Tag Archives: sustainability

Why Green Marketing is Good Marketing and How It Can Help You Prosper in Any Market

Green marketing Blogby Steve Schappert

Green Marketing is alive and well among those that know how to use it.  Green marketing will continue to grow and blossom if you remember one important fact.  People want to know what the immediate benefit is to them.  Immediate means right here and right now, if you lose sight of that fact you will be lost and your competition will fill the need for your customer.  If you think your green initiatives will drive customers to your doors you are looking at people needs upside down, snap out of it quickly before it’s too late!

Regardless of the economy there is a very specific order to people’s needs. Survival is at the top of people’s needs, things like breathing, food, water, sex and sleep trump saving a tree. In a down economy people are much more aware and concerned about affording groceries than saving the planet.  Morality, self actualization, and all that feel good, fufu crap is a polar and absolute opposite to food on the table.  If your headline focuses on fufu and your competitor focuses on addressing basic human needs, what do you think the outcome will be?  “Umm… bankruptcy?”  Ding, ding ding!  Correct answer!

I know, it sounds like green marketing and doing good is a losing proposition, but bear with me for a few moments, and I’ll try and break it down. Green marketing addresses the complete product life cycle because sustainability done right, creates sustainable profits. Sustainable profits help you build a successful brand with staying power. The benefit to the planet is you learn to do more with less and you help others by serving as an example.  People like people that do good things and help them, so they buy more from these folks, creating more business, earning more money so they can do more good. Marketing promotes your brand, green marketing builds your brand for the long haul.

Don’t ignore human nature, it never changes. Good, green marketing accepts human nature and works with it to inspire action.  Action can be purchasing your product or people modeling your success; that is how big changes happen. Good, green marketing starts with a single step, stay focused and come up with one thing that you can do to increase customer service and satisfaction while increasing profits and not hurting people or planet.  You might be stumped at first, but give it a moment, the ideas will come.  Usually the ahaa moment is when you realize an increase in customer service and satisfaction creates repeat customers, which is the quickest way to growing your business.

Here are 5 Simple Steps to Increasing Sales With Green Marketing

  1. Big Promise: Determine how you can make your customers life better right now. What do you do better than the competition?  What is the big promise that your company is founded on?  How do you help them survive and prosper?
  2. Safety:  Provide reassurance that doing business with you is a good choice.  You are the safe choice and the right choice.
  3. Bonding:  Welcome them to the growing family of customers that chose to work with you. People desire a sense belonging, when they join your team they will tell others.
  4. Respect:  Point out how the decision they just made will earn them respect and esteem from others.  People like to be respected and want to feel good about their buying decisions.  Why will their boss, coworker or spouse be happy about the purchase?
  5. Doing the Right Thing: Finally, reassure them that they are doing the right thing.  They are buying a quality product or service made by hardworking, caring people that receive a fair wage for their efforts. The world is a better place because of their decision and together you helped solve a global problem while inspiring morality and creativity.

Steve Schappert is a certified energy and marketing expert and can help your business lower energy use and increase sales.   Steve serves as The President of The Green Marketing Company and publisher of The Good Word.  Contact Steve today for a free marketing consultation and a 20% discount on advertising on The Good Word. 203-994-3950  Email

 

 

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How to develop a sustainability marketing strategy


Are you currently developing a sustainability marketing strategy? Want some tips on how to make it as effective as possible? Then listen to this webinar recording.

This session will cover:

* Understanding why sustainability marketing is different to conventional marketing

* Developing the sustainability marketing mix: Where to start

* Real life examples of successful and not-so-successful green marketing campaigns

* How social media is transforming sustainability marketing and how to make the most of it

* Top tips for making your campaign a success

* Q&A session

The speaker for the session, Ken Peattie, spent the last 11 years as the Director of BRASS, the Centre for Business, Relationships, Accountability, Sustainability and Society, and is also a Professor of Marketing and Strategy at Cardiff Business School. The work of BRASS focused on business sustainability and corporate social responsibility, and particularly on the relationships between businesses and their key stakeholders.

He has 20 years of experience researching how businesses are integrating sustainability principles into their corporate and marketing strategies.

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The Art of Green

The Art of Green

There is a relatively new art form taking root, it’s called the art of green.  Webster says, “Art is the expression or application of human creative skill and imagination”  Going green definitely challenges us to use our imagination.

People ask, “what is green marketing and how can it help”.  In it’s simplest terms it is teaching others to do more with less.  We can argue over climate change and the other 16 ways the world will eminently collapse or we can just keep it simple and focus on the things people can do now that will help themselves and the future generations.

Famous quote from the movie Wall Street, Michael Douglas’s character said, Greed is good.  Gasp, breath deep, exhale and get over it.  People actually care about things that are important in their daily lives. Back in college I  studied this guy named Maslow, he created this hiearchy of human needs.  If you want to motivate people it’s a pretty good thing to keep in mind.  There are 5 levels included in this hierarchy:

  1. Physiological: Air, water, food, sex, survival…
  2. Safety: Security of self, family, employment…
  3. Love/Belonging: Friendship, family, sexuality…
  4. Esteem: Self= esteem, confidence, achievement, respect…
  5. Self Actualization: morality, creativity, problem solving, lack of prejudice, etc.

So here is the thing,  if you think you can get someone to do something because it is the right thing to do (5th level) and simultaneously ask them to give up something on the first level,  you are in for a giant dose of reality, 99.999 % of the time it’s not going to happen.

