The new book Viherpesuopas (“Greenwashing Guide”) is a sarcastic but ultimately constructive look at
corporate attitudes toward environmental and social issues, which has received substantial
media attention since its publication in Finnish in May, 2022.
Translations, including English, are coming soon. This presentation captures the 10 key points from the book.
Direct marketing classic: Advertising that sells by OgilvyMichael Leander
Direct marketers can still learn from this classic direct marketing guide on how to create advertising that sells.
Sure digital marketing has become a huge part of the direct marketing mix in the past decade, but the basics very much remain the same. No one has contributed to the education and inspiration of direct marketers around the world like David Ogilvy. You will find many nuggets in the How to create advertising that sells document.
Direct marketing classic: Advertising that sells by OgilvyMichael Leander
Direct marketers can still learn from this classic direct marketing guide on how to create advertising that sells.
Sure digital marketing has become a huge part of the direct marketing mix in the past decade, but the basics very much remain the same. No one has contributed to the education and inspiration of direct marketers around the world like David Ogilvy. You will find many nuggets in the How to create advertising that sells document.
Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC.
Jim Nail of Speaking Sustainability, will lead the discussion with other industry experts to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.
Sometimes a single mistake can bring horrendous results to your brand! Get some valuable insights through these worst marketing campaigns and avoid marketing glitches for your brand.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
Awards Don´t Matter (unless you win them)Riku Vassinen
hasan & partners is an independent award-winning creative company from the North.
We are a Helsinki-based strategic and creative partner committed to excellence in everything we do. We grow brands with zero marketing waste.
In 2023 hasan & partners won
Globally:
D&AD Wood Pencil
Eurobest Bronze
Golden Drum Bronze
2x Red Dot Design Award
One Show Shortlist
Locally:
4 Effie Shortlists (Winners announced Feb)
3 Grand1 Wins+2 Honorary mentions+Agency of the Year
5 Vuoden Huiput Silver
Last years
Multiple Cannes Lions, LIA, Clio, One Show, Webby Awards…
Pretty much all the reputable awards you can win (and some non-reputable ones as well).
Everyone Has A Plan Until They Are Punched In The FaceRiku Vassinen
My Talk in Ogilvy Quench 2.12.2020
Talking about how everything goes according to the plan until it doesn´t.
I am pondering about purpose, happiness, planning and how to cope with challenges and opportunities that life throws at you.
Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC.
Jim Nail of Speaking Sustainability, will lead the discussion with other industry experts to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.
Sometimes a single mistake can bring horrendous results to your brand! Get some valuable insights through these worst marketing campaigns and avoid marketing glitches for your brand.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
Awards Don´t Matter (unless you win them)Riku Vassinen
hasan & partners is an independent award-winning creative company from the North.
We are a Helsinki-based strategic and creative partner committed to excellence in everything we do. We grow brands with zero marketing waste.
In 2023 hasan & partners won
Globally:
D&AD Wood Pencil
Eurobest Bronze
Golden Drum Bronze
2x Red Dot Design Award
One Show Shortlist
Locally:
4 Effie Shortlists (Winners announced Feb)
3 Grand1 Wins+2 Honorary mentions+Agency of the Year
5 Vuoden Huiput Silver
Last years
Multiple Cannes Lions, LIA, Clio, One Show, Webby Awards…
Pretty much all the reputable awards you can win (and some non-reputable ones as well).
Everyone Has A Plan Until They Are Punched In The FaceRiku Vassinen
My Talk in Ogilvy Quench 2.12.2020
Talking about how everything goes according to the plan until it doesn´t.
I am pondering about purpose, happiness, planning and how to cope with challenges and opportunities that life throws at you.
4 Ways Brands Should Act During COVID-19 Riku Vassinen
We are living in unprecedented times and all brands need to re-evaluate their marketing strategy for the foreseeable future. Many marketers are considering postponing or cancelling their marketing activities.
Instead of marketing paralysis, this document outlines 4 ways for brands to act during these turbulent times:
-Remove Barriers
-Reduce Stress
-Reuse Capacity
-Re-Energize People
Moccalattehipsteri pelastaa Suomen markkinoinninRiku Vassinen
24.10.2011 ilmestyy Moccalattehipsteri.
http://moccalattehipsteri.com
Luvassa kiistakirjoituksia markkinoinnista. Ohessa tuhat ja yksi syytä miksi se kannattaa lukea. http://facebook.com/moccalattehipsteri
A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
Mitä sosiaalisessa mediassa tapahtuu 2011?Riku Vassinen
In Finnish.
