Sometimes it’s nice to communicate verbally for a change. I had that opportunity this week when I was a guest on PR 101 Radio - Marketing Advice for Small Business. Erika Taylor, from Three Girls Media conducted a great interview where i was able to discuss some of the pleasures and pitfalls of green marketing.
Check out my interview here and here:
I’ll be appearing on the show again on June 11th so stay tuned.
Both for profit and non-profit businesses are led by ecopreneurs who are making the world a better place through their creative, innovative and ground-breaking enterprises. Lisa’s and my book, ECOpreneuring, features numerous “Ecopreneur Profiles” — including David Anderson, the founder and CEO of GreenOptions.com — along with many other brief summaries.
But there are millions of ecopreneurial enterprises prospering throughout the U.S. and around the world. Perhaps you’re one, too.
So, we have formed a partnership with EcoSector.com, an on-line portal serving as a unique conduit for growing the green economy, offering opportunities to share video clips, feature photographs of products or services, and display blogs. Read the rest of this entry »
The sought-after studio behind famed viral videos “The Meatrix,” “Grocery Store Wars,” and “The Story of Stuff” wants to craft your next marketing campaign — for free. Known for their humorous approach to sustainable social media, the talented team at Free Range Studios invites you to compete for some top-shelf promotional assistance.
“Through Free Range’s 2008 Gratitude Grant program, we are offering up to $15,000 worth of design and/or strategic communications services from our menu of core offerings: strategy consulting, identity design, web design, print design, and online movies.
So what do you want to “ink” this year? A new campaign strategy? A website? A fresh logo? A never-before-seen Internet tool? As long as you have a concrete goal and a concrete goal to make a positive difference for our planet and its people, we encourage you to apply.”
Eager to join the ranks of previous grantees such as the Global Footprint Calculator or ChangingthePresent.org? Act fast and submit your organization’s eight-question application form by 5:00pm on Thursday, May 1st.
A small business success story of its own, Free Range is committed to helping fellow social change agents succeed. Even non-contestants come out ahead by downloading Free Range’s fantastic PDF guides to effective communication strategies. Read the rest of this entry »
According to the report, Trends in Trademarks, applications for patents on trademarks, logos and taglines reached an all time high in 2007. And chief among the requests…those related to green business.
New filings with the U.S. Patent and Trademark Office in 2007 topped 300,00 beating the previous record of 289000 in 2000, driven in part by new marks for eco-friendly products. The word GREEN was the most popular vehicle for communicating environmental friendliness. Applications more than doubled in 2007, increasing from 1100 to over 2400.
SCA poll by Harris Interactive, conducted in the beginning of April, found that consumers were definitely willing to pay more for green products…up to almost 20% more.
Good news for green businesses. But, take a little closer look at the findings.
A recent article in Business Green discusses several ways of classifying the green consumer and the issues related to reaching them. Though demographics, the tried and true way of sorting out consumers into groups by income, age, education, etc. works well in some categories, it’s not as helpful in segmenting green consumers.
Enter Psychographics, often used by niche marketers, it can be an effective tool for eco entrepreneurs.
While segments of green consumers vary according to the source you use (check out this hilarious post that outlines some of them) I’ll use the Natural Marketing Institute’s labels for LOHAS ( lifestyles of health and sustainability) consumers.
Couponing is a strategy employed by almost all big packaged goods companies to increase trial and to encourage increased usage. Though most marketing managers today haven’t managed during a recession before, many are now learning the value of coupons during a downturn too.
A recent ICOM study of U.S. shoppers found that two-thirds said they are more likely or somewhat more likely to use coupons during a recession. Well, the recession is here and eco-entrepreneurs should consider using this effective promotional tool.
“The consumer incentive certainly is there,” said Peter Meyers, ICOM marketing vice president. “Look at it this way: households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming in May from Washington.”
Watching the news and reading the popular press you’d think that the interest in organic products is so high that simply making your idea for a new product a reality ensures success. Not so fast.
One of the biggest fallacies in popular folklore is:
“Make a better mousetrap and the world will beat a path to your door.”
In reality, over 90% of businesses fail within the first five years, even the ones with really great ideas. Good execution beats originality any day. And good execution requires good solid market information.
With organic products so hot many a natural product manufacturer or organic food processor has found initial success came easy. As the field matures however, competitors enter the market and bigger retailers show interest in the product. Both require a fledgling company to be prepared with data and selling points.
As a blogger and freelance journalist, I receive several to many press releases a day, promoting all sorts of products, web sites and events. As a marketing consultant, I write press releases for my clients and struggle with the time and energy that goes into creating something which, well… often isn’t read.
Silicon Valley Watcher, Tom Foremski puts it nicely:
Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat-on-the-back phrases and meaningless quotes…
Press releases are created by committees, edited by lawyers, and then sent out at great expense through Businesswire or PRnewswire to reach the digital and physical trash bins of tens of thousands of journalists.
Green apparel, previously the purview of high end shoppers and new mothers has entered the mainstream, driven by demand by eco conscience young consumers. Though the fashion industry thrives on planned obsolesce, younger women, in particular, are finding ways to find a middle ground between consumerism and green living.
“Gen Y and the Millennials are really driving this trend,” says Barbie M. Casasus, senior director and consumer strategist at Iconoculture, based in Minneapolis, adding that 20- to-28-year-olds represent about $520 billion in buying power and say they are willing to pay more for organic and fair-trade products. “And they’re pretty passionate about it. While it’s a category that is still in its infancy, the demand is growing.”
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