Making a Difference - WoodWorks
Transcript of Making a Difference - WoodWorks
Making a Difference: IncorporatingEnvironmentalEnvironmentalInformation into Your OrganizationOrganization
Jeff HoweDovetail Partners, [email protected]
“The Wood Products Council” is a Registered Provider with TheThe Wood Products Council is a Registered Provider with TheAmerican Institute of Architects Continuing Education Systems (AIA/CES). Credit(s) earned on completion of this program will be reported to AIA/CES for AIA members. Certificates of Completion for both AIA members and non-AIA members are available upon request.
Thi i i d i h AIA/CES f i i f i lThis program is registered with AIA/CES for continuing professionaleducation. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling usingmaterial of construction or any method or manner of handling, using,distributing, or dealing in any material or product.
Q ti l t d t ifi t i l th d d i illQuestions related to specific materials, methods, and services willbe addressed at the conclusion of this presentation.
Copyright Materials
This presentation is protected by US and International Copyright laws ReproductionInternational Copyright laws. Reproduction,
distribution, display and use of the presentation without written permission of the speaker is
prohibitedprohibited.
© The Wood Products Council 2013© The Wood Products Council 2013
Learning ObjectivesLearning Objectives
At the end of this program, participants will be able to:
1 Discuss market segmentation and targeting within the green marketplace to1. Discuss market segmentation and targeting within the green marketplace to
better align themselves with green targets to optimize profitability.
2. Evaluate the tools available to assess a clients specific interests in regards to
green issues (E.g. importance-performance analysis).
3. Better understand the sequence of messages required to motivate clients to
act.
4. Learn about environmental marketing strategies with their relevance to
architects and engineers.
AgendaAgenda
1. Review: Marketing Segmentation & Targeting
2 Key Tool: Importance2. Key Tool: Importance-performance Analysis
3. Messaging & Examples4 Core Strategies4. Core Strategies5. Summary & Questions
Who Cares About Environmental Info?Who Cares About Environmental Info?
• Your clients!Your clients!
• Your staff!
• Your partners on a project!Your partners on a project!
• Others? – generally Everyone!!
1 Green Segmentation1. Green Segmentation& Marketing
Fundamentally, Green Marketing is about Marketing, not about Green!not about Green!
Wh d S ti & T ti FitWhere do Segmenting & Targeting Fit
in the Marketing Process?
REMEMBER MARKETING IS A PROCESSREMEMBER…MARKETING IS A PROCESS,
I.e. a Sequence of Activities Designed to Link Your Customer’s Wants and NeedsLink Your Customer s Wants and NeedsWith Your Products and Services
Green Marketing is:Green Marketing is:
Those Business Activities Directed at Satisfying the Needs and Wants of A GreenNeeds and Wants of A GreenSegment of the Market Through Voluntary Exchange Processes
Quick Review: The Alphabet Soup of MarketingQuick Review: The Alphabet Soup of Marketing
3 Ms3 Ms4 Ps5 Steps
We’re going to focus on 3 Ms and 5 Steps
Quick Review: The 3 M’s
1) Markets
Quick Review: The 3 M s
)2) Marketing Mix
3) Message
A MARKETSA. MARKETS
a) Segments: groups with homogeneous characteristics
b) Targets: segments that best match your abilities
) P iti ic) Positioning: Creating your image in their eyes
B MARKETING MIX:B. MARKETING MIX:4-Ps
a) Place/Channel: the intermediaries chosen to link to the end consumer
b) Product: the set of benefits your customer pays for
c) Pricing: the amount of moneyc) Pricing: the amount of moneycustomers will pay for each benefit
