Hearts, Minds and the Bottom Line: how marketers get us drinking

Transcription

1 Hearts, Minds and the Bottom Line: how marketers get us drinking Gerard Hastings World Social Marketing Conference Dublin April 2011 ISM Institute for Social Marketing Hearts, Minds and the Bottom Line 1. Marketing: a many splendored thing 2. Effects are well established and widely recognised (except by industry) 3. Only belong: the subtleties of branding 4. Our young people need far more protection from alcohol marketing Structure

2 What is marketing? The processes business uses to encourage consumption of its products: Multifaceted Strategic and long term relationships not just transactions: the who as well as the what Seeking to influence the behaviour of customers, stakeholders, even competitors It is ubiquitous What is marketing? mass media advertising billboards press television

3 What is marketing point of sale internet other marketing communications mass media advertising billboards press television packaging free samples brand stretching product placement What is marketing point of sale internet sponsorship sponsorship other marketing communications mass media advertising billboards press television packaging free samples brand stretching product placement This is what we tend to focus on

4 Football Sponsorship Electronic Gig Guide Merchandise Venues Mass Media Advertising Festival Sponsorship Texting Electronic Gadgets Young person Social Networking Sites POS Competitions Websites What is marketing UK annual expenditure = 800m (social marketing = 5m) point of sale other marketing communications price promotions mass media advertising pack design internet television press billboards sponsorship branding merchandising Cumulative impact: these communications are designed to reinforce and support one another and build evocative brands

5 What is marketing consumer marketing product design point of sale internet sponsorship other marketing communications mass media advertising television press billboards packaging free samples brand stretching product placement price distribution Price: on sales

6 Price: off sales What is marketing consumer marketing product design point of sale internet sponsorship other marketing communications mass media advertising television press billboards packaging free samples brand stretching product placement price distribution

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9 What is marketing consumer marketing product design point of sale internet sponsorship other marketing communications mass media advertising television press billboards packaging free samples brand stretching product placement price distribution product

10 stakeholder marketing What is marketing corporate affairs product design Comp analysis point of sale internet sponsorship consumer marketing other marketing communications mass media advertising television press billboards packaging distribution corporate social responsibility free samples brand stretching product placement social marketing price stakeholder marketing What is marketing corporate affairs product design Comp analysis consumer marketing distribution corporate social responsibility social marketing A powerful and pervasive influencer of individual behaviour, social norms and the regulatory environment price but not as we know it captain media knowhow other marketing communications point of free sale mass media advertising samples brand internet television press stretching billboards behaviour sponsorship placement change, product packaging media knowhow

11 Hearts, Minds and the Bottom Line 1. Marketing: a many splendored thing 2. Effects are well established and widely recognised (except by industry) 3. Only belong: the subtleties of branding 4. Our young people need far more protection from alcohol marketing Structure ISM research The Effect is Established Used a cohort design to investigate the impact of alcohol marketing Random sample of year olds followed up at 15; asked about drinking and marketing. Inhome interviews, plus self completion for the sensitive information (eg on drinking) Funded under the National Prevention Research Initiative (consortium funding led by the Medical Research Council) Location: Glasgow

12 The Effect is Established Study results a.alcohol promotion is astonishingly ubiquitous b.it is influencing young people s drinking behaviour Types of advertising seen 13 year olds (2006) Sample size 920 % 15 year olds (2008) TV/Cinema Sports Sponsorship Clothing (sports tops) Music Sponsorship Sponsorship of TV & Film Social networking sites 12 *34 Mobile communications 24 *21 Websites 14 *7 Any channel % Number of channels * Note: question wording varied between stages

13 Types of advertising seen 13 year olds (2006) Sample size 920 % 15 year olds (2008) TV/Cinema Sports Sponsorship Clothing (sports tops) Music Sponsorship Sponsorship of TV & Film Social networking sites 12 *34 Mobile communications 24 *21 Websites 14 *7 Any channel Number of channels % * Note: question wording varied between stages The Effect is Established Effects After controlling for important confounding variables significant associations emerged between awareness, appreciation and involvement with alcohol marketing at Stage 1 with drinking behaviour at Stage 2: - uptake of drinking - amount consumed Gordon, MacKintosh and Moodie (in press) The impact of alcohol marketing on youth drinking behaviour: A two-stage cohort study Alcohol and Alcoholism This is nothing new.

