• Save
Seeing Green From Green Marketing
Upcoming SlideShare
Loading in...5
×
 

Seeing Green From Green Marketing

on

  • 2,151 views

Helen Levinson, President and Technical Director of Desert Rose Design\'s presentation on using green technologies to see more green.

Helen Levinson, President and Technical Director of Desert Rose Design\'s presentation on using green technologies to see more green.

Statistics

Views

Total Views
2,151
Views on SlideShare
2,131
Embed Views
20

Actions

Likes
5
Downloads
0
Comments
1

6 Embeds 20

http://www.slideshare.net 7
http://www.desertrose.net 5
http://static.slideshare.net 3
http://mydesertrose.com 2
http://www.mydesertrose.com 2
http://static.slidesharecdn.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Intro slide- Thank the Elmhurst Chamber for allowing us to speak today on this topic. Introduce Desert Rose Design
  • Today, we will go through some green marketing examples as well as quick and easy things to do that will make a small difference and help you see green.
  • There is a degree of confusion over the term “green marketing.” Some believe that it refers solely to the promotion or advertising of products with environmental characteristics such as “recyclable,” “organic,” or “environmentally friendly.” While these terms are widely used by “green” companies, green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and some services. Green marketing incorporates a variety of activities, including modifications to products, changes to the production and distribution processes, packaging changes, and modifications to marketing communications.
  • Green marketing mirrors the goals of traditional marketing, which is to “facilitate exchanges intended to satisfy human needs or wants.” The point of difference is that green marketing seeks to accomplish that with minimal detrimental impact on the natural environment. As companies face limited natural resources, they must also develop new or alternative ways of satisfying their customers’ needs. So green marketing is also a way of looking at how marketing activities can make the best use of these limited resources while meeting corporate objectives. Commentators have suggested a number of reasons why companies are increasingly considering green marketing: They believe green marketing is an opportunity that can be used to meet their corporate objectives. They believe they have a moral obligation to be more socially responsible. Government regulations are forcing them to become more environmentally responsible. Competitors’ environmental activities are pressuring them to change their marketing activities. Cost factors associated with waste disposal, or reductions in material usage are forcing them to modify their behavior.
  • At Desert Rose Design, we have developed eco-communication strategies that help our clients with cost effective digital marketing solutions that are evironmentally friendly. When most people think about green marketing, they assume it will be more expensive than traditional marketing, ultimately lowering their revenue. This is simply not true. Plenty of green marketing initiatives are cost effective and can help companies profit while helping the environment. And while simply using recycled paper won’t generate leads or increase revenue, creating and implementing a full green marketing campaign will. In order to see the “green” from green marketing, your company needs to build consumer awareness, utilize eco-friendly products, incorporate digital marketing and educate yourself on the optimal green business practices.
  • When most people think about green marketing, they assume it will be more expensive than traditional marketing, ultimately lowering their revenue. This is simply not true. Plenty of green marketing initiatives are cost effective and can help companies profit while helping the environment. And while simply using recycled paper won’t generate leads or increase revenue, creating and implementing a full green marketing campaign will. In order to see the “green” from green marketing, your company needs to build consumer awareness, utilize eco-friendly products, incorporate digital marketing and educate yourself on the optimal green business practices.
  • Client: BCI ® Acrylic Bath Systems, Inc. is the largest independent manufacturer of acrylic bathliners, showerliners, wall surrounds and related products for the remodeling industry.   Challenge: Develop a cutting-edge sales application to support the in-home sales presentation process.  
  • Results: Since the inception of Build Your Bath ® , both BCI ® and its dealers have seen a significant increase in sales. The website tool has also generated leads for dealers, and those who utilize Build Your Bath ® during their sales process have a significantly higher close ratio. Build Your Bath ® has also resonated with the Big Box retailers. Its performance in the field has played an integral role in helping BCI ® acquire customers like The Home Depot, Empire Today and Sam’s Club, as well as attract the interest of Sears.   Desert Rose Design won an American Graphic Design Award for Build Your Bath®.  
