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.
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