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Social marketing approaches to changing alcohol-related behaviours:

Focus on Segmentation

Delivered by: Sam Revill, Regional Development & Support Manager

Delivered to: East of England PCTs & Regional Alcohol Network

Date: Monday 28th September 2009

Venue: Homerton College, Cambridge

www.nsmcentre.org.uk

Overview

•Why segment?

•Some examples

•Segmentation applied to alcohol related behaviours


clear communication

eager & receptive audience!

It would be great if...

…& wealthy one!


PM’s Strategy Unit reports

2004 2008

Personal Responsibility Cultural Change

THE INDIVIDUAL THE WIDER SOCIAL CONTEXT


What is segmentation?



Segmentation approach

Key features to look for


• Segmentation is the process of subdividing a population (or ‘market’) into distinct groups that share common features, eg: may behave in similar ways, or have similar needs or attitudes

• Helps us to consider and develop tailored approaches to different audience segments – helps us developed ‘valued products and services’ specifically for them

• Can help in addressing challenging inequalities – Some groups with greatest needs can respond less well to traditional communications type approaches – they may also be under-served or not-well-served by existing services

• Enables us to consider how to prioritise people/groups that will be key to achieving programme aims and objectives

Segmentation


Importance of segmentingSubstance abuse – traditional messaged-based approach

MESSAGE

“Don’t sniff glue or aerosols,they can kill you”

How terrifying, I won’t be

doing that!

So what

?Hmm, I didn’t

know you could sniff glue – I’ll give

that a try!

It’s a kids drug, I

wouldn’t be seen dead doing that.


Break down the audience into clusters with tailored interventions for each group

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Importance of segmentingAdopting a tailored social marketing approach


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• Ideally, each consumer should be treated differently and made a unique offering.

• This isn’t practical, so consumers are grouped according to similarity of needs/desires.

• Research is used to understand how different people are responding to an issue

– what ‘moves and motivates’ them

• Service, product and message design needs to target these clusters

Why segment?


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


How to prioritise segments

Donovan’s TARPARE approach

T Total number of persons in the segment; AR Proportion of At Risk persons in the segment; P Persuade-ability of the target audience; A Accessibility of the target audience; R Resources required to meet the needs of the target

audience;E Equity, social justice considerations.


Segmentation: attitudinal, behavioural

Attitudes and beliefs:

• “I am more confident when I’ve had a drink”

• “ a drink helps me relax”

• “my drinking doesn’t harm me in any way”

Behavioural: how often; with who; when; influences of routines; where; what


Core

Secondary

10 Older spirit drinkers 12 Unhealthy drinkers 13 Struggling drinkers

8 Drinking man on the street 9 Drinkers with children

0.46% adults; 0.69% chronic, 0.93% acute admissions

4.04% adults 2.5% adults 4.04% adults; 6.41% chronic, 8.38% acute admissions




Who we are talking to…


Thank you

National Social Marketing Centre c/o Consumer Focus 20 Grosvenor Gardens London SW1W 0DH phone: 020 7799 1900

web: www.nsmcentre.org.uk

nsmcentre.uk

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