behave nicely caroline fiennes
DESCRIPTION
Presentation from Caroline Fiennes at the CIM Good Marketing Conference, ARU Chelmsford on 30 November 2012TRANSCRIPT
29/11/2011
Please Behave Nicely
Caroline Fiennes
The standard approach to climate communications is
to take people ‘through’ the problem to the solution
The problem
Action Start Assumes that they will:
•understand the problem
•care
•figure out what to do
A better approach is to ‘sell’ the action
The problem
Action Start
• Promote the action – make it attractive in terms that are attractive to the audience: eg, visible symbols of success
• All commercial marketing works this way
29/11/2011
29/11/2011
We use a segmentation based on values
‘Sustenance driven’: Safety, security Tradition, family - Energy security = driver on CC
‘Outer Directed’: Esteem of others, visible symbols of success Fashion, brands, intense, flashy - Looking cool might drive behaviour on CC
‘Inner Directed’: Morals, ethics, doing the right thing Justice, charities, the Earth - Environment, less developed countries = drivers on CC
Global Cool’s target audience: Now People
We campaign in four areas, each time ‘selling’
the behaviour to this audience
Parties: free clothes & fun
Hook: Fashion (London Fashion Week)
Recycling
Flight-Free Holidays Home Energy Use
Public Transport
Fun, adventure, quirky experiences
Hook: music (music festivals, bands’ stories)
Look great, save money, have better skin!
Fashion (fashion models, ASOS)
Fun, adventure, relaxing, i-net, phone, better bars!
Entertainment (celebrities, travel shows)
29/11/2011
Thank you
Twitter @carolinefiennes
Web www.carolinefiennes.com
TED www.carolinefiennes.com/about