communicating the ecolabel - european...
TRANSCRIPT
![Page 1: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/1.jpg)
Communicating the EcolabelEU Ecolabel Helpdesk Communications Masterclass
23 September 2009
ldquo92 of consumers still claim to be willing to pay extra for a product perceived to be ethicalrdquo
ldquospending on organic food fell from a peak of nearly pound100m a month earlier this year to pound81m in the most recent monthrdquo
ldquoOnly 10 first considered green issuesrdquo
ldquoalternative-fuelled car sales and are up almost 20 per cent on last monthrdquo
Australia Brazil China
India USA South Africa
May 2008 World Environment Review GMI
Climate Concern
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 2: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/2.jpg)
ldquo92 of consumers still claim to be willing to pay extra for a product perceived to be ethicalrdquo
ldquospending on organic food fell from a peak of nearly pound100m a month earlier this year to pound81m in the most recent monthrdquo
ldquoOnly 10 first considered green issuesrdquo
ldquoalternative-fuelled car sales and are up almost 20 per cent on last monthrdquo
Australia Brazil China
India USA South Africa
May 2008 World Environment Review GMI
Climate Concern
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 3: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/3.jpg)
Australia Brazil China
India USA South Africa
May 2008 World Environment Review GMI
Climate Concern
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 4: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/4.jpg)
Share of voice ndash business
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 5: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/5.jpg)
Share of voice ndash NGOs
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 6: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/6.jpg)
Share of voice ndash Government
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 7: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/7.jpg)
How much is there
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 8: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/8.jpg)
Worst Offenders
2006 2007
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 9: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/9.jpg)
Eco- friendly
Natural
Green
Ethical
Clean
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 10: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/10.jpg)
bull 40 of citizens recognise labelbull 19 purchased labelled productbull 80 think environmental impact of product is
importantbull 48 donrsquot trust manufacturers own claimsbull 60 believe impact is more important than
brandbull Quality and price still most importantFlash Barometer 2009
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 11: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/11.jpg)
That reduces VOCrsquosGHGrsquos etc
I read a pamphlet
I want to drive the macro business case
I shop specifically for the eco-label
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 12: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/12.jpg)
I am a good person
This fits my lifestyle
I trust thatI feel better
Symbolic Self CompletionConsistency
factor
Macro guilt mitigationRetrieval clue
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 13: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/13.jpg)
Assets LiabilitiesOnly EU Wide labelStrict reliable criteriaConsiders whole life-cycleCompliant with EU amp Green Public ProcurementSome Recognition
Not widely recognisedDisparate communicationsMessages often un-targetedDiluted messageLack of shared vision
Territories to own Territories under threatCommunicate as oneReassuranceLifestyle labelOnlinesocial media
Share of voiceTrust
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 14: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/14.jpg)
GovernmentBusiness
NGO
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 15: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/15.jpg)
Audiences
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull M ediabull Stakeholders
bull
Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
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Types of objective
bull Project objectiveWhat impact do you want their thought or action to achieveEg carbon savings trees planted policies changed
bull Strategic objectivesWhat audience outcome do you want What should they think
feel and doEg Get people to understand that climate change is a reality and
plant a tree in response
bull Tactical objectivesWhat processes do you want to be able to measure during the
campaign Eg Opportunities to see web hits event attendees
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 17: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/17.jpg)
Why are objectives important
bull Target your comms to where they are needed
bull Link policy and communicationsbull Efficient communicationsbull Allows you to measure the effectiveness of
your communicationsbull Helps you save the world
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 18: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/18.jpg)
Eco-label communications objectives
bull Manufacturersbull Retailersbull Consumers
bull Governmentsbull Mediabull Stakeholders
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 19: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/19.jpg)
Values modes
bull 21 Settlers Securitysustenance driven backward looking yesterday was better
bull 44 Prospectors Esteemouter- directed needs lsquoin the nowrsquo fashion status success
bull 35 Pioneers Inner-directed needs ethical self-exploration look forwards like change and discovery
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 20: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/20.jpg)
=
Do we need to understand
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 21: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/21.jpg)
bull Social media Web 20
KeyCase StoriesOther text
KeyCase StoriesOther text
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 22: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/22.jpg)
