Jim Hackler Gulf Coast Green 2010
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This document provides tips and strategies for green marketing communications. It discusses the importance of authenticity, transparency and social responsibility in building trust with consumers. A survey found that 70% of consumers are willing to pay more for products from socially responsible companies. The document then offers advice on telling an organization's green story through concrete examples, credibility and emotional storytelling. It also provides public relations tips such as publishing a newsletter, building a show home, being an authority and pitching newsworthy stories to reporters through media releases and lunch meetings.
Jim Hackler Gulf Coast Green 2010
- 1. THE AUTHENTIC GUIDE TO GREEN MARKETING Presented By: GCG „10
- 4. Define authentic : true to one's own personality, spirit, or character
- 6. Keys to successful communication Authenticity, trust & transparency Public engagement & mutual social responsibility “ Today even private companies have to be transparent about their operations if they want the public‟s trust.” Marc Gunther, senior writer at FORTUNE
- 7. Survey: Consumers Prefer Socially Responsible Brands …. survey found that 70% of consumers are willing to pay a premium for products from socially responsible companies. That means companies have an opportunity to differentiate themselves if they can communicate clearly how they give back to their employees, communities, and the environment, per the survey. March 30, 2010
- 9. 18-point rise since 2006 in the percentage who say the risk of climate change is exaggerated. Gallup
- 10. “Belief in global warming. It's down, but has this affected green purchases?” “64% of Americans are searching for greener products.” Suzanne Shelton, CEO of the Shelton Group
- 11. The changing face of green
- 12. Changing faces of green • Men at 68% - up 14% from 2009 • Hispanics surging past Caucasians and African Americans in hunt for green products Source: Eco Pulse
- 13. Shades of green
- 14. Going digital…
- 15. The iPad impact
- 16. Telling your green story Steps based on Simple Unexpected Concrete Credible Emotional Story
- 17. Accessible vocabulary Indoor Air Quality?
- 18. Quick tip Cautiously use these green phrases and words in your marketing materials: carbon footprint sustainability HVAC indoor air quality building envelope it‟s not easy (or it is) being green …taking cars off the road, trees planted, etc.
- 19. Telling your green story Credible 800 “green” certifications?
- 21. Do you have an interesting STORY? A story is powerful because it provides the context missing from abstract prose. Use stories as inspiration.
- 22. Telling a story
- 23. MODA‟s Beyond Bricks & Sticks
- 29. What makes a story newsworthy? Timing First? Significance Children Pocketbook Health Proximity Prominence Human Interest
- 34. PR 101 tips Publish a newsletter for clients, prospects, and the media.
- 35. Manageable bites of green
- 36. PR 101 tips Publish a newsletter for clients, prospects, and the media. Build a show home.
- 37. Show off
- 38. PR 101 tips Publish a newsletter for clients, prospects, and the media. Build a show home (vitual?).
- 39. PR 101 tips Publish a newsletter for clients, prospects, and the media. Build a show home. Be an authority.
- 41. PR 101 tips Publish a newsletter for clients, prospects, and the media. Build a show home. Be an authority. Take a reporter to lunch (especially if you have a newsworthy story to pitch).
- 42. PR 101 tips Publish a newsletter for clients, prospects, and the media. Build a show home. Be an authority. Take a reporter to lunch (especially if you have a newsworthy story to pitch). Write a media release
- 43. Write a media release
- 45. PumpTop TV
- 46. Quick tip When the media calls – DROP EVERYTHING!
- 47. Jim Hackler Jim@TheUrbaneEnvironmentalist.com www.TheUrbaneEnvironmentalist.com