Direct marketing is what everyone typically thinks of as “junk mail.” Even though consumers are delivered numerous ads via the regular mail and e-mail, this form of advertising is still extremely important and yields benefits for companies and non-profits. Despite the success of direct marketing, there is obviously an environmental harm direct marketing can cause. With all the paper being used and tossed away, it becomes the challenge for the direct marketer to create a campaign that is sustainable.
Leading the way in ensuring direct marketing can be green is the Direct Marketing Association. The organization has promoted several initiatives which aims at making their practices greener. For example, the association organized the Recycle Please Campaign. Through this effort, major companies were encouraged to place a recycle logo on all their marketing pieces. The organization also offers seminars and even a green marketing certificate to assist their member companies.
If your business relies heavily upon direct marketing, try posting recycle logos on your pieces. In addition, look for local printers who use sustainable products in their marketing. Try focusing more of your direct marketing to e-mail. Perhaps trade off between a postal mail promotion and an electronic one if possible.
If postal mail is still the best option for your organization, there are some tactics you can use to ensure your mail piece is read and not just thrown away as trash. Direct mail should be personalized. This means instead of saying value customer in the address line, you should put the person’s name. In addition, direct mail should be appealing. Investigate what are the best colors for your envelopes, position for envelope windows and layout for the information inside. Taking into account these considerations will help make sure your mail piece is not just a waste of paper but rather a meaningful form of promotion.
Wednesday, June 30, 2010
Tuesday, June 29, 2010
Community Education
Looking for a way to increase traffic and showcase how green your business is? Consider holding an educational evening at your business for the community and media. Frame it as an open house to display what your business has done.
Promote the evening though traditional forms of marketing such as social media. Send media alerts to catch the attention of the press. Make sure to also have media kits ready for any press that covers your event. Media kits should include a press release on your event, information on your business and all your sustainability efforts.
Also target specialized groups who would be interested in seeing how green your business is. Contact local green associations that promote sustainability in your area. In just the Chicagoland area alone there is the US Green Business Council-Chicago Chapter, Chicago Gateway Green and the Chicago Sustainable Business Alliance. In addition, reach out to colleges and schools in your area. This evening could provide a great education opportunity.
At this outreach event, have signage posted around your store with information on your practices and the differences being made. Have facts and figures detailing energy bills, water bills etc. posted around the store too so other businesses can see the economic value of going green. Make a central point of the night a keynote speech from a community leader in sustainability and provide networking afterwards.
Want to host your own organization’s green open house? Contact the IGBA for advice on how to run your event and make the most out of it. The IGBA is always able to supply staff members to assist with community outreach programs so do not hesitate to call.
Promote the evening though traditional forms of marketing such as social media. Send media alerts to catch the attention of the press. Make sure to also have media kits ready for any press that covers your event. Media kits should include a press release on your event, information on your business and all your sustainability efforts.
Also target specialized groups who would be interested in seeing how green your business is. Contact local green associations that promote sustainability in your area. In just the Chicagoland area alone there is the US Green Business Council-Chicago Chapter, Chicago Gateway Green and the Chicago Sustainable Business Alliance. In addition, reach out to colleges and schools in your area. This evening could provide a great education opportunity.
At this outreach event, have signage posted around your store with information on your practices and the differences being made. Have facts and figures detailing energy bills, water bills etc. posted around the store too so other businesses can see the economic value of going green. Make a central point of the night a keynote speech from a community leader in sustainability and provide networking afterwards.
Want to host your own organization’s green open house? Contact the IGBA for advice on how to run your event and make the most out of it. The IGBA is always able to supply staff members to assist with community outreach programs so do not hesitate to call.
Monday, June 28, 2010
Social Media
Social media is, of course, a powerful marketing tool. It is free publicity and your business can reach your target market extremely quickly. Below are five great ways you can use social media to promote your green efforts:
1.Twitter – Being on Twitter is a great start toward promoting your company. It allows you to reach your target group constantly with updates. Also look into following green associations, businesses etc. on Twitter such as the IGBA. By retweeting their posts you help to educate your consumers about sustainability and show your support for it at the same time.
