Writing skills are essential to any marketer. Those who also write about sustainability in marketing pieces must be even more conscience of their communication abilities. Becoming green can be complicated and you want to make sure that your audience fully understands the message you want to convey. Here are some suggestions for writing promotional pieces (brochures, press releases etc.) on the topic of being green:
1. Use simple terms – Do not be too technical in your writing. Technical terms often confuse and frustrate readers.
2. Be concise – Have your piece immediately present the important information first. Do not lose the readers attention.
3. Explain the impact going green has made – Do not assume that your audience already knows the benefits of being green. Take a moment in your piece to explain why the sustainability efforts your business has made are valuable.
4. Avoid criticism – Make your organization appear to be a leader in sustainability through your promotional piece. Do not take another approach and criticize other businesses who have not yet become green. Make your organization seem responsible – not better than others.
5. Make your piece timely – Writings that tie what your business is doing into other current events are always interesting to consumers. Mention other efforts the community or state is taking and how your business aligns with those efforts.
Friday, July 30, 2010
Wednesday, July 28, 2010
Best Time for Green Marketing
Even if your business has recently become green, that does not necessarily mean that it’s the best time to launch your green marketing campaign. Like any other form of marketing, certain times and places may work best to convey your message to the public. For instance, do not launch your green marketing efforts at the same time a competitor of yours is doing so. Even though you may be tempted to compete with them, the public will be skeptical of your behavior. It may appear that you are simply going green just because the competition is. Wait a bit and then start positioning yourself as green once the competition’s green marketing slows down.
In addition, green marketing may be best done in particular seasons. Your consumers are thinking about the environment most during spring and summer. Messages concerning taking care of the environment will resonate more with them during this time of year than during the winter months. This is not to say don’t be green during the winter, but do your heaviest promotions in other times of year.
Finally, it is always good for your green marketing to be timely with sustainable movements in the community. For example, if your area just launched a community wide energy saving program, start your green marketing then. The area will be receptive to the idea and it is a great way for you to show your support for the cause. Remember that consumers are bombarded with messages and are selective about which ones they pay attention to. Make sure your message stands out and reaches consumers at a meaningful time and place.
In addition, green marketing may be best done in particular seasons. Your consumers are thinking about the environment most during spring and summer. Messages concerning taking care of the environment will resonate more with them during this time of year than during the winter months. This is not to say don’t be green during the winter, but do your heaviest promotions in other times of year.
Finally, it is always good for your green marketing to be timely with sustainable movements in the community. For example, if your area just launched a community wide energy saving program, start your green marketing then. The area will be receptive to the idea and it is a great way for you to show your support for the cause. Remember that consumers are bombarded with messages and are selective about which ones they pay attention to. Make sure your message stands out and reaches consumers at a meaningful time and place.
Tuesday, July 27, 2010
Choosing a Marketing Agency
For a small business, many of the organization’s marketing can be done internally. It may be worth, however, for your business to look into hiring a marketing agency to assist with your green marketing campaign. Even though one does have to pay for an agency, it is a strong investment.
A marketing agency is able to be objective in planning. Doing your own marketing may cause you to be biased and therefore unable to create a successful campaign. In addition, agencies house specialized experts who have numerous resources to assist your business. Contacts to media, vendors and in-depth industry knowledge are just some of the benefits associated with hiring an agency. These firms act as consultants who can guide you through the green marketing process. In addition, hiring an agency can be a wise use of your business’ time. Instead of focusing on a marketing campaign, your store can direct its efforts on the services it does best.
If you determine an agency is needed, the search for one can be difficult. Agencies come in all different forms. Some are large ones with 50 + employees while others may just be 2 people. Research about 10-15 different firms. A simple Google search of green marketing agencies in your area will pull up several. You may also want to consult with your local Chamber of Commerce or American Marketing Association chapter for a list of suggestions. Remember though, marketing agencies can do client work from just about anywhere. Even if one looks appealing to you but is located in another state still look into it.
