The benefits of environmental credentials

However, there is a caveat green sells when the price differential is not too big. Unleaded petrol - which it is claimed is greener than leaded - did not take off until consumers were given an incentive, in the form of a price reduction, to use it. It was the same with the environmentally friendly detergent Ecover - which never took off because the price was greater than the regular products. Malcolm Brown is an inventor who came up with a fantastic...

The power of third party advocates with the media

Finding and mobilising third party advocates (TPAs) is dealt with in detail in Part III, but they have a key role in dealing with the media. Too often, they are ignored by companies, for a number of reasons Reliability. Large organisations are afraid that the TPA will not say exactly what is required. Of course they won't, but that is what makes them so powerful. Journalists do not want to interview puppets. Control. Companies like to control all of their statements. However, TPAs are not...

Categorising stakeholders

After the crude segmentation exercise just encountered, it is possible to divide the stakeholders further into five main categories. The unconcerned are not included as stakeholders as they do not want to be involved. If an individual or subgrouping does become involved, they will fall into one of the five other categories 1. Dependent stakeholders employees, suppliers, and so on 2. Impacted stakeholders for example, those living near a facility 3. Unknown stakeholders those who have not yet...

Stakeholder segmentation

In classical marketing, one of the first exercises in any campaign is to segment the market. In a simplistic example, the sort of people who buy a Mercedes are probably different from those who buy a Fiat Uno - at least as their car for main use. Therefore, one needs to target messages to them in different ways and using different media. The Mercedes-buying business executive is influenced by different channels from the family looking for a small run-about. TV and radio stations, as well as...

Leaflets and direct mail

As well as suffering from all the problems associated with advertising and mass communication, letters, leaflets and other direct mail devices coming through people's doors have an additional problem they can frighten people who have no reason in many cases to be concerned. So, when a letter arrives out of the blue, the question should be asked 'How many other letters have people in this area received recently about a contentious project ' Probably none. That immediately positions the project...

Stakeholder segmentation practical guidelines

Looking back at the stakeholder analysis completed in Chapter 5, we noted that there are five types 1. Dependent stakeholders employees, suppliers, and so on 2. Impacted stakeholders for example those living near a facility 3. Unknown stakeholders for example those who have not made themselves known 4. Supporting stakeholders subsets of the last three categories 5. Intractables those intractably opposed. However, stakeholder mapping or analysis is useless if it is an academic exercise, which is...

Stakeholders a definition for a green world

What is a stakeholder in an organisation The simple broad definition is an individual or group who may be affected - either beneficially or detrimentally - by the activities of the organisation. Obvious stakeholders include shareholders in a company, employees, communities living near the organisation's operations and the like. But today the definition is much wider. Companies are very quick to accept that anyone who claims to be a stakeholder in their enterprise must be one. This is a very...