Hoe duurzaamheid valoriseren?

Hoe duurzaamheid valoriseren ? Workshop 20 oktober 2011

Branding for the new consumer

  +18 jaar ervaring in de business :

marketing en business development op directie niveau in telecom : British Telecom, Mobistar en Telenet België en Orange UK in London. Zowel B2C als B2B ervaring.

  Focus op nieuwe groei markten en change management.

management, ontwikkeling van nieuwe business modellen.

P&L

  C-Change opgericht

in 2009. C-Change adviseert bedrijven rond marktontwikkeling voor de “nieuwe consument”. We zijn continu op zoek naar producten en diensten die iets toevoegen aan het leven van consumenten. Daarom geven we nooit advies zonder te praten met de doelgroep, samen met onze opdrachtgever.


  7 jaar ervaring in strategische merk- en communicatieplanning, zowel freelance als voor reclame agentschappen als Duval Guillaue, 10 Advertising en Internet Architects

  Medeoprichter van Studio Spark, een agentschap dat zich

toespitst op de begeleiding van duurzame innovatietrajecten.

  Klanten zijn ondermeer Colruyt, Dorell (Maxicosi), Boss Paints, Toerisme Vlaanderen, Ovam, etc…


4


Wij hebben enkel merkenloze producten in het productassortiment, hoe maken we dan onze duurzame product/bedrijfsinspanningen zichtbaar aan de consument? Wij werken enkel B2B, hoe kunnen wij onze klanten overtuigen onze duurzame producten toe te passen in hun producten? Onze concurrenten bieden een gelijkaardig duurzaam concept aan, alleen zij krijgen dit verhaal blijkbaar beter verkocht aan de klant als wij. Waarom lukt dit niet bij ons? Wij doen heel wat inspanningen om onze processen te verduurzamen, ligt mijn klant hier wel wakker van en hoe kunnen wij deze inspanningen valoriseren? Duurzaamheid is een heel moeilijk te communiceren verhaal, hoe kan je dit vertalen in een attractief verkoopsverhaal?Is er een manier om de consument op de winkelvloer te overtuigen van ons duurzaam alternatief? Wij overwegen een duurzaam product op de markt te brengen, maar met welke duurzame aspecten kan ik de markt vandaag overtuigen?… Hoe maak ik onze duurzame ontwerpinspanningen zichtbaar aan de klant wanneer op het eerste zicht uiterlijk geen verschil is tussen ons duurzaam product en 5 dat van concurrenten ?


Uw duurzame bedrijfsinspanningen valoriseren, hoe pakt u dit aan? - Agenda 1.  Introductie en aanvulling van uw vragen 2.  Wat is duurzaamheid ?

Wie is geïnteresseerd ? Resultaten uit onderzoek

3.  En dan ?

Inspiratie en voorbeelden … en ook een concrete handleiding

4.  Verdere begeleiding : we zetten u op weg 5.  Antwoorden op uw vragen Branding for the new consumer

Meet the “new consumer” to unleash your full potential …

Innovation is not only about the idea … it is also about how it is brought to the market 7


…in a globally evolving context requiring re-thinking

T/O

 

Limited energy and resource stocks

 

Against backdrop of growing population with growing needs

               

7 -> 9 billion people Food production x 2 4 billion people without access to drinking water 80% in cities From 850 million to 3 billion cars Energy demand x 40% 1 on 3Kwh from renewables 3l car is norm (or battery driven one ?)

cost

Marginal thinking ends, new vision is required Branding for the new consumer

From sustainability to business model innovation 1. 

Sustainability ≠ corporate ethics or even CSR Sustainability = preparing for future value creation

2. 

Production process changes, consumption process changes

1/ How will sustainability significantly impact you ?

3. 

2/ How can you significantly impact sustainability ?

From environmental driven focus to basic market development, taking macro economic and societal changes into account

4. 

Impact on different elements of the business and P&L : fundamental strategic thinking

5. 

Focus on opportunity

= new paradigm Branding for the new consumer

An emerging new consciousness Market leadership for those innovators who solve these unanswered market expectations  

What if I could maintain my quality of life while my financial means will most probably be decreasing ?

