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Potentials and limitations of changing behaviour through communications

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Social Marketing Conference: Changing Behaviour Through Communications 30 November 2011 www.charitycomms.org.uk www.twitter.com/CharityComms www.facebook.com/CharityComms
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Social Marketing Conference: Changing Behaviour Through

Communications

30 November 2011

www.charitycomms.org.uk

www.twitter.com/CharityComms

www.facebook.com/CharityComms

Changing behaviour through communications

Potentials and limitations

John IsittDirectorResonant Media

Good news

Limitations

© Prospect Magazine

Problem Scoping Development Delivery Outcome

Not here!Marketing should

start here

Understanding people

Context of their lives

Mums live hectic lives

Often stressed with little time for self

Stressed“mornings hell on earth, ground hog day, routine, trying to do everything, organise kids, get them to school, its

manic” (2)

Yet support often lacking

“I’ve got no help really, my family live in London, so its between me

and my partner” (2)

Friends and family important support

(especially for single mums)

“my mum lives two doors away” (1)

Chaotic“rushing breakfast, rushing clothes,

rushing out the door” (1)

Aim for routine“you have to have a

routine or you will never survive” (1)

Little Time for Self“best time of day is probably when sitting on the loo” (1)

Typical Day

People are different

Context of their lives

Demographics, a good start, but may not be enough.. .

demographic

male

born 1948

British

2nd marriage

affluent

well known family

How do people really behave?

People are different

Context of their lives

Insight

Insight is the flash of understanding regarding an unidentified or unmet need of the customer.

Or a new or better way to satisfy an existing need.

Co-production

Case study

Increasing cervical screening rates

2,873 women diagnosed in the UK

941 deaths

79.5% national screening rate

71.5% screening rate in Tower HamletsTargeting: Women aged 25 to 34

years

Scoping

No cultural experience (of smear tests)

Confused

Little knowledge

Fearful / embarrassed

Don’t have the time

Refuseniks

Scoping Development

ImplementScoping Development

Implement

Implement

Implement

ImplementScoping Development Evaluate

Evaluate

24.3% increase in attendance

52% encouraged to attend due to priming letters

In summary1. Understand our customers2. Champion our customers3. Know when to Change and/or Adapt to their

behaviours

Want to know more?Call 020 7498 8055 or visitwww.resonantmedia.co.uk

Thank youJohn Isitt

[email protected]


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