When looking at agencies websites, review their past clients and the success stories that have occurred. Look to hire an agency that has not only green marketing experience but experience in your business’ field. For instance, if you are a shoe store look for marketing agencies that have had success in retail. Next, look to see what services the agency offers. Some will only do PR, others branding and ads and some do them all. Identify how you want your campaign to look in order to pick which services are best for you.
Once you have selected the agency you see best fit, give them a call. They will most likely arrange an informal informational meeting with you. Come prepared to this meaning with your goals and objectives along with the budget for your campaign.
A marketing agency is able to be objective in planning. Doing your own marketing may cause you to be biased and therefore unable to create a successful campaign. In addition, agencies house specialized experts who have numerous resources to assist your business. Contacts to media, vendors and in-depth industry knowledge are just some of the benefits associated with hiring an agency. These firms act as consultants who can guide you through the green marketing process. In addition, hiring an agency can be a wise use of your business’ time. Instead of focusing on a marketing campaign, your store can direct its efforts on the services it does best.
If you determine an agency is needed, the search for one can be difficult. Agencies come in all different forms. Some are large ones with 50 + employees while others may just be 2 people. Research about 10-15 different firms. A simple Google search of green marketing agencies in your area will pull up several. You may also want to consult with your local Chamber of Commerce or American Marketing Association chapter for a list of suggestions. Remember though, marketing agencies can do client work from just about anywhere. Even if one looks appealing to you but is located in another state still look into it.
When looking at agencies websites, review their past clients and the success stories that have occurred. Look to hire an agency that has not only green marketing experience but experience in your business’ field. For instance, if you are a shoe store look for marketing agencies that have had success in retail. Next, look to see what services the agency offers. Some will only do PR, others branding and ads and some do them all. Identify how you want your campaign to look in order to pick which services are best for you.
Once you have selected the agency you see best fit, give them a call. They will most likely arrange an informal informational meeting with you. Come prepared to this meaning with your goals and objectives along with the budget for your campaign.
Monday, July 26, 2010
Being Green Will Last
Some may oppose going green because they think it is just a trend that will not stay around for long. Even though green marketing is having great success now, some may worry it will not be long lived. Being sustainable, however, is here to stay. Yes, there have been past movements of going green which have lost momentum only to pick up again. There can be nothing more upsetting to a marketer than investing much time and energy into a cause only for the new movement to go away quickly. A marketer has to know when to look if something is simply a trend or if it is something that will last. Going green may appear to be a trend but in reality it is becoming a way of life that is necessary. The green movement is no longer a trend but is finally stable. Here are the reasons why being green and green marketing will continue to thrive for years to come:
1. The need is recognized – Being sustainable is now seen as essential in order to preserve our environment. Science has shown the negative impacts of not being green and the harmful environmental causes are obvious to many. There is no more denying this – everyone knows it and understands there is a shared responsibility to take care of the world.
2. There is much support – Major brands, government agencies and leading universities are just some among several influential organizations that are committed to helping the world become greener. With such a commitment from leaders in society the sustainability movement is guaranteed to last. Little can be accomplished without a support network, but when one exists it is powerful what can be done.
3. New habits have been formed – Numerous consumers now shop with reusable bags, prefer to buy goods locally and select to purchase energy efficient bulbs. Many have now chosen to live a greener way of life and are accustomed to it. The hardest part in promoting a cause is having people accept it. Being green is accepted and it appears people like it. There will now be a constant demand for green products, services and practices.
1. The need is recognized – Being sustainable is now seen as essential in order to preserve our environment. Science has shown the negative impacts of not being green and the harmful environmental causes are obvious to many. There is no more denying this – everyone knows it and understands there is a shared responsibility to take care of the world.
2. There is much support – Major brands, government agencies and leading universities are just some among several influential organizations that are committed to helping the world become greener. With such a commitment from leaders in society the sustainability movement is guaranteed to last. Little can be accomplished without a support network, but when one exists it is powerful what can be done.