2. Blog- Make a blog for your organization around the theme of your sustainability efforts. Write about what your business is doing to help the environment. Take this as a chance for your business to showcase your great work.
3. Facebok- Create a “support green” fan page for your organization. Facebook is very successful in allowing your business to reach a high number of consumers in a short amount of time. Think about it this way- if you and nine other employees all have 100 friends and all of you invite your friends to the group, that’s 1,000 people you reached in a matter of minutes! Many will not only know about your organization, but will also see that your organization is responsible.
4. Flickr- Develop a flickr site for your organization where you post photos. Have the photos document your business’ green efforts. For instance, perhaps would want to post images of the new blinds your business installed.
5. LinkedIn- LinkedIn is a perfect social networking site for professionals. Many businesses use LinkedIn as a means to research companies. Make sure your LinkedIn company page highlights your green efforts so that right away a prospective client can tell you care about sustainability.
1.Twitter – Being on Twitter is a great start toward promoting your company. It allows you to reach your target group constantly with updates. Also look into following green associations, businesses etc. on Twitter such as the IGBA. By retweeting their posts you help to educate your consumers about sustainability and show your support for it at the same time.
2. Blog- Make a blog for your organization around the theme of your sustainability efforts. Write about what your business is doing to help the environment. Take this as a chance for your business to showcase your great work.
3. Facebok- Create a “support green” fan page for your organization. Facebook is very successful in allowing your business to reach a high number of consumers in a short amount of time. Think about it this way- if you and nine other employees all have 100 friends and all of you invite your friends to the group, that’s 1,000 people you reached in a matter of minutes! Many will not only know about your organization, but will also see that your organization is responsible.
4. Flickr- Develop a flickr site for your organization where you post photos. Have the photos document your business’ green efforts. For instance, perhaps would want to post images of the new blinds your business installed.
5. LinkedIn- LinkedIn is a perfect social networking site for professionals. Many businesses use LinkedIn as a means to research companies. Make sure your LinkedIn company page highlights your green efforts so that right away a prospective client can tell you care about sustainability.
Friday, June 25, 2010
Selling Green – Business To Business
If your business sells green products (such as solar panel) in a business to business setting there are some components you need to include in your sales presentation to be successful. Remember that each business has a different motivate for buying an energy efficient product. Some do so because they understand and value the need to be responsible community members. Others do so because they are looking for ways to save energy and cut costs. Finally, some businesses may want to install your items for marketing purposes. Each of the previous reasons all provide chances for your organization to make the sale.
If you feel the business your are presenting to wants to buy your products because they want to be more responsible, less selling needs to be done on the value of your products. Rather, you should focus on what separates your product/business from other suppliers in your area. Perhaps you have better customer service than others or maybe you offer a better price. Discover what makes your business unique and sell that.
For those businesses looking into buying your product for financial savings, come prepared with some hard facts and numbers on the cost benefits of your product. Having case studies from previous clients with detailed information on their savings would be helpful. Also come into this meeting with further information on rebates and other perks given to businesses that install energy efficient systems. Finally, for those businesses interested in your products for the marketing value, be prepared to show them the publicity past clients have received from using your business. Press releases and news stories are examples of some items to bring with you.
Of course, any sales presentation you give should cover all the topics mentioned above. However, it is important to identify which of the three reasons for going green is the motivate of the potential client. This will ensure you cater the presentation to meet their needs.
If you feel the business your are presenting to wants to buy your products because they want to be more responsible, less selling needs to be done on the value of your products. Rather, you should focus on what separates your product/business from other suppliers in your area. Perhaps you have better customer service than others or maybe you offer a better price. Discover what makes your business unique and sell that.
