MONDAY THE 11 TH OF MAY
WORDS OF THE DAY :
a scam = a smoke screen ( une arnaque)
(to) be in need = (to) be in dire straits ( etre dans le besoin)
STEP 1 THE SUSTAINABLE MARKETING STRATEGY
STEP 7 SO
WHAT ARE THE STRATEGIES THAT YOU CAN ADOPT TO CREATE A SUSTAINABLE MARKETING
CAMPAIGN ?
|
MARKETING STRATEGY
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EXAMPLES
OF TRADITIONAL MARKETING
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SUSTAINABLE
MARKETING
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PRINCIPLES
|
|
Mission marketing = green product
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‘Produce the most comfortable
sneakers.’
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Produce
quality sneakers that leave a green footprint
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aims at adapting mission to fit broad social terms instead of narrow product
terms. Every company should try to find a suitable social
mission that will give better direction to its employees.
|
|
Societal marketing
= good for society
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Buy our
product
|
It is
made of local products
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Aims at
benefiting the community and the society
|
|
Customer-value marketing
= good for the customer
|
Our
product is the cheapest
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Our
product is good for the environment but will also last ( durer) longer
|
Aims at creating value for your customers. Product value
is resembled in product quality, features and solutions, and convenience for
the users.
|
|
Innovative marketing
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A petrol
car
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An
electric car
|
aims at convincing the
customers that they are using the last innovations to become sustainable
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IN WHICH CATEGORY DO THE FOLLOWING BELONGS ?
|
1.
Using
recycled materials
+ MISSIONS MAKETING
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2.
Helping
those in need= SOCIETAL MARKETING
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3.
Organic
products= CONSUMER VALUE MARKETING + INNOVATIVE MARKETING
|
|
4.
Good
for your health
CONSUMER VALUE MARKETING
|
5.
Customer
engagement : making customers get involved
CONSUMER VALUE MARKETING
|
|
STEP 2 PRESENTATING AN ECO FRIENDLY COMPANY
ORAL A PREPARER POUR LE MERCREDI 21 MAI ( + 2 POINTS ) OU LE MERCREDI 27 MAI
SELLING MY ECO
FRIENDLY OBJECT
FINAL TASK
CREATING AN ECOFRIENDLY OBJECT AND
PROMOTING IT
1.Choose an
eco friendly object. It can be either a product that already exists OR A BRAND
NEW ONE THAT YOU HAVE CREATED based on a brand new idea or on a recycled
object.
IT CAN ALSO BE A GREENWASHING CAMPAIGN : you choose an object that is not ecofriendly BUT you organise a campaign to pretend that it is green cf lesson on greenwashing
4.Create a
poster . remember the use the Greenwashing technics studied previously if you want to DO A GREENWASHING CAMPAIGN OR
THE TECHNICS USED TO DO A SUSTAINABLE MARKETING CAMPAIGN
5.Then write
your presentation :
a) explain
why you have decided to create an eco friendly object or what is your eco friendly object
b) explain
what are the positive things about your object .here are some adjectives you
could use :
my object is
…………
|
Awesome
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Tip
top = Top-notch
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Fabulous/
fab
|
|
First-rate ( de première qualité)
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Super
duper
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Brilliant
|
6.Then
conclude by stating WHY they SHOULD buy
it
IF YOU DO NOT HAVE AN ECOFRIENDLY
OBJECT YOU CAN SEE INSPIRATION HERE :
https://land8.com/top-10-eco-friendly-products/
https://theworldpursuit.com/list-of-eco-friendly-products/
VOTRE PRESENTATION DOIT COMPORTER UNE PUBLICITE SOUS FORME DE POSTER A PRESENTER EN MEME TEMPS QUE VOTRE PRODUIT
DESIGNING THE AD
ADVERTISING
AIM CREATING YOUR OWN AD
STEP ONE : CHOOSE YOUR PRODUCT
Design or choose a product .
This can be either something entirely new or an existing product . You can
decide on making a spoof ad ( une contrefaçon) as well.
STEP TWO Read these pieces
of advice
1. Decide on your target audience
Do you want to adress your
message to KIDS orADULTS ,Rich People or not?
You have to adapt your visual
and your language to your audience .
2. Decide on your format
Is it going to be a poster or
a commercial?
3. The visual
Choose your viual Choose Attractive and eye catching graphics
4. The catchphrase /slogan
v Base your catchphrase on one
of the techniques studied in class. Choose a memorable slogan
v HERE IS A LIST OF ADVICE :
v 1)Keep it simple Use as few words as possible.
Ideally, your slogan will include one short sentence.
v Use humor
If it’s relevant for your brand, make your slogan even more memorable by adding
humor to it.
v Be honest and don’t overpraise
the product
v Think about your target
audience :who
will be your customers : young or old people, women or men ?
v Think about what makes your brand
special
v Rhythm and rhyme
A slogan with rhythm and rhyme is always a good idea. Once potential clients
see it on your signboard or hear it on the radio, they’re sure to instantly
memorize it.
5. The copy
Are you going to accompany
your ad with a small text or not?
v If so, write a clear and
persuasive copy- remember you have only a small space to put your point so
every word counts.
8. The logo
Choose your logo
8. Some mistakes to avoid (éviter)
AVOID
-
visual clutter (pagaïe).
-
A message difficult to understand so try it on other people before
presenting it.
STEP THREE : DESIGN THE ADVERT
v .
GOOD LUCK !
HOMEWORK
1. VOTRE PRESENTATION DOIT DURER 2 MINUTES
2. VOUS DEVEZ PRESENTER UN OBJET ECOLOGIQUE QUI EXISTE OU QUE VOUS AVEZ CREE OU UN OBJET QUI N EST PAS ECOLOGIQUE ET POUR LEQUEL VOUS ALLEZ ORGANISER UNE CAMPAGNE DE GREENWASHING
3.VOTRE PLAN :
comme pour le travail de ce lundi vous devez inclure dans votre presentation :
1. the name of the company
2.
Tell
us what they do to be sustainable
3.
Tell
us why their strategy works and to which category they belong
en remployant les strategies vues en cours ce jour.
