Saturday 21 January 2017

Marketers focus on social goals alongside commercial targets

Published 14/04/2011 | 05:00

Ogilvy & Mather chief executive Miles Young who spoke at the the second 'World Non-Profit & Social Marketing' conference in Dublin this week
Ogilvy & Mather chief executive Miles Young who spoke at the the second 'World Non-Profit & Social Marketing' conference in Dublin this week

THE second World Non-Profit & Social Marketing conference took place in Dublin this week with over 500 marketers, communications experts and researchers from 41 countries in attendance.

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Key themes included the need to focus on positive motivations for behavioural change, the opportunities of new technologies and social media in campaigns and the importance of more collaboration between public and private partners.

Research to coincide with the conference found that obesity is considered the area where social marketing is most needed to drive awareness and behaviour change closely followed by chronic illnesses such as cancer, diabetes and heart disease and environmental sustainability.

Many Irish bodies have implemented effective social marketing campaigns in recent years to tackle public health and environmental issues. The vast majority (88pc) of those researched agree that they need to do a better job of marketing the concept of social marketing.

Conference organiser and founder Professor Jeff French said: "This is a great opportunity for people working in the area of social marketing to hear from global experts in the field.

"It also provides a chance to meet like-minded people. The conference allows people to question the way they approach social marketing and get insights into the development of communication strategies at international, national, regional and local level."

The conference's title sponsor was Ogilvy Public Relations Worldwide. Ogilvy & Mather CEO Miles Young said: "Pursuing social goals alongside commercial ones is more important to all of us than ever before, ushering in a new era of collaboration between commercial and social marketing practitioners.

"Hopefully this conference sparked new dialogue, collaboration and mutual learning as we look to the future of embracing the needs of the citizens of the world with the ambition of great enterprises."

PR Institute annual bash

THE PUBLIC Relations Institute of Ireland's (PRII) Annual Conference 2011 Crisis Communication in a 24/7 World, which takes place tomorrow, will feature a panel debate on the key issue of how to salvage the reputation of Ireland Inc, following the perpetual political, economic and financial crises of recent years.

PRII council president Barry Kenny said: "There can be no more appropriate time for our institute's conference to address the issue of Crisis Communication. The crumbling of a reputation is but a damaging lead article or tweet away, never mind the upheaval which we in Ireland have experienced." Full details at www.prii.ie./annualconference/

Dulux to paint the town red

DULUX Paints is to sponsor a new series to RTE -- 'Dirty Old Towns' -- which will kick off next Wednesday on RTE1. The sponsorship package includes stings and online and TV Guide advertising all supporting the forthcoming Dulux Let's Colour Project to launch next week.

The sponsorship is one part of a €350,000 marketing drive around the Dulux Let's Colour Project, which will run cross-channel, direct marketing, point of sale, online and public relations.

Presenter Diarmuid Gavin will step out of the garden and on to the street, "rolling up his sleeves along with local volunteers to transform many Irish towns badly in need of a facelift," says Dulux. One of the first towns featured will be Charleville in Co Cork.

Zut alors! Ze Irish Tourism wins

TOURISM Ireland has scooped the top prize for Best Tourist Board Website at the French hospitality industry's Les Travel D'Or awards, for its "winning appeal and content".

Some 40,000 internet users from around France took part in this year's voting, as well as a panel of media and web experts.

France is the fourth-largest tourist market for the island of Ireland, delivering almost 400,000 visitors each year.

Maintaining visitor numbers from France has been challenging since the onset of the global recession, say Tourism Ireland; but recent research suggests that 83pc of French people plan their holiday online, so it is believed that Tourism Ireland's strong online presence is vital for the recovery of this important market.

Accepting the award, Severine Tharreau, Tourism Ireland France, said: "We are very proud that discoverireland.com has been singled out for this recognition."

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