Pidimme pikagallupin n.50 suomalaiselle sosiaalisen median vaikuttajalle. Kysymyksenä oli "Mitä sosiaalisessa mediassa tapahtuu 2011?". Vastauksista oli löydettävissä seitsemän isompaa trendiä.
A riff I have been doing for couple of years about blogging. These are just my guidelines.
Was listening to Notorious BIG "Life After Death" and realized I had not put these commandments up on here.
Digitaalinen jalanjälki: Tulevaisuuden yritysRiku Vassinen
Digitaalinen jalanjälki
Internet on liian tärkeä kanava jätettäväksi it- tai markkinointiosaston vastuulle. Asiakkaat voittaa puolelleen yritys, jolla on laajin ja mieleen jäävin digitaalinen jalanjälki. Massasta erottuu vain kohderyhmää kiinnostavalla ja kilpailijoista erottuvalla sisällöllä.
Digitaalinen jalanjälki auttaa kääntämään verkkomaailman muutokset eduksesi rakennatpa sitten omaa tai yrityksesi brändiä. Se tarjoaa tehokkaan työkalupaketin inspiroivan ja relevantin verkkosisällön luomiseksi ja kytkemiseksi liiketoiminnan tavoitteisiin. Ennen kaikkea se on kirja hyvistä tarinoista ja tekniikoista niiden takana.
http://www.digitaalinenjalanjalki.fi
http://facebook.com/digitaalinenjalanjalki
Diego Digital Arts #1: SisältömarkkinointiRiku Vassinen
Sisältö=Tekniikka+Tarina
Relevantin (=hyödyllisen ja/tai hauskan) sisällön luomista asiakkaille sekä prospekteille säännöllisesti sekä systemaattisesti.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. hasan & partners Greenwashing for Dummies 2
We are three marketing
professionals who got tired of
all the fluff about brand purpose
and how companies were trying
to greenwash themselves to be
better without really changing
anything how they do.
We know all the tricks in the
book so we wrote a book on
how to detect greenwashing
(and other types of wash
programs as well).
3. hasan & partners Greenwashing for Dummies 3
Book is now available in Finnish
(Tolkien got inspired by it for Lord
of the Rings).
First edition is already sold out
and we have been weekly guests
in the Finnish media.
Translations, including English, to
follow soon.
Ten key points from the book on
the following slides.
5. hasan & partners Greenwashing for Dummies 5
1. More and
more is
expected
from brands.
6. hasan & partners Greenwashing for Dummies 6
2. Brands
often talk
about their
good deeds
without truly
changing
their
behavior.
7. hasan & partners Greenwashing for Dummies 7
3. Spotless
brands are
not
believable.
The age of
the hero
brand is
over.
8. hasan & partners Greenwashing for Dummies 8
4. Your
personnel is
your most
demanding
audience.
9. hasan & partners Greenwashing for Dummies 9
5. Everyone is
an influencer or
at least under
the influence.
10. hasan & partners Greenwashing for Dummies 10
6. Ad agencies
should focus on
making great ads,
not pretending to
save the world
through preachy
“purpose” work.
11. hasan & partners Greenwashing for Dummies 11
7. Sustainability
communications
is not
sustainable.
12. hasan & partners Greenwashing for Dummies 12
8. People can
only boycott
brands they
buy.
13. hasan & partners Greenwashing for Dummies 13
9. Brands have
double
standards in
dealing with
authoritarian
governments.
14. hasan & partners Greenwashing for Dummies 14
10. The new
normal is just
plain weird.
15. hasan & partners Greenwashing for Dummies 15
Summary
Sustainable business is great business.
Time for greenwashing is over.
This is the moment to truly get rid of your dirt.
16. hasan & partners
THE END
WRITERS: ANTTI ISOKANGAS, JANI NIIPOLA, RIKU VASSINEN
ILLUSTRATIONS: RAMI NIEMI
Greenwashing for Dummies 16