 

What if I could maintain my freedom & independence without owning an own car ?

 

What if I could reduce my energy bill without loosing comfort or investing heavily ?

 

What if I could really know if I can trust that brand claim while I know this company only wants to make a profit ?

 

What if I could reduce my environmental footprint without loosing in comfort ?

 

What if I could ‘live more simply’ without giving up too much ?

What is this “paradox” for your product, how can you solve it ? What does ‘sustainability’ concretely mean for your customer of your product ?


It starts by asking different questions

Consumer ‘what ifs’ for your product/sector

 

What if I could have the comfort of carpet with the benefits of hard cover floors ?

11

Value chain dependencies and opportunities

X 

What if I could reduce/abolish my resource costs ? (Umicore)

 

What if I could have a floor covering in my office that always looks new and clean ?

What if I could create a recurring revenue stream by developing a modular, adaptable product ?

 

 

What if I could have a mattress that is always ‘clean’ and in shape ?

What if I could modernize my category using sustainability ?

 

 

What if I could have a greenhouse roof that is ascertained hail and storm resistant and captures solar warmth ?

What if I could reduce my sales price by abolishing my material cost

 

 

What if I could renew my living room every year without having to buy a new couch ?

What if I could use my industrial and process capacities to solve an unanswered market demand ?

 

What if there were an industry standard on sustainability (FSC) ?

 

Meet the “new consumer” to unleash your full potential …

Innovation is not only about the idea … it is also about how it is brought to the market 12


77% Belgians recognise themselves as a “conscious consumer”

I am a conscious customer 1 4

0%

Totally disagree

17

10%

Disagree

53

20%

30%

Rather disagree

Q: Ik zie mezelf als een “bewuste consument”

40%

50%

19

60%

Rather agree

70%

Agree

80%

5

90%

100%

Totally agree 1045 resp, Mar11

Is this new ? Branding for the new consumer

For 68% this is more than before 68% of consumers are “box-turners”

Buy more consciously than before 3% 11%

0% Totally disagree

Disagree

10%

18%

20%

39%

30%

Rather disagree

40%

50%

21%

60%

Rather agree

Q: Ik denk bewuster na bij wat ik aankoop dan vroeger (lees bij vb altijd de info op de verpakking)

70%

Agree

80%

8%

90%

100%


What does this mean ? Branding for the new consumer

59% declare a changed consumption behaviour

I consume less/I consume differently

3 8

0 Totally disagree

Disagree

30

20

Rather disagree

40

40

15

60

80

Rather agree

Agree

Q: Ik kan echt zeggen dat ik “consu-minderen” of “consum-anderen” ben (actief minder/anders gaan consumeren)

4

100

120


What drives this ? Branding for the new consumer

Economic sensitivity

Sustainability (environment & social)

New values set

Conscious Consumer

Flat world of info

Cannot influence

Trust/ cynicism towards brands

Socio-demos & profiles : who to target

Can control – indicator negative


Economic crisis still influences consumption in 2011 and is expected to keep doing so

Will have to keep adapting behaviour due to economic crises

6

14

20

32

Had to change behaviour due to economic crises

5

14

21

34

Feel impacted by economic crises

4 10

0 Totally disagree

Disagree

Rather disagree

16

20

16

15

39

40

Rather agree

18

60

•  69% states to be impacted by economic crisis

12

11

12

80

Agree

Economic sensitivity

100

120

Totally agree

1045 resp, Mar11

•  60% state they needed to adapt their behaviour and will need to continue doing so over the next year(s)

Implication : generally consumers will be more price conscious. Products that last longer, are repairable, modular, … have an advantage Branding for the new consumer

18


This conscious consumption attitude is supported by an increasing new values set

Local involvement

4

Consu-less, work less, …

13

6

16

39

26

24

Support good causes more

0% Totally disagree

24

10%

Disagree

32

28

20%

30%

Rather disagree

14

14

33

40%

50%

60%

Rather agree

70% Agree

5

6

12

80%

New values set

90%

31

100%

Totally agree

•  58% are locally involved and willing to improve local quality of life •  52% consume less, work less, … because ‘enough’ is more important than ‘as much as possible’ •  85% though give less to good causes - from other research, we know this is linked to the economic crises Implication : return(?) of basic values like authenticity, accountability, proximity, … Branding for the new consumer

