OPERATION OF AN EU ECO-LABEL HELP DESK

BIO INTELLIGENCE SERVICE Evaluation et gestion de l information environnementale OPERATION OF AN EU ECO-LABEL HELP DESK FOR THE SUPPORT AND THE PROMOTION OF THE EUROPEAN ECO-LABELLING SCHEME EUROPEAN COMMISSION DG ENVIRONMENT SUSTAINABLE DEVELOPMENT AND INTEGRATION (ENV/G/2) MARKETING ACTIONS PLANNED FOR SEPTEMBER 2004 Contact Eco-label Helpdesk c/o BIO Intelligence Service Mrs. Véronique MONIER Tel : +33 1 56 20 28 98 E-mail : veronique.monier@biois.com Ms. Cécile DES ABBAYES Tel : +33 1 56 20 28 98 E-mail : cecile.desabbayes@biois.com BIO INTELLIGENCE SERVICE S.A. Société anonyme au capital de 202 410 Euros. RCS Paris B 950 576 405 - TVA FR-37 950 576 405 Siège Social : 1 rue Berthelot 94200 Ivry sur Seine - tél 01 56 20 28 98 fax : 01 58 46 09 95 - e-mail : bio@biois.com

S UMMARY 1. INTRODUCTION... 3 2. HORIZONTAL ACTIONS... 5 2.1. Information Tools...6 2.2. Contact with Stakeholders...9 3. ACTIONS SPECIFIC TO PRODUCT GROUPS SELECTED... 12 3.1. Do-it-Yourself...12 3.2. Cleaning Products...13 3.3. Textiles...14 3.4. Tourist Accommodations and Camp Sites...15 CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for

1. I NTRODUCTION The marketing strategy recommended for the development of the Flower and eco-labelled products is described in a document entitled Promotion Action Plan realised by BIO Intelligence Service in February 2004 and serves as a framework for the Helpdesk marketing activities over the 2004-2006 period. This report is a proposal for the Helpdesk marketing activities for. This plan will be discussed with the European Commission for validation. The objectives of marketing activities are the same as 2004: the increase of the number of eco-labelled articles, the increase of the visibility of the Flower in MSs, the increase of the awareness of producers and retailers, the recognition of the logo by consumers. In order to meet these targets, the Helpdesk suggests concentrating on horizontal activities (i.e. common to all product groups), to favour the increase of awareness of the Flower among all stakeholders, as a prerequisite of the increase of awards. Generally speaking, communication to different actors via direct contact will be privileged as much as possible: presentation during conferences, participation to fairs As for actions specific to each product group, the Helpdesk suggests focusing marketing activities on the four following categories of product groups: Cleaning products: tissue paper, laundry detergents, detergents for dishwashers, handdishwashing detergents and all-purpose cleaners, Do-It-Yourself: hard floor coverings, paints and varnishes and light bulbs, Textiles: home textiles and working clothes, Tourism accommodations and Camp sites. We chose the approach categories of product groups instead of «product groups» for fairs because we can cover more product groups (11), and it is possible in as the information material will be ready. Our different marketing actions planned for can be divided in these 5 sections: Daily management of the Helpdesk The e-catalogue Information material Public purchasers Fairs (per categories of product groups) Other promotional actions per categories of product groups CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 3

The different marketing activities planned for, as well as some preliminary ideas for 2006, are detailed in the following chapters. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 4

2. HORIZONTAL ACTIONS It is very important to increase the demand of eco-labelled products, because this can decide producers to ask for or to renew a licence. This is something the Helpdesk observed during the first year of work for the promotion of the Flower: Some producers ask for the Eco-label because they have a demand for it. For example, Dalum Papir (Dk) started the application process when the Danish government asked them for eco-labelled printing paper. Other examples are SMEs producing for private labels, which are dependent on the demand of retailers. Some producers ask for the Flower because they think this can improve their market share. To effectively increase their sales, a demand from their customers is needed, otherwise producers will be disappointed and are likely not to renew their license. The potential purchasers of eco-labelled products have different characteristics: they can consider eco-labelled products as a way to protect the environment, a way to protect their health, or a way to improve their image. They can also be public or private purchasers, or individual consumers. We can classify them in two main groups: Public and private purchasers: Protection of the environment: governments, administrations. For example, they can decide to purchase flower-labelled paper. Protection of citizens health: local authorities. For example a potential market for ecolabelled products (textiles, paints ) might be schools, hospitals, nurseries. Improve a marketing image: retailers. Many big European retailers have developed their own green or ethic brand. Individual consumers: Protection of the environment: eco-citizens. Protection of the health: parents of young children for instance. We recommend two steps in horizontal activities: Produce information material targeted to the different groups: public purchasers, consumers, Make direct contact with stakeholders. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 5

