I am a reformed marketer, and I now work in international development. In October, I spent some time in the Democratic Republic of Congo, which is the [second] largest country in Africa. In fact, it's as large as Western Europe, but it only has 300 miles of paved roads. The DRC is a dangerous place. In the past 10 years, five million people have died due to a war in the east. But war isn't the only reason that life is difficult in the DRC.
我係一個改革營銷者 依家從事國際發展 今年十月,我去咗剛果民主共和國 非洲(第二)最大嘅國家 事實上佢同西歐差唔多大 但築路長度只有 300 英里 剛果係一個危險嘅地方 過去十年 已有五百萬人喪生喺東部嘅戰亂之中 但導致人民生活困難嘅,並非只有戰爭 仲有好多健康問題
There are many health issues as well. In fact, the HIV prevalence rate is 1.3 percent among adults. This might not sound like a large number, but in a country with 76 million people, it means there are 930,000 that are infected. And due to the poor infrastructure, only 25 percent of those are receiving the life-saving drugs that they need. Which is why, in part, donor agencies provide condoms at low or no cost.
事實上,喺成年人中 HIV 感染率係 1.3% 聽上去唔算多 但喺一個有 7,600 萬人口嘅國家 呢個數字就表示有 93 萬人受到感染 由於公共設施落後 只有 25% 嘅患者獲得賴以生存嘅藥物 呢個亦係捐贈機構 以低價或免費提供安全套嘅部分原因 所以喺剛果期間
And so while I was in the DRC, I spent a lot of time talking to people about condoms, including Damien. Damien runs a hotel outside of Kinshasa. It's a hotel that's only open until midnight, so it's not a place that you stay. But it is a place where sex workers and their clients come. Now Damien knows all about condoms, but he doesn't sell them. He said there's just not in demand. It's not surprising, because only three percent of people in the DRC use condoms.
我花咗大量時間同居民談論安全套 包括狄米恩 狄米恩喺金沙薩周邊經營酒店 佢間酒店淨係開到午夜 所以唔係用嚟過夜嘅 性工作者同佢哋嘅客人係呢度嘅常客 狄米恩好了解安全套 但係佢唔賣 佢話根本冇人買 咁唔出奇 因為喺剛果 只有 3% 嘅人使用安全套
Joseph and Christine, who run a pharmacy where they sell a number of these condoms, said despite the fact that donor agencies provide them at low or no cost, and they have marketing campaigns that go along with them, their customers don't buy the branded versions. They like the generics.
約瑟同克莉絲汀 佢哋開嘅藥鋪有賣安全套 佢哋話雖然捐贈機構提供咗 廉價甚至免費嘅安全套 仲做咗相應嘅宣傳 但客人都唔買呢啲有牌子嘅 反而鐘意冇牌子個啲
And as a marketer, I found that curious. And so I started to look at what the marketing looked like. And it turns out that there are three main messages used by the donor agencies for these condoms: fear, financing and fidelity. They name the condoms things like Vive, "to live" or Trust. They package it with the red ribbon that reminds us of HIV, put it in boxes that remind you who paid for them, show pictures of your wife or husband and tell you to protect them or to act prudently.
作為營銷者,我覺得好奇怪 於是我開始研究佢哋嘅營銷策略 結果發現 捐贈機構嘅安全套廣告 主要包含三種信息︰ 恐懼、經濟同忠誠 安全套嘅名包括「生活」 同「信任」 佢哋用印有紅絲帶包裝 見到就會諗起 HIV 又會放喺箱入面提醒你邊個係供應者 又印有妻子或丈夫嘅照片 提醒你要保護配偶或謹慎行動 呢啲都唔係一個人購買安全套之前 所諗嘅嘢
Now these are not the kinds of things that someone is thinking about just before they go get a condom. (Laughter) What is it that you think about just before you get a condom? Sex! And the private companies that sell condoms in these places, they understand this. Their marketing is slightly different. The name might not be much different, but the imagery sure is. Some brands are aspirational, and certainly the packaging is incredibly provocative.
(笑聲) 你喺買安全套之前會諗啲乜嘢? 性! 喺呢度銷售安全套嘅私人公司 了解到呢一點 以至佢哋嘅宣傳策略有所不同 名稱可能差唔多 但包裝就差好遠 有啲牌子雄心勃勃 包裝極具誘惑
And this made me think that perhaps the donor agencies had just missed out on a key aspect of marketing: understanding who's the audience. And for donor agencies, unfortunately, the audience tends to be people that aren't even in the country they're working [in]. It's people back home, people that support their work, people like these. But if what we're really trying to do is stop the spread of HIV, we need to think about the customer, the people whose behavior needs to change -- the couples, the young women, the young men -- whose lives depend on it.
於是我諗到 可能捐贈機構冇捉住 市場營銷呢一個重點 就係要認清客戶群 對於捐贈機構嚟講,好不幸 佢哋嘅客戶並唔係 佢哋所幫助嘅國家嘅人 而係佢哋本身國家嘅人 支持佢哋工作嘅人 類似呢度顯示嘅各方 但係如果我哋真正要做嘅 係阻止 HIV 傳播 我哋就要考慮到客戶 即係個啲行為上需要改變嘅人 包括夫妻 年輕女子、年輕男子 呢點關係到佢哋嘅生命安全
And so the lesson is this: it doesn't really matter what you're selling; you just have to think about who is your customer, and what are the messages that are going to get them to change their behavior. It might just save their lives.
我哋學到嘅教訓就係 你賣乜嘢唔緊要 但你要思考邊個係你嘅客戶 你要傳遞乜嘢信息 嚟令到佢哋改變行為模式 咁樣可能會救佢哋一命
Thank you.
多謝
(Applause)
(掌聲)