For those businesses looking into buying your product for financial savings, come prepared with some hard facts and numbers on the cost benefits of your product. Having case studies from previous clients with detailed information on their savings would be helpful. Also come into this meeting with further information on rebates and other perks given to businesses that install energy efficient systems. Finally, for those businesses interested in your products for the marketing value, be prepared to show them the publicity past clients have received from using your business. Press releases and news stories are examples of some items to bring with you.
Of course, any sales presentation you give should cover all the topics mentioned above. However, it is important to identify which of the three reasons for going green is the motivate of the potential client. This will ensure you cater the presentation to meet their needs.
Wednesday, June 23, 2010
Donating Green Items
Donations are great ways for your business to become an active community member. Often, small and medium sized businesses receive donation requests from worthy causes. Use a request for donation or donation opportunity as a way to not only promote your business but sustainability as well.
For example, if you are a grocery store and receive a letter of donation for an event, donate only eco-friendly products. If you are being asked to give a cash donation, you may make it with the stipulation that the money be used for sustainable purposes. Perhaps your business carries energy efficient products such as refrigerators, washers etc. Donating one of these items to a worthy cause would certainly make a great impact and create positive attention for your organization. For the 2010 Tony Awards, LG donated energy efficient washers and dryers to all 45 Broadway theaters. This gesture yielded much media coverage for LG and allowed them to showcase their eco-friendly products to an influential audience.
Consider who your audience is and what type of donation would provide beneficial results back to your business. Look for causes that are in the most need of support and who are not yet sustainable. Much good can be accomplished if your business aids a non-profit in its sustainability efforts. Be creative and make sure your employees are connected in the community. Attend networking events so your business can make contacts and be the first to know when an organization is in need of a donation.
For example, if you are a grocery store and receive a letter of donation for an event, donate only eco-friendly products. If you are being asked to give a cash donation, you may make it with the stipulation that the money be used for sustainable purposes. Perhaps your business carries energy efficient products such as refrigerators, washers etc. Donating one of these items to a worthy cause would certainly make a great impact and create positive attention for your organization. For the 2010 Tony Awards, LG donated energy efficient washers and dryers to all 45 Broadway theaters. This gesture yielded much media coverage for LG and allowed them to showcase their eco-friendly products to an influential audience.
Consider who your audience is and what type of donation would provide beneficial results back to your business. Look for causes that are in the most need of support and who are not yet sustainable. Much good can be accomplished if your business aids a non-profit in its sustainability efforts. Be creative and make sure your employees are connected in the community. Attend networking events so your business can make contacts and be the first to know when an organization is in need of a donation.
Tuesday, June 22, 2010
Greening Events
Does your business put on an annual event and is looking for a way to make it unique this year? Perhaps you want to add some value to an event that you already sponsor. Maybe, you just want to start up a new event. Events are great ways to bring the community together and for your business to gain publicity. Event marketing has been known to dramatically increase sales for a business and create awareness that can be more cost effective than other forms of marketing.
Making your event green is a strong strategy to further add marketing value to an event you are affiliated with. If your event is having a hard time gaining some good pre-event PR, being green will certainly catch the attention of media. Through pitch letters and press releases, you can start gaining profitable buzz. In addition, the perception of the public will be greater once they come to your event. Your audience will be impressed with the responsibility your organization has taken to care for your community.
Making an event green may be intimidating but there are some quick, easy steps that can be taken to make it sustainable. For starters, have recyclable containers placed all around the event site. Place signage around the area which encourages participants to use them for garbage. In addition, use eco-friendly products such as bio-degradable cups. Promote biking to your event through selecting a space with ample bike racks. If your event allows vendors, promote your event to businesses that support sustainability and have eco-friendly products. All of these efforts add little, if any, additional costs to your event but add significant marketing value.
Champaign’s annual Taste of Champaign-Urbana is a great example of an event that went green. The event provided free beverage coupons to visitors who rode their bike and all the tickets were printed off on recycled paper. Another good example of a green event is the annual Green Music Fest held in Chicago. Local green vendors were among the many steps taken to make this event more sustainable. The event is different among the numerous Chicago fests because of its theme.
