Selling sustainability 31/05/2013 www.futerra.co.uk Everyone - PowerPoint PPT Presentation

Selling sustainability 31/05/2013 www.futerra.co.uk

“Everyone thinks of changing the world, but no one thinks of changing himself” Leo Tolstoy www.futerra.co.uk

About us Transformative business strategy Brand storytelling Engaging activation www.futerra.co.uk

www.futerra.co.uk

IF YOU WANT TO SUBVERT THE DOMINANT PARADIGM…WE NEED TO HAVE MORE FUN THAN ‘THEY’ ARE (and let them know while we’re doing it) www.futerra.co.uk

“Fifty Shades of Green” www.futerra.co.uk

Our Clients www.futerra.co.uk

Thought leadership WWW.FUTERRA.CO.UK www.futerra.co.uk

www.futerra.co.uk

What we do TRANSFOR STORY ACTIVATE M IMAGINE INVOLVE WHAT IS THE WHAT CAN I BIG IDEA? DO? I N T LEADERSHIP SPACE INTERNAL CAMPAIGNS SWEET SPOT BRAND STRATEGY WORKSHOP EXTERNAL ENGAGEMENT STRATEGY CAMPAIGNS BIG IDEA NARRATIVE + CONCEPT IDENTITY SUSTAINABILITY FRAMEWORTK AMBITION COMMUNICATIONS BRAND BUSINESS ROLL- STRATEGY STRATEGY STRATEGY OUT www.futerra.co.uk

www.futerra.co.uk

www.futerra.co.uk

"This isn ’ t a gentlepersons debate, its a street fight against well-funded, merciless enemies who play by entirely different rules." www.futerra.co.uk

www.futerra.co.uk

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“ Public discourse about climate change has resulted in an erroneous idea that it ’ s all about cost, burden and sacrifice. If the math were correct, everyone would see it ’ s about profit, jobs and competitive advantage. Smart companies have figured this out and are making billions ” , - Amory Lovins www.futerra.co.uk

The bystander effect www.futerra.co.uk

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The fog of concern and the ‘finite pool of worry’ … www.futerra.co.uk

Make a plan Communications objectives The Purpose Knowing your audience The Target What to say The Message How to get your message across The Tactics Measure and learn The Results www.futerra.co.uk

audience www.futerra.co.uk

Know thy audience www.futerra.co.uk

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Source: Pat Dade www.futerra.co.uk

Human behaviour, are you... Spock Rational Cost/Benefit decisions “ego” Homer Emotional Instincts and habits “id” www.futerra.co.uk

Willingness No fly Impact Recycling No plastic bags www.futerra.co.uk

They’re mad They’re bad They’re lying www.futerra.co.uk

Information/ Decision Action! Incentives Action? www.futerra.co.uk

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What can be done? Try to straighten a few out Messenger Incentives Action! Salience Priming Infrastructure www.futerra.co.uk

Exercise www.futerra.co.uk

What to change MATERIAL SWEET MAJOR BUSINESS SUSTAINABILITY SPOT ISSUES ISSUES www.futerra.co.uk

message and tactics www.futerra.co.uk

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http://www.youtube.com/watch?v=N_Si6Jg8- ds&feature=share www.futerra.co.uk

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NBC Green Week www.futerra.co.uk

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Coca Cola Recycling King www.futerra.co.uk

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photography viral stunts features direct radio marketing local launch packaging/loyalty advertising events coupons presentations/ speeches sponsorships channels webcasting exhibitions roadshows competitions word-of-mouth interviews local events internet celebrity advertorials endorsements websites posters & portals case studies www.futerra.co.uk

Change-maker messages and tactics • Status • Showcase • Normal • Default • Ask • Messenger • Fun www.futerra.co.uk

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Thanks lucy@futerra.co.uk www.futerra.co.uk