Behave nicely caroline fiennes

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Presentation from Caroline Fiennes at the CIM Good Marketing Conference, ARU Chelmsford on 30 November 2012

Published in: Business, Economy & Finance
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Behave nicely caroline fiennes

  1. 1. Please Behave Nicely Caroline Fiennes29/11/2011
  2. 2. The standard approach to climate communications is to take people ‘through’ the problem to the solution The problem Assumes that they will: Start Action •understand the problem •care •figure out what to do
  3. 3. A better approach is to ‘sell’ the action The problem Start Action • Promote the action – make it attractive in terms that are attractive to the audience: eg, visible symbols of success • All commercial marketing works this way
  4. 4. 29/11/2011
  5. 5. 29/11/2011
  6. 6. We use a segmentation based on values ‘Inner Directed’: Morals, ethics, doing the right thing Justice, charities, the Earth - Environment, less developed countries = drivers on CC ‘Outer Directed’: Esteem of others, visible symbols of success Fashion, brands, intense, flashy - Looking cool might drive behaviour on CC ‘Sustenance driven’: Safety, security Tradition, family - Energy security = driver on CC
  7. 7. Global Cool’s target audience: Now People
  8. 8. We campaign in four areas, each time ‘selling’the behaviour to this audience Recycling Public Transport Parties: free clothes & Fun, adventure, fun quirky experiences Hook: Fashion Hook: music (music (London Fashion festivals, bands’ Week) stories) Home Energy Use Flight-Free Holidays Look great, save Fun, adventure, money, have better relaxing, i-net, phone, skin! better bars! Entertainment Fashion (fashion (celebrities, travel models, ASOS) shows)
  9. 9. 29/11/2011
  10. 10. Thank you Twitter @carolinefiennesWeb www.carolinefiennes.comTED www.carolinefiennes.com/about

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