Groene marketing voor hogeschool gent

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Groene marketing voor hogeschool gent

  1. 1. “Groene producten succesvol maken” Hogeschool Gent, 4 April 2010 Stefaan Vandist www.trinity-planning.be
  2. 2. Wat
is
duurzaamheid?
 
 Profit
 People
 Planet

  3. 3. What it is Green wash (grēn'wŏsh', - wôsh') “verb: the act of misleading consumers regarding practices of a company or the environmental benefits of a product or service.”
  4. 4. What it is Spending more on advertising green then actual investing in sustainable action Like BP, ”Beyond Petroleum”: 45 million in solar versus 5 billion on oil exploration in Alaska
  5. 5. Why it happens 1 changing buying patterns in consumer markets
  6. 6. CFC
FREE
|
ORGANIC
|
FREE
RANGE
|
CRUELTY
FREE
|
 BIO
|
DOLPHIN
FRIENDLY
|
NON
TOXIC
|
 BIODEGRADABLE
|
RECYCLABLE
|
ECO
|
CARBON
 NEUTRAL
|
FSC
|
AGAINST
ANIMAL
TESTING
|
 VEGAN
|
FAIRTRADE
|
LOCAL
|
OZONE
FRIENDLY
|
 CARBON
OFFSET

  7. 7. Smallest
of
niches
 Very
desirable
 market,
set
to
grow
 
1/33
 1/3

  8. 8. “Green is a new sort of ‘good manners’” 
  9. 9. CULTURAL
CREATIVES
|
LOHAS
|
NEW
WORLD’S
 |
BLUE
GREENS
|
POSITIVE
CHOSERS
...
 high-educated, involved, opinionated, active, merely urban, double income, early-adapting, ... And marketers are starving to get them
  10. 10. Why it happens 2 
 Our
educaYon:
 we’re
moYvated
to
tell
the
story

 in
the
most
beauYful
way

  11. 11. Isn’t this how you would think of advertising milk? We are educated to make things look nice
  12. 12. Why all the fuss? Why is that so bad?
  13. 13. HARMING THE FUTURE   More complaints against advertising   Undermining confidence in business   Sabotage of environmental movement in business. Damage credibility of sustainability   Feeding cynical views on sustainability HARMING YOURSELF   Brand image damage, bad press attention   Decreasing employer motivation   Decreasing goodwill of strategic stakeholders   Honestly…It is simply annoying   And last but not least…
  14. 14. You don’t want this kind of circus on your doorstep
  15. 15. 2 ways you can avoid greenwashing
  16. 16. A 
 SYck
to
the
MAIN
PRINCIPLE
of
 GreenverYsing:
 Green
is
special
 Green
is
normal
 “Green Marke*ng is not about making  normal things seem green (greenwashing),  it is about making green stuff seem normal” 
  17. 17. B Be aware of the “seven sins of Greenwashing”:
  18. 18. 1 The sin of suggestive pictures: Green
images
that
indicate
a
(un‐jusYfied)
green
impact,

 like
flowers
blooming
from
exhaust
pipes

  19. 19. 2 The sin of the hidden trade off: Green
product/
Dirty
company
 SuggesYon
of
being
Green,
based
on
a
single
environmental
abribute,
while
 blurring
all
other
parameters
which
are
maybe
more
important.
 Expl.
talking
about
your
4%
green
energy,

to
hide
all
the
rest

  20. 20. 3 
 The
sin
of
no
proof:
 Claims
that
could
be
right,
but
are
not
supported
by
any
evidence,

 or
by
any
reliable
third‐party
cerYficaYon.

  21. 21. 4 The sin of vagueness: Claims that are expressed with fluffy language without a fixed meaning, like ‘earth-friendly’ packaging
  22. 22. 5 
 
The
sin
of
irrelevance:
 environmental
claims
that
are
redundant
and
unimportant
for
customers

 seeking
environmentally
preferable
products.
It
is
irrelevant
and
therefore
 distracts
the
consumer
from
finding
a
truly
greener
opYon.
 Like
‘unleaded
fuel
(all
fuel
in
Europe
is
unleaded)
 …

  23. 23. 6 The sin of lesser of two evils: These are “green” claims that may be true within the product category, but that risk distracting the consumer from the greater Health- or other negative impacts of the category as a whole Like organic cigarettes
  24. 24. 2
Million
Euro’s
narrowing
the
‘open’
debate
to
pro
 versus
contra
nuclear,
ignoring
all
alternaYves