3. New habits have been formed – Numerous consumers now shop with reusable bags, prefer to buy goods locally and select to purchase energy efficient bulbs. Many have now chosen to live a greener way of life and are accustomed to it. The hardest part in promoting a cause is having people accept it. Being green is accepted and it appears people like it. There will now be a constant demand for green products, services and practices.
Wednesday, July 21, 2010
Explaining Sustainability
Explaining sustainability to those unfamiliar with the field can be difficult. Everyone can understand what it means to recycle but not everyone knows what carbon footprint refers to. Customers and potential clients will of course want to know about sustainability but most often are looking for it to be explained to them in simple terms. It is best to not become too technical when explaining your green impact to others. It is very easy to be general to help educate the public. For instance, you can simply say “Blinds on our windows keeps the heat out which make it cooler in here.” No more would need to be said there.
Sometimes, however, a customer or potential client may ask for very technical information on the green efforts of your business. As the business employee, you yourself may not be comfortable answering a question which is very specific. In this case, do your best to answer the question but be honest in noting that you are not a technical expert. Offer to find the answer and then get back to the person.
The Illinois Green Business Association can assist with providing information to businesses on how to answer tough questions on sustainability. In addition, the IGBA can be of aid in providing you with information on how to easily explain sustainability efforts.
Sometimes, however, a customer or potential client may ask for very technical information on the green efforts of your business. As the business employee, you yourself may not be comfortable answering a question which is very specific. In this case, do your best to answer the question but be honest in noting that you are not a technical expert. Offer to find the answer and then get back to the person.
The Illinois Green Business Association can assist with providing information to businesses on how to answer tough questions on sustainability. In addition, the IGBA can be of aid in providing you with information on how to easily explain sustainability efforts.
Tuesday, July 20, 2010
Being Green in a Tough Economy
With the economy being tough, the thought of going green is out of the question for many. Businesses have to watch each dollar they spend and now may not appear to be the best time to invest in something for the future. This economy, however, is the perfect time for a business to be green. Here are the top 5 reasons to be green in a down economy:
1. Save Money – Becoming sustainable is not all about investing in new and expensive products. Small changes can be made which save on your energy bills. For example, energy efficient light bulbs only cost a few more dollars at the store but last much longer and do not take up as much energy. In addition, being green is also about changing habits. One common habit is only using one side of computer paper. Printing on both sides of paper will save your business from continually running out and buying more.
2. Marketing Value – In a tough economy, it is more important than ever to market. Being green is unique and creates buzz for your organization. The PR value of going green can be quite high. Just think of the marketing value your business will have if it becomes featured on the news and in the newspaper. All that publicity will be free.
3. Make Consumers Feel Good – Consumers are watching their money more so than ever before. They want to feel good when they buy a product and want to be wise doing so. Being green gives consumers a reason to support you and makes them happy since they are supporting a responsible business.
4. Invest in the Community – Sustainability creates jobs. Going green helps the overall efforts of the sustainability field. Those that serve green businesses – non-profits, consulting agencies, manufacturing businesses – all exist because of the need for them. Continue the need for these jobs by going green.
5. The Sooner the Better – Some businesses may wait until the economy becomes better to be green. There is a dire need to be green and delaying sustainability efforts does no good. Your business will regret not being green once it sees how quickly the benefits come. Start being green today and see how your business will improve.
1. Save Money – Becoming sustainable is not all about investing in new and expensive products. Small changes can be made which save on your energy bills. For example, energy efficient light bulbs only cost a few more dollars at the store but last much longer and do not take up as much energy. In addition, being green is also about changing habits. One common habit is only using one side of computer paper. Printing on both sides of paper will save your business from continually running out and buying more.
2. Marketing Value – In a tough economy, it is more important than ever to market. Being green is unique and creates buzz for your organization. The PR value of going green can be quite high. Just think of the marketing value your business will have if it becomes featured on the news and in the newspaper. All that publicity will be free.
