Promoting your Green Message

Course Overview

Effective green marketing does not simply involve green-washing your business; it is about a recalibration of your marketing values. The course will focus on how to market your business, its products and services to optimise their environmental features. It will also enable delegates to develop an awareness of trends and opportunities for future green developments.

Audience

Marketing managers, marketing directors, sales people.

Skills Gained

• An understanding of how your products and services contribute to environmental impacts and the real costs of this to your business
• Examine alternative products and their environmental potential
• Develop action plans to improve green marketing of products and services

Course Outline

An introduction to green marketing

• What is Green Marketing?
• How does it relate to the promotion of your products and services?
• Avoiding green-wash; how to add real value

Living your values - making your marketing as green as your products

Creating a strong, positive brand

Case studies of best and worst practice

Common pitfalls of green marketing; losing control of the message

Defensive PR - responding to criticism of green-washing and green backlash

Estimating the costs and benefits

Action planning and goal setting

• Short-term wins
• Long-term Investment

Promoting your achievements; developing a green communication plan