  • Fox Valley Volkswagen is a Volkswagen dealer that utilizes a non-confrontational approach to the sales process and has a compassionate commitment to servicing and maintaining their customers’ vehicles. With two locations in the Chicagoland area, Fox Valley Volkswagen has become one of Illinois’ top three dealerships in sales.     Challenge: Create a way to brand the Volkswagen dealerships, launch a new location in the Chicagoland market, and help Fox Valley Volkswagen become the #1 Volkswagen dealer in Illinois.    
  • Process: Before our engagement with Fox Valley Volkswagen, their brand presence included traditional auto dealer tactics and an inventory website that connects to their internal CRM and could not be upgraded by a third party.   We wanted to give Fox Valley a different web presence through a testimonial microsite and build brand awareness by running a contest to win a 2009 Volkswagen Beetle, otherwise known as the Love Bug.   The testimonial site, MyFoxTale.com, contains content generated by happy customers who tell their “tales” about their great sales and/or service experiences. It features a client area where customers can create an account, tell their tale, and receive special offers and monthly “insider only” tips. This site also features a blog for industry tips and advice on buying and servicing any type of vehicle.   The Love Bug Contest centers around the microsite. Due to the economy, Desert Rose recommended Fox Valley Volkswagen position themselves apart from the discount-driven competition. The Love Bug Contest is a way to bring some excitement and good will to the Chicagoland area. Visitors nominate someone they love to win the “Love Bug” by submitting a story as to why they deserve the car. This nomination process is a pay-it-forward program that stays true to the mission of the company.  
  • Process: Before our engagement with Fox Valley Volkswagen, their brand presence included traditional auto dealer tactics and an inventory website that connects to their internal CRM and could not be upgraded by a third party.   We wanted to give Fox Valley a different web presence through a testimonial microsite and build brand awareness by running a contest to win a 2009 Volkswagen Beetle, otherwise known as the Love Bug.   The testimonial site, MyFoxTale.com, contains content generated by happy customers who tell their “tales” about their great sales and/or service experiences. It features a client area where customers can create an account, tell their tale, and receive special offers and monthly “insider only” tips. This site also features a blog for industry tips and advice on buying and servicing any type of vehicle.   The Love Bug Contest centers around the microsite. Due to the economy, Desert Rose recommended Fox Valley Volkswagen position themselves apart from the discount-driven competition. The Love Bug Contest is a way to bring some excitement and good will to the Chicagoland area. Visitors nominate someone they love to win the “Love Bug” by submitting a story as to why they deserve the car. This nomination process is a pay-it-forward program that stays true to the mission of the company.  
  • Support tactics for the contest include banner advertising, local events and sponsorship, billboard, flyers, direct mailers and email campaigns. All supporting tactics lead people back to the respective website.  
  • Social networking sites are also vital to the marketing of the contest, with updates and promotions being showcased via Twitter and Facebook. The implementation of YouTube videos will also be rolled out throughout the contest. The site, email confirmations and all eMarketing encourage recipients to share with their contact groups on Facebook and email.    
  • Results: The contest was launched on June 15, 2009. In its first month, the LOVE Bug Contest had 18 approved nominations and, to date of this case study, over 1,200 votes. In just one month, the site has had over 5,000 visits, 35,000 page views.   In its second month, the contest had over 20 approved nominations, 43,000 page views, 6,600 visits  
  • B&B Networks is an innovative communications provider that develops custom services and systems that benefit their customers’ current business structure and helps prepare their business for the future with a growth plan.     Challenge: Design and develop an informative website that would incorporate the multiple functions that B&B Networks needed; relay an abundance of information in an organized manner; and sell their products and services.  
