Presentation to Ministry of Consumer Affairs

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(No Transcript)
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NGA HAPORI HOKOHOKOSocial marketing in
practiceTrevor ShailerGSL Network
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Social marketing in practice

• Outline
• Understanding your audience
• Consumer orientation
• Challenges
• Opportunities

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Understanding your audience

• Maori are diverse and dynamic
• So why is Maori identity so important?
• Traditional indicators of being Maori
• Is it possible to understand someone from a
  different cultural experience/perspective?
• Assumptions around what it is to be Maori

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What does this mean for Maori and Social
marketing?

• The idea of identity and being Maori should be
  considered within the context of ensuring social
  marketing activities are relevant for Maori
  audiences
• Maori dont live in isolation to the rest of the
  community

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Consumer orientation

• Consumer orientation is central to developing the
  product offer and associated elements to achieve
  behaviour change
• Tendency to assume what Maori audiences like or
  dont like because were Maori
• Kotahitanga syndrome

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Consumer orientation cont

• Some of the big assumptions out there are
• Maori prefer kanohi ki te kanohi
• Need to focus on the positive aspects
• Maori perspectives are (always) different than
  generic/mainstream

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Challenges

• Social change is about ensuring Maori identity is
  still relevant to our everyday lives
• Some of that means changing what we do to be
  more Maori but also changing what it is to be
  Maori
• Champion the process
• Not get sucked in to the politics of being seen
  to be doing something rather than doing the right
  thing

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Opportunities

• Embed good process
• Share knowledge and ideas regarding Maori
  aspirations
• Recognise identity and being Maori within the
  context of social marketing activities
• Acknowledge that social change takes time