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					  Marketing your Green
      Credentials
‘From Strategy, through implementation, to improved
         sales and marketing opportunities’


   Maureen Willson - Red Balloon Marketing Limited

   9th September 2008
Maureen Willson

 Passion for Communications

 Passion for small wins

 Passion for People!

 Passion for our environment

 Passion for Innovation
Knowledge Transfer

  Several degrees and diplomas
  25 years of Marketing experience
  Hundreds of books and theories
  Thousands of campaigns and brochures
  Millions of £ of Marketing spend
  The world of Sustainable opportunity
  Our Environmental policy
Red Balloon Marketing Limited realises that its activities have an effect
on the environment and as such seeks to minimise the impact to the
environment. As a consequence we will endeavour in our operations to
reduce our use of natural resources, namely fuel and energy, paper and
marketing materials as our primary impact.

Our objectives therefore are:
• To arrange our meetings and travelling arrangements to minimise the
   use of fuel
• To use public transport where it is feasible to minimise use of cars
• To purchase recycled paper and print where economically feasible
• To recycle paper and all office equipment which is recyclable

This policy will be subject to review from time to time and on an annual
basis.
Agenda

 0930    Registration and coffees
 1000    Welcome and Introduction
 1015    Marketing practice or business ethos?
 1030    What is Green Marketing?
 1045    What does marketing really mean
         to your business?
 1115    Refreshment Break
 1130    Workshops
           SWOT analysis
           Stand out from the crowd!
           Use your values as a marketing tool
Agenda continued

1200   Provocative Headlines
1300   Lunch break and Networking
1400   How to use your business credentials to
       create new marketing opportunities
1440   Stand out from the crowd! Get creative!
1500   What does sustainability mean to us all?
1515    Summary and next steps
 Defra Statistics – 2007 Survey
 Public attitudes and behaviours toward the environment

Environment, transport, waste and recycling
75% population now believe that recycling, reduction
in use of car/aeroplane travel will have a
major/medium impact on the contribution to climate
change
Recycling of paper,glass and plastic has almost
doubled since 2001
Environment amongst top 4 Government priorities as
indicated by the public
72% are now using Energy efficient light bulbs
against 16% in 1993
Defra – 2007 Survey continued
Attitudes to eco-friendly purchasing
52% would try not to buy from a company whose
ethics they disagreed with
Similarly they would make an effort to buy from local
producers
Fair Trade products were the best known ’brand’
Biodiversity and farm animal welfare awareness has
increased substantially with nearly 40% making
conscious buying decisions
Marketing issues or business ethos?

What aspects of your business ethos
contribute to your green credentials?
Write down your 2 most important
business/marketing issues – on your
marketing plan!
Identify a company or individual that you
believe promotes the values that you would
like to
Shades of Green in Kent
                         90
How Green are you?       80
How Green is your        70
business?                60
                         50
Do you have a Business                    East
                         40               West
values statement?
                         30               North
Do you recycle?          20
Do you use ethical       10
production processes?     0
                              1st   3rd
                              Qtr   Qtr
                           Shades of Green
                          How green are you?
Your values                       Impact (examples)
Business Ethos or statement       Company Image
Management/staff                  Recruitment and retention improves

Environmental Policies            Recycle
Business processes                Use LPG delivery vehicles
Production processes              No animal testing
Buying Policy                     Fair trade only (if applicable)
Marketing                         To like minded people
Legislation/procurement           You are ready for the inevitable future

Home versus business principles   The 2 are intrinsically linked
   What did she stand for?
Our Values and Campaigns
  The way we do business, the way we make products, the way we
  source ingredients; we're different because of our Values.
  Our Values
  We believe business can be both profitable and responsible. This
  is the place to find out how we're different.
  Our Campaigns
  We believe we all have a responsibility to look after each other.
  This is the place to find out how we stand up for others, and how
  you can do it too.
Marketing themes in this workshop

      How your values contribute to your
      marketing!

      The Principles of marketing

      Strategy or tactical implementation

      The Green Marketing Plan
What is Marketing ?



        A high level view
   _______________________
Fundamental market positioning



   Where are we now?
   Where do we want to be?
   How are we going to get there ?



   Does my business lend itself to use it’s Green
   Credentials for marketing?
What is Marketing?

 Marketing is the application of a series of well
tried logical disciplines to commercial
problems….. And a lot of hard work.

