WORD FROM THE WISE < ‘The key component in identifying an issue and then
devising a strategy to combat it is people themselves. If you listen to them enough, they will give you the answer
according to French. “This systematic approach, centred on intensive research and constant re-evaluation, helps to reduce cost by eliminating much of the guesswork that is often associated with devising and meas- uring the effectiveness of traditional marketing campaigns and is another reason why, in times of economic hardship, it should be included as a core element of all marketing strategies seeking to encourage changes in consumer behaviour. “With more accurate measurement of campaign effectiveness, it
also makes it easier to plot future courses of action which, again, will help to reduce the overall costs associated with achieving desired outcomes.” This research-based approach means that campaigns are
devised from the bottom up rather than the other way around, French says. “Social marketing goes with the grain of human behaviour – it is
merely a response to it and how it influences behaviour. The key component in identifying an issue and then devising a strategy to combat it is people themselves. If you listen to them enough, they will give you the answer. They will tell you what they need and this will inform your course of action.”
Integrated model French advocates adopting an integrated customer/user-centric approach as a means of maximising the effectiveness of social marketing campaigns. This should involve all stakeholders – from the government, NGOs and the private sector right down to the end user. It should also include the media where possible, he says. “Governments need to move away from the traditional top-
down project management approach and play a more strategic role in the process, with the main responsibility for carrying out programmes being franchised out to the various stakeholders, particularly NGOs and private sector organisations. “One of the outcomes of the recession in the UK has been a
major cost review of the public sector, which has resulted in clos- er links being forged with the private sector and its increased involvement in social marketing campaigns,” French explains. “I see this as a very positive development for both parties – the gov-
ernment benefits from reduced costs all round, while the private sector companies get increased brand awareness and CSR kudos.” Here he cites the case of food producers and supermarket
chains promoting increased fruit and vegetable intake in the ‘Five- a-day’ campaign. “This is a prime example of a successful social media campaign in action. Although it is basically a government- sponsored initiative, the food brands and supermarket chains are closely involved. The ‘Drinkaware’ campaign run in conjunction with some of the major drinks companies is another good exam- ple of how the public and private sectors can come together and work to change consumer behaviour for the common good as is the ‘Go Red For Women’ campaign against heart disease in the US.” Reflecting his deep interest in spreading the word about this
subject, French is one of the main organisers of the second World and Social Marketing Conference, which will take place at the Citywest Conference Centre in Dublin on 11–12 April 2011. In addition to sharing best practice ideas, the key theme of the
’
conference will be engaging the private sector and alerting them to the benefits of social marketing. It will feature a number of leading thinkers and practitioners from around the world who will discuss a wide range of topics including rational and non-rational behav- iour and how to influence it; promoting inter-sectoral collaboration to tackle behavioural challenges and fostering inclusiveness and implementing global learning systems. The event will also feature the inaugural meeting of the board of
the new Global Social Marketing Network which was launched last November. “The private sector has a long reach and, for the most part, a
very deep understanding of their customers’ requirements,” French concludes. “Governments everywhere need this type of expertise, this level of consumer understanding to inform their social marketing strategies. “At the moment they just don’t have it and I would encourage
the private sector to bring their skills to the table to help tackle some the big issues that affect us all. To misquote JFK: ‘Ask not what social marketing can do for you, but what you can do for social marketing’.”
Volume 5 Issue 1 2011 Marketing Age 21
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