Want to be a part of a green event? Your business needs to do research to see which local events need sponsors. During the stages of securing your sponsorship, make it be known that you will take the lead in making the event sustainable. Better yet, create your own event. A green music fest, for example, could work in any area. Developing a new event takes quite a bit of time. If you start planning far in advance though (6 months- to 1 year) you will be able to produce an amazing event centered around sustainability.
Contact the Illinois Green Business Association for assistance when greening an event. Staff will be able to offer suggestions and can direct you to the appropriate businesses that can aid with your event going green. Have a special event outside, gain great buzz and take care of the environment all at the same time!
Making your event green is a strong strategy to further add marketing value to an event you are affiliated with. If your event is having a hard time gaining some good pre-event PR, being green will certainly catch the attention of media. Through pitch letters and press releases, you can start gaining profitable buzz. In addition, the perception of the public will be greater once they come to your event. Your audience will be impressed with the responsibility your organization has taken to care for your community.
Making an event green may be intimidating but there are some quick, easy steps that can be taken to make it sustainable. For starters, have recyclable containers placed all around the event site. Place signage around the area which encourages participants to use them for garbage. In addition, use eco-friendly products such as bio-degradable cups. Promote biking to your event through selecting a space with ample bike racks. If your event allows vendors, promote your event to businesses that support sustainability and have eco-friendly products. All of these efforts add little, if any, additional costs to your event but add significant marketing value.
Champaign’s annual Taste of Champaign-Urbana is a great example of an event that went green. The event provided free beverage coupons to visitors who rode their bike and all the tickets were printed off on recycled paper. Another good example of a green event is the annual Green Music Fest held in Chicago. Local green vendors were among the many steps taken to make this event more sustainable. The event is different among the numerous Chicago fests because of its theme.
Want to be a part of a green event? Your business needs to do research to see which local events need sponsors. During the stages of securing your sponsorship, make it be known that you will take the lead in making the event sustainable. Better yet, create your own event. A green music fest, for example, could work in any area. Developing a new event takes quite a bit of time. If you start planning far in advance though (6 months- to 1 year) you will be able to produce an amazing event centered around sustainability.
Contact the Illinois Green Business Association for assistance when greening an event. Staff will be able to offer suggestions and can direct you to the appropriate businesses that can aid with your event going green. Have a special event outside, gain great buzz and take care of the environment all at the same time!
Monday, June 21, 2010
Tourism Benefits
Another critical reason for a business to be green is to ensure that the community they are a part of prospers. Being green should not only be seen as something profitable to the individual agency but rather all those who live and visit the area. Due to poor environmental conditions caused by the BP oil spill, New Orleans tourism may suffer. The city fears that potential visitors may have a negative image of New Orleans due to the crisis. With so much of New Orleans’ economy relying heavily upon tourism, the city is asking BP for $75 million that will go towards marketing efforts to combat negative images of the city. This CNN article on this story goes into more detail about the oil spill’s effect on tourism on the region.
To visitors, a city that values its environment is unique and desirable. Some of the most popular travel destinations in the US also happen to be among the greenest cities. San Francisco, Boston and Chicago are some of the most popular destinations in the country and were all named in 2008 as one of the top ten greenest cities by Popular Science Magazine. It can clearly be seen that sustainable communities experience more tourism and more profit. Tourism is not only vital to large cities- any community has the ability to bring in visitors for leisure and business purposes. Local businesses need to realize the large part they play in promoting tourism through their own green efforts. Promoting tourism is a community-wide marketing effort that can yield great benefits. What to do once a group of businesses have gone green? Contact your local convention and visitors bureau. Share with them the great work that has been going on. Tourism marketing professionals there will be able to assist with promoting your area as a green destination.
