Authentically "Green": Marketing Starts With Your Brand

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Authentically "Green": Marketing Starts With Your Brand - Presentation Transcript

  1. AMA Houston Authentically Green: Marketing Starts With Your Brand June 30, 2009
  2. Authentic Green Marketing green = the new black Challenges – Most companies were not founded on a commitment to the environment – Green has to be an ongoing promise – Must also align with customer and stakeholder benefits 2
  3. Authentic Green Marketing? Green marketing must follow a company’s core commitment to green and sustainable business practices. 3
  4. Misaligned Perceptions Source: MapChange 2008 – the importance of understanding reality vs. perception with green brands 4
  5. Misaligned Perceptions Source: MapChange 2008 – the importance of understanding reality vs. perception with green brands 4
  6. Green As Part Of Your Core So, how do you make “room” for green... – Understand what customers, employees, investors, suppliers care about – Identify the impact and implications of your operations on the environment – Get commitment from top and throughout the organization – Honest, transparent communications – Walk the talk 5
  7. Green As Part Of Your Core Green becomes part of your core Brand – As a component of your strategy – As a leadership or differentiator position – Through transparency in green practices 6
  8. Authentic Green Marketing green = green Benefits – Cost savings – A Brand premium – Bottom-line results – Recruiting/Retention 7
  9. The Many Shades Of Green select your green target 8
  10. Customers Care About Green Green labels or certifications can positively impact buying decisions Needs to exist with other benefits too 9
  11. Green marketing is successful when it is a core element of the Brand Building Beyond Green The Dinerstein Companies is dedicated to the development, construction and management of smart, beautiful, and environmentally responsible multi-family residences that go beyond green. Our building and property management practices reflect the highest standards of environmental excellence, including construction of some of the first LEED Silver certified multi-family properties in the State of Texas.
  12. Employees Care About Green 88% of Millennials stated that they seek employers with social responsibility values that reflect their own Source: PriceWaterhouseCoopers, “Survey: Millennials at work: Perspectives from a new generation” September 2008 11
  13. Brand Value Loves Green 12
  14. Brand Value Loves Green 12
  15. Your Bottom Line Loves Green InterContinental Hotel Group changed to an eco-friendly lighting system and is saving $1.2 million a year in energy costs Yahoo built a data center that uses 60% less energy for cooling Wal-mart’s trucks are now equipped with auxiliary power units that allow drivers to turn off the engine when stopped for deliveries – improving overall fleet efficiency by 8%  Source: “Going Green to Cut Costs,” Harvard Business Publishing, June 11, 2009 13
  16. Authentic Green Marketing green = gold Opportunities – Drive innovation – Promote leadership – Gain new customers – Build brand loyalty 14
  17. Sustainability As A Strategy “In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.” Hunter Lovins, 2009 15
  18. Leading The Pack Standing out from the crowd to gain a leadership position... “It symbolizes a number of things, from the living, organic form of a sunflower to the greatest source of energy...the sun itself. The colours of the ‘Helios’ – named after the Greek god of the sun – suggest heat, light and nature.” BP.com 16
  19. E ENVIRONMENTALLY SENSITIVE M I X E D G R E E N S | California P E A C H E S | California/Washington State M O U N T A I N E E R C H E E S E | Local G R O U N D T U R K E Y | Local M U S H R O O M S | Local B L A C K B E R R I E S | Mexico A C O R N S Q U A S H | New Jersey/Pennsylvania T O M A T O E S | Tennessee/Ohio
  20. Marketing Sustainability So you’re not Green, what now? – Transparency as the new marketing... – By 2008, 70% of the Fortune 500 were planning on reporting on sustainability. This is the new annual report. 23
  21. Sustainability Reporting Reporting and official certifications have become the best way for traditionally non- green industries to address sustainability and gain credibility for headway in this area 24
  22. Key Takeaways If your Green Marketing is credible to your Brand, people will want to: – Work for you – Buy your products and services – Invest in your company And you’ll have the opportunity to: – Promote your Brand leadership – Save costs; weather a downturn; capitalize an upturn 27
  23. Thank You http://www.linkedin.com/in/robintooms http://blog.savagebrands.com http://twitter.com/rtooms rtooms@savagebrands.com

+ Robin ToomsRobin Tooms, 3 months ago

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