20


… and an increasing distrust towards companies and brands

Believe companies will fundamentally handle sustainability and make the difference

9

19

Believe companies are rethinking hemselves under influence of crisis

9

19

38

Believe companies & institutions will revert to old 2 7 habits once crisis os over

18

41

Trust companies to do what's right

7 0%

Totally disagree

Disagree

15

Trust and responsibility

44

21

6 1

28

51

21

30

37

11 9

3

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rather disagree

Rather agree

Agree

Totally agree

•  49% trust companies to do what’s right but their trust does not run deep : •  73% believe companies will revert to old habits once the crisis is over •  Only 34% believe companies indeed rethink themselves under influence of the crisis •  For 72% the solution for sustainability will not come from companies Implication : ethical messages tend to be accepted with cynicism : clarity about the “shared” benefit and win-win for all Branding for the new consumer

22


Concessionless sustainability


And a market for new products Just a better …

24

& more efficient light bulb

& more nice looking water filter

& more powerful water saving toilet Branding for the new consumer

The trust gap leads to a real feeling of lack of responsibility and hence lack of real relation with the brand

Companies are not yet taking up their social and 13 environmental responsibility as much as I do

20

46

20

9

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Totally disagree

Disagree

Rather disagree

Rather agree

Agree

Totally agree

75% of consumers are experiencing the gap between their own actions and what companies are doing Implication : increasing distance between brands and consumers – opportunity to explicitate what you are doing if you are doing it Branding for the new consumer

26


Marketing as largest threat to sustainability

Sustainabilty as bad marketing tool

9

0% Totally disagree

Disagree

20

10%

20%

31

30%

Rather disagree

40%

27

50%

Rather agree

60%

70%

Agree

8

80%

90%

5

100%

Totally agree

In the same series of questions, still 40% of consumers state sustainability Is just a way of asking more money and selling more Customer insight : next to the obvious lack of trust and relation at a higher level, demonstration is key Branding for the new consumer

But also … marketing as largest opportunity for sustainability Changed product or brand because of label 100%

4

90%

11

80% 70%

32

Agree

60%

Rather agree

50% 40%

Rather disagree 29

Disagree Totally disagree

30% 20%

Totally agree

16

10% 0%

8

• 47% consumers changed product or brand because of presence sustainability label Branding for the new consumer

Case study Retailer labeling  

 

Insight :

   

Label paralysis : making sustainable choice more easy

 

Lack of available products lead to inertia to turn citizen-ship into consumer choices except for the do-gooders and eco-buyers

 

Potential to become first mover and gain category leadership and market share by answering latent customer demand

 

Competition from Jumbo and Plus

Latent market demand growing from social class 1-2 niche to mainstream

Action : introduction Puur en Eerlijk brands :

 

Across different categories with ‘respectful sourcing’ as common denominator

 

More expensive than other house-brands … but quality

Benefit for customer : easy choice, range, quality Benefit for Ahold : shift from cheaper house-brands to this new range of more expensive and premium house-brands with quality shine-off to brand


“Marketing” in all its facets Through the line coherence and authenticity

Physical touchpoint

CSR-HR = PR

Be in the hygiene conversation, not the eco conversation (only)


Become the “new normal”


Against this background of distrust, the conscious consumer is an interconnected consumer

Request transparent information on sustainability 02 9

42

Information entails responsibility 2 7

Consumers can influence companies because 24 of internet

30

35

17

16

40

49

Flat world of info

14

22

2

7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Totally disagree

Disagree

Rather disagree

Rather agree

Agree

Totally agree

•  78% believe they can have a real influence on companies thanks to the internet •  For 56% this also entails a larger feeling of responsibility •  leading to a significant request for transparent communication on how they produce and mitigate potential impacts on people and environment (88%) Branding for the new consumer

