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CAN GREEN BE BRAND GOLD?

CAN GREEN BE BRAND GOLD?. Prepared by mushroom research & consultancy, SKOPOS and out of the blue communications 19.11.08 Please click here to see the accompanying text: http://www.skopos-mr.co.uk/downloads/Green_Conference.pdf. TODAY. Introduction The Landscape Today

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CAN GREEN BE BRAND GOLD?

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  1. CAN GREEN BE BRAND GOLD? Prepared by mushroom research & consultancy, SKOPOS and out of the blue communications 19.11.08 Please click here to see the accompanying text: http://www.skopos-mr.co.uk/downloads/Green_Conference.pdf

  2. TODAY Introduction The Landscape Today Fragility of Communication Messages That Work So What? Conclusions

  3. THE LANDSCAPE TODAY

  4. Green Fatigue The buzz concern of the moment that implies a degree of engagement in the first place Our findings have found that there is still a mass market segment who never engaged in the first place

  5. But are we punching above our weight? Everyone loves the idea of an Apple computer but it’s still only 4% of the market, roughly the equivalent of the market share of ethical products

  6. FRAGILITY OF COMMUNICATION

  7. The Language Barrier There is a lack of saliency of terms 32% of our sample considered eating sensibly and exercise as ways to achieve a sustainable lifestyle

  8. Bombarded By Messages Much of the confusion comes from too many words and too many choices

  9. A Passport to Helen Mirren?

  10. “I think it’s how you feel on the day… what triggers that sense. You are bounced from one guilt to the next. One day you’ll think I’ll have Fairtrade, then you see the Organic and feel guilty because you think you want my kids to eat healthily’ it depends how guilty you want to feel that day on each product’

  11. The Power of Marketing Just as consumers are looking for guidance, along come the marketeers…

  12. MESSAGES THAT WORK

  13. Make It Emotional A celebrity fronted campaign; taking the chickens out of the packaging; show them the pain!

  14. Longevity The simple message was repeated in regular weekly doses to a family audience, providing the backdrop to understanding

  15. “When I read the leaflet it mentioned the quality of the food and seemed a small business, a local concern with their first names –I got the impression it was a local company and felt I should support them rather than these big companies”

  16. Banish The Bag Probably the darling of the recycling campaign that has benefitted from the continual reinforcing of a simple message

  17. What’s My Motivation? All our respondents considered this one of the most relevant and actionable messages they had come across

  18. SO WHAT?

  19. DON’T OVERLOAD YOUR MESSAGE

  20. MAKE IT EMOTIONAL

  21. BE TANGIBLE

  22. PERSONAL PAY-OFF

  23. WORD OF MOUTH

  24. AND FINALLY…

  25. WORD OF MOUTH

  26. THANK YOU

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