Reaching the Hard to Reach Embedding social marketing

Reaching the Hard to Reach Embedding social marketing in the FRS

Are we doing it right? Is it the most efficient approach?

What are we trying to achieve? Changing behaviour

Definition of ‘hard to reach’? • • • Hard to find Difficult to get through to Won’t listen Refuse to be influenced Disinterested Fire risk not on their radar Not hearing us Don’t have the same values as us Suspicious of authority Don’t speak our language

Or could mean they are groups that WE: • • • Do not understand Form stereo-types about Make decisions for them on what they need to hear Make feel even more excluded from society Put off by telling them what they should be doing

Who is to blame? Them Us

Knowing our audiences

Switching focus Raising awareness Changing behaviour

Switching focus • • • Professional led Telling and selling Raising awareness ‘Paternal’ approach One off ‘campaigns’ Focus on problems Operational focus To general population Compartmentalised • • • Consumer led Relationships/marketing Changing behaviour Treat audiences as equals Sustained approach Focus on opportunities Strategic approach Segmented and tailored Whole system approach

FRS messages alone: Pull your finger out Never leave cooking unattended Get a smoke alarm Wear a seatbelt Request a HFSC Don’t overload sockets Close doors before you go to bed Put it out, right out Plan an escape route

Hard to reach NOT Impossible to reach

See the world through their eyes, get into their heads

What is Social Marketing? It is not… – Promoting public sector ‘brands’ – Advertising for social good – Social media – Just another public sector fad

What is Social Marketing? • It is… – Using proven marketing techniques to change behaviour, rather than to ‘sell stuff’

What is Social Marketing? “…the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals for social good” (French, Blair-Stevens, 2006)

Social Marketing for the FRS The systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals to improve safety and reduce death and injury

What is Marketing? • Driven by understanding the consumer • Offering them a good deal • Understanding the marketing environment – Internal: resources and capabilities – External: competition and wider picture • • Segmentation, targeting and positioning Theory-based and informed The marketing mix - not just advertising Research and evaluation at every stage

The customer is at the heart of everything Social Marketers do

Behaviour change is our main goal THE PERSON SOCIAL MARKETING THE BEHAVIOUR Social environment Specific Physical environment Motivations/barriers Hope and dreams Pros and cons Fears and constraints Why don’t they do it already? Personality

The Social Marketing Process • Learning about consumers/the desired behaviour • Offering them a better deal than current behaviour • Understanding – Internal: people, knowledge, skills, contacts etc. – External: current lifestyles, competition

The Social Marketing Process • Learning about consumers/the desired behaviour • Offering them a better deal than current behaviour • Understanding – Internal: people, knowledge, skills, contacts etc. – External: current lifestyles, competition • Segmentation, targeting and positioning

Segmentation, targeting and positioning D 16 communities of lowly paid factory workers, many of whom are of South Asian descent • Profile – Geodemographic – Socio-economic • Psychographic – Lifestyle • Behavioural – Benefits sought D 24 Low income families living in cramped housing in inner city areas – Perceptions and beliefs

The Social Marketing Process • Learning about consumers/the desired behaviour • Offering them a better deal than current behaviour • Understanding – Internal: people, knowledge, skills, contacts etc. – External: current lifestyles, competition • • Segmentation, targeting and positioning Theory-based and informed The marketing mix - not just advertising Research and evaluation at every stage

Behaviour: Dangerous driving Who: Dangerous drivers Where: Across UK What: Advertising on TV, in bars etc – with infrastructure and enforcement How much: £ 60 m on media Impact: 34% fall in seriously injured/killed, 43% for children, 89% awareness for core targets

Behaviour: Drink driving Who: Rural males, drink driving Where: Wisconsin, USA What: Limos between bars and back home How much: $850, 000 - now self funding Impact: over 97, 000 rides. Prevented an estimated 140 alcohol related crashes Saved an estimated 6 lives

What is Social Marketing? Making behaviour change…

Rubbish Social Marketing Let’s raise awareness! Let’s provide info! Let’s tell them what needs to be done! Let’s change their lifestyle! Let’s do lots of posters! Let’s change how they think about…! Let’s just do it – it’s good for them… Let’s just do what we think’s best!

What is Social Marketing? • Creating interventions based on audiences’ real lives – Their desires and needs – Their fears and concerns – The practicalities of their lives • Taking interventions to where people already are • Speaking in words/actions they understand • Making the ‘desired behaviour’ desirable to them too

Summary • The ‘customer’ should be at the heart of everything we do • Need to – segment target groups – gain insight into them and the behaviour – define behaviour change with clear aims and objectives • Evaluation is key – testing interventions, measuring change and sharing learning

Outcomes from Fire. PRO workshop • Community Safety and Marketing Departments need to collaborate more • A mix of short- and longer term solutions required • No quick wins • More resources needed for initial research • Need to share resources across FRS – resulting in efficiency savings • Better sharing of what worked and didn’t work between FRS • National Social Marketing steering group?

Any questions? hayley. buzzel@cambsfire. gov. uk rosa. clark@avonfire. gov. uk sara 2. bird@uwe. ac. uk www. nsms. org. uk