Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Doing dangerous things safely
British Safety Services
Doing dangerous things safely
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Communicating safety
Ann Goodwin FCIM, DipM, Chartered Marketer
Managing Director, Win Marketing
British Safety Services
Doing dangerous things safely
Do we communicate exactly
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Circle
British Safety Services
Doing dangerous things safely
Communicating exactly
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
A blue Circle
British Safety Services
Doing dangerous things safely
It’s easy to misinterpret
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
With safety – the consequences can be
disastrous
What stops effective communication?
British Safety Services
Doing dangerous things safely
Barriers to communication
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Understand the barriers to
communication
British Safety Services
Doing dangerous things safely
Understand the communication process
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
British Safety Services
Doing dangerous things safely
Improve your communication
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
What are you trying to say
Know why you need to say it
Who do you need to say it to
Why is the message relevant to them?
Know when to communicate
Consider the expected response
Consider the culture
Choose the medium carefully – appropriate for audience
 Verbal, Images, Written
Use language the recipient will understand
 Jargon, Technical phrases
Consider your attitude
“we do all of that!”
British Safety Services
Doing dangerous things safely
Remember - how we retain
information:
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
British Safety Services
Doing dangerous things safely
Remember how we learn
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
British Safety Services
Doing dangerous things safely
So what more can be done
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Safety messages are ongoing
 Using basic communication skills will work
 To a level . . .
 But what more can be done to engage people
with safety
British Safety Services
Doing dangerous things safely
Use lessons from marketing to help
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Answer the “what’s in it for me”
Benefits relevant to them – not to you!
 Not features
Give people a goal to aim for
 Paint a picture
Carrot and stick
 What happens if they do it.
– Motivation, reward
 What happens if they do not
British Safety Services
Doing dangerous things safely
Use lessons from marketing to help
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Promote the safety
message like a brand
Be
Safe
Be safe
British Safety Services
Doing dangerous things safely
Why are brands recognised?
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Investment in building the brand
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Advertising
Sponsorship
Public Relations
Loyalty schemes
Direct mail
Promotional items
– Clothing, pens, etc
British Safety Services
Doing dangerous things safely
What lessons can we learn
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
To help communicate the safety message
Confirmation of what the brand stands for
Understanding of the target audience
Involvement and engagement with them
Consistency
Regularity
 Keep people informed and up to date
Integrated promotional campaigns
 Use the senses
British Safety Services
Doing dangerous things safely
Build the “Safety Brand”
within your company
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Understand what your safety brand must stand for
 Brand values e.g., What does McDonalds mean to you
Develop your safety image
 Personalise it, make it more fun and exciting
Brand Name
 Something people can be part of, e.g., “Target Zero”
Develop a Strapline/slogan
 To position what you are trying to achieve, e.g., doing dangerous
things safely
Develop a Logo
 An image people can relate to
Gain support from specialists
 Commitment from your marketing departmentt
 Show them that safety affects the company brand
British Safety Services
Doing dangerous things safely
Brands – consistent throughout
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Like a sweet – a stick
of rock
British Safety Services
Doing dangerous things safely
Promote the brand
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Use advertising techniques
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You know what needs to be said
Use professional copywriters and designers
They know how to say it
Creative ways to get message across
Keep it simple
Try the message out with small groups
Consider the appropriate media
– Posters, commercials
Develop an internal PR campaign
Protect the brand image
Reward and motivational schemes
British Safety Services
Doing dangerous things safely
Making it happen – sample ideas
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Use various techniques – persistent, consistent basis
New media marketing
Meetings
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Focus groups
One to one sessions
Conferences
Events
Advertising
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Radio, Video
Posters
Letters
Leaflet in their pay packet
Bulletins
Display stands
Promotional items
British Safety Services
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Website
Blogs
Intranet
E-shots SMS texts
Public relations
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Editorial in local papers
Newsletters
TV/radio articles
Press releases/letters to media
National, local, trade
Competitions
Success stories/recognition
Doing dangerous things safely
Bring the brand to life
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Wear the brand
 In your clothing
 In your attitude
Speak the brand
 Positive
 Lead by example
Listen for the brand
 Other people’s attitude
 Check for feedback and understanding
British Safety Services
Doing dangerous things safely
Summary
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Understand the
communication
process
Understand what
needs to be
communicated
Develop a plan
Monitor progress
Keep plan on track
Communicate
clearly
Communicating
Overcome the
barriers
Safety
Understand the target
audience
What are the benefits to
them
What methods will you
use?
Keep live
Regular
and up
to date
British Safety Services
Use marketing principles
and professionals to help
Use relevant language
Ensure feedback mechanism
Rewards and motivation
Same the same thing in
different ways
Doing dangerous things safely
Thank you – any questions?
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Ann Goodwin
Managing Director
Win Marketing
14, The Office Village,
North Road, Loughborough,
Leics. LE11 1QJ, ENGLAND
Tel: +44 1509 265890
British Safety Services
www.winmarketing.co.uk
Doing dangerous things safely
Doha - 24th November - Doing dangerous things safely - Dubai - 26th November
Doing dangerous things safely
British Safety Services
Doing dangerous things safely