And acts upon the information he receives

Will actively share and recommend/discourage on the internet

6

Will take action upon info 13

Will look up info when heard something 02

0% Totally disagree

Disagree

12

31

14

12

30

16

48

25

44

30

5

10

12

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rather disagree

Rather agree

Agree

Totally agree

•  86% actively look up information when they heard something about a product/brand •  83% will indeed act upon the information they found •  51% will actively post on the internet and recommend/discourage purchase of products or brands Implication : consumers will talk to each other when they “hear stuff” Potential for on-line “conversation management”. Branding for the new consumer

34

slideshare.net/bnox - conversity.be Conversation Manager, Steven Van Belleghem


Spontaneous mentions of sustainable brands What is your top 1 sustainable brand ? (spontaneous) 3.81%

Colruyt

3.06%

Miele

4.78%

Max Havelaar

8.23%

Oxfam Ecover

13.39%

Cannot mention sustainable brand

23% 0%

5%

10% 15%

20%

25%

•  Only 23% name no brand, from 63% 2010 •  Big benchmark brands absolutely missing : chicken-egg problem Implication : Colruyt and Miele top of mind mentions indicative of consumer understanding of sustainability


36


Declared priority level per sector My purchase choice is influenced by potential impacts on people and environment electro/ICT

76%

housing

75%

(near)food

75%

travel

60%

work

58%

clothing

54%

banking

50% 0%

10%

20%

30%

40%

50%

60%

70%

80%

•  Virtually standard in appliances, housing and food •  Large increase in food and banking •  Not one sector below 50% anymore Implication : already hygiene factor in some sectors – condition to play, how do you make it differentiating : bust the sustainibility buzz and make it concrete


Sustainable purchase motivations 35% intrinsically motivated 7

Suboptimal question

16

42

27

7

1

8% refractory Optimal question 11 6

32

31

29

80% interested Interest question

2 3

0% Totally disagree

16

10% Disagree

51

20%

30%

40%

Rather disagree

20

50%

60%

Rather agree

70% Agree

80%

9

90%

100%

Totally agree

•  80% would buy sustainably if full range and availability were present : 20% remain uninterested •  With an external motivator of better price or quality, a significant 92% reverts to sustainable purchasing, leaving only 8% real refractories •  The intrinsically motivated, buying sustainably even if more expensive or of lesser quality form 35% of the population, of which 8% are dark green Branding for the new consumer

Significantly growing group of intrinsically motivated

67% externally motivated

33% intrinsically motivated

Only if substantial benefit

2 6

0% Totally disagree

25

10%

Disagree

20%

41

30%

40%

Rather disagree

50%

18

60%

Rather agree

70% Agree

80%

8

90%

100%

Totally agree


Willingness to pay more

30% intrinsically motivated

WTP more

32

0%

10%

39

20%

30%

40%

0%

1-5%

5-10%

50% 10-20%

25

60%

70%

80%

4 1

90%

100%

Meer dan 20%

•  69% is willing to pay more for sustainability •  30% is willing to pay more than 5% more


Willingness to pay more increases with personal relevance

WTP more if clear personal impact

5

WTP more with transparent sust'y policy

7

0% Totally disagree

Disagree

5

13

9

10%

35

29

22

20%

Rather disagree

36

30%

40%

50%

Rather agree

13

19

60%

70%

Agree

80%

8

90%

100%

Totally agree

•  77% is willing to pay more if it is clear to them how their personal impact decreases on environment and people •  63% is willing to pay more if the company has a transparently communicated sustainability policy


Segmentation

New Consumer

Conscious customer

Functionals Economicall y restricted 16%

Humvees 15%

Change Makers 17%

Ideologicals Rich & conscious 20%

No concessions 32%

Pragmaticals


17%

20%

Change makers

Rich & conscious

37% intrinsically motivated IDEOLOGICALS Wallonia & Bxl

Flanders

50+

<29

Tendency slightly more women

Tendency slightly more men

Not highest educations

Highest educations

Outspoken willingness to pay more

31% No concessions 31% externally motivated PRAGMATICALS No regional differences 30-50 No genders differences Not highest educations

Still willingness to pay more

16% Economically restricted

15% Humvees

31% un-motivated FUNCTIONALS Wallonia

Flanders

30-50, 50+

<29

Women

Men

Lower educations

Highest educations

No willingness to pay more


46


?

