Download - 2015.12.10 Playing to Win
Playing to winPresented by
Professor Sharyn Rundle-Thiele
December 2015
Social Marketing
Uses generic marketing tools Consumer focussed Creates value Uses segmentation Is strategic
NSMC 8 Benchmark Criteria available online at http://thensmc.com/sites/default/files/benchmark-criteria-090910.pdf
A review of the evidence base
Social Marketing’s EffectivenessSubset Number of
studiesSMBC Used Positive change
(not always behaviour)
Studies utilising a marketing mix
16 5 100%
Communications only campaigns
18 3 67%
Imagine a world where coke only communicates
And they had nothing to sell
But that is not how they play the game
Coke is available everywhere
The winner will take it all
Deliver compelling exchange offerings
Product Case: Say Yeah Nah (NZ)
Source: Elliot et al (2009)
• Peer pressure contributes to binge drinking
• Social permission needed to say no to alcohol
• Gives a verbal shorthand people can use to refuse a drink or say no to another drink
Integrated Marketing Campaign launched in 2013
Say Yeah Nah
Product Case: Say Yeah Nah (NZ)
• AdMedia ad of the month• 24% increase in calls to alcohol
help lines• 25% of high risk drinkers and
30% of medium risk drinkers said the campaign had helped or encouraged them to start drinking less – an increase of 18% and 5% respectively from 2013.
IMC campaign (posters, TV and billboards) – cost $NZ 1.2 millionCampaign extended to offer branded water
Service Case: Give Me 5
Service Case: Give Me 5
Average 100 minutes of exercise per week
Paid $25.0039% participation in
25 sessions43% would sign on
for a second program
Operate with a competitive mindset
Playing to winATLANTA, Oct. 21, 2015 – The Coca-Cola Company today reported third quarter 2015 operating results. "Our third quarter results were in line with our expectations and reflect the continued execution of our strategic initiatives to restore momentum, which are beginning to take hold across our global business," said Muhtar Kent, Chairman and Chief Executive Officer of The Coca-Cola Company. "By aggressively driving productivity and streamlining the business, we are funding investments to accelerate growth. We have aligned and incented the organization against a clear revenue segmentation strategy. Finally, we have announced significant steps that evolve and strengthen our unparalleled global distribution system, including the planned creation of Coca-Cola Beverages Africa, Coca-Cola European Partners, and most recently in the United States, the National Product Supply System. Despite a continued challenging macro environment, all of us at The Coca-Cola Company remain confident in our strategies and committed to the creation of long-term shareowner value."
compete
real estate
share of wallet
leverage
market share
asset
advantage
optimise
growth
value
customer experience
win
Extent social marketing is applied in minimising alcohol harm
Social marketing scorecard
Extent social marketing is applied in interventions targeting children
Social marketing scorecard
More scorecards are available
SMBC Social marketing’s aces to play
Behavioural objective
Evaluate using multiple behavioursTackle single behaviours serially over time
Audience segmentation
Identify different groupsTarget each group with a unique solution
Formative research
Conduct formative researchResearch must be consumer oriented
Exchange Offer salient benefits – short-terms benefits can be more salient than long-term benefitsConsider trials, rewards and prizes to stimulate trial and repeated behaviour
Marketing mix Move beyond communication – interventions must be multifaceted (e.g. more than promotion and communication)Efforts need to be directed at initiating new behaviour and encouraging repeat behaviour
Competition Undertake competitive analysisKnow your competitionOperate with a competitive mindset
It is time social marketing played to win
Professor Sharyn Rundle-Thiele
Griffith Business School
Department of MarketingBusiness 1 (N63), Room 2.20Nathan campus, Griffith University, 170 Kessels Road, Nathan QLD 4111, AustraliaPhone: +61 7 3735 6446Fax: +61 7 3735 7126Email: [email protected]
Griffith Business School seeks to excel as a provider of high quality, cross-disciplinary and internationally relevant business and public policy education and research, emphasising the relationship between business and society in promoting sustainable enterprises and communities.
Griffith Business School