De uitdaging van Groene Marketing

van Couldn’t care less naar De Gold Rush

van

Couldn’t care less

naar

De Gold Rush

10 do’s & don’ts

1. Groen is geen positionering !

Nu ! Nieuw ! Extra Groen !

2. Groen steunt op vertrouwen.

3. Groen is een evolutie geen revolutie.

Campaigners (27%) – deeply committed, but pessimistic that we can solve the problem, needing to be convinced that solutions are authentic and effective Optimists (17%) – also committed, but up-beat about solving the problem; motivation is more social. Confused (19%) – open-minded and looking for clarity about the issue and what they should do Followers (9%) – less sure on the issue, but ready to join in nonetheless Unwilling (12%) – accepting of the issue, but not prepared to do anything themselves Rejecters (16%) – confidently rejecting of the issue, feeling well informed The Climate Group is an independent, nonprofit organisation dedicated to advancing business and government leadership on climate change. We are based in the UK, the USA and Australia and we operate internationally.

Campaigners (27%) – deeply committed, but pessimistic that we can solve the problem, needing to be convinced that solutions are authentic and effective

Optimists (17%) – also committed, but up-beat about solving the problem; motivation is more social.

Confused (19%) – open-minded and looking for clarity about the issue and what they should do

Followers (9%) – less sure on the issue, but ready to join in nonetheless

Unwilling (12%) – accepting of the issue, but not prepared to do anything themselves

Rejecters (16%) – confidently rejecting of the issue, feeling well informed

4. Maak het simpel en tastbaar.

5. Meer is beter dan minder.

What’s in it for me ?

What’s in it for me ?

6. Groen is een dialoog.

7. Betrek de doelgroep.

8. Groen is niet ‘alles-of-niets’.

‘ Verantwoordelijkheid’ Prijsnuances Evolutie Tempo

‘ Verantwoordelijkheid’

Prijsnuances

Evolutie

Tempo

9. Groen is geen niche.

“ Sustainable Brands '07” in New Orleans Presentaties van o.a. BP , GE , Wal-mart “ Target Green” in Washington, D.C Presentaties van Canon , Clear Channel , General Motors , Procter & Gamble “ Green Marketing Forum” in Londen Presentaties van Barclaycard , BMW , Intel , Marks & Spencer , Philips Lighting , Virgin Trains Etc, Etc, Etc ...

“ Sustainable Brands '07” in New Orleans

Presentaties van o.a. BP , GE , Wal-mart

“ Target Green” in Washington, D.C

Presentaties van Canon , Clear Channel , General Motors , Procter & Gamble

“ Green Marketing Forum” in Londen

Presentaties van Barclaycard , BMW , Intel , Marks & Spencer , Philips Lighting , Virgin Trains

Etc, Etc, Etc ...

10. Hype or Reality ?

Een hype (uit te spreken haip, op zijn Engels; afgeleid van het Griekse hyper = "boven") is een verschijnsel dat bovenmatige media-aandacht krijgt en daardoor belangrijker lijkt dan het in werkelijkheid is. (Wikipedia)

Een hype (uit te spreken haip, op zijn Engels; afgeleid van het Griekse hyper = "boven") is een verschijnsel dat bovenmatige media-aandacht krijgt en daardoor belangrijker lijkt dan het in werkelijkheid is.

(Wikipedia)

De uitdaging

"Brands will not be able to opt out of this. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive.” Lee Daley

"Brands will not be able to opt out of this. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive.”

Lee Daley

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