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Green Marketing

Green Marketing

A One-Day Conference | 14 October 2008 | Grange City Hotel

 

08.30 Registration And Morning Coffee

09.00 Chair's Opening Remarks

 

The Business Challenge:  From Designing Your Product To Taking It To Market, Assess The Financial Impact Of Being Green And Establish How To Implement Your Green Strategy Accordingly 

 

09.10 Is It Worth It?  Question The Effect Of Green Marketing On Your Business To Determine Whether You Should Be Integrating Green Practices Into Your Marketing Mix 

 

• Challenge or opportunity: consider the repercussions of green marketing on your bottom line to gauge whether you can justify a higher financial commitment to your business’s ethical values 
  
  
  
• Don’t get left behind: investigate whether failing to link green messages and values to your brand will impact negatively on your business 
  
  
  
• Does today’s credit crunch signal an end to last year’s green crusade?  Examine whether your consumers are prepared to indulge organisations acting in a greener way 
  
  

Greg Nugent, Head of UK Marketing, Eurostar

 

09.40 Are There Low Cost Methods To Going Green?  Explore Ways In Which You Can Green Your Brand For A Better Return In The Short And The Long Term 

 

• Printing, packaging, production: which techniques can you use to ensure that a move towards green marketing doesn’t mean an increase in your costs 
  
  
• Simple ways to green your brand: what low cost methods are there to commit your brand to green 
  
  
• Make a long-term commitment to green: analyse your supply chain and explore how you can change your production process to green your brand and reduce your costs       
  

Rowland Hill, Sustainability Manager, M&S

Understand If, And Why, Consumers Are Buying Green To Determine How To Appeal To Mass Markets And The Level Of Investment You Should Be Making Into Green Marketing 

 

10.10 Green Consumers In The Credit Crunch

 

• How can you communicate your green messages effectively to ensure that the credit crunch does not signal the end to your consumer's green spend?

 

Solitaire Townsend, CEO, Futerra

 

10.30 What Influences Consumer Choice?  Question Your Consumers To Inform Your Green Marketing Strategy And Understand The Impact Of Green On Their Purchasing Behaviour  

 

• Consumer spending patterns: are customers prepared to pay more for green products? 
  
  
• Determine whether Green is a priority for today’s savvy purchaser: are consumers voting with their wallets or are green products still a luxury for the few?  
  

Dan Welch, Writer Researcher, Ethical Consumer Research Association

Will Watt, Publisher, BBC Green

Dan and Will will be joined by a panel of consumers

 

11.10 Morning Coffee And Informal Networking 

 

11.30 Raise Your Awareness Of Current Green Developments To Understand The Motivating Factors Behind Consumers Buying Green And Secure Loyalty In Your Product 

 

• All talk and no action? Examine whether there really has been a profound shift in public perception or whether green is simply a passing trend 
  
  
• Purchasing power: question how affected consumers are by green products to determine today’s consumer’s spending patterns 
  
  
• Compare and contrast the UK’s green trend against other countries to confirm where Britain is positioned as a green nation
  
  
• 91% of consumers will be more likely to buy a green product over the next 12 months: capitalise on the ethical interest of your consumer to make your product a lifestyle choice
  

Zoe Arden, Director of Communications and Social Responsibility, BT Retail

 

12.00 Product Development: Make The Biggest Environmental Impact And Appeal To The Greatest Number Of People By Identifying The Green Alternatives Available For Your Product  

 

• Embed green marketing across the production process: pinpoint the most efficient and environmentally friendly alternatives available to green your product 
  
  
• Recycled paper, biodegradable packaging, energy efficient machinery: review the materials you need to amend your production techniques in order to create a truly sustainable green product 
  
  
• Ensure your product is still appealing to your consumers by creating a product that is environmentally friendly, financially viable and works just as well as other, non-green, products  

 

Louise McCormack, Manager, Product Development, Barclaycard

 

12.30 Lunch And Informal Networking  

 

