GETTING BUY-IN 
Ksenia Benifand 
@KBenifand 
Marketing and Communications as a tool for Engagement and Behavior Change
CHALLENGE 
How do I engage customers in: 
1)Changing behaviors when using existing products (i.e. water usage reduction) 
...
GETTING BUY-IN 
1) Know your Target Market (values, drives, and aspirations) 
2) Current Views on Sustainability (barriers...
“SAY” VS. “DO” 
87% 
say: “We are concerned about environmental and social impacts of the products we buy” 
Source: Mckins...
“SAY” VS. “DO” 
87% 
say: “We are concerned about environmental and social impacts of the products we buy” 
25% 
Have actu...
HOW 
Do we bridge the gap between what consumers SAY and what they actually DO ?
Common Purchasing Barriers 
Green products are perceived as ineffective. 
#1
SOLUTION 
Create Awareness of Product Benefits and Value 
#1
Create Awareness of Product Benefits and Value 
Heating Water is Responsible for ¾ of Energy Use and GHG Emissions Associa...
Highlight Product Quality and Performance
Common Purchasing Barriers 
Consumers are feeling skeptical about sustainability claims. 
#2
SOLUTION 
Integrate with Brand Values 
#2
Integrate with Brand Values
Use Identifiers to Inform Purchasing Decisions
Common Purchasing Barriers 
Green products are perceived to always be more expensive than traditional goods. 
#3
SOLUTION 
Show “Green” Savings 
#3
Show “Green” Savings
MEDIA CHANNELS 
Strategically assess and understand the benefits and set backs of each opportunity for connection. 
Source...
ENABLE THE SPREAD OF IDEAS 
•Leverage employees’ relationship with customers to influence the way customers use products. ...
QUESTIONS? 
CONTACT 
Ksenia Benifand 
ksenia@aeonstrategies.com 
www.twitter.com/KBenifand
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Getting Buy-in: Marketing and Communications as a tool for Engagement and Behavior Change

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As organizations work to align their branding and marketing efforts with their Corporate Social Responsibility (CSR) and sustainability commitments, they are now more than ever looking to engage customers in choosing more sustainable products and services. However, although a vast majority of consumers are enthusiastic about the green movement, they lack the same enthusiasm when it comes to actually spending money and making meaningful adjustments to lifestyle choices.

This presentation explores marketing and advertising as a tool to effectively engage consumers by looking at how we make decisions and exploring our most prevailing and unique world views.

These tools can be applied to a variety of marketing and communication contexts to create messages that overcome “green fatigue”, inspire sustainable behaviour change, and enhance customer loyalty.

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Getting Buy-in: Marketing and Communications as a tool for Engagement and Behavior Change

  1. 1. GETTING BUY-IN Ksenia Benifand @KBenifand Marketing and Communications as a tool for Engagement and Behavior Change
  2. 2. CHALLENGE How do I engage customers in: 1)Changing behaviors when using existing products (i.e. water usage reduction) 2)Choosing more sustainable goods and services?
  3. 3. GETTING BUY-IN 1) Know your Target Market (values, drives, and aspirations) 2) Current Views on Sustainability (barriers to purchase) 3) Use Communication that Inspires Action 4) Connect Where it Matters 5) Influence beyond the transaction: enable the spread of ideas
  4. 4. “SAY” VS. “DO” 87% say: “We are concerned about environmental and social impacts of the products we buy” Source: Mckinsey & Co. Survey 7,750 consumers worldwide
  5. 5. “SAY” VS. “DO” 87% say: “We are concerned about environmental and social impacts of the products we buy” 25% Have actually bought a “green” product Source: Mckinsey & Co. Survey 7,750 consumers worldwide
  6. 6. HOW Do we bridge the gap between what consumers SAY and what they actually DO ?
  7. 7. Common Purchasing Barriers Green products are perceived as ineffective. #1
  8. 8. SOLUTION Create Awareness of Product Benefits and Value #1
  9. 9. Create Awareness of Product Benefits and Value Heating Water is Responsible for ¾ of Energy Use and GHG Emissions Associated with Washing a Load
  10. 10. Highlight Product Quality and Performance
  11. 11. Common Purchasing Barriers Consumers are feeling skeptical about sustainability claims. #2
  12. 12. SOLUTION Integrate with Brand Values #2
  13. 13. Integrate with Brand Values
  14. 14. Use Identifiers to Inform Purchasing Decisions
  15. 15. Common Purchasing Barriers Green products are perceived to always be more expensive than traditional goods. #3
  16. 16. SOLUTION Show “Green” Savings #3
  17. 17. Show “Green” Savings
  18. 18. MEDIA CHANNELS Strategically assess and understand the benefits and set backs of each opportunity for connection. Source: 2011 CONE / ECHO GLOBAL CR OPPORTUNITY STUDY
  19. 19. ENABLE THE SPREAD OF IDEAS •Leverage employees’ relationship with customers to influence the way customers use products. •Enable a two-way communication. •Socialize new behaviors.
  20. 20. QUESTIONS? CONTACT Ksenia Benifand ksenia@aeonstrategies.com www.twitter.com/KBenifand

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