d) Promotion: the set of materials and d t i t ith thprocesses used to communicate with the
customer
C MESSAGEC. MESSAGE:Product Adoption Process
a) Awareness: people view your product as a viable option
b) Interest: they are interested in buying a product
c) Evaluation: they begin comparing products
d) Trial: they complete a purchase
e) Adoption: the purchase is evaluated and reinforced
Green Markets: Segmenting &Green Markets: Segmenting &Targeting
Finding, Or Simply Understanding, Groups of People that are Targets
Let’s look at Three Major Considerations(W ’ll i hi ):(We’ll ignore geographic):
A. Demographic (generational factors)A. Demographic (generational factors)
B. Psychographic (green behavior)
C Individual (drivers of personal behavior)C. Individual (drivers of personal behavior)
A: Three Key Generations of Consumers!y
Generation XBorn: 1965-1976
MillennialsBorn: 1977-1996
BabyBoomersBoomersBorn: 1945-1964
Major Events:WatergateOil Crisis
Major Events:Clinton Impeached9/11
Major Events:Vietnam WarCivil Rights Movement
Children of the Silent GenerationBirths decreased to 3.4
Oil CrisisCable television
9/11The Internet
Children of the Baby Boomer Generation Births increase to
Children of the G.I. GenerationBirths increased from
Civil Rights MovementTelevision
1945 1965 1977 1996
M per year 3.8 M per yearBirths increased from2.6 M to 3.9 M per year
Source: NY Times - July 24, 2009
IF It Has Seemed Like Customers WereIF It Has Seemed Like Customers WereNot Interested..
Baby Boomers Dominated Market
75% of them had low awareness
Of the balance %, 80% had other priorities
Result - small target
B: If You Combine Surveys and NewB: If You Combine Surveys and NewProduct Adopters:
A F P l (5 10%) EXTREMESA Few People (5-10%) are EXTREMES
Slightly more (10-20%) are SEARCHERS
Even more (25-30%) are simply AWARE andinterested
EVEN MORE (25 50%) AVOIDERSEVEN MORE (25-50%) are AVOIDERS
A Few people (5-10%) Just NOT INVOLVED
What Does This Mean?What Does This Mean?
So a few, “Extremes” will forego purchasesSo a few, Extremes will forego purchases
Slightly more, “Searchers” will Shop around actively
Even more “Awares” will choose green if offered butEven more, Awares will choose green if offered, but..
Largest segment, “Avoids” will avoid negative impact
And a very few are “Not Involved” and do not payAnd a very few are Not Involved and do not payattention
Businesses Have the SameBusinesses Have the SameBehaviors!
C: Simple Personality Matrix10/11/2013 Dovetail Partners, Inc.
www.dovetailinc.org
C: Simple Personality Matrix
Closed
Open
Source: Merrill, D. and R. Reid, 1981
Personalities tend to10/11/2013 Dovetail Partners, Inc.
www.dovetailinc.org
Personalities tend to…
Analyticals like numbersAnalyticals like numbersDrivers are action oriented, and like order or processAmiables are people orientedExpressives are motivated by self-interest and are often outcome oriented
Summary of Green Segmenting &Summary of Green Segmenting &Targeting Basics
So FIRST youSo, FIRST you
Pick your Segment(s) e.g. regiony g ( ) g gPick your Target(s) e.g. specific customer typesDetermine your Positioning Strategy to best align ith T t i ( E t ?with your Target, e.g. your image (are you Extreme?
Searcher? Aware? Or Avoid?)
How Do You Figure All ThisHow Do You Figure All ThisOut??
2 I t P f2. Importance-PerformanceAnalysis
What Do Your Clients Really Care About?
Basically You Ask a Lot of Questions!Basically…You Ask a Lot of Questions!
You ask people about certain things (e.g. companyYou ask people about certain things (e.g. companyactivities, design characteristics, etc.) then you ask them how important are these things to them?
This can be unofficial or official and ranked (and charted) – but it should be quite detailed!!
