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Sustainable Packaging Conference 2014 in Seattle

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Sustainable Packaging Conference 2014 in Seattle

  1. 1. emotionally driven the vast majority of consumer choices are
  2. 2. that makes it a right brain-led decision. Credit: Heed Your Call (2014) by David M. Howitt
  3. 3. Don’t overwhelm with FACTS, FIGURES & DATA Consumers are all too busy to stop and understand the facts and figures. They can be overwhelming, making consumers feel like they are not doing enough to understand — and this can create brand backlash. bottom line
  4. 4. they want your story.… a compelling story they can tell others.
  5. 5. Consumers are votingmore and more with their pocketbooks today.
  6. 6. CONTENT DISCOVERY HERO = A VOTE!
  7. 7. CONTENTWhatever business we think we are in, we are first in the content business (nowadays).
  8. 8. where are you in the conversation? (People should find your story interesting or inspiring enough to feature on their pages.)
  9. 9. People nowadays want to appear as trendsetters, thought leaders, earth savers or social activists … and they want to do it with your content.
  10. 10. They can cut and paste the facts and figures off your site … (yawn). Better yet, regularly give them different, awesome stories. And, by the way, those stories should be punctuated by visual metrics. idea
  11. 11. DISCOVERY Mistake #1: Advertising your packaging or your product as green.
  12. 12. getting lost in the green noise.
  13. 13. ell a great story about your product or packaging. (Instead)
  14. 14. Consider making demographic-specific packaging. idea
  15. 15. Viral/Guerilla Packaging: Convenience School Stores Coin-Op Guerilla Marketing
  16. 16. HERO(Consumer mindset has changed.)
  17. 17. (no time/no money) We are all stretched too thin to save the planet — we barely feel we are doing enough to save ourselves, feed our families or educate our kids properly.
  18. 18. “Please make our life easier!” (be the solution, NOT the problem) “We want you to save the world for us.” “We love changing the world just by purchasing something we would have already purchased.” “The less we have to think about one more thing, the better.”
  19. 19. Grownups are too distracted, so focus on their kids; parents listen to their kids more than they listen to you! (kids are going to save the planet, invest in them)
  20. 20. We want to use your stories. Reach your children. Give them points towards their college education when they buy your product in earth-friendly packaging. idea
  21. 21. How many votes do you think you are getting?
  22. 22. Imagine The Next Institute at Butterfly Farms
  23. 23. The Moderns thank you Janine James @ModernsNYC ModernsNYC.tumblr.com ImagineTheNext.tumblr.com jjames@themoderns.com Imagine the Next This document was prepared and presented by The Moderns, Ltd. The research, ideas and concepts presented in this document are for discussion and remain the intellectual property of The Moderns, Ltd. They are intended only convey our strategy, thinking, and design ideas and cannot be copied, distributed or transferred without written permissions of The Moderns, Ltd. The photography or illustrations presented here illustrate style and context direction ONLY and cannot be used outside of this document without procurring usage rights from the original artist(s) or The Moderns.

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