3. Make Consumers Feel Good – Consumers are watching their money more so than ever before. They want to feel good when they buy a product and want to be wise doing so. Being green gives consumers a reason to support you and makes them happy since they are supporting a responsible business.
4. Invest in the Community – Sustainability creates jobs. Going green helps the overall efforts of the sustainability field. Those that serve green businesses – non-profits, consulting agencies, manufacturing businesses – all exist because of the need for them. Continue the need for these jobs by going green.
5. The Sooner the Better – Some businesses may wait until the economy becomes better to be green. There is a dire need to be green and delaying sustainability efforts does no good. Your business will regret not being green once it sees how quickly the benefits come. Start being green today and see how your business will improve.
Monday, July 19, 2010
Choosing a Cause
Cause-related marketing is seen as a necessity by most businesses. A challenge, however, is choosing a cause for your organization to support. There are many great not-for-profits and causes in each community and selecting only a few to fully support can be difficult. Any cause marketer has to make a decision to turn down proposals from numerous organizations.
In order to decide which cause to support, a marketer must evaluate the goals and mission of its own business. Choosing a cause that aligns nicely with your business is best. It makes your support seem more genuine and consumers can easily see the connection made. For example, Nature Valley supports the American Hiking Association. This works because the brand is seen as a product used while in the outdoors/during adventure so therefore it only made sense to support an association which promotes the outdoors and adventure. When making the decision, do not feel hesitation to explain to a charity why you are unable to support them. Be honest with them and note that there are other agencies at this time which are a better fit for you. Perhaps, you can use your network and refer not-for-profits to other businesses you may think could work for them.
Supporting sustainability is a cause which many businesses are choosing to support. The reasons are numerous – cost savings for a business, responding to the dire need to take care of the environment, and investing in the community are among several. Going green is a cause that always merits strong consideration. In fact, it has become a way of business that most organizations can no longer afford to avoid. Even if you support another cause, you still can go green. Much financial investment need not be taken to make an impact. Turing off lights when not in use, posting signage and having recyclable containers around an office are some quick, easy ways. Be a cause-related marketer but remember too that being green is becoming a necessity and can be accomplished while supporting other worthy agencies.
In order to decide which cause to support, a marketer must evaluate the goals and mission of its own business. Choosing a cause that aligns nicely with your business is best. It makes your support seem more genuine and consumers can easily see the connection made. For example, Nature Valley supports the American Hiking Association. This works because the brand is seen as a product used while in the outdoors/during adventure so therefore it only made sense to support an association which promotes the outdoors and adventure. When making the decision, do not feel hesitation to explain to a charity why you are unable to support them. Be honest with them and note that there are other agencies at this time which are a better fit for you. Perhaps, you can use your network and refer not-for-profits to other businesses you may think could work for them.
Supporting sustainability is a cause which many businesses are choosing to support. The reasons are numerous – cost savings for a business, responding to the dire need to take care of the environment, and investing in the community are among several. Going green is a cause that always merits strong consideration. In fact, it has become a way of business that most organizations can no longer afford to avoid. Even if you support another cause, you still can go green. Much financial investment need not be taken to make an impact. Turing off lights when not in use, posting signage and having recyclable containers around an office are some quick, easy ways. Be a cause-related marketer but remember too that being green is becoming a necessity and can be accomplished while supporting other worthy agencies.
Friday, July 16, 2010
Green Leadership
If your business has already been a leader in sustainability, consider taking a more active role in the community to promote being green. Choose a representative from your business to work with others in the area to make sustainability a norm. This tactic allows your business to act on its passion for sustainability while at the same time improving the image of your business and community.
Have an employee from your business become actively involved in any green committees that may exist in the area. Check with the city, the local chamber of commerce/business associations, and non-profits to discover what may exist. If nothing does, then try starting something on your own. Speak with other businesses in the area and encourage them to become green as well.
