Communicating the Ecolabel EU Ecolabel Helpdesk Communications Masterclass 23 September 2009
Communicating the EcolabelEU Ecolabel Helpdesk Communications Masterclass
23 September 2009
ldquo92 of consumers still claim to be willing to pay extra for a product perceived to be ethicalrdquo
ldquospending on organic food fell from a peak of nearly pound100m a month earlier this year to pound81m in the most recent monthrdquo
ldquoOnly 10 first considered green issuesrdquo
ldquoalternative-fuelled car sales and are up almost 20 per cent on last monthrdquo
Australia Brazil China
India USA South Africa
May 2008 World Environment Review GMI
Climate Concern
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
ldquo92 of consumers still claim to be willing to pay extra for a product perceived to be ethicalrdquo
ldquospending on organic food fell from a peak of nearly pound100m a month earlier this year to pound81m in the most recent monthrdquo
ldquoOnly 10 first considered green issuesrdquo
ldquoalternative-fuelled car sales and are up almost 20 per cent on last monthrdquo
Australia Brazil China
India USA South Africa
May 2008 World Environment Review GMI
Climate Concern
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Australia Brazil China
India USA South Africa
May 2008 World Environment Review GMI
Climate Concern
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
Hold the road
Thank Youwwwfuterracouk
Thank Youwwwfuterracouk