14 it is undeniable that alcohol advertising acts as an encouragement to consumption (European Court of Justice ruling C152/78 (2002) Evidence statement 5: There is conclusive evidence of a small but consistent association of advertising with consumption at a population level. There is also evidence of small but consistent effects of advertising on consumption of alcohol by young people at an individual level. (UK Gvt Review (2008) alcohol advertising increases both the uptake of drinking and consumption in young people (Science Committee of the EU Commission Alcohol Forum 2009) Longitudinal studies consistently suggest that exposure to media and commercial communications on alcohol is associated with the likelihood that adolescents will start to drink alcohol, and with increased drinking amongst baseline drinkers. Alcohol and Alcoholism 2009 Beyond alcohol Marketing effects on behaviour are also clear for tobacco (NCI, 2009) energy dense food (WHO, 2006)

15 The Effect is Established There is no doubt that the marketing of food, tobacco and alcohol is effecting our young people Hearts, Minds and the Bottom Line 1. Marketing: a many splendored thing 2. Effects are well established and widely recognised (except by industry) 3. Only belong: the subtleties of branding 4. Our young people need far more protection from alcohol marketing Structure

16 Health Select Committee Enquiry Internal marketing planning documents: Client/Agency Contact Reports; Client, Creative and Media Briefs; Media Schedules; Advertising Budgets; Market research reports The Sources of the Documents PRODUCERS BRANDS COMMS AGENCIES Beverage Brands Diageo Halewood International Molson Coors Brewing Company WKD (an alcopop) Smirnoff vodka Lambrini (a perry) Sidekick shots Carling Big Communications Bray Leino PR Five by Five (digital) AKQA JWT BJL Cheethambell JWT Beattie McGuinness Bungay (BMB)

17 Carling defines the purpose of its music Lambrini: market sponsorship asresearch to: Build the image of the brand and recruit young male drinkers quick female gags based on sex and drunkenness and aligning itself with behind concepts such as being glimpse theabout They A[young men] think naughty, rude, outrageous or badly behaved : wizard s curtain. 4 things, we brew 1 and sponsor 2 of them Lambrini went on to make ads called Ultimately, the Thong band are the heroes and Tit tape at the venue and Carling should use them to piggy back and engage customers [sic] emotions Lambrini It s a wine isn t it? 4% of Lambrini Girls think Lambrini is a perry which is fine by us. We won t tell the other 96% if you don t. * * Halewood International (2009)

18 Hearts, Minds and the Bottom Line 1. Marketing: a many splendored thing 2. Effects are well established and widely recognised (except by industry) 3. Only belong: the subtleties of branding 4. Our young people need far more protection from alcohol marketing Structure

19 This is about Child Protection Marketing is a powerful multifaceted discipline Stakeholder marketing makes working with the industry a hazardous pursuit The subtleties of branding make content regulation very difficult We need to drastically reduce the amount of alcohol marketing hitting our young people final word social marketing without a critical dimension is like a football team without forwards

20 the end Brief You are part of the brand management team for Carling the UK s leading beer brand Listen to the brief from the consumer research team and think through how you might use it to help enhance the brand What is the big idea?

21 The Problem With Britain s Biggest Beer Brand

22 From Leadership To Dominance But It All Starts With Who s Got The Biggest Insights?

23 "Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success. Leadership Insight Leaders invite followers to join them Ernest Shackleton The Times 1912 Category Insight To own sociability is to dominate the booze market

24 Brand Insight Carling is Britain s most sociable, most sessionable pint Consumer Insight Young drinkers live, think and drink together in packs

25 SouthNorth Do what you say and say what you do Say Do Marketing Insight Tell people what you do and why you do it Be Regional Insight Confirm what the Northern pack believes, Invite the London pack into the bigger group

26 Regulatory Insight It s time to start a new club Regional Insight Regional Insight Leadership Insight Confirm what the Northern pack believes, Invite the London pack into the bigger group Leaders invite followers to join them To own sociability is to dominate the booze market Confirm what the Northern pack believes, Invite the London pack into the bigger group Carling is Britain s most sociable, most sessionable pint Marketing Insight Tell people what you do and why you do it Consumer Insight Young drinkers live, think and drink together in packs Category Insight Brand Insight

27 Brief You are part of the brand management team for Carling Listen to the brief and think through how you might use it to help enhance the brand What is the big idea? sociability 53 When I Becomes We Invite the Individual Into The Group

28 Strategic Idea Join Us Carling celebrates,initiates and promotes the togetherness of the pack, their passions and their pint

29 Beer drinking is not about hops and flavour, its about mates and friendship Forget facts and statistics this is hopes and dreams territory Hints, nudges, associations and images Branding Beer drinking is not about hops and flavour, its about mates and friendship Forget facts and statistics this is hopes and dreams territory Hints, nudges, associations and images Branding But for Carling there is another problem

30 The self-regulatory codes state that alcohol can not be linked to the social acceptance or the social success of individuals, events or occasions. More specifically, advertisements must not imply that drinking can enhance an individual s popularity, confidence, mood, physical performance, personal qualities, attractiveness, sexual or social success. The magic of branding provides an enchanted solution