ldquoLabels are only effective when they are associated with a wider awareness raising process both about the label itself and about the issue it concerns Effectiveness depends not only on their ability to communicate something desirable about the product but also something desirable about the person buying itrdquo
What Assures Consumers AccountAbility
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 23: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/23.jpg)
4 things to hate about green communications
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 24: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/24.jpg)
Being unnecessarily complicated
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 25: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/25.jpg)
Nagging people
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 26: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/26.jpg)
Use of guilt passive aggressive notes
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 27: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/27.jpg)
Being boring
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 28: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/28.jpg)
Keep it personal
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 29: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/29.jpg)
Keep it positive
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 30: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/30.jpg)
Empathy and emotion are powerful tools
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 31: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/31.jpg)
Balance language
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 32: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/32.jpg)
Wersquore more worried by loss than gain
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 33: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/33.jpg)
Telling StoriesStories work
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 34: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/34.jpg)
Jargon free
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 35: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/35.jpg)
Seeing is believing
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 36: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/36.jpg)
Give feedback ndash say thanks
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 37: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/37.jpg)
Make clear directrequests
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 38: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/38.jpg)
Message Rules1 Keep it personal2 Keep it positive3 Empathy and emotion4 Balanced language5 More worried about loss than gain6 Stories7 Jargon free8 Seeing is believing9 Thanks and feedback10Make clear direct requests
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 39: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/39.jpg)
Not all messengers are equal
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 40: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/40.jpg)
Remind remind remind
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 41: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/41.jpg)
REAL
MEN
RECYCLE
Label people
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 42: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/42.jpg)
Catch me when Irsquom open to change
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 43: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/43.jpg)
Make it a pleasure
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 44: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/44.jpg)
Channels Rules
1 Pick the right messenger2 Remind remind remind3 Label people4 Catch me when Irsquom open to change5 Pleasure principle
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 45: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/45.jpg)
Tactics
Direct marketing
Packaging
Exhibitions
Word-of-mouth
InternetWireless
Events
Point ofSale
Sponsorships
Advertising
StuntsViral
Photography
E-mail PressRelease
HospitalityEvents
Corporate Structure
Websitesamp PortalsVNRsAdvertorials
Interviews
Webcasting
LaunchEvents
Features
Case Studies
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 46: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/46.jpg)
Hold the road
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-
![Page 47: Communicating the Ecolabel - European Commissionec.europa.eu/environment/ecolabel/documents/futerra_pres_230909.… · Communications Masterclass 23 September 2009 “92% of consumers](https://reader033.vdocuments.mx/reader033/viewer/2022060516/5f90ba7e9a7f155119708d0e/html5/thumbnails/47.jpg)
Thank Youwwwfuterracouk
- Communicating the Ecolabel
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Climate Concern
- Slide Number 9
- Slide Number 10
- Share of voice ndash business
- Share of voice ndash NGOs
- Share of voice ndash Government
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
- Slide Number 22
- Slide Number 23
- Slide Number 24
- Slide Number 25
- Slide Number 26
- Slide Number 27
- Slide Number 28
- Slide Number 29
- Slide Number 30
- Slide Number 31
- Slide Number 32
- Slide Number 33
- Slide Number 34
- Slide Number 35
- Audiences
- Slide Number 37
- Slide Number 38
- Types of objective
- Why are objectives important
- Eco-label communications objectives
- Slide Number 42
- Slide Number 43
- Values modes
- Do we need to understand
- Slide Number 46
- Slide Number 47
- Slide Number 48
- Slide Number 49
- Slide Number 50
- Slide Number 51
- Slide Number 52
- Slide Number 53
- Slide Number 54
- Slide Number 55
- Slide Number 56
- Keep it positive
- Slide Number 58
- Slide Number 59
- Slide Number 60
- Slide Number 61
- Slide Number 62
- Slide Number 63
- Slide Number 64
- Slide Number 65
- Message Rules
- Slide Number 67
- Slide Number 68
- Slide Number 69
- Slide Number 70
- Slide Number 71
- Slide Number 72
- Slide Number 73
- Channels Rules
- Slide Number 75
- Slide Number 76
- Slide Number 77
- Slide Number 78
- Slide Number 79
- Slide Number 80
-