Green certification programs are excellent ways for community businesses to come together to become and promote being green. The Illinois Green Business Association has already assisted businesses in Champaign County accomplish this task and is now expanding into McLean County. Businesses in the state are encouraged to contact the IGBA for help on ways to start becoming a sustainable business.
To visitors, a city that values its environment is unique and desirable. Some of the most popular travel destinations in the US also happen to be among the greenest cities. San Francisco, Boston and Chicago are some of the most popular destinations in the country and were all named in 2008 as one of the top ten greenest cities by Popular Science Magazine. It can clearly be seen that sustainable communities experience more tourism and more profit. Tourism is not only vital to large cities- any community has the ability to bring in visitors for leisure and business purposes. Local businesses need to realize the large part they play in promoting tourism through their own green efforts. Promoting tourism is a community-wide marketing effort that can yield great benefits. What to do once a group of businesses have gone green? Contact your local convention and visitors bureau. Share with them the great work that has been going on. Tourism marketing professionals there will be able to assist with promoting your area as a green destination.
Green certification programs are excellent ways for community businesses to come together to become and promote being green. The Illinois Green Business Association has already assisted businesses in Champaign County accomplish this task and is now expanding into McLean County. Businesses in the state are encouraged to contact the IGBA for help on ways to start becoming a sustainable business.
Thursday, June 17, 2010
Being Honest
No business wants to admit they are not being sustainable, but sometimes it takes honesty in order for a business to make changes for the good. A business needs to evaluate itself to whether it is being green. Similar to green washing, a business may feel tempted to not be truthful about its practices when being faced with questions from customers.
One of the main principles of public relations is honesty. Nothing damages your relationships faster with consumers than dishonesty. Also remember honesty is needed when speaking with those other than customers. The media and community leaders also require honesty. Eventually, it will get back to your audience that your were not truthful.
Your image will be much more positive if the public sees that you were honest about not being sustainable but then show progress towards becoming sustainable. Don’t be afraid of admitting that your not green. View it as a chance to make your business more effective, efficient and to generate buzz.
One of the main principles of public relations is honesty. Nothing damages your relationships faster with consumers than dishonesty. Also remember honesty is needed when speaking with those other than customers. The media and community leaders also require honesty. Eventually, it will get back to your audience that your were not truthful.
Your image will be much more positive if the public sees that you were honest about not being sustainable but then show progress towards becoming sustainable. Don’t be afraid of admitting that your not green. View it as a chance to make your business more effective, efficient and to generate buzz.
Wednesday, June 16, 2010
IGBA Media
Going green creates buzz for your organization. IGBA is an example of it! Check out all the coverage the non-profit has gained lately.
News Gazette Coverage
Channel 15 Coverage
News Gazette Coverage
Channel 15 Coverage
Tuesday, June 15, 2010
Forming Partnerships
Your business may want to start thinking about partnering with other organizations in the community. Partnerships provide excellent ways to further enhance your goals and can generate greater publicity for your organization. There are many different approaches to partnerships and it is important to pick one that aligns nicely with your goals and reaches your intended market.
For example, perhaps your target audience is college students. If so, it may be a good idea to partner with a local university to host a sustainability seminar one evening. Your business will be able to directly interact with the target group and is able to start building visibility.
Other forms of partnerships can be made by partnering with an advocacy group. This requires some background research on the associations in your community. Check with local business associations and chambers of commerce to see who may be good partners for you. Once you find a potential non-profit to work with, approach them with a proposal. Educate them on the benefits this type of partnership would have and explain what your organization can do to further help them.
The Illinois Green Business Association is a prime example of how businesses partner with non-profits in order to help them achieve their goal. The IGBA provides ways to implement sustainable business practices. In return, the businesses are doing their part in making the community more eco-friendly. You will be surprised with how much can be accomplished when partnerships are formed.
For example, perhaps your target audience is college students. If so, it may be a good idea to partner with a local university to host a sustainability seminar one evening. Your business will be able to directly interact with the target group and is able to start building visibility.