“Contrary to some beliefs it is not
   ‘razzle dazzle’ or divine inspiration”.
               Marketing programme - The Journey!
                                                                       Effective
                                                                        Green
                                Business                               Marketing
                                Vision &
                                                                         Plan
                                Mission
                                Statement




                                                           Co
                                                             mm
                                 Analysis
              is
            ys




                                                               un
         al
       An




                                Objectives




                                                                  ic
                                                                  ati
      se




                                                                     o
    on




                                                                       ns
                             Marketing Strategy
  sp
Re




                                 Planning

                   Marketing Techniques & Implementation

      Reviewing, Measuring and Continuously Improving everything!
The management of marketing

 Your view and practice of management will
 affect your marketing performance
   Selling objectives
   Planning
   Controlling
 Your personal views on the environment will
 affect the way in which you do business
   Ethical business practices
   Commitment to the environment
Financial objectives – Now and the
future     £££££££££

   Return on capital
   Cash Flow
   Profit
   Sales revenue
   Costs
   Market share
   New products and new
   markets
Where are we now ?                             ANALYSIS
                                              OBJECTIVES
                                              MARKETING
                                              STRATEGY

  Are we in a good position for growth?        PLANNING
                                              MARKETING
  Do we have the staff/infrastructure to      TECHNIQUES

 develop ?                                    REVIEWING,
                                              MEASURING
  Do we have the finances?
  What are our competition doing?
  Are there economical/political reasons to
 change?
  Why should we grow?
  Can we minimise the environmental
impact?
 Marketing and your organisation

 STRENGTHS        WEAKNESSES




OPPORTUNITIES       THREATS
Market and Marketing Research             ANALYSIS
                                         OBJECTIVES
                                         MARKETING
                                         STRATEGY

  Do your own market research             PLANNING
                                         MARKETING
                                         TECHNIQUES
                                         REVIEWING,
   Make the results useable and useful   MEASURING

   to your business
   Importance of desk research
   Information is everywhere
What is important to your
position in the market?                 ANALYSIS
                                       OBJECTIVES
                                       MARKETING
                                       STRATEGY
Market Positioning/Brand values         PLANNING
                                       MARKETING
  Promote the difference?              TECHNIQUES
                                       REVIEWING,
  Promote the distinctiveness?         MEASURING


  Promote affordability?
  Promote satisfaction?
  Position alongside the environment
  What differentiates your business?
  STAND OUT FROM THE CROWD!
Where do you want your business to be ?
                                     ANALYSIS

                                    OBJECTIVES
                                    MARKETING
                                    STRATEGY

  Set achievable objectives          PLANNING

                                    MARKETING
  Measure the results               TECHNIQUES
                                    REVIEWING,
  Consider the operational impact   MEASURING


  Communicate
  Acknowledge and review
 successes/failures
Determination of a marketing mix
                   How Much??


  BUY               Where can I
  ME!!               buy it??

                   What’s in it for
                      me??

                     Can I buy it
                       cheaper
Is it an ethical    elsewhere??
  product??
To whom can be sold what and where?
                                      ANALYSIS
  Get the message right              OBJECTIVES

  Timing                             MARKETING
                                     STRATEGY
  External factors                    PLANNING
          Political, Economical      MARKETING
          Social change              TECHNIQUES

          Technology                 REVIEWING,
                                     MEASURING
          Legislation
          Environmental/Ethical
          Consumer buying behavior

  Maximise all communications
Provocative Headlines
Use your Green Credentials workshops

New business challenge

Preventing Loss of business

Change existing practice to Sustainable
practice
Make the most from your marketing!



Stand Out from the Crowd!
What does Sustainability
   mean to us all?
The How……
British Gas - empathy approach
Carbon footprints, food miles, sustainability – they’re all
commonly used words these days, but the fact of the
matter is that many of us are still a bit confused as to
exactly how we should be doing our bit.
Our new greener living website will give you all the
answers you need to start living a greener life. Find out
more about British Gas’s green credentials
Innocent
British Gas – targets the young
Green and Black’s
Planning for the longer term
    Assumptions
    The majority of the audience today
    will not have the luxury of dedicated
    marketing staff
    The business plan will be so
    fundamental that it will have been
    developed by the ‘owner manager’
    and his/her senior staff.
    Step by step guide for a marketing
    plan
How are you going to get there?            ANALYSIS
                                          OBJECTIVES

Create successful Marketing strategies    MARKETING
                                          STRATEGY

  Analyse your markets into customer       PLANNING

  types                                   MARKETING
                                          TECHNIQUES

  Target each customer type with an       REVIEWING,
                                          MEASURING
  appropriate communications strategy
  Understand the different expectations
  of your various customer types
  Never make assumptions and always
  review
Measurement of success and progress
                                              ANALYSIS

Targets                                      OBJECTIVES

                                             MARKETING
   How many new contracts ?                  STRATEGY


   What kind of lead generation?              PLANNING

                                             MARKETING
   What is the cost of conversion to sale?   TECHNIQUES

                                             REVIEWING,
   How much can we afford to spend ?         MEASURING


   Profit growth or turnover?
   Price tag or Lifetime value?
   Where did they come from?
  Marketing communications is a
  continuous process……..




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Stimulating your thinking to encourage success

				
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