Going green is a competitive marketing advantage so it may seem contradictory for your business to encourage others to be green too. What needs to be realized, though, is that part of being green is promoting that mission to everyone in the community – including possible competitors. To be genuine and really show your business cares for being green you must assist others in their efforts. The more businesses on board the better for the environment. Consumers will realize and value the reality that your business started the trend and encouraged others to follow along. Sooner or later, others in the area will become green. Make sure you help others become sustainable so you are seen as the leader – not the follower.
Have an employee from your business become actively involved in any green committees that may exist in the area. Check with the city, the local chamber of commerce/business associations, and non-profits to discover what may exist. If nothing does, then try starting something on your own. Speak with other businesses in the area and encourage them to become green as well.
Going green is a competitive marketing advantage so it may seem contradictory for your business to encourage others to be green too. What needs to be realized, though, is that part of being green is promoting that mission to everyone in the community – including possible competitors. To be genuine and really show your business cares for being green you must assist others in their efforts. The more businesses on board the better for the environment. Consumers will realize and value the reality that your business started the trend and encouraged others to follow along. Sooner or later, others in the area will become green. Make sure you help others become sustainable so you are seen as the leader – not the follower.
Thursday, July 15, 2010
Continue Being Green
Going green should be an on-going process. Your business may have recently done numerous improvements. After all the green upgrades and promotions are done, however, what can your business do to keep promoting sustainability? It is important for your consumers to see that you are committed to being green all the time – not just for a few months.
Try having a theme each month to promote sustainability. The Chicago Bulls had a great initiative this past season which promoted green efforts each month. The team selected sustainability topics – such as cutting down paper- and devoted a month to each practice. Other month themes included greening kitchens, green purchasing and fuel conservation. For each topic, the team posted a list of suggestions on their website to achieve the monthly green goal. Through this initiative, the Bulls made their commitment to sustainability a yearlong process and continued education to the public.
For your business, try coming up with a green program that can be on-going. Weather it is holding monthly seminars or bringing in a new green product each month, keep sustainability going. This will ensure that you are always seen as green in the minds of consumers.
Try having a theme each month to promote sustainability. The Chicago Bulls had a great initiative this past season which promoted green efforts each month. The team selected sustainability topics – such as cutting down paper- and devoted a month to each practice. Other month themes included greening kitchens, green purchasing and fuel conservation. For each topic, the team posted a list of suggestions on their website to achieve the monthly green goal. Through this initiative, the Bulls made their commitment to sustainability a yearlong process and continued education to the public.
For your business, try coming up with a green program that can be on-going. Weather it is holding monthly seminars or bringing in a new green product each month, keep sustainability going. This will ensure that you are always seen as green in the minds of consumers.
Tuesday, July 13, 2010
Approaches to Green Marketing
Green marketing is great for your marketing mix. The problem your business may face is exactly how to approach green marketing. The practice is a bit more complicated than one may think. Green marketing is a broad term and can mean many things based on what your organization is looking to do. For starters, green marketing can refer to the marketing of products that are eco-friendly. This consists of promoting the item simply on its sustainability benefits. Through this approach, a business takes a step back from focusing on its image and focuses on the product benefits.
Green marketing can also refer to the marketing of one’s business through green measures. For example, if your business sponsors a green event or financial supports a green business association, that is an example of green marketing. With this approach, image and responsibility are the main motives for the organization. Businesses who are unable to sell green products may find this approach most appropriate.
Finally, green marketing may refer to the marketing of the sustainability efforts a business has undertaken. This approach also focuses on image but can also be expanded to focus heavily upon community education. As it can be seen, any organization is capable of participating in green marketing. One common theme among the approaches is that they all recognize the value of being eco-friendly.
Green marketing can also refer to the marketing of one’s business through green measures. For example, if your business sponsors a green event or financial supports a green business association, that is an example of green marketing. With this approach, image and responsibility are the main motives for the organization. Businesses who are unable to sell green products may find this approach most appropriate.
Finally, green marketing may refer to the marketing of the sustainability efforts a business has undertaken. This approach also focuses on image but can also be expanded to focus heavily upon community education. As it can be seen, any organization is capable of participating in green marketing. One common theme among the approaches is that they all recognize the value of being eco-friendly.