Other forms of partnerships can be made by partnering with an advocacy group. This requires some background research on the associations in your community. Check with local business associations and chambers of commerce to see who may be good partners for you. Once you find a potential non-profit to work with, approach them with a proposal. Educate them on the benefits this type of partnership would have and explain what your organization can do to further help them.
The Illinois Green Business Association is a prime example of how businesses partner with non-profits in order to help them achieve their goal. The IGBA provides ways to implement sustainable business practices. In return, the businesses are doing their part in making the community more eco-friendly. You will be surprised with how much can be accomplished when partnerships are formed.
Greening Your Products & Services
Looking for a way for your services and products to be more green? It takes some creativity and research but it can be done. Many businesses have recently started and been successful on the whole notion of being sustainable. Whole Foods- an extremely popular organic grocery- is a perfect example of this strategy. Everything in the store from its products to the building to the way they serve their customers is done with sustainability in mind. In addition, Whole Foods uses biodegradable food packaging and frequently donates to environmental causes. Their website notes that they are on a Green Mission. Visit their webpage for more information on what they are doing and for some resources on being green. Additionally, B. Lime is a great example of a local store who has created their business around carrying sustainable products. B. Lime is also a Certified Green Business by the IGBA.
Even if it does not seem that your organization and being sustainable go hand and hand, there are always ways for a business to be green. Even the smallest changes in a business make an impact on the environment. The public will really be impressed if they see a “non-green” business make changes. The car industry- notoriously known for not being eco-friendly- was able to offer hybrids to consumers. Zip Cars too have gained tremendous popularity in major cities and pride themselves on being eco-friendly. Their website outlines nicely the benefits to the environment of using zip cars.
If you want to start carrying eco-friendly products, you will need to do some background research. Since many companies and industries are supporting being sustainable, it should not be difficult to find suppliers that provide products directly to your industry. The IGBA is able to assist Illinois businesses find proper providers of green products. Feel free to contact the IGBA for assistance.
Even if it does not seem that your organization and being sustainable go hand and hand, there are always ways for a business to be green. Even the smallest changes in a business make an impact on the environment. The public will really be impressed if they see a “non-green” business make changes. The car industry- notoriously known for not being eco-friendly- was able to offer hybrids to consumers. Zip Cars too have gained tremendous popularity in major cities and pride themselves on being eco-friendly. Their website outlines nicely the benefits to the environment of using zip cars.
If you want to start carrying eco-friendly products, you will need to do some background research. Since many companies and industries are supporting being sustainable, it should not be difficult to find suppliers that provide products directly to your industry. The IGBA is able to assist Illinois businesses find proper providers of green products. Feel free to contact the IGBA for assistance.
Monday, June 14, 2010
Know Your Customers
Your customers surely will appreciate your green efforts- but some will be impressed by your business being sustainable more so than others. It can become challenging to excite patrons about your green business and why it is important. Don’t be discouraged if some of your customers still are unsure of the importance of being green - it is important to still go forward with your sustainability plan. All your business needs to do is educate.
In a previous blog entry, employee involvement was discussed. But customer involvement in your green business is important too. First, a business needs to understand its customers. If they already care about sustainability then little education of your practices is needed. If they don’t, employees are needed to assist customers realize the benefits of the business. Make sure employees highlight the eco-friendly products in the store. Display signage in your store too. Have the signs highlight what is being done and why it is being done. Jewel-Osco food stores took this approach when they dimmed their lights in stores. Around the store were signs explaining why it was dimmer and the impact it was having. “Green Business Practice for Dummies” by Lisa Swallow explains in-depth how to distinguish customers based on their support for being green and ways to educate each type. Use her analysis as a way to identify and market to your customers.
Customers, like employees, are powerful for marketing. Once customers appreciate sustainability, they will tell others about your business and what you are doing.
