Putting the Social into Marketing: Personal Engagement Strategies - - PowerPoint PPT Presentation

Putting the Social into Marketing: Personal Engagement Strategies

Richard Burns, Managing Director ESM Foundation May 5, 2012

Hosted by: George Washington University, Center for Global Health

• The TRAction project funds studies to
• Develop, test and compare approaches to more effectively deliver

health and nutrition interventions,

• Increase utilization, achieve coverage, and scale up evidence-based

interventions for priority health problems.

• TRAction facilitates partnerships between developing and developed

country research institutions, provides technical oversight, supports knowledge management and dissemination, and manages contracting/reporting functions.

• Current priority research areas
• Maternal, newborn and child health,
• Nutrition (including food security linkages),
• Population, family planning and reproductive health,
• Infectious diseases, such as malaria and tuberculosis.

• USAID/Ghana funding as part of broader GDA program

with JICA, Ajinomoto, Univ. Ghana, & Nevin Scrimshaw Int’l Nutrition Foundation. GAIN technical assistance.

• “Implementation Research for Delivery System of

Nutrient Supplement (Koko Plus) in Ghana”

• Sugar, Soy, Micro-nutrients
• Local manufacture by Yedent
• CARE pilot for NGO distribution
• GAIN - Univ Ghana evaluation
• Efficacy study separate

Exp Social Marketing, who and where we are

• A 30 year old African Marketing Agency

specializing in experiential approaches

• More than 330 permanent employees with over

2000 flexible staff – representing virtually every language and culture on the continent

• We have 19 offices in 15 African countries,

allowing us to activate and provide an end-to- end service for partners with an African footprint.

• ESM Foundation is an Exp initiated local

Ghanaian non profit.

• ESM foundation under the USAID traction

project is tasked to carry out the “Implementation Research for Delivery System of Nutrient Supplement (Koko Plus) in Ghana”

• ESM uses Exp’s experiential approach as

follows:

EXPERIENTIAL MARKETING

TO ACHIEVE BEHAVIOUR CHANGE

Passive to Active Communication

Today Pull Quality Create Experiences Give Attention Listen Build Relationships Yesterday Push Quantity Buy Impressions Grab Attention Talk to Target Audience Communicate Values & Benefits

Source: Experienced Economy

People Generally Remember

What is Experiential Marketing?

In the context of BCC, Experiential Marketing refers to evidence-based design and execution of live, one-on-one activities that emotionally engage target groups with messages, activities or programs that are personal, relevant and meaningful behaviour change experiences.

It is about identifying the emotional triggers a target audience has with a cause and then personally leveraging them.

Communication

Experiential Communication is prefaced off the understanding that:

“I recognise and empathise with MY content and therefore respond to YOUR messaging.”

Strategic approach

• ESM proposed both an upstream and

downstream communication campaign

• Experience has shown us that a critical step to

achieving positive behaviours is to enable the environment.

• Often the community and culture limit the

ability of individuals to change their behavior

• Create a winning proposition through building
• n peoples aspirations and then linking the

behavior change as a catalyst thereof.

Communication & Media

• Limited geographical scope limits media
• “Your Stories are about OUR children” –

a structure of perpetual storytelling

• Local Radio will be used to tease the big

idea into the community and to launch the storyline in a dramatized “Theatre of the mind” format.

• ‘Talking walls’ and mobile outdoor
• Sampling, edutainment and pack

collection incentives

Access

• Build support from the local traders

to stock Kokoplus

• Provide point of sale materials and

trade promotions

• Ensure universal product availability
• Push demand through

communication

Thank you!

• Contact Details: Richard Burns
• Tel: +233 24 431 9287
• rburns@expghana.com
• www.expagency.biz