2.1. INFORMATION TOOLS Development of the e-catalogue to provide consumers with more practical information and offer a marketing tool for retailers The e-catalogue will be developed in to make it more attractive and easy-to-use for consumers, thanks to the creation of a space for retailers. Some other proposals are described below, which could be implemented in 2006. Addition of a space for retailers in the Database The idea is to add a service for the consumer: today people can search for a product or a manufacturer, but it would be useful if they could also search for a retailer. There are many reasons for this: first it would make it easier for consumers to find eco-labelled products: sometimes producers do not provide the list of retailers where their product can be found, because they prefer to keep it secret, or because they forget to do it. It is also more useful for consumers to know that a paint is sold by Leroy-Merlin rather than produced by Blanchon S.A., which is an unknown French SME. This can also be an argument to convince retailers to ask for eco-labelled products: they will have the possibility to directly market their products on the web site. The Helpdesk suggests starting this work with a consultation of major retailers of eco-labelled products, for example COOP Italia, COOP Denmark, Monoprix to identify their needs and thus build the best marketing tool for them. This action will be combined with the actions targeted to retailers organised with Eurocommerce and Euro Coop (cf p.11). Translation of the Back Office in 11 languages The Back Office (BO) is the hidden part of the e-catalogue web site, accessible at this address http://www.eco-label.com/defaultadmin.asp. It is used by the Helpdesk and the awarded producers, who have their own ID and password, to add / remove / change information in the database. Only an English version is available online, which may be a barrier for some producers who do not speak this language. The EC has given the Helpdesk a translation in French, German, Italian and Spanish which has not been put online yet. It may be a good idea to have these translations in at least the 11 languages of EU 15, so that producers from Denmark, Sweden, etc. can easily access to information about their products. As agreed by the EC and the CBs, the Swedish, Finnish, Danish, Portuguese, Greek and Dutch CBs will provide the Helpdesk with translations of the BO in their own language. The Helpdesk will then put them online. Preliminary Ideas of Marketing Activities for 2006 Translation of the e-catalogue in 20 languages The e-catalogue is available in the 11 languages of EU-15. The Commission may want to add the 9 new languages of the Union since the enlargement. It may be a good idea to do it, especially to facilitate the access to information about the Ecolabel for new countries; however this may not be a priority for, maybe more a task for 2006. Beginning 2006 CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 6

Target public purchasers Creation of a list of arguments in favour of the Flower for public purchasers The strategy towards public purchasers will be elaborated by the Helpdesk by end 2004, in particular after new exchanges with Jill Michielsen (EC), to see what the best approach is. According to the results of this work, the Helpdesk will elaborate in some information material towards public purchasers: leaflets, brochure, and / or set of slides Beginning This material will include general aspects on green procurement, basic knowledge on environmental and health impacts of consumer products, advantages of the Eco-label The Helpdesk will produce this material in English and plans to print 1000 leaflets. Target consumers Create a new consumer guide Helpdesk and CBs need information material targeted to consumers. Two different kinds of brochure are already available: Leaflets consumer guides (with the trees) - Weaknesses: the design is not very good and it is not updated. - Strengths: these leaflets contain detailed information on the advantages of the Flower for the environment and for the consumer s health, and explain the concept of the life cycle. Brochure from the Toolbox - Weaknesses: the text is very short and general, and do not explain the advantages of each product group. It has not been translated in all the EU languages. It s not very pedagogic. - Strengths: the design is nice and in line with the other existing marketing material. This brochure explains the general concept of the Flower Beginning The Helpdesk cannot use the consumer guides, as the original files are not available, and does not recommend to use the brochure from the Toolbox, as the marketing argumentation is too short to convince. So there is a need for the creation of another brochure targeted to consumers, which would explain Why should I buy eco-labelled products, and how to find them. This kind of information material needs to be very attractive so a brochure full of texts may not be the best support; maybe a mix of different supports (text, quiz, did you know that facts ) would be more suitable. The design of this new brochure will be based on the graphic codes of the Toolbox. This new leaflet will be produced in English, and the Helpdesk plans to print 5000 leaflets. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 7

