Green Marketing Matrix

“The Green Marketing Matrix” 9 Different angle-points to find the right strategy

Creativity Company  Brand belief/  credibility/  empathy  respect  Think different Product  experience/  performance  Design Success = When your experience with the product reinforces your belief in the brand and conﬁrms your respect for the company 2

Green  Greener  Greenest    (push standards) (share responsibility)   (reinvent business)  Set an example  Develop the market  New business  Company  concepts  (trust)  Credible partners  Tribal brands  Trojan horses  Brand  (belief)  Market a beneﬁt  Change Usage  Challenge  Product  consuming  (performance)  9 angle points of attack John Grant: The Green Marketing Manifesto

Green  Greener  Greenest    (push standards) (share responsibility)   (reinvent business)   Framing  Educate  Social producHon  Company  vs  vs  vs  (trust)  PoinHng  Evangelise  Property  Eco‐labels  Exclusive  TradiHon  Brand  vs  vs  vs  (belief)  Cause Related  Inclusive  New cool  Less  Switch  Treasure  Product  vs  vs  vs  (performance)  More  Cut  Share  Always one way, and exactly the opposite Which always give two opHons… 

Framing Poin+ng 1) SETTING AN EXAMPLE: FRAME YOUR CORPORATE AMBITIONS (ZERO EMISSIONS) VERSUS POINTING TO THE RESULT (THE PRIUS)

3rd party label Cause related partner 2) CREDIBLE PARTNERS: REINFORCE YOUR SUSTAINABLE CREDENTIALS WITH A THIRD PARTY LABEL VERSUS GETTING A ‘CAUSE RELATED PARTNER’

Less More 3) MARKET A BENEFIT: MATCH THE CONSUMER BENEFIT WITH THE SUSTAINABLE BENEFIT BY SAYING WHAT YOU DO LESS (like pollution or pesticides) OR MORE (honesty, organic)

Educate Evangelize 4) DEVELOP THE MARKET: EDUCATE PEOPLE TO REALIZE AWARENESS AND CONTEXT FOR YOUR PRODUCT VERSUS EVANGELIZE TO GROW CONSENSUS AND OPINION

Inclusive Exclusive 5) CONNECT TO A TRIBE: BE INCLUSIVE BY BEING EMPATHIC AND CARING FOR A CERTAIN AUDIENCE, OR BE EXCLUSIVE BY PORTRAYING A PARTICULAR ATTRACTIVE LIFESTYLE

Switch Cut 6) CHANGE USAGE YOU CAN PROMOTE TO SWITCH USAGE OR CUT USAGE

Social produc+on Property 7) NEW BUSINESS MODELS YOU CAN SOURCE A SOLUTION FROM THE COLABORATION OF PEOPLE: SOCIAL PRODUCTION, OR TURN A PUBLIC SERVICE INTO PERSONAL PROPERTY

Tradi+ons New cool 8) TROJAN HORSE YOUDJKFLDSJHF

Sharing Treasure 9) CHALLENGE CONSUMPTION YOU DSFKLJ

Cut out and keep  “The Green Marketing Matrix” Green  Greener  Greenest  (push standards)  (share responsibility)  (reinvent business)  Company  Set an example  Develop the market  New business concepts  (trust)  Brand  Credible partners  Tribal brands  Trojan horses  (belief)  Product  Market a beneﬁt  Change Usage  Challenge consuming  (performance)  Green  Greener  Greenest  (push standards)  (share responsibility)  (reinvent business)  Company  Framing  Educate  Social producHon  (trust)  vs  vs  vs  PoinHng  Evangelise  Property  Brand  Eco‐labels  Exclusive  TradiHon  (belief)  vs  vs  vs  Cause Related  Inclusive  New cool  Product  Less  Switch  Treasure  (performance)  vs  vs  vs  More  Cut  Share 

Personal beliefs It should start with “relocaHng dreams”  It is not about “changing the world”, it is about  contribuHng to change, each with our own talents and  specialism  If it doesn’t sell, it is not sustainable. You should  connect with a real consumer beneﬁt, otherwise  it won’t work  RaHonal arguments won’t change behaviour,   it is about social status 

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Green Marketing Matrix

by Studio Spark on Mar 22, 2010

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