Monday, July 12, 2010
Listen to Consumers
A good business must know how to listen to their consumers and engage them. A business that does this usually has a happy following that feels strongly connected to the organization. When going green, make sure to listen to your public and have them assist with your efforts. Customers may have some great ideas on sustainability that you did not consider.
Pepsi just launched their Refresh Project for the Gulf Coast. From now until the end of the week, the company is taking submissions from the public on how money can be used to aid the areas affected by the oil spill. This campaign is a great act of corporate social responsibility by Pepsi. Not only are they assisting with the oil spill relief efforts but they are motivating consumers to play a role. Pepsi realizes that the best ideas do not always come from within- but can often come from those on the outside.
Learn from Pepsi and engage your consumers. Many of them may be passionate about sustainability and would be extremely happy to share their ideas with your business. Develop a “Make Us Green” promotion for your business. This campaign allows your organization to obtain good ideas while forming ties to the community. How exactly do you get the input from your consumers? If your website cannot support an online submission process, then simply have a paper version of it. Give people the options of mailing, faxing or e-mailing it back. To promote this promotion, use your traditional marketing channels. Remember - Facebook, Twitter and e-mail blasts are the greenest, easiest and most cost effective methods of marketing.
Pepsi just launched their Refresh Project for the Gulf Coast. From now until the end of the week, the company is taking submissions from the public on how money can be used to aid the areas affected by the oil spill. This campaign is a great act of corporate social responsibility by Pepsi. Not only are they assisting with the oil spill relief efforts but they are motivating consumers to play a role. Pepsi realizes that the best ideas do not always come from within- but can often come from those on the outside.
Learn from Pepsi and engage your consumers. Many of them may be passionate about sustainability and would be extremely happy to share their ideas with your business. Develop a “Make Us Green” promotion for your business. This campaign allows your organization to obtain good ideas while forming ties to the community. How exactly do you get the input from your consumers? If your website cannot support an online submission process, then simply have a paper version of it. Give people the options of mailing, faxing or e-mailing it back. To promote this promotion, use your traditional marketing channels. Remember - Facebook, Twitter and e-mail blasts are the greenest, easiest and most cost effective methods of marketing.
Friday, July 9, 2010
Reoccurring Green Marketing Themes
There are some reoccurring themes in green marketing that this blog often discusses. Below is what I feel are the top five themes that are essential in any green marketing campaign:
1. Involve Everyone – Going green needs to be done by the whole business. Everyone must be on board and committed. Employees are the best way to spread awareness to the customers and community.
2. Be Honest – Do not greenwash or over exaggerate your efforts. The more transparent you are the better image you will have.
3. Use Social Media – Social media reaches your audience very quickly and is a very green way of promotion. A business can cut down drastically on using fliers if it focused its attention more on promoting through Facebook and Twitter.
4. Focus On Public Relations – Being green is newsworthy and can generate buzz for your business. Make sure to send out press releases, media alerts and pitch letters when appropriate. The media can be a great vehicle in spreading your message to the public.
5. Hold Events – Holding an event is a perfect way to bring the community together and showcase all that your business has done. Weather it is a green fest you sponsor or have an open house at your store to show off your sustainability efforts, events are powerful for marketing.
1. Involve Everyone – Going green needs to be done by the whole business. Everyone must be on board and committed. Employees are the best way to spread awareness to the customers and community.
2. Be Honest – Do not greenwash or over exaggerate your efforts. The more transparent you are the better image you will have.
3. Use Social Media – Social media reaches your audience very quickly and is a very green way of promotion. A business can cut down drastically on using fliers if it focused its attention more on promoting through Facebook and Twitter.
4. Focus On Public Relations – Being green is newsworthy and can generate buzz for your business. Make sure to send out press releases, media alerts and pitch letters when appropriate. The media can be a great vehicle in spreading your message to the public.
