potentials and limitations of changing behaviour through communications
TRANSCRIPT
Social Marketing Conference: Changing Behaviour Through
Communications
30 November 2011
www.charitycomms.org.uk
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Changing behaviour through communications
Potentials and limitations
John IsittDirectorResonant Media
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
Demographics, a good start, but may not be enough.. .
demographic
male
born 1948
British
2nd marriage
affluent
well known family
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.
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
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