Your SlideShare is downloading. ×
0
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Making greensexy builders-gulfcstgreen
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Making greensexy builders-gulfcstgreen

182

Published on

How to reach green/LOHAS and nongreen customers with marketing messages that highlight the advantages to them--and how to design for a much deeper shade of green. Examples from the construction …

How to reach green/LOHAS and nongreen customers with marketing messages that highlight the advantages to them--and how to design for a much deeper shade of green. Examples from the construction industry, household paper products, food, and publishing. Presented at the Gulf Coast Green conference, Houston, TX

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
182
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Making Green Sexy:Winning Fans and Customers for your Green Buildings, Products and Services
  • 2. Gulf Coast Green Houston, May 1, 2012Presented by Shel Horowitz: Green/Ethical Marketing Consultant Award-Winning/Best-Selling Author, Guerrilla Marketing Goes Green (+ 7 others) Syndicated Columnist: Green And Profitable
  • 3. Want a Copy of Today’s Slides? Shel@greenandprofitable.com Subject Line “GulfCoastGreen PPT” Or Tweet your email and “GulfCoastGreen PPT” to @ShelHorowitz
  • 4. To Make the Lawyers Happy This presentation is copyright 2009-2012 by Shel Horowitz, and is based on concepts in his book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), http://www.guerrillamarketinggoesgreen.com . All rights reserved. Used by permission. To contact Shel about speaking, consulting, copywriting, or training, please use the form at http://greenandprofitable.com/contact/
  • 5. How Can Green Buildings/Green Building Features Be Sexy? Your ideas
  • 6. How Can Green Buildings/Green Building Features Be Sexy? High-tech is cool Pamper the occupant with natural materials Sunlight is sexy in the home and hitting solar collectors Recaptured/saved water (pavers, graywater, plumbing fixtures) is sexy in the desert Energy/carbon saving is sexy anywhere
  • 7. Some Sexy Green Buildings Green roofs Eye-catching shapes Eco-friendly Purus Ecoraster Gridpavers from recycled plastic bags
  • 8. Can A Toilet Paper Company Learn to Be Green and Sexy?:Before-And-After Case Study: Marcal
  • 9. Toilet Paper? I Thought This Was a Green Building Conference! Sometimes looking as an outsider opens new horizons Fast food industry stole the drive-up window—from banks! Velcro was developed for the space program What can YOU take to construction world?
  • 10. Can A Toilet Paper Company Learn to Be Sexy? Ask Marcal Image makeovers from 1960s to present Increasing eco- message over time Enormous positive consumer response to latest branding
  • 11. “Sexifying” an Existing Green Asset: Marcal Recycled paper and consumer-friendly price point since 1950 Didn’t tell anyone! Filed for bankruptcy, Nov. 2006 Recovery based on branding green as sexy
  • 12. Marcal Packaging, 1965—Front
  • 13. Marcal Packaging, 1965—Rear
  • 14. Were they afraid of this?“You want me to wipe my behind with other people’s junk mail? Eeeeew, Gross!”
  • 15. Marcal Packaging, Mid-2000s
  • 16. Marcal Packaging, mid-2000s Back side
  • 17. Marcal Packaging, 2008
  • 18. Marcal Packaging, 2008 Green color scheme & pine motif “Premium Recycled” on front Pine tree/recycle symbol/slogan in logo
  • 19. Marcal Packaging, 2009
  • 20. Marcal Packaging, 2009  Eye goes first to save- trees logo  Red recycling claim  Nature motif: autumn  Lists additional benefits
  • 21. Marcal, in 2010, Really Gets It
  • 22. Marcal: Results Rebranding launched April 2009 Tie-in to saving trees, including pledge, stats “Environmental Facts”—marketing (unlike mandatory food labels) By December 2009, top-selling recycled brand
  • 23. Lessons Learned: Marcal If you’re Green, TELL people! Appeal to higher self: Save 1 million trees speaks louder than buy our brand Price IS a factor; this worked to Marcal’s advantage Provide info to foster informed choices (consequences of saving 1MM trees)
  • 24. How Can Ice Cream Make Sustainability Sexy? Ben & Jerry’s
  • 25. Anyone Recognize This Car?
  • 26. Making Green Sexy to a Non- Green Audience: As Good or Better than Non-Green Competitors Quality, luxury, performance, price, etc But ALSO mention the green stuff Tesla scores a 10
  • 27. Could This be the Sexiest Green Retrofit Ever?  Iconic building— among the world’s most famous  $4 million+ annual savings  100% ROI in 3 years  No jokes about the shape, please
  • 28. Amory’s Own House No furnace or A/C—in Aspen! Grows bananas 4000 ft2 10-month payback $5 electric bill 1983!
  • 29. What Would Our Country LookLike If Those Were Construction Norms Since 1983? Your thoughts?
  • 30. What Would Our Country Look Like If Those Were Construction Norms Since 1983? Massive reduction in carbon impact/pollution Enormous freeing up of capital to invest elsewhere Foreign oil? Who needs it anyway (and who needs to go to war over it?) Sexy? I sure think so!
