Marketing

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Expecting More From Business — Common Wealth Contributions By Business (Part 1)

This blog originally posted to the SAP Business Innovations for Sustainability Blog, cross-posted with permission. Common Wealth Contributions By Business Much to the annoyance of some past bosses, I have a habit of asking in meetings, “Why are we doing this, and what are we hoping to achieve?” The economic turbulence of the last dozen years has led to […]

July 18th

3 Steps to Great Content Marketing For Green Brands

It’s the hot new buzz word and seems simple at a glance. But how does a green brand…or any brand for that matter put together a strong content marketing program that drives consumers to purchase.

Note that I said, “drive consumers to purchase”, not “drive traffic to the website”. Because website traffic is not the end goal and much of content marketing can be done outside of company properties.

July 9th

Green Business Newsletter

Thanks for your interest in the Better Business newsletter! We send out one email a week with the coolest and best business headlines from the world of sustainability. To keep the Better Business Newsletter as relevant as possible, we’d love to hear from you about how we can best serve you, so please post a comment […]

April 24th

Four Steps For Social Media Success at ExpoWest

As the booths get unpacked, stations get prepared and materials unloaded the last thing on your mind at Expo West might be your social media strategy for the show. But with top brands, buyers and consumers in the natural foods industry all converging on Anaheim this week, there is no better time to reach this large audience of potential partners.

March 6th

Breaking Into The Mass Market With A Green Offering

Developing an environmentally focused product or service can sometimes lead to companies restricting their potential customer base. While it is vital to get an initial foothold in the green and ethical sphere where consumers and businesses are actively looking for the solutions you offer, to reach more people and make more of a difference, the mass market has to be pursued.

March 5th

50 Shades of Green

Deep green, light green, pistachio – the more being green becomes mainstream the harder it can be to exactly define the green consumer.Taking the time to define those consumers- how they live, where they get information, what drives them can provide insight and a much better idea of how to target your brand. No longer does the green consumer rule for green brands…unless you consider all of the different shades.

December 6th

Required Reading: Green Marketing 101

I recently came across the syllabus I put together for a graduate-level course in green marketing and communications and looking it over, it occurred to me that the materials included in the required reading list would outfit a nice library for anyone interested in learning about the topic.

December 6th

Creating Web Videos to Help Promote Your Green Business

One of the best parts about operating an eco-friendly business, aside from doing your part to create a beautiful, healthy planet for future generations, is that you get to use your efforts to help promote your brand. With the public clamoring for green alternatives for everyday products and services, from energy and transportation to the containers used to store their food and the textiles cut to make clothing, any company that can play the environmental friendliness card stands to make an impression on consumers, as well as a fair chunk of change.

November 20th

The TutuDesk – A Simple Solution for Sub-Saharan Africa

Close your eyes. Imagine you’re back in grade school learning the alphabet, introductory math, and that the opposite sex has cooties. I’m sure your memory includes classrooms full of school supplies, but most importantly, classroom desks.

In sub-Saharan Africa, there are over 95 million children in school who do not have desks. This simple piece of furniture is something we often take for granted, but can drastically change a child’s educational experience. Now, Arch Bishop Desmond Tutu is the patron of this campaign to ensure all students in Africa have a desk.

September 26th

4 Tips For Designing Green Business Cards

Business owners want their business cards to reflect their business ideology and branding theme. So it comes as no surprise that when designing a business card, eco and social entrepreneurs want something that reflects their mindset – low-impact, eco-friendly and effective.

September 24th

Making “Green” A Part Of Your Product or Service Bundle

In many industries and demographic regions, companies find themselves in the less than desirable situation of competing on price because their product or service has become so common place and customers are so focused on it. When this occurs, it can be tough for a business to expand and gain market share without squeezing their margins to the point where it becomes unsustainable.
There is another option, however, and it is one that more and more business owners and managers are becoming aware of: product and service bundles. Bundling essentially means putting more than one product or service together into a single offering and it has the effect of removing you from the price arena where all your competitors are.

September 16th

Eco-Marketing for New and Emerging Businesses

If you have a start-up business, or you’re trying to grow your existing venture, you probably already know how important marketing is to your success. You may not know that you don’t have to sink bazillions of dollars into your marketing efforts to gain followers, fans, and customers. Marketing in an environmentally friendly way, regardless of the product you sell, will help give you an added boost over competition.

August 29th

Sustainable Brands GOODMaker Winners Tackle Wastage in the Skies

Now in its fourth year at the SB conference, the Innovation Open showcased highly innovative, socially conscious entrepreneurs that focused on helping companies create more sustainable brands. This year one finalist for the SB Innovation Open (SBIO) ‘ 12 was chosen through GOODMaker. We interviewed Rei Wang, Strategic Partnerships Manager, GOODMaker and GOODMaker winners Adam Wangler and David Singer of Sea Level.

June 21st

Five Simple Principles for E-Newsletters that Work

In our increasingly paperless world, disbursing information is becoming both easier and more difficult at the same time. It’s easier because email newsletter templates are becoming more and more user friendly and easy to distribute, but it’s also harder because of this ease-of-use; that is, because just about anyone can do it, just about everyone is. So the question is how do you make your company stand out in your potential clients’ inbox and avoid the dreaded “delete” button?

April 23rd