In a previous blog entry, employee involvement was discussed. But customer involvement in your green business is important too. First, a business needs to understand its customers. If they already care about sustainability then little education of your practices is needed. If they don’t, employees are needed to assist customers realize the benefits of the business. Make sure employees highlight the eco-friendly products in the store. Display signage in your store too. Have the signs highlight what is being done and why it is being done. Jewel-Osco food stores took this approach when they dimmed their lights in stores. Around the store were signs explaining why it was dimmer and the impact it was having. “Green Business Practice for Dummies” by Lisa Swallow explains in-depth how to distinguish customers based on their support for being green and ways to educate each type. Use her analysis as a way to identify and market to your customers.
Customers, like employees, are powerful for marketing. Once customers appreciate sustainability, they will tell others about your business and what you are doing.
Greening Marketing Materials
One excellent way to start being green is to cut down on the amount of paper your organization uses. A major source of paper usage for businesses is on their marketing materials. Of course, paper ads, fliers, brochures etc. are still needed to promote your business. However, when possible, cutting back on paper and switching to other forms of marketing can be beneficial.
If your organization has a newsletter that you distribute, try posting it on your website instead. Focus heavily on increasing traffic to your webpage so that visitors can read the publication there. To replace flier promotion, think about using Facebook and Twitter as ways to reach your audience. Facebook especially has the power of reaching a mass audience quickly and it costs your organization nothing. Does your organization do a lot of print advertising? Try radio, television or advertising on webpages too.
Through other mediums of marketing, your organization can become more sustainable and save significantly. The Illinois Green Business Association is able to help your organization determine the proper ways to green marketing materials that are profitable.
If your organization has a newsletter that you distribute, try posting it on your website instead. Focus heavily on increasing traffic to your webpage so that visitors can read the publication there. To replace flier promotion, think about using Facebook and Twitter as ways to reach your audience. Facebook especially has the power of reaching a mass audience quickly and it costs your organization nothing. Does your organization do a lot of print advertising? Try radio, television or advertising on webpages too.
Through other mediums of marketing, your organization can become more sustainable and save significantly. The Illinois Green Business Association is able to help your organization determine the proper ways to green marketing materials that are profitable.
Tuesday, June 8, 2010
Corporate Social Responsibility
Being green has great marketing benefits and is good business sense. If those reasons are still not enough to convince a business to go green they need to look into the practice of Corporate Social Responsibility (CSR). Sustainable practices are an ideal way a business can practice CSR and situate itself differently from the competition.
Many large corporations have taken a serious approach to CSR in the past years. Alcohol beverage companies, for instance, provide outreach to consumers educating them to make wise decisions while drinking. Large marketing and public relations agencies- such as Golin Harris- have devoted practices committed to helping businesses become more conscience of their behavior. Click here to read about Golin Harris’ CSR work and the value of CSR for a company. Through CSR, a business is able to show consumers that they are not only committed to delivering a good product/service, but they are also committed to assisting the communities and consumers they serve.
Businesses- especially small or medium sized ones- may want to try to be more responsible but may have a hard time discovering exactly what they can do. Being green is a perfect way for a small or medium sized business to be sustainable. No matter what industry a business is in, green practices can be implemented. The Illinois Green Business Association is committed to helping businesses be more responsible through sustainability. Contact the staff for information on how your business can be greener and dependable.
Many large corporations have taken a serious approach to CSR in the past years. Alcohol beverage companies, for instance, provide outreach to consumers educating them to make wise decisions while drinking. Large marketing and public relations agencies- such as Golin Harris- have devoted practices committed to helping businesses become more conscience of their behavior. Click here to read about Golin Harris’ CSR work and the value of CSR for a company. Through CSR, a business is able to show consumers that they are not only committed to delivering a good product/service, but they are also committed to assisting the communities and consumers they serve.
Businesses- especially small or medium sized ones- may want to try to be more responsible but may have a hard time discovering exactly what they can do. Being green is a perfect way for a small or medium sized business to be sustainable. No matter what industry a business is in, green practices can be implemented. The Illinois Green Business Association is committed to helping businesses be more responsible through sustainability. Contact the staff for information on how your business can be greener and dependable.