5. Hold Events – Holding an event is a perfect way to bring the community together and showcase all that your business has done. Weather it is a green fest you sponsor or have an open house at your store to show off your sustainability efforts, events are powerful for marketing.
Thursday, July 8, 2010
Educating Yourself
Educating yourself on green marketing may pose as a challenge. You may really want to assist your business promote its sustainability efforts but lack the knowledge. Unfortunately, there is not an opportunity to formally pursue a degree in green marketing. Much of your knowledge will have to be self-taught.
Just by reading this blog, you are showing a great commitment towards educating yourself. Blogs are great ways to read about current events and trends in green marketing. A simple search of “green marketing blogs” will bring up many which highlight different aspects of the field. In addition, becoming involved in professional organizations is a great way to further education. Often, professional organizations will hold seminars on individualized topics such as green marketing. The International Ecotoursim Society actually offers a course in sustainability marketing to tourists. Research the American Marketing Association as well. This huge organization holds webinars on current marketing trends so it may be likely they offer support for green marketers.
Finally, when you are pursuing your degree (either bachelors or masters) take advantage of independent study classes. These classes allow students to work with a professor to investigate a topic of interest. With green marketing being such a new field, formalized education in the practice has not yet developed. Take it upon yourself to be a leader in this growing area through aggressively seeking education on it.
Just by reading this blog, you are showing a great commitment towards educating yourself. Blogs are great ways to read about current events and trends in green marketing. A simple search of “green marketing blogs” will bring up many which highlight different aspects of the field. In addition, becoming involved in professional organizations is a great way to further education. Often, professional organizations will hold seminars on individualized topics such as green marketing. The International Ecotoursim Society actually offers a course in sustainability marketing to tourists. Research the American Marketing Association as well. This huge organization holds webinars on current marketing trends so it may be likely they offer support for green marketers.
Finally, when you are pursuing your degree (either bachelors or masters) take advantage of independent study classes. These classes allow students to work with a professor to investigate a topic of interest. With green marketing being such a new field, formalized education in the practice has not yet developed. Take it upon yourself to be a leader in this growing area through aggressively seeking education on it.
Wednesday, July 7, 2010
Green Gifts
Thank-you gifts are a common necessity in the business world. Weather it is a gift to customers, important clients or past clients it is always important to remember those who help make your business strong. Next time your organization is looking into which thank-you gifts to send out, try to add a green component to them. A sustainable gift is sure to be more memorable, create more talk, and will show your commitment to being green.
Green thank-you gifts can be a wide range items. If you are just looking for something little to give, check out On Time Promotions’ book of sustainable items. There are many great gift ideas in there that are also eco-friendly. If you are looking to give something a bit more to a loyal client, consider giving a leisure excursion that is green friendly. Perhaps give a membership to a local botanic gardens. This gift not only shows your support for sustainability but also helps promote a green cause. Research what is available in your community and look to see what may work for your region. Leisure opportunities in the agritourism field are many as well. The University of Illinois Agritourism Extension Office lists all the opportunities available in the state of Illinois alone.
Make sure when you show your appreciation to also make a statement about your organization and its beliefs. Remember, a huge component of green marketing is ensuring that every aspect of your business (operations, marketing, finance etc.) is as green as it can be.
Green thank-you gifts can be a wide range items. If you are just looking for something little to give, check out On Time Promotions’ book of sustainable items. There are many great gift ideas in there that are also eco-friendly. If you are looking to give something a bit more to a loyal client, consider giving a leisure excursion that is green friendly. Perhaps give a membership to a local botanic gardens. This gift not only shows your support for sustainability but also helps promote a green cause. Research what is available in your community and look to see what may work for your region. Leisure opportunities in the agritourism field are many as well. The University of Illinois Agritourism Extension Office lists all the opportunities available in the state of Illinois alone.
Make sure when you show your appreciation to also make a statement about your organization and its beliefs. Remember, a huge component of green marketing is ensuring that every aspect of your business (operations, marketing, finance etc.) is as green as it can be.