  •   Process: After assessing B&B Networks’ company along with their product and service offerings, we worked with their existing brand image to create a site that was informative and quickly navigated their visitors to the information they were looking for.   Since B&B Networks is in the technology industry, we wanted to give them a home page that would stand out among their competition. We added Flash elements to give them a cutting-edge look, and we kept the overall site clean and organized so visitors would be able to easily locate all necessary information.   With a website that is focused on being informative as well as trying to sell products and services, it is important that the copy is detailed, accurate and to the point. We added rich content throughout the pages of the website to not only give their customers a great deal of information, but to also give B&B Networks organic search engine exposure. This ensures that their website appears among the top results when visitors use a search engine.   To provide their services and systems, B&B Networks uses different carriers. We wanted their visitors to have access to information regarding those carriers without leaving the website, so we created a Product Support page that houses an array of information on those specific carriers. We added downloadable PDF versions of instruction manuals and reference brochures to provide B&B Networks’ customers with any information they may need relating to their system. This way, customers can visit the B&B Networks’ website instead of searching the Internet for information.   Because B&B Networks is also trying to sell their products and services through the Internet, it was necessary that they provide their visitors with a way to contact the company. We added an online form to their website where visitors could request a quote by filling in necessary fields. This information is then sent to a B&B Networks representative who will contact the customer to discuss system and service options.   We also thought that integrating a call to action on the website would be a great way for B&B Networks to attain new customers. We added a Compare Your Bill page asking visitors to fax in a copy of their recent phone bill. B&B Networks will then assess their current plan and see if they can provide a better phone system within their budget.    
  •   Process: After assessing B&B Networks’ company along with their product and service offerings, we worked with their existing brand image to create a site that was informative and quickly navigated their visitors to the information they were looking for.   Since B&B Networks is in the technology industry, we wanted to give them a home page that would stand out among their competition. We added Flash elements to give them a cutting-edge look, and we kept the overall site clean and organized so visitors would be able to easily locate all necessary information.   With a website that is focused on being informative as well as trying to sell products and services, it is important that the copy is detailed, accurate and to the point. We added rich content throughout the pages of the website to not only give their customers a great deal of information, but to also give B&B Networks organic search engine exposure. This ensures that their website appears among the top results when visitors use a search engine.   To provide their services and systems, B&B Networks uses different carriers. We wanted their visitors to have access to information regarding those carriers without leaving the website, so we created a Product Support page that houses an array of information on those specific carriers. We added downloadable PDF versions of instruction manuals and reference brochures to provide B&B Networks’ customers with any information they may need relating to their system. This way, customers can visit the B&B Networks’ website instead of searching the Internet for information.   Because B&B Networks is also trying to sell their products and services through the Internet, it was necessary that they provide their visitors with a way to contact the company. We added an online form to their website where visitors could request a quote by filling in necessary fields. This information is then sent to a B&B Networks representative who will contact the customer to discuss system and service options.   We also thought that integrating a call to action on the website would be a great way for B&B Networks to attain new customers. We added a Compare Your Bill page asking visitors to fax in a copy of their recent phone bill. B&B Networks will then assess their current plan and see if they can provide a better phone system within their budget.    
  •   Results: Since the launch of their website, B&B Networks has been able to streamline their communications to their customers. Information regarding phone systems can now be accessed via their website instead of tying up employees on the phone. Instructional manuals and how-to guides can be downloaded from their site as well, giving their customers 24/7 access to information. They have also generated new business due to the online form and the Compare Your Bill functions.     Website: www.bb-networks.com  
  • Identify Products with Green Characteristics There are a wide variety of products that support sustainable development and demonstrate commitment to green marketing, including: products made from recycled goods; products that can be recycled or reused; energy-efficient products that save water, energy, or fuel and reduce environmental impact; products with environmentally responsible packaging; organic products; services that rent or loan products-such as car sharing; products that meet or exceed environmentally responsible criteria. Whatever the product or service, it is vital to ensure that products meet or exceed the quality expectations of customers and are thoroughly tested.