How Do I figure out what people (clients, staff, partners) care about? Importance-about?. Importance-
Performance Analysis
From The Information Gathered In YourFrom The Information Gathered In YourCommunication You:
• Emphasize and place maximum focus on thingsEmphasize and place maximum focus on thingsyou do well and they think are important
• Your also place significant focus and effort p gimproving on things that you don’t do as well but are really important to them
• You De-emphasize and reduce effort on things that you do really well but they don’t care about
• You eliminate things you don’t do well and they don’t care about
Example: Preliminary Design DrawingsExample: Preliminary Design Drawings
Go through key components of design and ask ifGo through key components of design and ask ifthey like (and to what degree) AND how important is it to them (document responses!!!!!!!)
This may seem tedious but it is VERY IMPORTANT
THIS IS TRUE FOR GREEN AND NONGREEN FACTORS!
What You End Up With is:What You End Up With is:
A list of project attributes (e.g. timber framing, rain garden, hardwood floors, FSC-wood, white oak triple-glazed windows), how well they fit in the project…..and how much they care about them individually.
3 Messaging3. Messaging
How Do I Get Green Customers To Hear My Message?
Product Adoption ProcessProduct Adoption Process
A. AwareA. Aware
B. Interest
C EvaluationC. Evaluation
D. Trial
E AdoptionE. Adoption
BasicallyBasically,
With the Right Message to the Right People at the
Right Time In the Right Manner!
How?
A To Get Someone Truly Aware:A. To Get Someone Truly Aware:
Selective:Selective:Exposure (get message to customer)Attention (cue - senses)Attention (cue senses)Comprehension (interpretation of cue)Retention (emotion important to memory)
To Someone Truly “Aware” of a Green ProductTo Someone Truly Aware of a Green ProductOption:
Right CueRight Cue
Get Past Filters
Key to Filters is INFLUENCERS!Key to Filters is INFLUENCERS!
FamilyFamily
Friends
“Experts” E g licenses (Doctor Lawyer)Experts E.g. licenses (Doctor, Lawyer)
Government
INFLUENCE is aboutINFLUENCE is aboutTRUST!
Trust is Earned Based on a Demonstrated Ability &Commitment!Commitment!
Ability is About Training & ExperienceAbility is About Training & Experience
C it t i b t YOUR A ti !Commitment is about YOUR Actions!
Key to Awareness Stage!Key to Awareness Stage!
• Images (evoke creative side and emotions)Images (evoke creative side and emotions)
• Simple message aimed at key known interests/concerns
• Demonstrate Expertise in that area
• Demonstrate Commitment (if necessary)( y)
Key to Interest Stage!Key to Interest Stage!
• More Images (Provide additional details)More Images (Provide additional details)
• A few simple messages aimed at key known interests/concerns
• Demonstrate Expertise/Ability in those areas
• Demonstrate Commitment (if necessary)( y)
INTERESTINTEREST
Key to Evaluation Stage!Key to Evaluation Stage!
• More Detail(Now is the time for numbers)More Detail(Now is the time for numbers)
• Make comparisons
• Structure info to be sure evaluation is appropriateStructure info to be sure evaluation is appropriatefor four different personality motivations (numbers, lists, people, self-interest)
• Demonstrate Expertise/Ability in those areas
• Demonstrate Commitment (if necessary)
EVALUATION
Source:http://cloud.homedesignersoftware.com/1/images/products/upgrade wiz/simplecomparison matrix.jpg
D Getting Someone to Try Your Product:D. Getting Someone to Try Your Product:
Make it Through Steps 1-3Make it Through Steps 1 3
Clarify Benefits
Address Both Spoken and Unspoken Needs of BuyerAddress Both Spoken and Unspoken Needs of Buyer
Close - ask for the order
TRIAL Purchase
PLUS, You can visit the retail store to TRY it!!to TRY it!!
Getting Someone to “try” your productGetting Someone to try your product
Basically you are giving them a “test drive!”Basically you are giving them a test drive!
