TrinityP3 Webinar Series: The challenges for Marketers in a carbon constrained future

marketing management consultantsmarketing management consultants

The Challenges for Marketers in a Carbon Constrained Future

Christopher SewellTrinityP3


What we will discuss today

• Crisis? What crisis?

• Who’s responsible anyway and who’s taking action

• Current Challenges for Marketers

• Carbon impact by Media channel.

• Benefits for marketers

• Summary


A Carbon Constrained Future


$USD 600 billion eMarketer 2015 top 6 countries

Paper making – 75 billion kwhData centres & Servers – 61 billion kwh US Energy Information Administration


300 million tonnes p.a.

230,000,000 average fuel efficient cars


Committed Leadership on Climate Action


Who is responsible for the carbon emissions caused by the addition of

the advertising?


Print – Brochure, Leaflets, Direct Mail, OOH

Newspapers & Magazine

Radio, Cinema & Television

Online & the Internet


The bad news about paper

Carbon footprint of the Daily MirrorGrams of CO2 per final newspaper sold


Sixth largest commercial use of electricityOver 10% of total

Total internet users over 7,250,000,000Growth between 2000-15 is over 800%


BUYING EFFICIENCY Media

••


Reaching one million grocery buyers


Walker’s Case study

Produced by The Carbon Trust


Case Study OneCompany: Major international Company. FMCGIssue: This Company was claiming to have measured then offset all the carbon emissions in the production and distribution of a new ‘Green’ product.

Challenging Problem: Under the watchful eye of the ACCC (Australia’s consumer watchdog) there was a need to ensure all aspects of the product had been measured including the advertising.

TrinityP3 Solution: We were able to assist by using our cost effective CO2counter measurement and assessment methodology and calculators to supply carbon emissions readings in all marketing channels.


Case Study OneProcess: We carried out a review of the media and production buy and applied the appropriate carbon readings and reports. An independent auditor who was helping the client comply with strict guidelines oversaw this.

Timeline: The carbon assessments for both the production and media buy where completed within 48 hours.

Result and feedback: TrinityP3’s unique carbon measurement system enabled the client to be able to comply with the legislative requirements in a cost effective and timely manner.


Case Study TwoCompany: Local Council. Government

Issue: Environmental Legislation was demanding that all departments fully understand their carbon emissions. This included the marketing spend.

Challenging Problem: With all other business divisions being able to measure their carbon footprint marketing were required to gain an understanding of their external advertising spend.

TrinityP3 Solution: We were able to assist marketing by using our cost effective CO2counter measurement and assessment methodology and calculators to supply carbon emissions in all marketing channels.


Case Study TwoProcess: We carried out a year’s review of the media buy and applied the appropriate carbon readings and reports.

Timeline: The carbon assessments where completed for each separate marketing campaign within 5 days.

Result and feedback: This was only the first part of the process. The historic carbon benchmark now enables marketing to set carbon reduction targets for the future years.TrinityP3 worked with both the internal marketing department and their media and agency partners to understand and then adjust the carbon footprint while at the same time not adversely affecting the business strategy. Reducing waste saves money.


Case Study ThreeCompany: US Pharmaceutical

Issue: Looking for sustainable leadership in marketing.

Challenging Problem: How to demonstrate that using targeted direct marketing via email is environmentally friendlier than traditional mail.

TrinityP3 Solution: We were able to assist by using measurement and assessment methodology and calculators to supply carbon emissions readings in their various marketing channels.


Case Study ThreeProcess: We applied the appropriate carbon readings for both their commercial printing items and the email marketing campaign.

Timeline: The carbon assessments where completed within 48 hours.

Result and feedback: TrinityP3’s unique independent CO2counter carbon measurement system has given the client confirmation, with 3rd party validation, that their environmental claim is valid enabling them to promote this campaign internally as well as enter into sustainability awards.


CO2counter• The CO2counter enables both historic and

predictive measurement to be supplied in a cost effective way. This allows carbon to be used as another decision driver in the media planning process of marketing communications.

• This knowledge will lead to carbon reduction planning.

• Reductions in carbon in marketing spending are lock-in-step with waste reduction & targeting.

• That means better-targeted messages to the right audience.


CO2counter“I know that half of my advertising budget is

wasted, but I’m not sure which half.” Attributed to John

Wanamaker• By focusing on the environmental aspects of

advertising you could improve this percentage.

• You are specialists that deliver well-planned strategies and cost effective ROI for business. With the CO2counter’s independent carbon measurement system both strategic and carbon reduction strategies can be implemented in a consistent and effective manner.


BenefitsBrand Image and Reputation •This is the least tangible benefit. It is also the main reason why businesses have a sustainability programme. While a brand’s value does loom large on multinationals balance sheets, it is not until the company’s behavior is less than perfect that this is brought to light. The value placed on a brand is especially at risk for companies that are claiming the sustainability high ground.

Keeping the Staff Happy•Like attracts like and this is never truer for companies that have a working sustainability policy in place. With recruitment costs continuing to rise having a reason to join and stay, especially when dealing with the younger more environmentally savvy workforce, requires a clear and well-communicated sustainability mandate can help reduce this business expense.


BenefitsStanding out from the Crowd•Linking a genuine sustainability programme helps win and retain clients and customers. Having a carbon measurement, reduction and offsetting programme in place puts ‘meat on the bone’ when answering the CSR sections of formal contracts and informed customers. It also gives the sales & marketing teams another reason for their customers to buy when speaking to like-minded companies.

Philanthropy and Future Proofing•An area that is difficult to quantify. Then again by it’s very nature it does not need justification. Believing that helping the environment is the right thing to do and having an expense item for voluntary offsets does set a high sustainability pass mark.


Summary• Business needs to grab the reins in the environmental area to

ensure long-term survival.

• Corporates that wish to be competitive in 10-15 years time have to have a robust sustainability plan. That includes bringing their long-term business partners along with them.

• The longer one procrastinates the higher the cost to play catch up becomes.


TrinityP3 Webinar Series

November 25: Super charge your agency with incentive based remuneration

For more information go to:

http://www.trinityp3.com/product-category/webinars/


For more information contact:

TrinityP3 Pty LtdSydney

+612 9964 9900Melbourne

+613 9682 6800Hong Kong

+852 3478 3982Singapore

+65 6631 2861

[email protected]

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@TrinityP3

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