Friday, June 4, 2010
Employee Involvement
A crucial component of green marketing is making sure that everyone in your organization knows about the efforts of your business and understands them. All staff- not just top management- need to be aware of the changes being made, why they are being made, and they need to take pride in going green as well. Your employees are your best marketers. They are the ones that greet customers, sell your products and are in the community you serve. You want to make sure that all employees are helping to market your business as green.
Encourage staff to clearly point out to consumers the changes being made. Prepare them to answer questions too. Consumers’ trust will build if they see that staff are committed and educated about going green. Weber Shandwick, one of the leading public relations agencies, has a practice devoted to assisting major corporations with their green marketing. Their website provides a whole list of dos and don’ts for when a business goes green. Check it out and read the part on employee participation- the marketing impact is quite powerful!
Worried that you may not be best suited to educate your staff on going green? The IGBA provides educational outreach to the community and businesses. Contact the IGBA for more information on how they can assist with educating your staff on green business practices.
Encourage staff to clearly point out to consumers the changes being made. Prepare them to answer questions too. Consumers’ trust will build if they see that staff are committed and educated about going green. Weber Shandwick, one of the leading public relations agencies, has a practice devoted to assisting major corporations with their green marketing. Their website provides a whole list of dos and don’ts for when a business goes green. Check it out and read the part on employee participation- the marketing impact is quite powerful!
Worried that you may not be best suited to educate your staff on going green? The IGBA provides educational outreach to the community and businesses. Contact the IGBA for more information on how they can assist with educating your staff on green business practices.
Tuesday, June 1, 2010
Promoting Being Green
Promoting your green efforts takes a bit of creativity. Since being green and becoming certified is unique for a business, traditional means for marketing are not always effective in sharing your success. Take going green as an opportunity for your business to break through the clutter of traditional marketing and advertising in order to really stand out.
First, being sustainable has the possibility of making yourself newsworthy. Do some background research to find if maybe your are the only green shoe store, bakery, bar etc. in the area. Make yourself a leader in the community. If you feel what your business is doing is in fact newsworthy, send a media alert or press release to the local stations and newspapers. And, since being sustainable is a growing movement, there is even a greater chance you will be featured in the news.
Other ways to make being green stand out are through your promotions. “Green Business Practice for Dummies” by Lisa Swallow outlines many ways to turn your marketing materials green. For example, when looking into promotional give-aways, pick ones that have a green theme to them. Swallow says that these pieces really stick out in the crowed and help others to see yourself as green. Visit On Time Promotion’s website where the have a link to a green promotional product catalog. The catalog provides many great eco-friendly promotional items.
The Illinois Green Business Association can assist with any of your green marketing efforts. We can offer advice and help implement your green marketing campaign. Don’t hesitate to contact the IGBA to discuss our certification program and how we can help your businesses become sustainable.
First, being sustainable has the possibility of making yourself newsworthy. Do some background research to find if maybe your are the only green shoe store, bakery, bar etc. in the area. Make yourself a leader in the community. If you feel what your business is doing is in fact newsworthy, send a media alert or press release to the local stations and newspapers. And, since being sustainable is a growing movement, there is even a greater chance you will be featured in the news.
Other ways to make being green stand out are through your promotions. “Green Business Practice for Dummies” by Lisa Swallow outlines many ways to turn your marketing materials green. For example, when looking into promotional give-aways, pick ones that have a green theme to them. Swallow says that these pieces really stick out in the crowed and help others to see yourself as green. Visit On Time Promotion’s website where the have a link to a green promotional product catalog. The catalog provides many great eco-friendly promotional items.
The Illinois Green Business Association can assist with any of your green marketing efforts. We can offer advice and help implement your green marketing campaign. Don’t hesitate to contact the IGBA to discuss our certification program and how we can help your businesses become sustainable.
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