Build Green Into The Core Of Your Business: Reduce Your Environmental Impact And Identify Cost Cutting Solutions To Embrace Green At Every Stage Of The Production Cycle  

 

13.20 Identify Innovative And Cost Effective Green Packaging Solutions To Cut Down On Waste Without Affecting The Quality Of Your Product And The Appeal Of Your Brand 

 

• Explore innovative, green alternatives to your current packaging to reduce waste whilst still maintaining brand quality 
  
  
• Ensure that your green packaging is cost effective: examine creative ways of reducing packaging without increasing your margins 
  
  
•  Does green packaging equate to a less appealing product?  Balance the aesthetic nature of your product against a reduction in packaging to ensure your consumer is still prepared to pick your product over your competitors’  

Reed Paget, Founder and Chief Executive, Belu Water

13.40 Believe What You Are Buying Into: Ensure That Your Workplace Is Living And Breathing The Green Ethos To Bring Credibility To Your Green Marketing Campaigns 

 

• Weave green values into the fabric of your business: minimise waste, cut down on energy use and pinpoint alternative merchandising materials 
  
  
• Match your rhetoric to the reality of green marketing: secure employee engagement into your green strategy and present your business as a desirable place to work  

 

Jo Fox, Head of Environment, BSkyB

 

14.10 Green Your Campaign: Move Away From Print And Mailings And Embrace A Multi-Channel Approach To Minimise Your Environmental Impact 

 

• Assess the ways in which you can green your campaign without affecting the objectives of your product and the bottom line of your company 
  
  
  
• Replace mass mailings with targeted, accurate and innovative email campaigns to cut down on your printing costs as well as attract key customers 
  
  
• Multi-channel communication: move away from print and embrace the opportunity of digital to minimise the volume of paper you use and place your brand firmly in the future

   

Justin Basini, VP, Head of Brand Marketing, Capital One Europe

 

14.30 Afternoon Break And Informal Networking 

Protect Yourself Against Greenwash: Communicate Your Message And Promote Your Green Products In The Right Way To Avoid Consumer Cynicism  

 

15.00 Understand How You Can Credibly Communicate Green Messages That Have Maximum Impact And Will Resonate With Your Consumers 

 

• No longer just a communication exercise: use the correct green buzzwords to clarify your green proposition, encourage belief in your product and ensure that your green message is understandable and genuine 
  
  
• Deliver the right message in the right way: choose your angle carefully to ensure your message is ethical without losing any impact 
  
  
• How can you communicate effectively with your mass market to encourage your consumers to buy green products?  

 

Paul Hemingway, Head of Operational Marketing, The Co-Operative Financial Services


Martine Ainsworth-Williams, Head of Marketing, Visit London

 

15.40 Guard Against Accusations Of Green Spin By Investigating What Guidelines Are In Place And Where To Legally Draw The Line With Your Green Claims 

 

• Grey shades of green: question the legal implications of green marketing and investigate what guidelines are in place to protect your brand from negative consumer perception 
  
  
• How far can you go?  Address the challenge of what can and can’t be said within your green campaign to ensure that you are not communicating the wrong message to your consumers  

Mike Hughes, Director General, ISBA

James Turner, Copy Advice Executive, Committee of Advertising Practice

Jenny Alexander, Investigations Executive, Advertising Standards Agency

Alex Walsh, Head of Postal Affairs, DMA

 

16.10 The A-Z Of A Successful Green Campaign: Succeed In Prioritising GreenWithin Your Marketing Campaign To Secure Customer Loyalty 

 

• From sourcing the right materials to delivering a green product, get your consumer on board to create a sustainable green brand image  

Chris Hawken, Brand Communications Manager, Audi

 

16.30 Green Social Marketing: Succeed In Running Campaigns To Change Behaviour Around Green Issues

 

• From formulating a green campaign to delivering a green message, raise awareness and change behaviour

 

Ginette Unsworth, Senior Marketing and Communications Manager, ENCAMS (Keep Britain Tidy)

 

16.50 Chair’s Closing Remarks And Close Of Conference

 

 

Speakers