47


First insight into barriers : feasibility gap Banking and insurances

Appliances Housing

Work

(Near)-food

Clothing

Travel and transport Work

Travel and transport

Clothing Banking and insurances

(Near)-food Housing Appliances

=> Can I have a real influence ? Do companies help me with it ? Customer insight :

“What difference can I make ? “ “Can I make the difference ?”


What drives this feasibility gap ? Price first ... Uptake barriers Think they are more expensive

42

Effective impact on environment unclear

35

Unsure brand/company is sustainable

34

Feeling having to choose between sustainability and quality

30

Same product other brand offers lower price, promo

26

Lack of offer

25 22

Distrust claims Same product other brand claims something else

7 0

5

10

15

20

25

30

35

40

45

Implication : strict ‘sustainable’ positioning will lead to increased price perception , decreased quality perception and fundamental questions about your brand’s claims … not a position you want to be in


Reasons to buy sustainable Arguments with most leverage not contribute to child labour or unfair working conditions

55

reduce my personal impact on environment

53

consume less energy

39

products are better for my health

37

take up my responsibility

25

better quality and longer lifetime

20

cheaper

15

I like it when others see I do this 1 0

10

20

30

40

50

60

A story of responsibility … and guilt … not a position you want to be in Focus on the direct benefit of its being sustainable (your answer to the ‘what if ‘ question) Branding for the new consumer

Buy more if … Same price and quality as non-sustainable variant

50

Can be re-used

28

Designed to last longer

27

Made more efficiently

27

Transparent info can be found

25

Help me be sustainable

24

Presence of label

16

Clear information in store

8 0

10

20

30

40

50

60

Implication: market is for grabs for “eco-superior” products … a position you want to be in


How to build brand trust ? Most important levers

Offers good price/quality ratio Offers strong after-sales service Offers high quality products and services Puts customer first in product development Has satisfied employees Communicates in an open and transparant way Has a sustainability policy and produces sustainably

Positive brand perception is in first instance driven by common sense consumer expectations

Sustainability in all its forms can positively influence the brand

Sells sustainable products Has a widely known brand Supports good causes Delivers strong financial results

Classical brand trust drivers score least well

Q: For me a company gets a better brand image when it …


Goaloriented, pragmatic

Realistic, financially pressured

Selfempowere d

Conscious Consumer

Conscious

Critical, involved, connected , informed

Reversed power distribution : Show me what you have to offer me and I ‘ll tell you if I let you seduce me Branding for the new consumer

KMO typologie mbt duurzaamheid

54

KMO-typologie mbt. sustainability

= ideologische betrokkenheid Sociale identiteit

= instrumentele betrokkenheid Marketingtool

= pragmatische betrokkenheid Economische voordeel

= opportunistische betrokkenheid Maatschappelijke verplichting

Bron : Sep-Okt11 B2B diepte interviews voor energieleverancier die groene stroom wil vermarkten

Inzichten die leiden tot argumenten

55

KMO-typologie mbt. sustainability Sociale identiteit

Marketingtool

Impact op milieu en mensen Innovatief karakter …

Authentiek doorheen value chain en alle gebruikte materialen Info voor MVO rapporten Eerste zijn op markt …

Economische voordeel

Maatschappelijke verplichting

Aanvoer grondstoffen Prijzen grondstoffen …

Bijkomend voordeel (eco-superior) Easy win / no brainer …

Bron : Sep-Okt11 B2B diepte interviews voor energieleverancier die groene stroom wil vermarkten



3.  En dan ?


4.  Verdere begeleiding : we zetten u op weg 5.  Antwoorden op uw vragen

De marketing van duurzaamheid Of hoe een schijnbaar onmogelijk huwelijk ons toch een mooie toekomst kan verkopen

Stefaan Vandist SUSPRO 20 Oktober 2011

Mensen zijn een beetje milieumoe aan het worden 34% van de Nederlanders geloven bedrijven niet als ze over ‘groen’ communiceren en 31% heeft er zelfs een hekel aan (Adformatie, 2010)

Binnen de traditionele advertising canvas is het moeilijk om geloofwaardig mensen rond duurzaamheid te verbinden (Adformatie, 2010)

Land of proof CONNECT & ENGAGE

Aandacht kopen REACH & REMIND

Land of promise

Aandacht verdienen

Image is reality

Reality is image

Business as unusual

+ incubatiegroep die verspreidt

+ Aansluiten bij een groter maatschappelijk ideaal

?