Tuesday, July 6, 2010
Internal Green Marketing
If you part of a larger agency and think going green would be a great competitive advantage, you must ensure that all divisions of your business are on board as well. Being sustainable involves teamwork. If one part of the organization fails to promote being green then it goes to waste. In addition, it is difficult to market your organization as green if not everyone is participating. It is a poor reflection of the business if it says it is being sustainable but some areas are lacking.
To engage the rest of your agency you will have to do some internal communications. Send out mass emails to your colleagues, hold informational lunch seminars on going green and involve department heads. Form a “Going Green” committee to ensure that there is accountability and someone is overseeing the efforts for a particular department.
Some green business practices can be implemented across the organization. For instance, adding a line at the end of e-mails stating “please save paper and do not print” is a prime example and allows everyone who your employees interact with know that your business is green. Other green measures can be department specific. For instance, the human resource department may only accept resumes via e-mail and not snail mail as a way to save paper. Be creative and tailor a green approach to each division. But remember before you do green marketing to consumers you may have to do some to colleagues.
To engage the rest of your agency you will have to do some internal communications. Send out mass emails to your colleagues, hold informational lunch seminars on going green and involve department heads. Form a “Going Green” committee to ensure that there is accountability and someone is overseeing the efforts for a particular department.
Some green business practices can be implemented across the organization. For instance, adding a line at the end of e-mails stating “please save paper and do not print” is a prime example and allows everyone who your employees interact with know that your business is green. Other green measures can be department specific. For instance, the human resource department may only accept resumes via e-mail and not snail mail as a way to save paper. Be creative and tailor a green approach to each division. But remember before you do green marketing to consumers you may have to do some to colleagues.
Friday, July 2, 2010
Measuring Success
It is easy for a company to measure the economic success of going green. Just a quick look at water and electric bills could indicate if investments were sound. But, it is a little more difficult to measure success of one’s green marketing. Businesses are challenged to discover if going green actually made a difference in bringing consumers into the store.
There are some good ways to measure if going green has benefited your marketing mix. First, simply look at the numbers in your store. Are sales up more in this month than they were at the same time last year? Look to see if there are any reasons which may have caused an increase. If not, perhaps your green efforts have paid off.
In addition, simply talk with those in the area. Network and see if they have heard about you going green. This measure shows that the community is recognizing your business as responsible. This type of measurement does not lead directly into a sale for your business, but it increases your image which will eventually pay off. Also be sure to save all media clippings your business has been featured in. The more media impressions your business has received the more value going green has given you.
In a previous blog post, it was mentioned to hold an open house to showcase to the community your efforts. At this open house, collect e-mails from those who visit. An increased direct e-mail list is extremely valuable for your business to have. It allows you to interact quickly and easily with potential customers. For many, this alone is worth going green.
Even if you believe going green has not yet paid off, do not be discouraged. Keep looking for other creative ways to promote your business as sustainable. It may take some time but the marketing benefits will start happening!
There are some good ways to measure if going green has benefited your marketing mix. First, simply look at the numbers in your store. Are sales up more in this month than they were at the same time last year? Look to see if there are any reasons which may have caused an increase. If not, perhaps your green efforts have paid off.
In addition, simply talk with those in the area. Network and see if they have heard about you going green. This measure shows that the community is recognizing your business as responsible. This type of measurement does not lead directly into a sale for your business, but it increases your image which will eventually pay off. Also be sure to save all media clippings your business has been featured in. The more media impressions your business has received the more value going green has given you.
In a previous blog post, it was mentioned to hold an open house to showcase to the community your efforts. At this open house, collect e-mails from those who visit. An increased direct e-mail list is extremely valuable for your business to have. It allows you to interact quickly and easily with potential customers. For many, this alone is worth going green.
Even if you believe going green has not yet paid off, do not be discouraged. Keep looking for other creative ways to promote your business as sustainable. It may take some time but the marketing benefits will start happening!
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