www.thensmc.com

Commercial Marketing and

Social Marketing

The same or different?

Patrick Ladbury

Who are we?

Health promotion & social marketing

• Audience focussed

• Not everyone is the same

• Determinants that influence behaviour

• Return on investment

Commercial & social marketing

• Marketing misunderstood

More than just communications

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

• 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?

Key questions to ask?

What is Different?

How and for what purpose the tools are used?

• Behaviours looking to influence

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

What is Different?

How and for what purpose the tools are used?

• Behaviours looking to influence

• Segmentation

Example of segmentation in action

What is Different?

How and for what purpose the tools are used?

• Behaviours looking to influence

• Segmentation

• Benefits – short term v long term

Why do people do what they do?

When they get some benefit out of it..

Benefit = ‘Health’

Benefits = Convenience, time to treat yourself, happy

family

Why do people do what they do?

When they get some benefit out of it..

BENEFITS

BEHAVIOUR CHANGE

BARRIERS

What can you offer me that is better than what

I’m currently doing or what I currently have?

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

Learn from the Competition

Formula Milk

If you want to encourage breastfeeding, we need to consider the benefits

offered by the formula option and consider how we might offer, or counter

these..

• 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

Learning from each other

• Commercial marketing

• Benefits

• CRM and long term relationship with a customer

• Brand and long term view and budgets!

• Measurement

• Social marketing

• Understand more complex behaviours

• Wider influence on behaviours

• Partnerships

• Community engagement

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

Contact

Patrick Ladbury

p.ladbury@thensmc.com

http://thensmc.com