So take them to examples (option)So take them to examples (option)
Now it’s about the experience – they need to touch, feel, smell, taste(?), but especially visualize, , ( ), p y
They also need to see modifications (design examples with ability to tweak) and understand impact of design on cost and on other factors
E Adoption Occurs:E. Adoption Occurs:
Reinforce the purchaseReinforce the purchase
Develop a relationship
Get another orderGet another order
ADOPTIONADOPTION
EMAILEMAIL
WEBSITE HOMEPAGE
“APPLECARE”APPLECARE
CLOUD
ITUNES & OTHER SUPPORTITUNES & OTHER SUPPORT
INTEGRATED PRODUCTS
MOSER ADOPTIONMOSER ADOPTION
SIGN UP FOR NEWSLETTERSIGN UP FOR NEWSLETTER
REQUEST A CATALOG
CUSTOMER IN RESIDENCECUSTOMER IN RESIDENCE
CUSTOMER SERVICE
BLOG FACEBOOK TWITTERBLOG, FACEBOOK, TWITTER
GENERAL ADOPTION OPTIONSGENERAL ADOPTION OPTIONS
• 1-yr site visit (and thereafter….for a fee?)1 yr site visit (and thereafter….for a fee?)
• Newsletter
• Care maintenance repair info/helpCare, maintenance, repair info/help
• Upgrade/remodel options
• Celebrations (awards recognitions)• Celebrations (awards, recognitions)
4 Strategies4. Strategies
What are the Key Strategies For Success?
Key Strategies:Key Strategies:
1 F ll th li i l1. Follow the process religiously2. Align yourself with like-minded individuals and
organizationsorganizations3. Promote Benefits based on your knowledge of
the Target4. Tell Stories to build
understanding/relationships5 Utilize Brand Association5. Utilize Brand Association6. Utilize Conflict Resolution processes to
address concerns
F A thi ?For Awareness……this?
O thi ?Or……this?
B fit f W d?Benefits of Wood?
W dWoodRenewableRenewableProduce with solar energyStronger than Steel by wtA carbon storehouseA carbon storehouseRecyclableyReusable
Those are Features or Att ib t !Attributes!
Possible Benefits..
WoodWood,
Analytical: 50% Carbon and stores it 100Analytical: 50% Carbon and stores it 100years…clean air
Driver Easily used with existing process & equipmenty g p q p
Amiable Lightweight & nontoxic, safe
Expressive Warm, beautifulp ,
The Challenge With Portraying Wood Benefits?The Challenge With Portraying Wood Benefits?
Peoples concerns are often emotional, e.g. “No morePeoples concerns are often emotional, e.g. No moreBig Old Trees”……and to a varying degrees their concerns may be justified!
Rule #1 – you can’t debate or negate emotion! Don’t try.
The key is empathizing: “I understand your concern and (perhaps) even (use to) agree with you”
Then explain why or how you concluded this issue is resolved or being resolved. If YOU don’t know…..?
The Role of Storytelling
Story Telling HelpsStory Telling Helps…
• You give examples that show your commitmentYou give examples that show your commitment
• Provide information that illustrates your ability
…..Again, these two build relationship and trust!
Generally, people don’t distrust a message….it’s the messenger!!!!!!!messenger!!!!!!!
In the story telling process you tell them y g p y
about YOU, and how you’ve resolved this
conflict for yourself!
This is a messaging process – so don’t use or share data until they ask, e.g. “what convinced you, if you were so concerned as I am?”
Remember, Overall…
You Get the Best Results When:You Get the Best Results When:
You Make the Time and Effort to Clearly Understand the Interests/Needs of Your Audience/Customer…
AND their interests align with your interests and abilities!
KNOW THY CUSTOMER!!KNOW THY CUSTOMER!!
KNOW THYSELF!!KNOW THYSELF!!
Questions?Questions?
This concludes The American Institute of Architects Continuing Education Systems Course
Dr. Jeff HoweD t il P t IDovetail Partners, [email protected]