  25. 25. 7 
 The
sin
of
fibbing
 out‐right lying, and produce  totally fabricated claims or data 
  26. 26. Let’s
get
to
pracYce:
 “Find
me
5
sins
of
 Greenwashing
in
this
ad”

  27. 27. “Find
me
5
good
pracYces
 in
this
ad”

  28. 28. Cut
out
and
keep
 “The seven sins of Greenwashing” 1. The
sin
of
suggesYve
pictures
 2. The
sin
of
the
hidden
trade
off
 3. The
sin
of
no
proof
 4. The
sin
of
vagueness
 5. The
sin
of
irrelevance
 6. The
sin
of
lesser
of
two
evils
 7. The
sin
of
fibbing

  29. 29. Old versus new marketing How to become the purple cow in post-advertising marketing?
  30. 30. At this moment, the marketing industry is on the edge of a big shift
  31. 31. You should know, because if developing sustainable innovation, you better leapfrog, and start from the new practice
  32. 32. The
old
rule
was:
 Create
safe,
ordinary
 products
and
combine
 them
with
 mass
markeYng
 The new rule is: Create truly innovative products, and build the marketing right into it The offer and the message become one again
  33. 33. Branding? Messaging Experience Old
branding
paradigm 
 




New
branding
paradigm

  34. 34. Old Marketing New Marketing
 •  Promising
 •  DemonstraYng
 •  Messaging
 •  Experience
 •  StaYc
campaigns
 •  Evolving
experience
 •  Passive
audience
 •  AcYve
parYcipants
 •  IdealisYc
Image
 •  True
collaboraYve

mission
 •  Consistent
style
 •  Diversity
of
innovaYon
 •  Top‐down
 •  Bobom‐up
 •  Illusion
 •  AuthenYcity

  35. 35. Buying Being attention
 Interesting
 Reach Connect Message Engage Repeat Empower
  36. 36. Downtalking Uptalking
 Connect
with
a
 larger
societal
 tendency
 Develop
 
promise
 Connect
with
 people
who
 benefit
 spreading
 Campaign
with
a
 
 fake
narraYve
 Design
or
 program
 a
unique
 Repeat
as
much
as
 
 performance
 possible

  37. 37. These
days,
brands
are
not
its
adverYsing
 idea’s
,
baselines
or

logos.
It
are
simply
the
 sums
of
the
great
idea’s
that
build
that
 brand.


  38. 38. A
BRAND
=
A
CLUSTER
OF
CULTURAL
IDEA’S
 WITH
AN
INTENTION

  39. 39. CREATIVITY
=
BLENDING
THESE
CULTURAL
 COMPONENTS
AND
CREATE
SOMETHING
NEW

  40. 40. Products Brand Company Run London MTV Nike BIZ Jordan Nike Plus Tiger Woods Nike Free Just do it Brazilian Soccer team Nike ID Nike Considered As
brands
are
clusters
of
cultural
idea’s,

 you
can
depict
them
as
molecules

  41. 41. Cut
out
and
keep
 “Old versus new marketing” •  Promising
 •  DemonstraYng
 •  Messaging
 •  Experience
 •  StaYc
campaigns
 •  Evolving
experience
 •  Passive
audience
 •  AcYve
parYcipants
 •  IdealisYc
Image
 •  True
collaboraYve

mission
 •  Consistent
style
 •  Diversity
of
innovaYon
 •  Top‐down
 •  Bobom‐up
 •  Illusion
 •  AuthenYcity

  42. 42. #5 “7 building blocks of the right belief system”
  43. 43. Brompton
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  44. 44. Ben & Jerry’s
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  45. 45. Ecover
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  46. 46. Kuyichi
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  47. 47. Prius | Renault Zoë Ze 
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  48. 48. Veil Solar Shade
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  49. 49. Zipcar
 1)  Unique performance and/ or flatteringstory 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  50. 50. Cut
out
and
keep
 “7 building blocks for the right belief system” 1)  Unique performance and/ or flattering story 2)  Sharability 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  51. 51. Personal beliefs It
should
start
with
“relocaYng
dreams”
 It
is
not
about
“changing
the
world”,
it
is
about
 contribuYng
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
 RaYonal
arguments
won’t
change
behaviour,

 it
is
about
social
status

  52. 52. Thanks for your attention! www.trinity-planning.be stefaan@trinity-planning.be @stefaanvandist

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