Over de marketing van duurzaamheid Hoe kan je mee bouwen aan het succes van duurzame producten en diensten?

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS

#2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN

Nostalgie en geur

#8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN


#2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN





Gezondheid en smaakdiversiteit


#2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S

Status en fashion

#10 CREËER NIEUWE WENSBEELDEN

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT

#3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN


#3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN


#3 DOORPRIK DE MYTHE VAN BEZIT

#4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN







#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT


#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE

#5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN





#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN

#6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN





De historische uitdaging bestaat er vandaag uit bezorgdheden van burgers te beantwoorden met producten voor consumenten (Philip Kotler, Marketing 3.0)

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN

#7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN







Ik wil wel mijn steentje bijdragen, maar weet lang niet altijd hoe (De consument)

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN

#8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN

We moeten duurzaamheid niet speciaal maken, we moeten duurzaamheid normaal maken (John Grant, Green Markting Manifesto)

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING

#9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING

#9 WERK SAMEN MET NGO’S #10 CREËER NIEUWE WENSBEELDEN

#1 KIES DUURZAME PARTNERS EN LEVERANCIERS #2 VIND DE SWEETSPOT #3 DOORPRIK DE MYTHE VAN BEZIT #4 GA AAN DE SLAG MET TRANSPARANTIE #5 MOEDIG LANGE TERMIJNDENKEN AAN #6 LAAT JE INSPIREREN DOOR MAATSCHAPPELIJKE UITDAGINGEN #7 ONDERRICHT ZONDER TE PREKEN #8 BEHOED JE MERK VOOR GREENWASHING #9 WERK SAMEN MET NGO’S

#10 CREËER NIEUWE WENSBEELDEN

Bouwen aan een duurzame toekomst, werkt enkel wanneer mensen er met plezier in willen leven (Carlo Petrini, Slowfood foundation)

Our approach to define the right strategy #4 Activation

#3 Storytelling

#2 Proposition

#1 Insight

Illustrated with the most exclusive time piece

#1. Insight Every successful business is supported by a clever societal insight #4 Activation

#3 Storytelling

#2 Proposition

#1 Insight

What is an insight?   An insight is the understanding of an emotional evolution within society/ our target audience that is relevant for your audience   A new insight brings a proposition into actuality. It triggers the attention of groups of people. It opens people’s hearts to your messages.   You could call it commercial empathy.

Why a societal insight?  It powers your brand with purpose  An insight enables you to turn knowledge on your clients into an understanding that is easy to recognize  An insight allows you to demonstrate a deeper empathy for your audience’s feelings with your marketing.  An insight helps you to differentiate from the competition by tapping into a new emotional playfield  A good insight results in communication that makes people feel as if somebody has watched them and understood them.

How to come up with a societal insight?  Create understanding trough market research, align them with observations and resume them in an empathic and societal insight  You don’t come to a strong insight alone behind your desk. You should discuss and talk in team, observe clients, ask them questions  Don’t think ‘consumer’. Think big. Think society. Articulating a powerful insight often starts like this: Our observation is that… These days, people feel… While there is a big tendency towards … people these days feel …

INSIGHT UNDERLYING THE PATEK PHILIPPE BRAND: “Most millionaires are self made men. But they long for some sort of dynastic touch to their family”

OR TO PUT IT DIFFERENTLY: “Really successful people don’t want to be seen as money makers, they want to be seen as value creators”

Being a hero

Being part of the glamorous

Distinctive lifestyles

A good insight provides a rich emotional territory for your strategy

#2. Proposition Every successful business has a single minded, new, relevant, but true proposition that connects offer with audience #4 Activation

#3 Storytelling

#2 Proposition

#1 Insight

What is a proposition? Your offering told in 5 or 10 words max (proposition is not slogan)  In terms of communications, a proposition should lead to the right words that pull the right people in  It is the promise I can deliver with my core business  A strong proposition bridges your ‘business know how’ with your ‘business know why’  Should be new, true and relevant for your audience and fit with your insight

