Profiting from the New Rules of Green Marketing - Workshop

Background

A half-day workshop designed to empower professionals within small and medium-sized businesses to take advantage of opportunities stemming from mainstream consumers' growing environmental consciousness. Practical in orientation, it provides success strategies for communications, sales, eco-labeling and stakeholder engagement illustrated by examples from sustainability leaders. Learning will be reinforced with hands-on exercises involving a real or hypothetical case study example.

The workshop will be conducted by Jacquelyn Ottman during a special trip to the UK. This workshop will bring to life the principles, strategies, tools and frameworks discussed in her recently released award-winning book:
The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Greenleaf Publishing, 2011)

Deliverables

Highly interactive, practical content

Green marketing success strategies
Examples of case examples of sustainability leaders
Up to date, leading edge thinking
Opportunity to develop a real life green marketing plan for your own product
Opportunity to network with other professionals
Opportunity to purchase a signed copy of Ms. Ottman’s book at a discounted price

What You Will Learn

Upon completing this workshop, participants will be able to:

Make the business case for addressing consumer's environmental and social concerns through green products and services.
Identify emerging business opportunities related to sustainability
Segment mainstream green consumers, key motivations and buying influencers relevant to their own product lines.
Understand and explain why a total life cycle approach to green product development is necessary
Identify and develop key success strategies for ensuring the relevance and credibility of green messaging

Target audiences

The workshop is aimed at companies with less than 250 employees based in the South East of England that produce low carbon, resource and water efficient products/ technologies. Those that may be especially interested include: CEOs, Managing Directors, Development Directors, Marketing Directors, Innovation Directors, Inventors and Consultants.

Agenda

9.00: Registration & networking
9.30: The Green Marketing Opportunity
10.00: The Green Consumer
10.30: Success Strategies
11.15: Roll Up Your Sleeves Case Exercise: Developing Your Own Green Marketing Plan
12.45: Evaluation and Wrap-up
1.00: Close and networking

Jacquelyn Ottman: Leading Green Marketing Expert

Jacquelyn Ottman is considered to be the foremost expert on green marketing in the U.S. After spending over a decade in major US advertising agencies learning the marketing ropes from Procter & Gamble, Ralston Purina and other leaders, Ottman founded J. Ottman Consulting, Inc. and pioneered green marketing. Her goal: apply her finely-honed consumer packaged goods skills, her creative bent for dreaming up new products, and her strategic instincts to the toughest issues involved in meeting consumers' needs sustainably. She and her colleagues have helped more than 60 Fortune 500 businesses and various U.S. government labeling programs, including U.S. EPA's Energy Star and the USDA's new USDA Certified Biobased label, develop and launch exciting new products and create credible and profitable strategies for reaching mainstream green consumers.

Ottman is the author of the newly released, The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Greenleaf Publishing, February 2011, which has been named by the University of Cambridge (U.K) as a top 40 Sustainability book, and by Ecolibris as a top ten green e book. Previous books include: Green Marketing: Opportunity for Innovation (McGrawHill, 1993), hailed as "the definitive text on the subject." She keeps the business community abreast of her learning by writing for her blog, Jacquie Ottman's Green Marketing Blog, and numerous business publications.

Fees and Registration

There is no charge for this event. Please download the Registration Form

Map & Directions

Please download the Map

Funded by:

The Centre for Sustainable Design and device is registered as a trade mark in the European Union

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