Transcript
“The Green Marketing Triangle”
www.trinity-planning.be
The creative sustainable opportunity
My program
Why? How? What?
1stofAprilHarves/ng an opportunity
in a truthful way
+ +
6thofMaiGreen includes a broad diversity
of strategies
3rdofJuneCrea/ng support
among stakeholders
“Previously on Milk the Green cow”
#1
13u40 – …
A 10 minutes recap
Cutoutandkeep
1. Thesinofsugges<vepictures2. Thesinofthehiddentradeoff3. Thesinofnoproof4. Thesinofvagueness5. Thesinofirrelevance6. Thesinoflesseroftwoevils7. Thesinoffibbing
“The seven sins of Greenwashing”
Sustainability is all very
nice, but I’m trying
to run a business here
(the boss)
“Seven bottom-line benefits for going green”
1. EasierHiringoftoptalent2. Higherreten<onoftoptalent3. Higherproduc<vityofemployees
4. Reducedexpensesinmanufacturing5. Reducedexpensesatcommercialsites
6. Increasedrevenue7. Reducedrisk
“Seven steps from dark-grey to bright-green” 1. Denialofresponsibility
2. Pretendingtobegreen
3. Compliancetoregula<on
4. Lifecyleop<mizing
5. Eco‐design
6. Newbusinessmodels
7. Nextprac<ceplaTorms
1) Unique performance 2) Sharable and flattering story 3) Connection with a larger societal
movement 4) Clear and single-minded eco-benefit 5) Credible proof 6) Credible corporate intention 7) Ease & attractiveness
“Seven building blocks to build a belief system”
“The practical exercise”
Today #1 15 min. - Recap April session/ Program of today
#2 15 min. – Strategy based on how people think
#3 15 min. – Strategy based on product, brand and company agenda 15 min. – Application on case in group
#4 30 min. - BREAK
#5 15 min. – Strategy based on sharing responsibility and big ideal 15 min. – Application on case in group
#6 15 min. – Strategy based on business innovation 15 min. – Application on case in group
#7 15 min. – Connect the right dots
20 min. – Wrap-up (Tomas Beerthuis)
Today
Astrategicanglepoint
Successful
ExamplesKickstartques<on Applica<on
“Strategy based on how we think”
#2
Whatisgonaworkbest?
If you isolate your house, you’ll save 350 Euro a year
vs.
If you isolate your house, you won’t loose 350 Euro a year
Wanna fight child obesi/es?
Buyingsmallercupsisaveryeffec<vestrategy
Reflective system: Controlled Effortful Deductive Slow Self-aware Rule-following
Automatic system: Uncontrolled Effortless Associative Fast Unconscious Skilled
Who are we going to address?
Routinious behaviour,
intuitive choice, habit
WhatwillLindado?
Bank Clerk and ac/vist in the feminist movement
vs.
Bank Clerk
Insights: Status quo bias Surreal optimism Lack to loose Tendency to social confirmation
Strategies: Anchoring (like framing) Availability (like default) Representativeness (associative)
High brainy involvement
Low brainy involvement
Good examples (imagine you are a bus)
Good examples (imagine you are a bike)
Good examples (imagine you are a newspaper)
“Strategy based on the company/ brand/ product agenda”
#3
Companycredibility
Productexperience
Brandbelief
25
The Company The Product
The Brand
posi<veandsustainablegrowth
The Buyer: his automatic system his reflective system
Give the right example
Associate with doing
good
Performance of more or less
Challenge consumption
Trojan horse
New business model
Connect brand to tribe
Develop your market
Change usage
1) SETTING AN EXAMPLE
Framing Poin/ng
2) ACCOCIATE BRAND WITH DOING GOOD
3rd party label Cause related partner
3) PRODUCT EXPERIENCE THAT BENEFITS MORE OR LESS
Less More
“Break”
#4
“Strategy based on sharing responsability and a big ideal”
#5
The Company The Product
The Brand
posi<veandsustainablegrowth
The Buyer: his automatic system his reflective system
Give the right example
Associate with doing
good
Performance of more or less
Challenge consumption
Trojan horse
New business model
Connect brand to tribe
Develop your market
Change usage
4) DEVELOP THE MARKET:
Educate Evangelize
5) CONNECT TO A TRIBE:
Inclusive Exclusive
6) CHANGE USAGE Switch Cut
“Strategy based on business innovation”
#6
7) NEW BUSINESS MODELS Social produc/on Property
8) TROJAN HORSE
Tradi/ons New cool
9) CHALLENGE CONSUMPTION
Sharing Treasure
“Connecting the right dots”
#7
The Company The Product
The Brand
posi<veandsustainablegrowth
The Buyer: his automatic system his reflective system
Give the right example
Associate with doing
good
Performance of more or less
Challenge consumption
Trojan horse
New business model
Connect brand to tribe
Develop your market
Change usage
Fill in and connect the dots
Logicalbeliefsystem
Largersocietalmovement
Easeanda[rac<veness
Reliablecorporateinten<on
CredibleproofSingle‐mindedeco‐benefit
Uniqueperformance
Spreadablefla[eringstory
Thanks for your dedication!
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