Sustainability: customers respond positively to workshop offer
As a specialist in live communication, the Langenlonsheim-based company mac is expanding its sustainability strategy with special workshops. Customers can now choose between the “Carbon Reduction Roadmap” or “Sustainable Brand Worlds” workshops.
“We are very proud of this unique selling point,” says mac CEO Stefan Trieb. The company has been setting standards in sustainable action for years. The ecological aspects also include economic and social aspects. “We think holistically. That’s why we feel comfortable with this triad. It shapes our actions and this is where we want to make further progress,” says Trieb.
Marco Meschzan, Senior Project Manager at mac, emphasizes: “We meet our customers where they are”. The core topic of the “Carbon Reduction Roadmap” workshop is the CO₂ footprint. To this end, the workshop participants are given an insight into the CO₂ balance sheet based on one of their own last trade fair stands. In this assessment, CO₂ hotspots are identified for the customer’s stand construction and action scenarios are jointly developed to improve the future CO₂ footprint of the stand concept. “With our work, we want to open the customer’s mind,” emphasizes Meschzan, “we develop concrete proposals together.” The aim is to initiate long-term CO₂ optimization processes through reduction, avoidance and compensation.
mac conducted this workshop for Plasser & Theurer, an Austrian company headquartered in Vienna and world market leader for track construction machinery, among others. The feedback was consistently positive: “Using a specific example, our most important customer event, facts and figures were clearly presented to us. These figures are a good basis for acting even more sustainably and more sensitively when it comes to events in the future. We are already implementing the findings from the workshop and are thus staying on course to consciously reduce our CO₂ emissions,” explains Johann Dumser, Head of Global Marketing and Communications at Plasser & Theurer.
Another workshop focuses on the customer’s brand world. “Here, everything to do with the brand image is put to the test and made as sustainable as possible. Be it in terms of material, modularity, frequency of use or the idea of reuse options,” explains Meschzan. Various tools are used to take stock and analyze the brand’s current communication challenges. The possibilities for sustainable concepts and their implementation are then discussed together. The aim of the workshop is to jointly develop a sustainable customer journey for various formats.
“We use the workshops to break down classic stereotypes,” says Meschzan. The end result is a new awareness among customers and new input. “It’s great to see that our environmentally friendly and responsible actions and the workshops we offer resonate with our customers and that visions in the area of sustainability overlap. This encourages us in our work, because we are obviously on the right track.”