  • There are plenty of green papers, inks and processes that will keep your marketing materials fresh while keeping the environment safe. Paper Ancient Forest Friendly™ Represents the highest and most comprehensive standards for environmental responsibility in the paper industry Forest Stewardship Council Represents the world’s strongest system for guiding responsible forest management, including the chain of custody in the manufacturing of paper. Green-e ® Manufactured with electricity that is offset with Green-e ® certified renewable energy certificates. Green-e ® is the nation’s leading independent certification and verification program for renewable energy products. Paperrocks Premium quality, alternative paper made from stones. 100% pulp free, which means that no trees were harmed in its production. It’s production process involves no water pollution and no toxic byproducts. The final product is biodegradable and can be easily recycled Paperocks products require no special inks or dryers and use 20-30% less ink and dries faster. TerraSkin® Raw material comes from the post-industrial recycled marble and limestone from the building industry. The production requires no water, no bleach and 50% less energy than traditional paper. It uses 20-30% less ink and is recyclable and degradable. TerraSkin® can be embossed or hot-stamped and is also FDA approved for direct food contact. Garden Greetings™ Plantable paper is embedded with wildflower seeds. When you plant the paper in a pot of soil, the seeds will grow into colorful wildflowers, including Bird’s Eye, Clarkia, Coreopsis, Poppy, Catchfly and Snap Dragon Inks Petroleum-based Inks Gained popularity more than 50 years ago because they were fast drying and cost effective. The problem is that the drying process is damaging to the environment. Petroleum inks are not only made from a non-renewable resource, but they release Volatile Organic Compounds (VOCs) as they dry, which is one of the causes of air pollution that contributes to global warming Vegetable-based Inks Under current regulations, it is required that petroleum inks release no more than 30 percent VOC Vegetable inks are formulated for 2-15% VOC Made of a mixture of renewable resources, such as soy, flax, canola or safflower, with the oil from each plant giving the vehicle its own unique advantage Even though petroleum-based inks produce a sharper dot, vegetable-based inks have been shown to have a much better ink holdout, less dry back, and as long as you allow for the slightly added dot gain in prepress, your results will be just as vibrant Soy Ink Developed after imported oil shortages threatened many industries that depended on petroleum-based products Not purely made from soy Soy oils are combined with linseed and chinawood oils for better drying times because soy oil by itself would not be able to keep up with today’s deadlines. To be called ‘soy ink,’ the ink only has to contain a minimum of 20 percent refined soy oil. Miscellaneous All inks, including vegetable and soy-based inks, still produce small quantities of VOC because they contain small amounts of petroleum to extend ink pigments. Without petroleum oil, more heat would be needed to dry the inks and more energy would be used in print shops.
  • Other green practices to be eco-friendly.
  • The key to successful green marketing communications is credibility. Never overstate environmental claims or establish unrealistic expectations, and communicate simply through sources that people trust. Larger corporations may run major advertising and public relations campaigns to promote their commitment to environmental improvement, but promotion on this scale is not essential. Green marketers reinforce their environmental credibility by using sustainable marketing and communications tools and practices. -Enable low-power sleep modes and turn off computers and monitors at night. ( ex. General Electric implemented power management features on 75,000 of its computers, annually saving the company $2.5 million dollars and preventing 20,000 tons of carbon dioxide emissions). -Computers in the business sector unnecessarily waste $1 billion worth of electricity a year. -setting your computer to go to sleep automatically during short breaks can cut energy use by 70 percent. -The average U.S. office worker goes through 10,000 sheets of copy paper a year.   You Can Save : 50% by using duplex (two-sided) copying. 30% a year by installing software that eliminates unnecessary printout pages. 15% by using the Arial Narrow font. 30% of billing related costs by switching to electronic payment and billing services. 40% of overall document-related costs by implementing a digital document management solution.
  • Thank you Elmhurst Chamber!