Target producers and retailers Development of marketing brochures and folder dedicated to producers The Helpdesk will create some new Product Group Fact Sheets in. The languages of these Fact Sheets are detailed below. In general they will all be produced in English, and in addition the brochures which the Helpdesk will use in French fairs will be produced in French. So the languages will be as following: All purpose Cleaners (EN and FR), Hand Dishwashing Detergents (EN and FR), Dishwashing Detergents (EN and FR), Tissue paper (EN and FR), Hard floor Coverings (EN and FR), Fridges (EN), Portable and Personal Computers (EN). 500 copies of the All purpose Cleaners, Hand Dishwashing Detergents, Dishwashing Detergents, Laundry detergents, Tissue paper, Hard floor Coverings, Paints and Footwear brochures are scheduled to be printed, in English and French. This is of course flexible, the total number of printed brochures being 9000. Beginning Target children Assessment of school activities implemented by CBs for the Flower Week and preparation of actions to be implemented by the Helpdesk in 2006 Children are an important target group for two reasons: they can influence their parents during shopping, and they are tomorrow consumers. Thus it is important they are wellinformed about the Flower. A first step can consist in making the assessment of the school activities organised for the Flower Week in Austria, Sweden, Italy, Belgium and Denmark by CBs. This assessment could be discussed during a Marketing Management Group in presence of all CBs and the Commission, to decide which actions are the most potentially successful, and if they are feasible at a European level. Indeed, activities with children are necessarily in their native language, and require a lot of implication from teachers and CBs. could be a year when the Marketing Management Group defines its strategy towards children and the role the Helpdesk can play in it. information is available CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 8

2.2. CONTACT WITH STAKEHOLDERS Public purchasers at the European level Contact with Jill Michielsen, EC Jill is responsible for the project of green procurement within the EC. After the launch of the handbook on public procurement in 2004, different promotion actions are planned in in MSs. A network of public procurement experts and environmental experts is also being created. The Helpdesk will try to get the Flower involved in these different events: distribution of leaflets about the Eco-label during promotion activities, presentation during meetings End 2004 Beginning Public purchasers at local level Contact with networks of Eco-Cities Nurseries, schools and hospitals are potential target places for eco-labelled textiles, paints, detergents One way to reach them is through actions with ICLEI and the EC for green procurement; another is through existing networks of sustainable cities. The Helpdesk will test this idea with the four main following associations: Sustainable Cities - http://www.sustainable-cities.org/ Eurocities - http://www.eurocities.org/ ACRR (Association of Cities and Regions for Recycling)- http://www.acrr.org/ CEMR (Council of European Municipalities and Regions) http://www.ccre.org Local institutions having implemented an Agenda 21 program information material for green purchasers is ready Preliminary Ideas of Marketing Activities for 2006 Help a city introducing eco-labelled products in its procurement procedure The idea would be to select a city as a case study (e.g. Angers which aims at becoming the European Capital of Sustainable Development) and see how far we can go to help them introducing eco-labelled products in their procurement procedure. We will then be able to learn on difficulties and make recommendations for assistance to other cities. The Helpdesk will get in touch with the city of Angers in to see if actions can be implemented in 2006. 2006 Remark: As already mentioned in another report, it is very important to be able to provide professional purchasers with ready-to-use information about each product group that they could include in their call for tenders. The elaboration of this type of information requires significant resources that we can not provide in the framework of the present contract with the EC. It could be part of a larger project consisting of carrying out a pre-study for each product group to check if the offer can meet the demand. Such pre-study could include: 1/ demand side: analysis of how professional purchasers elaborate their call for tenders and which kind of products they are looking for 2/ offer side; checking if the offer of eco-labelled products already exists (at least in some product group, products for consumers are not the same as products for professional CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 9

