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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
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Overview
•Why segment?
•Some examples
•Segmentation applied to alcohol related behaviours
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clear communication
eager & receptive audience!
It would be great if...
…& wealthy one!
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PM’s Strategy Unit reports
2004 2008
Personal Responsibility Cultural Change
THE INDIVIDUAL THE WIDER SOCIAL CONTEXT
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What is segmentation?
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Segmentation approach
Key features to look for
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• 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
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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.
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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?
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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
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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.
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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
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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
2.5% adults; 3.35% chronic, 5.49% acute admissions
15.27% adults; 18.51% chronic, 18.53% acute admissions
8.49% adults; 9.18% chronic, 14.11% acute admissions
Who we are talking to…
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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