nj bma sustainability marketing

Incorporating sustainability into B2B marketingMonica LevySenior Consultant, B2P (Brands to People)

what is sustainability?

… HP has lost 14 percent of what is known as "brand strength," a measure of consumer sentiment for a brand name, since the scandal began and has dropped from third place in its sector to seventh. … pushed down its reputation for openness, honesty and trustworthiness.

… HP has lost 14 percent of what is known as "brand strength," a measure of consumer sentiment for a brand name, since the scandal began and has dropped from third place in its sector to seventh. … pushed down its reputation for openness, honesty and trustworthiness.

Steven ChuSteven Chu

??Source: AMA/Fleishman-Hillard 2009Source: AMA/Fleishman-Hillard 2009Source: AMA/Fleishman-Hillard 2009Source: AMA/Fleishman-Hillard 2009

Source: AMA/Fleishman-Hillard 2009Source: AMA/Fleishman-Hillard 2009

Ways to Think About Sustainability Marketing

• what we offer

• how we make what we offer

• what we believe and how we behave

• what we offer

• how we make what we offer

• what we believe and how we behave

what we offer

Cow PowerCow Power

Board Room

Green Machine

Board Room

Green Machine

World’s Best MumWorld’s Best Mum

how we make what we offer

Knauf sustainability story videoKnauf sustainability story video

Tandus “This is a journey” videoTandus “This is a journey” video

ChallengeChallenge

what we believe & how we behave

Knauf “feel good” videoKnauf “feel good” video

Leadership & Momentum

Advocacy & Recommendation

Personality

Image

Social MediaKey Messages

• Is an admired company •Has strong and effective senior management

• Is customer focused • Is a market leader•Provides high quality products and services

• Is an attractive employer • Is committed to sustainability • • • • • •

Relative importance of attributes

• Overall brand favorability

• Likelihood to purchase

Attributes

Relative performance

• Versus peers

• Across businesses

• Region

Your Company Comp 1 Comp 2 Comp 3 Comp 4A B C D E

% % % % %

Has innovative products 76 69 64 73 72

Has high quality products and services 75 69 67 81 69

Is committed to sustainability XX% XX + 2% XX + 14% XX +%9 XX%+6%Has recognized and respected brands and brandedproducts in the marketplace 73 69 65 81 63

Promotes value in products and practices 70 67 64 77E 56

Offers advanced technology 70 67 67 73 75

Effectively combines technologies and products to create integrated solutions 69 67 68 67 78

Is a market leader 68 69 71 71 66

XX% XX + 2% XX + 14% XX -%1 XX%+6%Provides useful knowledge and insight into evolving marketand end user needs 64 59 61 62 59

Is easy to do business with 64 61 61 62 56

Is an attractive employer 63 57 59 60 63

Is different from other [CATEGORY] companies 60 61 60 56 41

Their products and services provide excellent value for money 58 65 63 62 63

Offers thought leadership 56 57 53 65 53

What not to do

resources

lessons learned• Decide (strategically) if and how sustainability marketing delivers an

advantage to your business; convince execs with competitive research• Have a scorecard with clear and achievable goals; talk about real progress

against them, ensure they’re meaningful to customers• Examine the supply chain and ensure as much transparency as possible• Involve and work with stakeholders, especially those who disagree• Educate employees in understanding the importance of sustainability to the

company and its reputation, make them ambassadors• Be honest and humble; know and follow the guidelines; resist hype and

overstatement• Use available resources (gov’t & industry guidelines, professional networks &

industry associations) to stay informed in a fast-moving arena• Be an available resource to your internal or external clients• Learn by doing – help others learn by sharing

q?

Twitter: @mjlevyBlog: monicaonmarketing.blogspot.comEmail: monicajlevy@yahoo.comLink: www.linkedin.com/in/monicajlevy