Seeing Green From Green Marketing Seeing Green From Green Marketing Presentation Transcript

  •  
  • Green Marketing • Gain a solid understanding of green marketing • Learn various green marketing tactics • See examples of how green marketing works • Learn how to make small internal changes towards green marketing • See how green marketing is efficient and cost effective • Learn green office etiquette • Time & money savings • Automate internal process Green Tips: Pre-plan to determine how you want to implement green strategies into your marketing. Understanding Green Marketing
  • Green Marketing What You Should Know There are many forms of green marketing: • Marketing of products or services that are environmentally friendly • Modifying production and distribution process • Modifying package design and materials used • Modifications to marketing communications Green Tips: Make sure all your business practices follow your green strategy.
  • Thinking Green • Help meet corporate objectives • To become more socially responsible • Environmental responsibility through government regulations • Competitors’ green marketing activities • Cost factors are forcing them to modify their behavior Why some companies are thinking green: Why is green important? Green Tips: 77% of consumers think that a green operation is the single most important quality of a corporation.
  •  
  • Green Practices Digital marketing provides tools to improve brand visiblity while keeping efficient and green. • Web Applications • Digital Presentations / Brochures • eMail Marketing • Social Bookmarking • Web Banner Advertisements • Search Engine Optimization • Social Media Digital Marketing Green Tips: Digital marketing has a bigger impact and lasts longer than traditional marketing.
  • Case Study: BCI Acrylic Bath System BCI Build Your Bath & BCI Connect Green Tips: An internal database increases productivity throughout the workplace. Green Practices Web Application • Developed a cutting-edge sales application to support in-home sales presentation • The only one of its kind in the bathliner industry • Allows the customer to envision how their bathroom will look • All in-home presentations are done digitally
  • BCI - Build Your Bath® Technology
  • BCI - Build Your Bath® Technology
  • BCI - Build Your Bath® Technology
  • BCI® Connect – Intranet Site
  • Case Study: BCI ® Acrylic Bath Systems Results: Green Tips: A database can be customized to benefit a company’s specific needs. Green Practices Web Application • Generate more leads • Increased sales • Higher closing ratio 3:1 • All performed in digital format • Reach a bigger target audience faster
  • Case Study: Fox Valley Volkswagen MyFoxTale.com & Love Bug Contest Green Tips: Using digital strategies highly reduces the costs of paper, printing, assembling and distribution. Green Practices Digital Marketing • Developed a microsite to help brand the Volkswagen dealership and announce new location • Developed web banner advertisements and eCampaigns • Pushed out through social networks
  • Fox Valley Volkswagen – MyFoxTale.com Microsite
  • Fox Valley Volkswagen – Love Bug Contest Microsite
  • Fox Valley Volkswagen - Digital Leaderboards Print Billboard Digital Leaderboard Digital Leaderboard
  • Fox Valley Volkswagen - Social Media
  • Case Study: Fox Valley Volkswagen MyFoxTale.com & Love Bug Contest Results: Green Tips: Implementing green marketing strategies will help you reach a new market of consumers. Green Practices • Contest launched in June 2009 and has over 6600 votes to this date • First month site visits were over 5,000 with 35,000 page views. This month site visits were 40,000 • Most of promotions were digital Digital Marketing
  • Case Study: B&B Networks Green Tips: Provide resource information to allow your customers to go green with you. Green Practices • Developed an informational website • Provided product manuals to be downloaded online • Provided additional information to eliminate calls and qualify leads Website
  • B & B Networks Inc. - Website
  • B & B Networks Inc. - Website
  • Case Study: B&B Networks Results: Green Tips: Businesses can invest in energy-saving computers to help eliminate electricity waste. Green Practices • Generate more leads • Streamlined communication • Provide all instructional manuals and guides for download online Website
  • Green Characteristics Companies that demonstrate a commitment to green marketing include the following: • Focus product development on sustainability • Eliminate unnecessary packaging • Set realistic prices • Use energy-efficient products that save water, energy and/or fuel • Practice green distribution Green Products Green Tips: Optimal green business practices will increase revenue and efficiency.
  • Green papers, inks and processes will keep your marketing materials fresh while keeping the environment safe. • Paper • Inks • Printing Eco-friendly products Green Tips: To reduce costs, avoid printing large quantities of collateral that will go out of date quickly. Green Practices
  • Green Tips: Contrary to popular belief, vegetable-based inks are just as vibrant as petroleum ink. Green Practices 1,000s of Papers Print with Soy Ink! Eco-friendly products
  • Establish Best Practices Quick and easy green practices to implement for your business: • Send eInvoices and eStatements • Use digital proposals and letterhead • Use email marketing instead of paper direct mail • Provide downloadable documents from your website • Enable low-power sleep modes and turn off computers and monitors at night • Offer webinars or virtual meetings On a tight budget? Green Tips: The more you advertise that you’re going green, the bigger effect it will have on your business.
  • Green Tips: Email marketing guarantees that your messages land in front of your target audience. Event promotion - • Sent an eCampaign instead of a direct mail piece. • Pushed out to social networks. Result: Double the turn out of individuals to donate blood without using paper.
  • Green Tips: Use rewritable CDs and DVDs instead of single use disks to store documents for larger storage. eInvoicing- • Eliminated paper invoices and began sending via email Result: Reduced staff time, paper, envelopes, and postage. Savings of $4,800.00 up to $7,200.00 per year. Establish Best Practices
  • Green Tips: Review your internal processes to see other ways you can decrease your business’s carbon footprint. Virtual Meetings • Conduct meetings via webcast or third party online meeting software Result: Reduced travel time, gas usage and parking fees. Savings of $175.00 to $250.00 per person per appointment. Establish Best Practices
  • What’s the Takeaway? Green Tips: Never claim to be green if you’re not. It will hurt your reputation. Make it easy to be green! The challenge for green marketing is to make it easy for customers to become green themselves. Factors such as quality, price, performance, and availability are equal, environmental considerations may tip the balance in favor of a green product by the consumer. Visit Desert Rose’s Resource Box for more tips http://www.desertrose.net/resourcebox
  • Questions?