social marketing and Black and Minority Ethnic groups

Social Marketing and BME Groups

An Introduction

20th July 2010

Professor Jeff FrenchPhD, MBA, MSc, Dip HE, BA, Cert.Ed

jeff.French@strategic-social-marketing.org

Strategic Social Marketing Ltd

Why we need to apply social marketing principles

What Social Marketing is and is not

Some examples

Some suggestions for improving impact among BME communities

How Much do you know about social marketing ?

Continuum Exercise

Poverty

Inequality

Social exclusion

Public sector efficiency and effectiveness

User responsiveness

People who make you an offer

that you can’t understand

Valuing different sources of learning

criminology

marketing

AND MANY MORE…

2005 45% 2008 38%

Government target > 50% by 2009

£10 billion spent

£8 billion in the community

£4 billion not taken

INSIGHT

Behaviour

Method MixAudience

Segmentation

Behaviour Theory & Behavioural Goals

Intervention mix & Marketing mix

Blair-Stevens, French 2005

Customer

Customer Triangle

Scope Test EnactLearn

Add some marketing and get a much bigger result GP Survey named Tower Hamlets as the most improved PCT ,

improved by 8% in 2008

Many key societal challenges

climate change

poverty

recyclingalcoholphysical activity

obesitypollution

drug usesexual health

smoking

violence

inequality

HIV / Aids

Demographic

born 1948

British

2nd marriage

affluent

well known family

What causes binge drinking ? You only have to look at the price list(Bar manager)

Binge drinkers consider it their right, It’s a release for the working class to forget their lives(Youth worker)

Supply Side logic

Socio political logic

Insight is the key

“Its very important to get drunk. I’m spending money and I want to get drunk, and if I don’t its just a waste of money!”Quoted in Alcohol Harm Reduction Strategy for England

Cabinet Office 2004Personal contextual logic

Insight is the key

“Its very important to get drunk. I’m spending money and I want to get drunk, and if I don’t its just a waste of money!”Quoted in Alcohol Harm Reduction Strategy for England

Cabinet Office 2004

Highest disposable income

Huge and growing Capital worth

More technologically advanced than people think

Increasingly disability-free and healthy life expectancy

Buy over half of luxury goods

Women spend 20% more on clothes than younger counterparts

You want it how you want it

MORI survey in 2005 following words best described public service,

Highest ranked words: Bureaucratic Infuriating Faceless Hardworking Unresponsive Unaccountable.

Lowest ranked words: Friendly, Efficient Honest Open.

Only 43% of public sector workers consider it very important to develop more flexible and personalised services

Increasing choice for users was seen as the least important strategic objective by senior public sector managers over the next year with 49% saying it was not important.

( Source: House of Commons Public Accounts Committee AT Kearney Consultancy 2008)

The State and experts know best

They don’t

Jeff, Welcome to Your Amazon.com™ (If you're not Jeff French, click here.)

“It’s not about telling and selling.

It’s about bringing a relationship mind set to everything we do”

Jim Stengel Global Marketing Chief Proctor & Gambel

If you can get them asking thewrong question the answersdon’t matter

Thomas Pynchon

Wrong question: How about a new initiative?

Information is important ... but it can be misinterpreted!

Information is often misunderstood

The RightQuestion

How can I create environments products and services that help people change?

Residents who go to a council gym, swimming pool or leisure centre able to go for free as long as they attend at least once a week for four weeks.

6,203 people getting in shape under the £500,000 scheme.

Successful in attracting more than 70 per cent participants from minority ethnic communities including significant numbers from the Bangladeshi, Pakistani and African-Caribbean communities – many of them women.

Marketing Competence

My child is always safest in my arms.

God decides when to take my baby.

CREATE A SERVICE…

…have a priest bless the car seats.

Longer term BENEFITS

Turning into

more immediate

BENEFITS

Short term COSTS

Reducing Make our ‘product’

We need to

Benefits

Barriers

Benefits

Barriers

INSIGHT

Behaviour

Method MixAudience

Segmentation

Behaviour Theory & Behavioural Goals

Intervention mix & Marketing mix

Blair-Stevens, French 2005

Customer

Customer Triangle

1. Active engagement of individuals and communities

2. Set explicit objectives

3. Use ‘segmentation’

4. Use combined approaches

5. Coalitions and coordination

6. Interventions driven by theory, evidence and insight

7. Sustain and appropriately funded interventions

8. Evaluate, adjust and learn

3 core concepts‘Insight’

Developing a genuine insight into the reality of the everyday lives and experiences of the audience is critical.

‘Exchange & prompts to change

What the person has to give in order to get the proposed benefit , or a prompt that helps the person change behaviour.

‘Competition’

Whatever is being ‘offered’ will always face external and internal competition (e.g.: the power of pleasure, habit, addiction, etc).

Not hard to reach But easy to miss

Insight Emotional connection trumps facts or Nagging

Psychological cost Psychological benefitSocial cost Social benefitFinancial cost Financial benefitPhysical cost Physical benefitTime cost Time benefit

Incentives to reduce or increase

Domestic waste recycled was up 4.7%

Prizes for residents who stuck their contact details into empty bottles etc

More than half say that taking part in the lottery has made them more environmentally aware - and encouraged them to recycle more regularly.

