ABI’s Colbert Speaks to Packaging Digest on Sustainability and BtoB Packaging

Tim Colbert spoke to Packaging Digest’s Linda Casey about ABI SustainabilityDriver Program.  It’s been great to see continued interest from prospects and the media on this program.  BtoB companies are realizing that green initiatives sometimes go hand-in-hand with cost-cutting and efficiency.

Overview of sustainability development program
This podcast features a discussion between Linda Casey and ABI director Tim Colbert about the agency’s SustainabilityDriver program. The service, which launched in fall of 2008, is designed to help packaging operations identify, position and communicate their sustainability initiatives.

Listen to the interview here: Link

Read more about ABI’s Sustainability Drive Program here: Link

Harvard Business on Marketing in “The Great Disruption”

In the Harvard Publishing Blog, Scott Anthony explores the idea of moving beyond the phrase “crisis” and into “condition” in his entry Innovation in the Great Disruption.   The idea is that simply waiting for conditions to improve will not be enough for most companies to survive.  Recognizing that the whole game plan has changed.  His ideas echo a recent podcast from Alan Isacson on Marketing in a Challenging Economy:

Our favorite quotes from Scott Anthony’s entry:

“In 2009, managers will realize that they are no longer dealing with a crisis; they are dealing with a condition. In the Great Disruption, companies simply can’t anticipate that today’s competitive advantage will last for more than a few years.”

“While companies might want to return to the corporate equivalent of comfort food–cost-cutting and a focus on the core business–the Great Disruption won’t allow it.”

From a BtoB marketing perspective the take-away is that the path ahead may be tough, but innovators will still be rewarded.  Aggressively launching new products and introducing innovation to new markets may be the only way to survive and thrive moving ahead.

From the entry:

While the global economy began slowing down in late 2007, forces transforming the face of business trace back more than a decade. Over that time period, technological improvements have made it ever easier to start and scale a business. Convergence went from being a cliché to a reality. Companies from countries like China, India, and Brazil burst onto the world stage. The global slowdown coupled with the credit crunch in late 2008 accelerated these forces.

If sagging employment and dwindling economic prospects led historians to term the 1930s the Great Depression, perhaps it is appropriate to tab today’s hyper-competitive market where competitive advantage dissipates in a heartbeat the “Great Disruption.”

Audio: Casting Live from PackExpo 08

All this week, we’re featuring podcasts from PackExpo 08, one of the world’s largest packaging shows held in Chicago this year from November 9 – 13.  You can listen to the first podcast, from Jennifer Sprance who talks about how the economic climate is impacting business at the show.

From ABI’s press release:

New York (November 10, 2008) – “How to drive business in tough economies” is the timely emphasis of a podcast series delivered by senior executives from ABI, the leading BtoB marketing public relations firm.  The podcasts will feature insights and ideas on how to strategically discover business opportunities in challenging cycles.  ABI will be podcasting from Pack Expo 2008, the largest packaging show in the Americas taking place now in Chicago (November 9-13).

“Companies up and down the packaging supply chain are looking for ways to differentiate themselves, their products, and their services in this recession,” says Alan B. Isacson, president, ABI. “Our podcasts will offer insights on how to out-distance competition, gain traction and build relationships with high level decision makers, strategically communicate business value and accelerate sales.”

Listen to an interview with Alan on the challenges of marketing in a down turn here:

For its nearly 30 years of exclusive focus on BtoB, ABI has developed tactics and strategies to help manufacturers overcome commodification, communicate benefits over features, and reach key specifiers.  ABI will use this unique experience to create insightful podcasts from North America’s largest packaging show.

For more information about ABI, please visit www.abipr.com.

Audio: Alan Isacson On Growing Business During Downturns

Alan Isacson has helped companies grow through good times and bad.  He talks about some of the strategies and tactics BtoB companies should take in a downturn and the opportunities for growth even when things slow down.

Colbert Reports from Denver

Tim Colbert continues to report from the Sustainable Packaging Forum in Denver:

Live From the Sustainable Packaging Forum

Having posted some audio musings from the opening moments of the Fourth Annual Sustainable Packaging Forum, I’ve ducked out of lunch early to share some keen insights from this morning’s first session.

Entitled Sustainability and Cost: Responsible Value Chain Business Decisions in a Weak Economy, the discussion featured CPGs (Kellogg, Frito-Lay, Sara Lee), packaging companies (ALCAN, GP) in addition to raw material suppliers and machinery manufacturers.

The main take away is that a slowing economy in many instances provides a cataylst for companies throughout the value chain to increase efficiencies and decrease energy use.