Do well by doing good…ahhhh now we have something, we can build traction!  If we can teach people to do well by doing good, we are reaching them on all 5 levels.  Here are a few personal examples.  I decided to build zero energy homes back in 2004, pretty cool, I shipped a 1400 sf house to Germany with double wall construction.  I  then developed a plan for a green living expo.  NBC, gave me 6 months of advertising for free on their going green segment, not because they were altruistic, because they thought the story would increase ratings.  My phone rang off the hook and the business grew, in 2007 I had 1.3 billion in development deals on my desk. All because the buildings were highly profitable and cost less per sf than their non efficient counter parts.  I was able to increase the size of the projects beyond what people would dream of for similar sites by integrating green technologies.  When investors could make money and do the right thing they got excited and came running.  When the market crashed and values dropped through the floor, investors ran.  I then created a hydrogen system that increased the gas mileage in a 72′ Mustang by 58%, investors got excited again, until the men in black suggested things would go badly for anyone developing  a car that ran completely on water.  The concept is the same for any green widget.

The point is, if you think people will go green and pay more to do it,  you are making a costly mistake and selling yourself short.

“Understanding greed is good.” – Steve Schappert Greed is human nature, and you are not going to change it, people do things because it makes them feel better, the sooner you grasp the concept and apply it, the sooner your sales will increase. You can sell a few green widgets by charging more, but if you want to create a sustainable business that pays your way in the world, covers your retirement and sends your grand kids to college, then you better have a plan b. A plan that offers a better product for the same or less than the competition.  One exception is adding financing to the mix, but you better have a good salesperson and a marketing dept. that can educate the masses.

People want to know the bottom line, how will it affect me on a daily basis?  If your product will pay for itself over time,  don’t ever try and sell it based on the fact that it will pay for itself over time. You are asking people to wait and NOBODY cares!  I exaggerate to make a point, some will buy, usually enough to delude you into thinking you have a profitable model.  Add the financing and sell the fact that their daily, weekly, yearly expenses will go down immediately.  Buy this today and you will have more cash next month, that is a winning headline!

Examine your product over the entire life time,  find ways to make it more affordable, find ways to lower your operating costs while increasing product quality and desirability.   Think SUSTAINABILITY,  do good things that help people and understand that we live in a global economy.  If you are not constantly improving your product and your overall business process, your competition will do it for you, but they won’t share with you or say thank you.  Your trials and success stories will become the fabric of your marketing message. Do good things, more people will like you, recommend you, and your business will bloom.

The Art of Green is Striking the Balance of Sustainability & Profitability.  You don’t have to hug a tree, go green, save the world, but every business that wants to survive, has to learn to use less resources to deliver their product or service, because it is  a matter of survival and that is on the top of everyone’s list.

Hope that helps, be good!

Steve Schappert

 

 

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Sustainability solutions from FedEx

Uploaded on Nov 28, 2011

A shipping giant befriends a forest — thanks to sustainability solutions from FedEx, including more electric trucks, more recycled shipping materials and a growing number of lower-emission planes. Learn more at fedex.com/earthsmart.

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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VerMusic video by Tryo performing Greenwashing


Published on Jul 6, 2012
(Sung in French) VerMusic video by Tryo performing Greenwashing . (C) 2012 Salut Ô Productions

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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New Rules of Green Marketing


Uploaded on Oct 13, 2011
Buy New Rules of Green Marketing here: http://ow.ly/6VXmb

I recently had the privilege of receiving a review copy of Jacquie Ottman‘s New Rules of Green Marketing. If you don’t know who Jacquie Ottman is, she’s the green marketing queen. She’s pioneered green marketing for 20 years, and worked with a number of big brands on integrating sustainability into their products.

If you’re a green entrepreneur, or trying to get your existing company to go green, then you’ll find this book to be extremely useful.

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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GreenProfit Solutions


Uploaded on Aug 25, 2008
In this moving video, set to the music of Rascal Flats, GreenProfit Solutions illustrates how any size organization or business can help their company, employees, members/customers, community, and planet by “Balancing Business and Sustainability” utilizing their Approved Green Business program.

“Nice Job guys!”

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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Viral sustainability


Uploaded on Mar 2, 2011
Viral sustainability! To get there, green businesses MUST use social media tools like YouTube, Facebook and blogging to start conversations, boost enthusiasm, and grow their reputation.

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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The Effects of Green Marketing: How Consumer Trends Drive Profits

Uploaded on Jun 2, 2008
The Effects of Green Marketing: How Consumer Trends Drive Profits by Colette Chandler, Green Marketing Expert, Keyboard Culture

There is a $230 billion marketplace that exists for products and services that meet the needs of consumers who buy based on their personal, social and environmental values. This marketplace is predicted to grow to $845 billion by 2015!

Would you like to know if and how your business could get a share of the green marketplace?

This great online green marketing movie reveals the categories and types of businesses that could profitably and sustainably expand into the $230 billion green marketplace. You will also learn who these green consumers are, what motivates them and what they like to buy.
Visit http://www.Keyboard-Culture-Green-mar… for more from Green Marketing Expert Colette Chandler and for other topics, solutions and experts at http://www.keyboard-culture.com.
Keyboard Culture is a community of like-minded people and visionary leaders providing valuable free training and answers creating a New Earth and New Consciousness.

The Green Marketing Company hopes you find this information helpful. The Green Marketing Company’s goal to help you go green and earn green through the application of cost effective, green marketing techniques. Contact The Green Marketing Company Today!

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