"Green Marketing" - Ian Crossley, Greenhouse Graphics

How we have used our sustainability awareness as a successful marketing tool to give the company an

edge in the printing world.

Ian Crossley, DipM ACIM

MD, Greenhouse Graphics

11/11/2010 The region’s leading supplier of sustainable graphic communications

THE AWARD WINNING GRAPHICS COMPANYInspire Business Awards E-Business Awards Finalist 2010

BAPC Business of the Year Winners 2008Hampshire Sustainable Business of the Year 2005 & 2007

Basingstoke Sustainable Business Award Winners 2003, 2005 & 2007 (2008 Finalists)PrintWeek National Print Awards Finalists 2004, 2005 & 2007

‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’

Chartered Institute of Marketing


‘To be the region’s leading supplier ofsustainable marketing & graphic communications.’

Greenhouse mission statement


Three key benefits of sustainable awareness at Greenhouse.

I. Understanding the key sustainable issues in our sector to deliver real stakeholder benefit, customer satisfaction and brand loyalty.

II. Our focus on sustainability is the main driver of innovation that delivers customer value.

III. How we manage the challenges of a maturing ‘green’ market to deliver customer satisfaction.


The printing sector has complex sustainability issues:

• How do you identify a sustainable printing company?


• How does print compare as a sustainable choice to other communications media?

• Spam uses 33billion kwh/year – 3.1 million cars using 2 billion gallons of gasoline/year. (Carbon Footprint of Spam – McAfee Inc, 2009).

• Trucost Report (2008) – Print sector has the same ‘carbon intensity’ as the ICT sector – water has 30 x more.

• The new Google Data centre coming on board in 2011 requires the same energy as Newcastle.

• A Google search uses the same Carbon as boiling a kettle twice. (Harvard University)

Understanding the key sustainable issues in our sector.

The business of business is business?

Or can you deliver customer value through a stakeholder approach?


Evolving thoughts on sustainability in our sector and how they deliver customer value.

• Stage 1: The issue of paper.• Stage 2: The move to process.• Stage 3: The whole business.• Stage 4:

Strategic (and resource efficient) media neutral communication provision. Expanding sustainable products to include a wider range of printed products


Driving innovative thinking.

• The 2005 PV Solar Investment – a sustainable business perspective:

• £12000 investment for £600 a year payback (20 years)!!!!• Solution 1: Get a grant (10 years)• Solution 2: Allocate marketing budget of £50/month (5years)• Solution 3: Predicted energy scarcity and rising prices

(? Years)


Driving innovative thinking

2008 Sustainable Business Awards launch


The Carbon Calculator• Recognising the increasing importance of carbon as a trading value.• Trying to deliver carbon information to customers to give real choice.• Another tool to help customers promote their own sustainable values alongside other accreditations such as FSC/PEFC.


Driving innovative thinking.

Managing the challenges of a maturing green market

‘All that exists in the world of marketing are perceptions in the mind of the customer or prospect. The perception is the

reality. Everything else is an illusion.’

Ries and Trout – The 22 Immutable Laws of Marketing



The issue: Everybody supplier today is green. Rather like every company offers ‘quality’.

Question: How do we differentiate ourselves away from competitors who are using ‘easy win’ green marketing?

A standard view of Green Marketing


Busines s O wners and s ha reholders

Financ e

Bought ledger

Purchase ledger

Produc tion

Reprogra phi cs

Dig ital Pri nt

Litho print

Finishing

Ma rketing

Ac count Manag ers

Objective to increase saleson the back of perceived demand.

Green marketing activities restrictthemselves to the marketing deptof the business and therefore has a limited impact on whole business.

The limitations for the organisations and their customers of this view of green marketing


Busines s O wners and s ha reholders

Financ e

Bought ledger

Purchase ledger

Produc tion

Reprogra phi cs

Dig ital Pri nt

Litho print

Finishing

Ma rketing

Ac count Manag ers

• Short term benefits.• Very easy for competitors to copy.• Not an ‘authority’ business – and never will be – developing little brand loyalty.• Very little genuine sustainable

benefit.• A stepping stone to becoming a

green business?

A model for genuine organisational and customer benefit


Business Owners and shareholders

Fi nance

Bought ledger

Purchas e ledger

Production

Reprog raphic s

Dig ita l Print

Li tho pri nt

Fi nis hing

Mark eting

Ac count Ma nag ers

The ‘green’ focus starts from the top and permeates all levels of business.

Benefits include:

Long term benefits of sustainability across the business. • lower resource usage• improved efficiency• cost analysis and control

HR benefits Gain expertise, ’authority’ and brand loyalty. Difficult to replicate – gives real

USP.

An example of organisational and customer benefit.


In 2008 we used one unit of to generate £12.91 of turnover.

In Jul 2010 this had increased to £18.57 of turnover per unit of electricity used.

Jan 2008 Jul 2010

Responding to the challenges of a maturing green market?


‘The most powerful concept in marketing is owning a word in the prospects mind’ (22 Immutable Laws of Marketing: Ries & Trout)

Continually build authority and expertise.• We only supply FSC/Recycled stocks.• We have a hazardous waste free colour printing system (HAZRED).• We are the only UK printer with PV Solar panels.• We are the only UK printer that has a carbon calculator for print. • We reward staff financially for efficient use of resources.• We endeavour to reuse waste to create savings and promote our

company ethos and brand.

Thank you for your time and patience

Greenhouse Graphics Limited,Unit 12 Cufaude Business Park, Cufaude Lane, Bramley,

Hampshire, RG26 5DL

[ Tel: 01256 880770 ][ www.greenhousegraphics.co.uk ]


Ian Crossley DipM ACIM

Managing Director, GreenhouseM: 07904 082785 | LI: Ian Crossley