purchasers); if not, we have to make sure that offer will exist if purchasers launch a call for tender 3/ elaboration of ready-to-use information to be included into call for tenders Eco-citizens Visit or participation to Eco-fairs The best way to reach eco-citizens is through eco-fairs, to have a booth and present some eco-labelled articles, explaining to people their advantages for the environment and for health, and where they can buy them. For practical reasons, the Helpdesk may have better results if focus is made on French or Belgian fairs, as they are French native-speakers. But they can help CBs preparing eco-fairs in their country. For budget purposes, the priority for the Helpdesk will be to identify existing booths to use them to present the Flower. Some material is needed to have an attractive booth: posters, leaflets, eco-label articles The Helpdesk will print materials from the Toolbox, contact producers to ask them for products, ask AFNOR if they can lend the presentation house. Suggestions of eco-fairs (the Helpdesk will go to one of them): Salon Marjolaine (green tourism, ecological house and eco-products) 500 exhibitors, 72 000 visitors http://www.spas-expo.com/ Vivre autrement bio et nature (green building, ecological textiles, green tourism, green soil improvers) 250 exhibitors, 22 000 visitors http://www.spas-expo.com/ 5-13 November 18 21 March CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 10

Retailers The main action towards retailers in will be the participation at the PLMA show (cf p. 14) Organise a conference and / or a round table with major European retailers The idea is it is essential, at this state of development of the Flower, that all major European retailers understand the scheme. The best way to inform them about it is through direct contact. The Helpdesk will check with Euro Coop and Eurocommerce if it is possible to insert a presentation / discussion about the Flower during an already planned conference. This presentation would be the occasion to present them the good results of the Flower Week, positive statistics about the Flower, and the extension of the e-catalogue with a space dedicated to them. It may be a good idea to schedule the presence of a member of the EC for this conference. This task is scheduled to be implemented with the support of Eurocommerce and Euro coop. We will not have the resources to organise such a conference by ourselves. All stakeholders Improve the dissemination of the Flower newsletter The Flower newsletter is distributed both in paper and electronic versions. The paper version is distributed to the EC DG Env, the Euro Info Centres, OPOCE s Consumption target group, the holders, the CBs and the people who subscribed for it on the web. The electronic version is distributed to the people who subscribed for it on the web site, and producers met during fairs. The idea is to improve our e-mailing-list by adding other important target groups, such as journalists, and professionals of the tourism sector. The Helpdesk will contact OPOCE, to see if they can provide us with some mailinglists, and G&L, to obtain a list of their contacts in the tourism sector. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 11

3. A CTIONS SPECIFIC TO PRODUCT GROUPS SELECTED 3.1. DO-IT-YOURSELF This product group includes hard floor coverings, paints and varnishes, and light bulbs. Target professional users Participation to Salon international de la construction (Batimat) This fair will be a good opportunity to promote all eco-labelled DIY products towards professional users. Building materials, intelligent buildings, care for the environment, in Paris, France. 500 000 visitors (architects, craftsmen, building companies, material producers, local institutions). The Helpdesk will try to share a booth with AFNOR or ADEME during a few days; if this is not possible, we will participate as visitors. http://www.batimat.com/?lang=def 7-12 November Target final users Final users mean consumers who will enjoy living in households where eco-labelled DIY products have been used. Considering the number of licenses it is suggested to focus on paints and varnishes. The target group consists in: people who want to protect the environment, in this case interior air: eco-citizens, people who want to protect their health: parents of young children might be interested in having their kids live in places with walls painted with eco-labelled products, to be sure they will not swallow or inhale any toxic substance. These targets will be reached through the actions towards public purchasers and ecocitizens described before. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 12

