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: s.rundle-thiele@griffith.edu.au

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