Marketing Direct Green Conference

Organised by Marketing Direct Magazine
09-Nov-07

"Profiting from Green policies"

Adopting green practices is no longer just a moral objective for direct marketers - it is increasingly a commercial one.

At Marketing Direct's 'Profiting from Green Policies' conference, hear from leading brands such as Capital One, British Gas and the COI how they are marketing their own green credentials to consumers and at the same time seeking agencies and suppliers that reflect a similar environmental position to their own.

This one-day exclusive event on 9 November will feature leading brands revealing how they do sustainable direct marketing that's profitable and brand enhancing.

The day will be packed with...

09.00 Registration

09.30 Chair's opening remarks

09.40 Address by Lord Puttnam, chairman of the Joint Committee on the Draft Climate Change Bill

09.50 CASE STUDY STRATEGY

High volume mailers are in the firing line when it comes to the environment. Hear how one of the UK's most prolific mailers is becoming a leader in environmentally-friendly, profitable DM
- Managing DM channels to achieve the greatest ROI and best impact on the environment

- Sourcing sustainable materials for DM at no extra cost

- Impact of green initiatives on Capital One's bottom line

Justin Basini, vice president of brand marketing, Capital One Europe

10.10 WHAT CONSUMERS WANT: GREEN POLICIES AND BRAND PERCEPTION EXCLUSIVE RESEARCH

A short, scene-setting presentation of exclusive, illuminating qualitative and quantitative research on how consumers view brands vis a vis their environmental credentials.
- How does a brand's green positioning affect consumers perception of that brand?

- Do consumers disconnect the green issue for communications from brands they like?

- What materials do consumers consider are acceptable for DM, for example recycled paper? What sort of green policies do they expect brands to adopt, eg minimizing paper?

Paul Mackenzie, head of qualitative research, Simpson Carpenter

10.30 CASE STUDY STRATEGY Brands are seizing on consumers' growing awareness of the environment and demonstrating their green credentials as well as creating a demand for green-friendly goods and services. But how are they communicating these initiatives to consumers? Hear from one of the UK's biggest brands, British Gas, how....
- it segmented and researched consumers to establish their environmental awareness

- how British Gas used this insight to communicate its policies and products to the different consumer groups, from altering the tone of the copy to choosing the communication channel

Jane Bednall, head of brand and marketing communications, British Gas

11.00 Q&A

11.20 COFFEE BREAK NETWORKING

11.40 BREAKOUT SESSIONS x 3 How can brands adopt greener DM practices that pay? Hear from the top suppliers on how DM buyers can help their organizations enhance their green reputations by using environmentally-friendly DM techniques such as recycled paper, carbon-neutral mailings and suppression - steps that need not cost the earth and can save you money in the longer term.

12.15 KEYNOTE SPEECH THE ECONOMY

DM and the environment: the Government's view HM Government representative (TBC)

Few marketing sectors are under more pressure to adopt environmentally friendly practices than direct marketing. That pressure is coming most of all from the Government, supported by growing consumer awareness of the 'junk' side of direct mail. "HM Government representative" will reveal the Government's perspective on UK DM plc and its green initiatives so far.

12.40 Q&A

13.00 LUNCH Network with speakers and delegates during lunch. After lunch, why not pick up a free cope at the DMA's new Green Matters guide to eco-friendly direct marketing?

14.00 KEYNOTE: WHAT CLIENTS WANT STRATEGY Adopting green practices is no longer just a moral objective. Clients are increasingly choosing agencies and suppliers that reflect a similar environmental position to their own. Learn from Marc Michaels, the head of DM for the COI and a trained procurement officer, how to satisfy green requirements for tenders and ultimately, turn green issues into a business opportunity

Marc Michaels, director of direct and relationship marketing, the COI

14.40 FUTURE TRENDS INTERACTIVE DEBATE STRATEGY Who is best placed to drive direct marketing's green agenda: agencies, data services providers, clients or the trade associations? In this highly interactive debate, leading lights of each sector will advocate why and how their side of the DM business will set best practice for commercially viable, eco-friendly DM.

Having listened to the arguments, conference delegates will vote to decide which side wins.

Chair: Mark Roy, chief executive, The REaD Group

Panelists:
Marc Michaels, director of DM, COI Clients advocate

Stuart Archibald, partner, Archibald Ingall Stretton Agencies advocate

Keith Jones, group leader, Acxiom Data services advocate

Rosemary Smith, chair, The DMA Associations advocate

Antony Miller, head of media development, Royal Mail Postal services advocate

15.30 REFRESHMENT BREAK NETWORKING

16.00 WHAT SHAREHOLDERS WANT STRATEGY

Businesses must reconcile the need to practice eco-friendly marketing while delivering a return to shareholders. Peak inside the boardroom of the UK's most successful retailer and hear how senior management convinced shareholders to support green initiatives such as the recently launched 'Green Clubcard', which rewards customers who recycle packaging at its stores with loyalty points.

Joanne Elliott, senior marketing manager, Tesco Clubcard

16.45 Chair's closing remarks

CLOSE OF CONFERENCE