I was writing things down so fast during their spirited give and take that the following quotes are without attribution. But I guarantee that this is what was said. Some choice outtakes:

“We all agree sustainability is not a fad-it is here and here to stay.”
“Sustainability is now woven into decision making from the ceo on down.”
“Our ceo has said publicly and often that is one of our most important business opportunities.”
“Sustainability is about forcing efficiencies into the system”
“Major brands are actively looking further down the sc to tap innovatove suppliers and resin companiesm”

And my favorite: “We’re already doing things that are right–now we need to get the message out.”

Indeed. As a professional communicator in BtoB I am frequently frustrated by the inability or unwillingness of companies to responsibly communicate their sustainability successes and plans.

Opportunity, in the words of that anthem from the 70s, keeps walkin by. (Roberta Flack)

Audio: ABI at Packaging Sustainability Forum

Tim Colbert, director at ABI, is attending the Sustainability Packaging Forum in Denver this week.  He’ll be sending podcasts from the forum all week.

Denver, CO  (September 9, 2008) –  Packaging Professionals attending the Sustainable Packaging Forum (Sept 9 – 11 in Denver) will learn more about a new service that helps effectively communicate sustainable practices up and down the supply chain to differentiate products and build business.  The new service, called Sustainability Driver^TM, is from BtoB marketing public relations firm ABI which will be exhibiting at the forum. For more information on the service visit www.sustainabilitydriver.com.

“This new service is ideal for companies working in the packaging industry,” says Tim Colbert, director at ABI who will attend the event.  Colbert will post reports live from the conference at www.trendspeak.com.  “Companies up and down the packaging supply chain have positive green initiatives that can help them differentiate their products or services.  Sustainability Driver^TM helps ensure that they are communicating their full benefits, targeting decision makers, and realizing a business return on their green investment.”

ABI has worked in the packaging industry for nearly 30 years.  Working with some of the industry’s top leaders, the marketing public relations agency has helped companies communicate business value, differentiate brands, and launch groundbreaking technologies.

“Our extensive experience in packaging combined with our expertise in sustainability communication gives us unique insight into this powerful trend,” says Colbert.  “We’re happy to be part of this forum and look forward to contributing to the conversation on this important issue here in Denver.”

Read the full release here: Link

Audio: ABI Launches New Sustainability Driver Program

ABI has launched a new service that lets BtoB companies promote their sustainable practices. The services will help companies both identify green initiatives as well as develop strategies to promote them through the supply chain.

Tim Colbert, a director at ABI, talks about the programs benefits and ABI’s experience working with BtoB green initiatives.

Listen to a previous interview with Elisabeth King on BtoB green initiatives here: Link

From the press release:

ABI, the leader in business-to-business marketing public relations, announces Sustainability Driver™, a new program that helps BtoB companies effectively communicate sustainable initiatives and realize positive business results from green practices. For more information, BtoB visit www.sustainabilitydriver.com.

Sustainability Driver™ consists of a strategic four-stage discovery and communication process: 1) Assessment Workshop, 2) Competitive Landscape Overview, 3) Analysis and Results Presentation, and 4) Integrated Sustainability Driver Communication Plan.

Sustainability Driver™ will enable BtoB companies to effectively communicate benefits such as lean manufacturing and operations, sustainable materials, reduced shipping costs, and improved energy savings to high-level decision makers.

Sustainability Driver™ will help identify and position sustainability benefits and create strategic messaging to help business fuel relationships with key customers and prospects. ABI will also develop a focused Sustainability Driver™ communication program to discover opportunities and drive sales.

For its nearly 30 years of exclusive focus on BtoB, ABI has developed tactics and strategies to help manufacturers overcome commodification, communicate benefits over features, and reach key specifiers. ABI has used this unique experience to create Sustainability Driver™ especially for BtoB companies.

“In BtoB we have always focused on business benefits and sustainability is no different,” says Isacson. “Right now we are working with companies to identify what is unique about their sustainable practices and how to most effectively communicate the business value so they can discover opportunities and grow market share.”

Read the press release here: Link

Visit the website here: Link

Audio Q&A: B2B and Web 2.0

Think that podcasts, blogs, and social networks are just for you teenager? The truth is that there is a huge potential for these tools to be leveraged in the B2B environment. Rudy Winklhofer, ABI’s global creative director speaks about some of the opportunities and pitfalls for B2B companies looking to move beyond their website into web 2.0.

Audio Q&A: BtoB Green

Care for the environment, sustainability, green practices, reducing your carbon foot print….there are probably a hundred ways of talking about issues related to reducing our impact on the planet.