Read more and book online at www.marketing.org.nz/Category?Action=View&Category_id=2456
88% of New Zealanders want to buy more sustainable products and services, with spends increasing, even in tough times. Yet 72% can't name any green brand leaders.*
This means your customers are more likely to evaluate your products and services on ethical and environmental criteria than ever before, presenting a real threat to your competitive advantage and to your sales. Marketers need to understand these major new consumer preferences and lead their organisations to adapt.
The gap between sustainable product supply and demand presents a substantial marketing opportunity. But the rules for marketing green promises are strict and many businesses break them by mistake.
In this one-day course, you will learn how to:
Recognise the key issues in marketing to ethical consumers
Develop strategies to meet the needs of this large and growing market
Successfully differentiate your brand through green credentials, and avoid greenwash
Ensure you comply with advertising law in this area.
You will become better equipped to manage the risks and opportunities of this major trend. And explore the new challenges of marketing in our changing world.
Designed for marketing, advertising and agency professionals, as well as business owners and managers, hungry to maximise these opportunities at home and overseas.
*Source Colmar Brunton BBBW research 2010 & 2011.
The next delivery of this course is scheduled for 27th August, 2012 at the University of Auckland Business School. More details and to book online at http://www.marketing.org.nz/Category?Action=View&Category_id=2456