1. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. GREENER MEETINGS AND EVENTS Samuel deBlanc Goldblatt CHAPTER 11

2. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Chapter 11 Greener Meeting and Event Marketing

3. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Learning Objectives How to define features, benefits, and values to create an offer for your meeting or event How various demographic segments perceive greener meetings and events How to use online media and social networking to connect to attendees How to write a blog or record a vlog How to connect with attendees through grass roots efforts CHAPTER 11

4. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Learning Objectives How to use marketing tools strategically for each demographic segment How to educate attendees on sustainability How to secure appropriate sponsorship How to achieve industry certification and recognition How to avoid greenwash CHAPTER 11

5. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Opening Activity Create a marketing strategy for the following sustainable product: Exercise CHAPTER 11

6. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. The Green Offer Features: What is it? Benefits: What does it do for me? Values: What does it mean to me? CHAPTER 11

7. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Sustainable Demographics Political activists Strict environmentalists Environmental professionals Ethical professionals Indifferent professionals Apathetic attendees Skeptics CHAPTER 11

8. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Sustainable Marketing Tools Online media Spectacle Grass roots Carbon commitments CHAPTER 11

9. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Online Media Blogs Message boards Webcams Vlogs Live chats Streaming media Podcasts Apps CHAPTER 11

10. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Greener Events Online Official Blog: greenerevents.wordpress.com “Like” Greener Meetings and Events on Facebook: www.facebook.com/pages/Greener-Meetings- and-Events/139448716124158 CHAPTER 11

11. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Certification Standards Certifications Awards Recognition CHAPTER 11

12. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Sponsorship Naming opportunities Activation Find appropriate partners with similar interests CHAPTER 11

13. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Greenwash Painting your office building green with toxic paint Changing your logo to a green flower without changing the way you do business Claiming to be “carbon neutral” without fully understanding what this entails CHAPTER 11

14. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Oracle OpenWorld Check out Oracle OpenWorld at www.oracle.com/openworld. Can you find the section on sustainability? How does Oracle market the sustainability of OpenWorld? CHAPTER 11

15. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Lightning Round Offer Demographic segments Blog Vlog Bandwidth Sponsorship Naming opportunities Greenwash CHAPTER 11

16. Copyright © 2012 by John Wiley & Sons, Inc. All Rights Reserved. Homework Groups: identify a local farmer’s market and create an online marketing strategy to promote it. Include: – Blog – Online video content – Social networking CHAPTER 11