3.2. CLEANING PRODUCTS The marketing activities for cleaning products will cover 5 product groups: tissue paper, laundry detergents, detergents for dishwashers, hand-dishwashing detergents and allpurpose cleaners. Focus will be made on developing the offer and increasing awareness among consumers. Development of the offer Awareness increase of SMEs producing for private labels Following the visit to the PLMA fair in Amsterdam in 2004 and its positive results, the Helpdesk will have a booth on the next edition of the fair in May. Follow-up will be made in Scanner newsletter. The PLMA show will enable the Helpdesk to get in touch with both tissue paper and detergents producers. Article in the European edition of the PLMA Journal called Scanner. 10-12000 copies. 3-4 editions per year. Participation to the PLMA show in Amsterdam. A two-fold objective: - Make direct contact with potential holders (exhibitors) - Meet retailers (visitors of the fair) To meet this target it would be better if two people could go to this fair, for example a member of the Helpdesk and the Dutch CB. http://www.plmainternational.com/showinfo04/default.asp?language=en Get in touch with AISE Last year Pollet, a company met at the PLMA show, member of AISE, showed interest in having a member of the EC doing a presentation of the European Ecolabel at a AISE conference. This was not possible because the delays were too short. At the beginning of the Helpdesk will recontact Pollet, or directly AISE to organise such a presentation. Possibilities will be explored to disseminate information via AISE web site and newsletter. http://www.aise-net.org/ 24-25 May Beginning of Awareness increase of consumers Preliminary Ideas of Marketing Activities for 2006 Contact the European Sailing Federation Sailors are usually people concerned by the state of the environment, especially of the sea. However small boats create pollution, when waste water from dishwashing and shower is rejected in the sea. Considering they have no choice but to reject this waste water in the sea, they might be interested in using eco-labelled detergents. The Helpdesk will contact EUROSAF, the European Sailing Federation, at the beginning of to test this idea with them. If they are interested, some actions will be implemented, to raise awareness about water pollution due to detergents, and to propose eco-labelled products as solutions. This idea will be tested in, if Eurosaf reacts positively, follow-up actions will be implemented in 2006. http://www.eurosaf.org/ 2006 The horizontal actions towards public purchasers and eco-citizens will also allow the increase of awareness among consumers. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 13

3.3. TEXTILES The Helpdesk recommends focusing marketing activities on home textiles (bed linen, towels ), working clothes and sportswear. The reason is that the visit to the Prêt-à-Porter fair in September 2004 showed a general lack of interest from women and children prêt-àporter producers. This idea was comforted by the report of the marketing activity for textiles in Denmark ( Development and implementation of a marketing strategy for the European Eco-label in Denmark on specific product groups targeted towards companies, EPCA Consulting, 2004) Development of the offer Cooperation with the EUROPEAN SERVICE PASS Cooperation with EURESS will go on. The Flower logo has been appearing on the home page of the EUROPEAN SERVICE PASS web site under the supported by rubric since June 2004. We plan to continue to pay for this service. It is also planned to have information material about the Flower in the booths EURESS will have during European Textile fairs in. A meeting is planned with EURESS by mid October 2004 to further discuss about cooperation. http://www.europeanservicepass.com/ Participation to the HeimTextil trade fair The oldest and biggest trade fair for home and commercially-used textiles. Frankfurt - Germany. Visitors = about 130 000 trade buyers. It is planned to share with EURESS the booth they will have. Te Helpdesk will check with EURESS in October 2004 the position of their booth in the fair (entrance, centre..) in order to best define their communication strategy for this fair. http://heimtextil.messefrankfurt.com/global/en/home.html Beginning 12 to 15 January Maintain on-going contact European Partners for the Environment (EPE) On-going project about eco-textile. http://www.epe.be/stf/nov21/documents/textileworkshop.htm The Helpdesk has been in contact with EPE since 2004. Actions will be implemented in partnership with them in. CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 14

3.4. TOURIST ACCOMMODATIONS AND CAMP SITES As agreed with the EC in 2004, the Helpdesk will focus on France for its activities of promotion for tourism, as G&L is already working on other countries. Synergies with this tourism marketing contract will be used. Development of the offer Visit of the international tourism fair in Paris 103 977 non-professional visitors 5 803 professional visitors 612 exhibitors: national and regional tourism offices, tour-operators, travel agencies, guides and magazines editors http://www.mondialtourisme.com 17 20 March The results of this visit to the fair will determine the other actions for tourist accommodations and camp sites in France: activities will be implemented with the most interested stakeholders (tourism offices, tour-operators, guides editors ) CE DG Environment European Eco-labelling Scheme Helpdesk Marketing action plan for 15