.uk 4
  5. 5. Communicating exactly But . . . How often are we this explicit??? www.winmarketing.co.uk 5
  6. 6. It’s easy to misinterpret • With safety messages – The consequences can be disastrous • What stops effective communication? www.winmarketing.co.uk 6
  7. 7. Barriers to communication • Know the barriers to communication in your organisation • Have a plan to overcome them www.winmarketing.co.uk 7
  8. 8. Safety communication It’s like planning a road trip Takes time and effort to perfect techniques www.winmarketing.co.uk 8
  9. 9. Understand the communication process www.winmarketing.co.uk 9
  10. 10. Improve your communication • Communicate safety with clarity, credibility and impact • Consider: www.winmarketing.co.uk 10 – What are you trying to say • Know why you need to say it • Who do you need to say it to? – Why is the message relevant to them? – Know when to communicate – Consider the expected response – Consider the culture – Choose the medium carefully • Show them how – Use language the recipient will understand – Consider your attitude • “we do all of that!”
  11. 11. So what more can be done? Use lessons from marketing to help www.winmarketing.co.uk 11
  12. 12. Make your messages visually appealing We remember more when we see and hear things at the same time www.winmarketing.co.uk 12
  13. 13. Use lessons from marketing to help www.winmarketing.co.uk 13
  14. 14. Answer the “what’s in it for me” • Benefits relevant to them – not to you! – Features tell, benefits sell • Give people a goal to aim for – Paint a picture • Translate complaints & criticisms into requests – Feel, felt, found technique www.winmarketing.co.uk 14
  15. 15. Use positive words . . . • What's the problem? – How can I help • You should have … – From now on … or Next time… • You don’t understand – Let me run through that again • I've told you before not to … – How about trying it this way • This will cost money – This is an investment in your health and well being www.winmarketing.co.uk 15
  16. 16. Promote the safety message like a brand Provide recognition & understanding www.winmarketing.co.uk 16 Be safe Be Safe
  17. 17. Communicate your safety message like a brand • Confirm what the brand stands for • Understand target audience • Involve and engage with them • Consistent • Regular • Integrated promotional campaigns • Use the senses www.winmarketing.co.uk 17
  18. 18. Build the “Safety Brand” within your company • Develop your safety image and logo – Personalise it, fun and exciting • Brand Name – Something people can be part of - “Target Zero” • Develop a Strapline – Trying to achieve or stand for - Doing dangerous things safely • Gain support from specialists – Commitment from your marketing department – Show them that safety affects the company brand – Test messages with focus groups www.winmarketing.co.uk 18
  19. 19. Brands – consistent throughout www.winmarketing.co.uk 19 Safety Rock
  20. 20. Bring your brand to life . . . • Wear the brand In your clothing In your attitude • Speak the brand Positive Lead by example • Listen for the brand www.winmarketing.co.uk 20 Other people’s attitude Check for feedback and understanding
  21. 21. Make it happen Roll the brand out into campaigns www.winmarketing.co.uk 21
  22. 22. Making it happen – sample ideas • Internal documents • Meetings – Focus groups – One to one sessions – Conferences – Events • Advertising – Staff magazines • Promotional items – Posters – Brochures – Videos – Pens www.winmarketing.co.uk 22 • Digital Marketing – Website, Intranet, – Blogs, social media – E-shots – SMS Texts • Public relations – Competitions – Success stories – Safety week – Conferences – Socials – Recognition – Reward schemes
  23. 23. Safety communication tips 1. Know the barriers 2. Have a plan to overcome them 3. Be aware of your audience 4. Think before you speak 5. Be clear and explicit 6. Keep it simple 7. Mind your body language 8. Focus on benefits 9. Be consistent 10. Use two way communication 11. Provide support 12. Reinforce the message 13. Express appreciation 14. Promote as a brand 15. Set the right example www.winmarketing.co.uk 23
  24. 24. Thank you – any questions?? Ann Goodwin, Win Marketing (UK) Ltd 14, The Office Village, Charnwood Business Park, North Road, Loughborough, Leicestershire, LE11 1QJ Tel: 01509 265890 Follow us on Twitter: @anngoodwin or @winmarketing Download this presentation on www.winmarketing.co.uk/communicating-safety/ www.winmarketing.co.uk 24

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