Homer v Spock

Mid brain v Prefrontal Cortex

Opt in

Presumed consent opt out

do not

‘Prompts , Nudges, Choice Architecture’:

Youth programme brought groups together to tackle the issues

Result: an accepting social norm was created that increased the number of girls becoming pregnant (LSHTM Dr Nenel)

One in six who went on course end up pregnant

Girls on the course three times more times likely to become pregnant that those who did not take part

A study of some Israeli childcare centers offers a good real world example of how market incentives can crowd out non-market norms. The centers faced a familiar problem - parents sometimes came late to pick up their children, and so a teacher had to stay with the children until the tardy parents arrived. To solve this problem, the childcare centers imposed a fine for late pick-ups. What do you suppose happened? Late pick-ups actually increased. Now if you assume that people respond to incentives, this is puzzling. You would expect, wouldn’t you, the fine to reduce, not increase the incidence of late pick-ups? So what happened? Introducing the fine changed the norms. Before, parents who came late felt guilty; they were imposing an inconvenience on the teachers. Now parents considered a late arrival a service for which they were willing to pay. Rather than imposing on the teacher, they were simply paying her to stay longer.

attention

engagement

3 core principles

Behaviour and behavioural goals

The purpose is to achieve measurable impact on behaviour.

The ‘Intervention and Marketing Mix’ Based on the evidence that to achieve behavioural goals there will be normally need to be a range of interventions.

Audience segmentationMoving beyond the traditional focus on demographics and service use, impact statistics to include behaviour and psycho-graphic aspects

Men in the Stillbrow Ward aged between 35 and 45 will reduce their smoking rate from the current level of 40% to 30% by September 2012.

This means that based on the current (April 2009) population level at least 210 med will have stopped smoking for more than six months verified through the agreed physiological testing protocol.

▪ Numbers of people who asked a GP for a CXR 64% to 76%

▪ Target GP practices increased CXR referrals three times that of non-target practices

▪ 20 additional cases diagnosed during the campaign

▪ Stage I&II increased from 11% to 19%

de-CIDES behaviour framework© (Improving lives together. Prof Jeff French Clive Blair-Stevens Harnessing the best behavioural interventionand social marketing approaches)Westminster City Council. 2010)

5 primary intervention domains

Inform

Educate

Support

Design

Control

Design

Inform

Educate

Support

Control

The 5 influencing domains

Inform

Educate

Support

Design

Control

Communicate Remind Trigger

Teach Engage Inspire Skill

Service Provide Assist

Alter environment EngineerChange context

Regulate Legislate Monitor Police

Make aware

Inform

Educate

Inform

Educate

Support

Design

Control

Inform

Educate

Support

Design

Control

Double Income No Kids

Person Inheriting Parents Property

Self Centred Urban Male

Single Income No Boyfriend Absolutely Desperate

Single income Two Children Outrageous Mortgage

Loads Of Money But A Right Dickhead

PIPPIE

SINBAD

SITCOM

LOMBARD

Range of segmentation options

Demo-graphic

Behavioural Psycho-graphic

Geo-graphicAge / Life-stageGenderFamily SizeIncomeOccupation Education Social Class

Postcode / Locality Community / Village Town / City Rural / Urban density Region National boundary

Occurrence & frequency Degree or duration of behaviour Context and location of behaviour Public / Private nature of behaviour Degree of social acceptability / stigma Extent of actual (or potential) benefits Attitude to behaviour (problem & desired) Extent of related service / product usage Attitude & readiness towards change in relation to problem & desired behaviour Ability to achieve & the access issues

Attitudes and readiness to adopt Degree of positive motivation Degree of resistance Personality profile / type Values (personal & community) Beliefs & Perceptions Knowledge & understanding Self-efficacy / Self esteem Degree of dissonance (stated vs actual)

Adapted from Kotler, Roberto, Lee (2002)

Religion RaceSexual identity Physical ability Health status Lifestyle / Generation Identity / Nationality

Continent / Global region Climate Physical environment Ability to access Mobility / Transportation

need to belong

need to stand out

need for control

need for release

de-stressdrinker

boredomdrinker

social

depresseddrinker

borderdependent

drinker

communitydrinker

re-bondingdrinker

machodrinker

hedonisticdrinker

Note: subsequently updated June 2009

Initial DH alcohol typologies

To succeed we need to move from:

‘Expert defined product’ model

‘Value to user’ model

Marketing

not selling

IncentiveReward

DisincentivePunishment

ActiveConscious Decision

Passive Unconscious Decision

E.G.: Financial reward for not

smoking

E.G.: Road bump to deduce

car speed

E.G.: Penalty fine for

littering

E.G. :Savings default

scheme

Scope Test EnactLearn

Legacy of the 2003 COI common good Ethnic Minority Communities qualitative research report:Its not necessary

Its too difficult

Its divisive

The need for a comprehensive BME insight research programme

Analysis of data from that National Child Measurement Programme indicates that children from the Pakistani, Bangladeshi and black African communities are more likely to become overweight or obese than their white British counterparts

The original How are the Kids? survey and the materials that were sent in response were only available in English. We have always recognised that tailored materials, using other languages and culturally specific advice would allow Change4Life to engage with other communities in a more meaningful way. In consequence, we appointed a specialist ethnic marketing agency and worked closely with primary care trusts and local authorities in three areas – Luton, Bradford and Lambeth & Southwark – to design bespoke programmes.

Need insights re BME groups at the start of all programmes not half way through

Clear aims and objectives within all programmes that include specific BME targets

Investment in cross sector coordination andclarity of responsibility between the state, BME communities , private sector and NGO sector

Sufficient BME market, insight and research, data analysis and evidence reviews

More effort on evaluation and spreading good practice

Sufficient investment, long term planning

Professor Jeff FrenchPhD, MBA, MSc, Dip HE, BA, Cert.EdStrategic Social Marketing LtdRegistered Company No : 6963216www.strategic-social-marketing.orgAttabara, Conford , Hants, GU307QW

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social marketing and Black and Minority Ethnic groups

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