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Groene Marketing

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Speech on Green Marketing, in Dutch

Published in: Business, Travel

Groene Marketing

  1. 1. De uitdaging van Groene Marketing
  2. 6. <ul><li>van </li></ul><ul><li>Couldn’t care less </li></ul><ul><li>naar </li></ul><ul><li>De Gold Rush </li></ul>
  3. 10. 10 do’s & don’ts
  4. 11. 1. Groen is geen positionering !
  5. 12. Nu ! Nieuw ! Extra Groen !
  6. 15. 2. Groen steunt op vertrouwen.
  7. 22. 3. Groen is een evolutie geen revolutie.
  8. 26. <ul><li>Campaigners (27%) – deeply committed, but pessimistic that we can solve the problem, needing to be convinced that solutions are authentic and effective </li></ul><ul><li>Optimists (17%) – also committed, but up-beat about solving the problem; motivation is more social. </li></ul><ul><li>Confused (19%) – open-minded and looking for clarity about the issue and what they should do </li></ul><ul><li>Followers (9%) – less sure on the issue, but ready to join in nonetheless </li></ul><ul><li>Unwilling (12%) – accepting of the issue, but not prepared to do anything themselves </li></ul><ul><li>Rejecters (16%) – confidently rejecting of the issue, feeling well informed </li></ul>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.
  9. 27. 4. Maak het simpel en tastbaar.
  10. 32. 5. Meer is beter dan minder.
  11. 38. <ul><li>What’s in it for me ? </li></ul>
  12. 40. 6. Groen is een dialoog.
  13. 49. 7. Betrek de doelgroep.
  14. 53. 8. Groen is niet ‘alles-of-niets’.
  15. 54. <ul><ul><li>‘ Verantwoordelijkheid’ </li></ul></ul><ul><ul><li>Prijsnuances </li></ul></ul><ul><ul><li>Evolutie </li></ul></ul><ul><ul><li>Tempo </li></ul></ul>
  16. 57. 9. Groen is geen niche.
  17. 59. <ul><li>“ Sustainable Brands '07” in New Orleans </li></ul><ul><ul><li>Presentaties van o.a. BP , GE , Wal-mart </li></ul></ul><ul><li>“ Target Green” in Washington, D.C </li></ul><ul><ul><li>Presentaties van Canon , Clear Channel , General Motors , Procter & Gamble </li></ul></ul><ul><li>“ Green Marketing Forum” in Londen </li></ul><ul><ul><li>Presentaties van Barclaycard , BMW , Intel , Marks & Spencer , Philips Lighting , Virgin Trains </li></ul></ul><ul><li>Etc, Etc, Etc ... </li></ul>
  18. 60. 10. Hype or Reality ?
  19. 62. <ul><li>Een hype (uit te spreken haip, op zijn Engels; afgeleid van het Griekse hyper = &quot;boven&quot;) is een verschijnsel dat bovenmatige media-aandacht krijgt en daardoor belangrijker lijkt dan het in werkelijkheid is. </li></ul><ul><li>(Wikipedia) </li></ul>
  20. 66. De uitdaging
  21. 70. <ul><li>&quot;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.” </li></ul><ul><li>Lee Daley </li></ul>
  22. 71. Dank u brandcoach.typepad.com

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