How to come up with a proposition? 1)  Accepted consumer belief: Need/ problem identified in your market (unsolved question/ existing frustration) 2)  My single-minded unique and relevant benefit (solving the problem) Rational benefit (functional) Emotional benefit (consequence for people) 3)  Reason to believe: Convincing arguments why this solves the problem in a unique way 2 – 3 most important reasons to buy the product

THE PATEK PHILIPPE VALUE PROPOSITION: “Eternal value” Accepted consumer belief: Even if you are a millionaire, buying a 70.000 € watch can make you feel guilty. This needs to be justified Rational Benefit(product) A really good watch, build with craftmanship and respect for tradition has a really long life, longer than your’s is Emotional Benefit (people) A Patek Philippe is not just a material status symbol. It is an investment in my own family tradition Reason to believe: Patek Philippe is a Swiss tradition with its own museum, worn by royalties, world leaders, famous artists, and even popes. Some are auctioned at Sotheby’s and Christies for millions of dollars

#3. Storytelling Good storytelling helps us making our proposition spread and stick #4 Activation

#3 Storytelling

#2 Proposition

#1 Insight

How to come up with good storytelling? Brands use storytelling to make their proposition worth remembering, make it spread and make it stick   What is your ‘business as unusual’? And what’s your heritage?   What group of people has a potential self-interest to spread your story?   In what larger societal tendency or bigger ideal are we playing a contributing role? Who’s my personality? The product, the brand or the company? What’s my plot? How does my product/ brand brings my customer further? What’s my metaphor?

The first American Ad in 1949: same proposition, same insight

THE PATEK PHILIPPE STORY By portraying its target audience in precious family moments worth remembering, Patek

you never actually own a Patek Philippe, you merely look after it for the next generation

Philippe tells us

In its brand story, Patek Philippe inspires

begin your own tradition you to

#4. Activation Being around at the right moment, at the right time

#4 Activation

#3 Storytelling

#2 Proposition

#1 Insight

How to come up with good activation planning?   Where can we dominate the scene?   Plan your marketing communication as a program (full year)   Define how people will get into the sales funnel   Build momentum

#1. Insight: The most successful people in the world don’t want to be seen as money makers, but as value creators #2. Proposition: Enternal value. Most exclusive time piece with long life, longer then yours

#3. Storytelling: Create your own tradition “You actually never own a Patek Philippe. You merely take care of it for the next generation” #4. Activation: Exclusive magazines, events, shops and starting legends where history happens

#1. Insight: New parents are surprised by the large amount of (ugly) stuff you need to take care for a baby, and feel guilty for the short time span they use certain things #2. Proposition: Modularity/ Expandability

#3. Storytelling: The chair with a flattering design that grows with your kid #4. Activation: Demonstrating the proposition at blogs and point of sales with a selfexplaining evolutionary visual

#1. Insight: Steeds meer mensen zijn ervan bewust dat een goeie nachtrust een cruciale bijdrage vormt aan een gezonde levensstlijl #2. Proposition: Een bed aangepast aan uw lichaam

#3. Storytelling: Ieder heeft haar unieke slaap-DNA #4. Activation: Reclame in reportagestijl en SlaapDNA analyse op de winkelvloer

#1. Insight: Met beelden van massale ontbossing in het achterhoofd, zijn steeds meer mensen er zich van bewust dat ze het verschil kunnen maken met hun koopgedrag. Ze voelen zich echter te weinig geïnformeerd rond duurzaamheid tijdens het winkelen. #2. Proposition: Hout uit duurzaam beheerde bossen

#3. Storytelling: De houtindustrie is deel van het probleem, maar kan ook deel uitmaken van de oplossing, op voorwaarde dat er aan duurzame bosbouw wordt gedaan #4. Activation: FSC is een label, en maakt het consumenten makkelijk door hout- en papierproducten te onderscheiden op de verpakking, en op de winkelvloer.



