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Marketing Green In The Second Decade
 

Marketing Green In The Second Decade

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Marketing Green In The Second Decade

Marketing Green In The Second Decade
How to achieve success with green products in 2010 and beyond

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Marketing Green In The Second Decade Marketing Green In The Second Decade Presentation Transcript

  • Marketing Green in The Second Decade How to achieve success with green products in 2010 and beyond Presented by Maryanne Conlin Principal, Media Marketing Group March 17, 2009
  • How To Market Green In A Rapidly Changing Business Environment What to put in Place Before Taking a Green Product or Technology To Market What to Do to Ensure Both Authenticity And Success For Your Green Company What to Look For Before Investing in a Green Company
  • Driving Sustainability B2C B2B Consumers Demand 3P Increased Government regulation Increased Government Funding
  • Converging Forces Stimulus Package Crowded Marketplace Good-Bye Greenwash Recession Economy Demise of Big Media
  • Money Flowing From Washington
    • When this (Stimulus) bill passes, a Niagara Falls of money will flow out of Washington and into the accounts of state highway commissioners, governors and legislatures, local school boards, county executives, even mayors . . .
    • House Appropriations Committee chairman David Obey on NPR
  • A Crowded Market for Green? A Multitude of Players but Market is hardly mature – expect fallout!
      • Government focus will increase opportunities
      • … and those seeking them!
  • Good-Bye Greenwash
      • Greenwashing = unsubstantiated (a fib) or irrelevant (a distraction) claims
    Only 10% of consumers trust green information they receive from either businesses and government
  • Good-Bye Greenwash
      • Ecolabeling standards will tighten
        • New labeling laws keep coming- increasing transparency
        • and emphasis on Safety means reduction of harmful chemicals (BPA, Phthalates, etc.) in common household products
      • Companies hyper alert to Greenwashing Charges
        • The majority of Fortune 500 Companies now producing or
        • developing sustainability scorecard - Sustainability is now a critical part of many companies’ corporate communications strategies
  • Recession Economy In 2008, Sales of green products were up 4.1 percent, driven mostly by price increases, while unit sales dropped 6.6 percent!
  • The Demise of Big Media According to a survey done by Marketing Sherpa, Online marketing is going to jump during the economic downturn. Offline media (print, direct mail, radio, television and events) are going to take a big hit!
  • Converging Forces Force Change! Stimulus Package Crowded Marketplace Good-Bye Greenwash Recession Economy Demise of Big Media Educate yourself Back To Basics Embrace 3P Value Proposition New Tools
  • Get Educated To Get Your Share of The Stimulus 23 Separate agencies will receive stimulus funds Health, Education and Renewable Energy Key Focuses Many Details Not Yet Disclosed
  • Most greenwash is due to ignorance and/or sloppiness rather than malicious intent. Businesses and advertising agencies can take simple steps to prevent greenwash slipping through. Good-Bye Greenwash Hello 3P!
  • Good-Bye Greenwash Hello 3P! Focus on 3P in Everything You Do: People, Planets, Profit Transparency is Key Hire outside resources to audit; certify, if possible
  • Smart Marketing Goes Back To Basics In go-go green economy, “being green” was often enough. This time it’s NOT Different! In a crowded market in a recessionary period targeting the correct consumer and developing the correct positioning statement is key to differentiating yourself
  • Recession Economy
    • Value will Trump Protect The Planet and Health as primary purpose for purchase
  • New Media Tools Will Drive Green Marketing
      • “ Our focus should not be on emerging technologies but on emerging cultural practices.” Henry Jenkins, author: Convergence Culture: When Old and New Media Collide
  • Key Opportunities to Reach Consumers Move Online Newspapers dying Regional Pubs in Trouble Broadcast fragmented
  • Simple Steps To Market Green Products Online And Interact with your Customers! Develop and Implement a Twitter Strategy (Follow me at @mcmilker) Use Facebook, Flickr and YouTube to run promotions, provide information and solicit customer feedback Develop a Blogger Outreach Program and/or host blogs on your site
  • Thank - You
    • Connect With Me!
    • email: mcmilker@gmail.com
    • On Twitter: @mcmilker
    • On Linkedin: Maryanne Conlin
    • Read my articles on Green Marketing on Ecopreneurist.com