THE AUTHENTIC GUIDE TO
          GREEN MARKETING
          Presented By:
GCG „10
Transit encounters
Define authentic

: true to one's own
personality, spirit, or
character
Being authentic
Keys to successful communication

 Authenticity, trust & transparency
 Public engagement & mutual social
  responsibilit...
Survey: Consumers Prefer Socially Responsible Brands


    …. survey found that 70% of consumers are willing
     to pay ...
18-point rise since
2006 in the percentage
who say the risk of
climate change is
exaggerated. Gallup
   “Belief in global warming. It's down, but has this
    affected green purchases?”
   “64% of Americans are searching ...
The changing face of green
Changing faces of green


                  • Men at 68%
                     - up 14% from 2009


                  • His...
Shades of green
Going digital…
The iPad impact
Telling your green story
   Steps based on

     Simple

     Unexpected

     Concrete

     Credible

     Emotion...
Accessible vocabulary




Indoor Air Quality?
Quick tip
Cautiously use these green phrases and
 words in your marketing materials:
  carbon footprint
  sustainability...
Telling your green story

 Credible
       800 “green” certifications?
Do you have an interesting STORY?


A story is powerful because it
 provides the context missing
 from abstract prose. Us...
Telling a story
MODA‟s Beyond Bricks & Sticks
What makes a story newsworthy?
   Timing
     First?

   Significance
     Children

     Pocketbook

     Health

...
PR 101 tips
   Publish a newsletter for clients, prospects, and the
    media.
Manageable bites of green
PR 101 tips
   Publish a newsletter for clients, prospects, and the
    media.
   Build a show home.
Show off
PR 101 tips
   Publish a newsletter for clients, prospects, and the
    media.
   Build a show home (vitual?).
PR 101 tips
   Publish a newsletter for clients, prospects, and the
    media.
   Build a show home.
   Be an authority.
PR 101 tips
   Publish a newsletter for clients, prospects, and the
    media.
   Build a show home.
   Be an authority...
PR 101 tips
   Publish a newsletter for clients, prospects, and the
    media.
   Build a show home.
   Be an authority...
Write a media release
PumpTop TV
Quick tip



When the media calls
– DROP EVERYTHING!
Jim Hackler
 Jim@TheUrbaneEnvironmentalist.com
 www.TheUrbaneEnvironmentalist.com
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
Jim Hackler Gulf Coast Green  2010
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Jim Hackler Gulf Coast Green 2010

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Gulf Coast Green speaker, Jim Hackler, presented "The Authentic Guide to Green Marketing" on 4/16/2010 in Houston, Texas

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Jim Hackler Gulf Coast Green 2010

  1. 1. THE AUTHENTIC GUIDE TO GREEN MARKETING Presented By: GCG „10
  2. 2. Transit encounters
  3. 3. Define authentic : true to one's own personality, spirit, or character
  4. 4. Being authentic
  5. 5. 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
  6. 6. 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
  7. 7. 18-point rise since 2006 in the percentage who say the risk of climate change is exaggerated. Gallup
  8. 8.  “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
  9. 9. The changing face of green
  10. 10. 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
  11. 11. Shades of green
  12. 12. Going digital…
  13. 13. The iPad impact
  14. 14. Telling your green story  Steps based on  Simple  Unexpected  Concrete  Credible  Emotional  Story
  15. 15. Accessible vocabulary Indoor Air Quality?
  16. 16. 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.
  17. 17. Telling your green story Credible  800 “green” certifications?
  18. 18. Do you have an interesting STORY? A story is powerful because it provides the context missing from abstract prose. Use stories as inspiration.
  19. 19. Telling a story
  20. 20. MODA‟s Beyond Bricks & Sticks
  21. 21. What makes a story newsworthy?  Timing  First?  Significance  Children  Pocketbook  Health  Proximity  Prominence  Human Interest
  22. 22. PR 101 tips  Publish a newsletter for clients, prospects, and the media.
  23. 23. Manageable bites of green
  24. 24. PR 101 tips  Publish a newsletter for clients, prospects, and the media.  Build a show home.
  25. 25. Show off
  26. 26. PR 101 tips  Publish a newsletter for clients, prospects, and the media.  Build a show home (vitual?).
  27. 27. PR 101 tips  Publish a newsletter for clients, prospects, and the media.  Build a show home.  Be an authority.
  28. 28. 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).
  29. 29. 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
  30. 30. Write a media release
  31. 31. PumpTop TV
  32. 32. Quick tip When the media calls – DROP EVERYTHING!
  33. 33. Jim Hackler Jim@TheUrbaneEnvironmentalist.com www.TheUrbaneEnvironmentalist.com
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