3.  En dan ?



Next steps Free individual advice

122

 

Step 1 : Volunteer for free individual advice to   Develop your market insight   Develop your proposition or review your existing proposition   How to tell your story   How to activate given your particular context

 

Worksession 1 :

 

pressure cooker session 17 November, 10h-16h Individual expert inputs : IPSA   4 rounds   4 experts   4 outputs : I-P-S-A   Key conclusions and action plan = Homework

 

Optional market research module

 

Worksession 2 :

 

Plenary concluding session SUSPRO 24 May 2012

outputs, hurdles, solutions, key lessons end April 2012, half day

Marktstudie module Marktstudie over concept en inschatten marktgrootte en uptake met individueel begeleidingstraject 2 opties :

 

123

 

 

(1) market sizing-module :

     

4.000€

 

socio-demo info (zoals beschikbaar in iVox Omnibus)

op 1000 respondenten, representatief voor Belgische bevolking concept voorstel en 6-tal vragen : marktadoptie-potentieel, bereidheid te betalen, concept attributen die belangrijk zijn voor project (vb vernieuwingspotentieel)

(2) segmentatie-module :

     

6.500€ per klant

 

Extra : duurzaamheidssegmentatie uit de duurzaamheidsbarometer (en uiteraard ook socio-demo)

op 500 respondenten, op ons duurzame consumenten-panel concept voorstel en 10-tal vragen (zoals hierboven en extra vragen naar behoefte klant, focus op segmentatie info)

50% subsidieerbaar met plafond van 2.500€ indien Vlaamse onderneming door kmoportefeuille

1.  Your bigger ideal (1 slide). 1.  Why you ? 2.  Why you believe in this new business case (profit) ? 3.  Why you believe it’s good for the world (people, planet) ?

2.  The customer friction (1 slide). 1.  The customer situation / the problem ? 2.  The unsatisfied customer need ? 3.  The customer friction (this is the difference between what somebody wants and the existing solution he/she can have at this moment).

3.  Our new product concept (1 slide). 1.  The customer target group (qualitative and quantitative) ? 2.  The marketing mix of the new product, service or business model ? 3.  New for…. (the world, the market, our company) ?

4.  This makes the concept unique (1 slide). 1.  Buying arguments for the customer 2.  Current solutions and competitors. 3.  Our positioning.

5. Will it be feasible (1 slide). 1.  We are able to develop it. 2.  We are able to produce it. 3.  The are able to distribute and market it. 6. What’s in it for us (1 slide). 1.  The number of customers (in year three).

2.  3. 

The estimated turnover (in year three). The estimated profits (in year three).

7. Why now? (1 slide). 1.  Why develop it now. 2.  If we don’t do it, then…. 8. Decision process (1 slide). 1.  Why further? 2.  Who needs to be convinced (within the organization / outside the organization)?

3. 

Big uncertainties at this moment?



3.  En dan ?



Wij hebben enkel merkenloze producten in het productassortiment, hoe maken we dan onze duurzame product/bedrijfsinspanningen zichtbaar aan de consument? Wij werken enkel B2B, hoe kunnen wij onze klanten overtuigen onze duurzame producten toe te passen in hun producten? Onze concurrenten bieden een gelijkaardig duurzaam concept aan, alleen zij krijgen dit verhaal blijkbaar beter verkocht aan de klant als wij. Waarom lukt dit niet bij ons? 127

Wij doen heel wat inspanningen om onze processen te verduurzamen, ligt mijn klant hier wel wakker van en hoe kunnen wij deze inspanningen valoriseren?

Duurzaamheid is een heel moeilijk te communiceren verhaal, hoe kan je dit vertalen in een attractief verkoopsverhaal?Is er een manier om de consument op de winkelvloer te overtuigen van ons duurzaam alternatief? Wij overwegen een duurzaam product op de markt te brengen, maar met welke duurzame aspecten kan ik de markt vandaag overtuigen?… Hoe maak ik onze duurzame ontwerpinspanningen zichtbaar aan de klant wanneer op het eerste zicht uiterlijk geen verschil is tussen ons duurzaam product en dat van concurrenten ?

Good luck! Good luck !

Twitter/katrienbarrat www.c-change.be [email protected]

@talkwithSpark

Bedankt voor uw aandacht! Stefaan Vandist

[email protected] www.studiospark.eu

Hoe duurzaamheid valoriseren?

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