I recently had the opportunity to exchange e-mails with Dean Rodgers, president of KoiFish Communications. KoiFish Communications is a PR and marketing agency serving social entrepreneurs and other companies committed to putting the needs of their customers, industry or community first. In other words- our kinda agency.
I asked Dean to tell me a little about his business and give us some advice for ecopreneurs interested in marketing and PR – and who isn’t?
Some tidbits from our conversation
So, Dean, What makes KoiFish Communications unique?
Our primary differentiator is the fact that we have chosen to work exclusively with high-integrity companies that are doing meaningful things. This makes it very easy for us to serve as authentic champions and evangelists rather than flacks or “spin doctors” willing to promote any company with an adequate marketing budget. It also allows us to be passionate about what we do day in and day out, enabling us to get stellar results.
Genuinely believing in clients has always been important. In today’s communications landscape, we consider it mandatory. With the advent of blogs as well as various forms of social and emerging media playing a central role in forming opinion, PR and marketing professionals often find themselves on the front lines. They are now frequently acting directly as client spokespeople involved in a two-way dialog with customers. In these situations we believe that we personally assume an ethical responsibility for the messages and ideas we are promoting. We take that responsibility seriously.
What kind of Ecopreneurs does KoiFish represent?
Right now, our largest green client is StalkMarket. StalkMarket makes Earth-friendly single-use tableware and food packaging. The bulk of their product line is made of a sugarcane fiberboard called bagasse. The sugarcane stalks are the (food grade) waste products of the sugar refining process. This is one of the best examples of upcycling we’ve seen.
Not only is the company providing a great product, but it totally understands the importance of social and new media in brand building. It makes working with them extremely rewarding.
What advice do you have for Ecopreneurs looking to increase their visibility through PR and Marketing?
1. Make sure your messaging is tight and crystallized. If you can’t clearly articulate what your company does and the value it provides, chances are your customers won’t be able to either. Company messaging, product messaging, mission statement, tagline, etc. are all extremely important. Committing positioning to paper and making it available to all internal and external audiences is an important exercise.
2. Have a great Website – Websites have become the best way for people to find out about companies and their products. They form the foundation of any online marketing program. The copy, content, usability and overall look and feel or your Website all convey important information and play a significant role in how your company is perceived. If you are a market leader or just want to look like one, your Website needs to be solid.
3. Understand search engine optimization (SEO) – An awesome Website must not only have great content and be easy to use, it also must be easy to find. Your goal should be to be one of the first companies that pops up on an appropriate Google search. Understanding the ever-changing science of SEO is invaluable.
4. Blog – The environment is one of the hottest topics on the blogosphere. If you are reading this article, you already know how useful blogs can be for sharing information. Having your own blog provides you with a great way for customers and key influencers to get a better understanding of your organization and its personality. It provides a vehicle for two-way communication with your customers. It also gives you credibility with other bloggers who love to see links to relevant material in comments to their own blogs. Finally, if your blog is connected to your Website, it can play an important role in SEO.
5. Social Media – The green community is taking social media by storm. It is where the influencers and thought leaders get together and share ideas. Becoming part of the online discussion is one of the best ways to connect with other movers and shakers as well as your customers. Check out Tweeting Green for more ideas on this topic
6. Watch for greenwash – Green has become a favorite buzzword of marketeers. Some companies deserve to refer to themselves as green and others don’t. The good news is that the green community is not easily fooled and it is becoming increasingly intolerant of insincere marketing.For the most part, the community is also sophisticated and reasonable. They understand most green solutions are imperfect and require some sort of trade-off. The best way to avoid being labeled as a greenwasher is to be transparent. Be honest and straightforward. Provide consumers with enough information to make informed decisions themselves.
7. Don’t ignore traditional media – Green is currently a hot topic with all types of media. Newspapers, business publications, consumer publications, parenting publications and pretty much everyone else is looking for interesting green stories. Being able to offer them stories about interesting products and services that provide real solutions to environmental problems is still one of the best ways to get the word out.
You can visit Dean at Koifish Communications at www.koifishcommunications.com or http://blog.koifishcommunications.com.
I can vouch for Dean’s knowledge and depth in this space. We’re lucky to have him here in Portland, OR. As more people jump on the “green” bandwagon, it’s a pleasure seeing the highest quality people get their recognition!
SEO seems rather generic. You can promote any kind of company using that technique. How about notifying activists that are familiar with your cause.