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An overview of Green Marketing strategies, based on John Grant's Green Marketing Matrix
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“The Green Marketing Matrix”
9 Different angle-points to find the right strategy
Companycredibility/respect
Productexperience/performance
Brandbelief/
empathy
2
Success = When your experience with the product reinforces your belief in the brand and confirms your respect for the company
Think different
Creativity
Design
9 angle points of attack
Green(pushstandards)
Greener(shareresponsibility)
Greenest(reinventbusiness)
Company(trust)
Setanexample Developthemarket Newbusinessconcepts
Brand(belief)
Crediblepartners Tribalbrands Trojanhorses
Product(performance)
Marketabenefit ChangeUsage Challengeconsuming
John Grant: The Green Marketing Manifesto
WhichalwaysgivetwoopHons…
Green(pushstandards)
Greener(shareresponsibility)
Greenest(reinventbusiness)
Company(trust)
Framingvs
PoinHng
Educatevs
Evangelise
SocialproducHonvs
Property
Brand(belief)
Eco‐labelsvs
CauseRelated
Exclusivevs
Inclusive
TradiHonvs
Newcool
Product(performance)
Lessvs
More
SwitchvsCut
Treasurevs
Share
Always one way, and exactly the opposite
1) SETTING AN EXAMPLE:
FRAME YOUR CORPORATE AMBITIONS (ZERO EMISSIONS) VERSUS POINTING TO THE RESULT (THE PRIUS)
Framing Poin+ng
2) CREDIBLE PARTNERS:
REINFORCE YOUR SUSTAINABLE CREDENTIALS WITH A THIRD PARTY LABEL VERSUS GETTING A ‘CAUSE RELATED PARTNER’
3rd party label Cause related partner
3) MARKET A BENEFIT:
MATCH THE CONSUMER BENEFIT WITH THE SUSTAINABLE BENEFIT BY SAYING WHAT YOU DO LESS
(like pollution or pesticides) OR MORE (honesty, organic)
Less More
4) DEVELOP THE MARKET:
EDUCATE PEOPLE TO REALIZE AWARENESS AND CONTEXT FOR YOUR PRODUCT VERSUS EVANGELIZE TO GROW
CONSENSUS AND OPINION
Educate Evangelize
5) CONNECT TO A TRIBE:
BE INCLUSIVE BY BEING EMPATHIC AND CARING FOR A CERTAIN AUDIENCE, OR BE EXCLUSIVE BY PORTRAYING A PARTICULAR
ATTRACTIVE LIFESTYLE
Inclusive Exclusive
6) CHANGE USAGE
YOU CAN PROMOTE TO SWITCH USAGE OR CUT USAGE
Switch Cut
7) NEW BUSINESS MODELS
YOU CAN SOURCE A SOLUTION FROM THE COLABORATION OF PEOPLE: SOCIAL PRODUCTION, OR TURN A PUBLIC SERVICE
INTO PERSONAL PROPERTY
Social produc+on Property
8) TROJAN HORSE
YOUDJKFLDSJHF
Tradi+ons New cool
9) CHALLENGE CONSUMPTION
YOU DSFKLJ
Sharing Treasure
Cutoutandkeep
“The Green Marketing Matrix” Green
(pushstandards)Greener
(shareresponsibility)Greenest
(reinventbusiness)Company(trust)
Setanexample Developthemarket Newbusinessconcepts
Brand(belief)
Crediblepartners Tribalbrands Trojanhorses
Product(performance)
Marketabenefit ChangeUsage Challengeconsuming
Green(pushstandards)
Greener(shareresponsibility)
Greenest(reinventbusiness)
Company(trust)
Framingvs
PoinHng
Educatevs
Evangelise
SocialproducHonvs
Property
Brand(belief)
Eco‐labelsvs
CauseRelated
Exclusivevs
Inclusive
TradiHonvs
Newcool
Product(performance)
Lessvs
More
SwitchvsCut
Treasurevs
Share
Personal beliefs Itshouldstartwith“relocaHngdreams”
Itisnotabout“changingtheworld”,itisaboutcontribuHngtochange,eachwithourowntalentsandspecialism
Ifitdoesn’tsell,itisnotsustainable.Youshouldconnectwitharealconsumerbenefit,otherwise
itwon’twork
RaHonalargumentswon’tchangebehaviour,itisaboutsocialstatus
Thanks for your attention!
www.trinity-planning.be