  • 31. Sexier Still: These, in the Design Stage, Actually Clean Things  Skyscraper cleans up coal pollution  http://www.evolo.us/c ompetition/coal- power-plant-mutation/
  • 32. Sexier Still: These, in the Design Stage, Actually Clean Things  Cleans up the Pacific Ocean Garbage Island  http://www.evolo. us/competition/pla stic-fish-tower/
  • 33. Find More of those Sexy Future Buildings The two previous images were taken from 2012 eVolo Skyscraper Competition, http://www.evolo.us/category/2012/ Lots more cool designs on the site
  • 34. A Key Principle in Environmental Messaging Harmonize messages of self-interest (e.g., saving money/making money) and global purpose When you make going green MORE economical than/otherwise superior to the alternative, you hit both points
  • 35. A Few Self-Interest Talking Points for Green Buildings Comfort/Luxury/Pampering Cost Savings Convenience Community Problem Avoidance
  • 36. Sample Message Points: Comfort/Luxury/Pampering “Bathed in natural light, your bedroom provides a snug and special retreat from your worldly cares” “Stay comfortably warm all winter with solar heating and radiant flooring” “The powerful shower makes you feel so good, you won’t believe how little water you’re using”
  • 37. Sample Message Points: Cost Savings “Even though the units are spacious, expect to pay only 1/3 as much for electricity as you would in most other homes of this size” “Natural sunlight heats your living space—say good-bye to expensive oil fill ups” “The eco-village includes all the amenities, so you don’t have to waste your time and money driving just to shop”
  • 38. Sample Message Points: Convenience “Grow your own veggies and herbs right in your built-in greenhouse. Need a fresh, juicy tomato for your dinner? Just pick one off the vine.” “No more fussing with cranky, complicated HVAC—the passive ventilation system has no moving parts to break down” “With Zipcar on site, get a car whenever you want, and leave the ownership hassle behind”
  • 39. Sample Message Points: Community “Share meals, games, and cultural events together with your neighbors whenever you’re in the mood, in the common dining room and meeting area” “Make new friends in the organic community garden” Join an online eco-friendly social network just for residents (ref: my BC client, Good Neighbours)
  • 40. Sample Message Points: Problem Avoidance “Even if oil triples in price, you’ll be protected, because you’re heating and cooling directly from the earth.” “Water scarcity will be less of a problem for you, because your home uses only 25% as much water as a typical house of the same size.” “Green living is maintenance-free living.”
  • 41. A Few (Among Many) Global- Good Topics That Resonate Environment Ethics Caring Social Justice Ethnic/Subculture Community
  • 42. Sample Message Points: Environment “Our facility is 80% solar (wind, hydro) powered”
  • 43. Sample Message Points: Environment “Our facility is 80% solar (wind, hydro) powered” “Working to achieve zero waste within two years”
  • 44. Sample Message Points: Environment “Our facility is 80% solar (wind, hydro) powered” “Working to achieve zero waste within two years” “Using only recycled raw materials since 1950”
  • 45. Sample Message Points: Ethics “Mom taught us to treat you right, and we’ll treat you as well as we treat Mom” “You care about honesty and integrity—and so do we” “We live in this community too, and we’re accountable to you”
  • 46. Sample Message Points:Caring “Because everyone deserves adequate shelter” “Seeking a permanent solution to catastrophic climate change” “Vote on how we will distribute $50,000 to local community charities”
  • 47. Sample Message Points:Justice “As a local green building contractor, we work with banks to make home ownership affordable” “10 percent of our profits go to creating alternatives to poverty” “We provide jobs AND job training to ex- prisoners and homeless people” “Our employees have owned and managed this company for ten years”
  • 48. Sample Message Points: Ethnic/Subculture “Owned and operated by ______” (name of subculture, in plural) “All events signed for our deaf customers” “We are a welcoming business that embraces the diversity of our customers and employees”
  • 49. Questions So Far???
  • 50. A Few Zero- or Low-Cost Marketing Methods Partnerships and Alliances Free Publicity/Traditional Media Social Media and Blogs Self-Generated Media (websites, newsletters, brochures, videos, etc.) Packaging/Point-of-Purchase(this slide could fill a 3-hour seminar)
  • 51. Partnerships and Alliances: GMGG Case Study Partnership with Jay Levinson Partnership with Green America E-zines, Blogs, Social Media Partnership between Wiley & Amazon
  • 52. Partnerships and Alliances: GMGG Case Study: Results From 10K to ~5MM More than a million exact-match Google hits in first three weeks (I think that’s pretty darned sexy) Money raised for Green America 2906 books shipped in 1st six weeks
  • 53. Free Publicity/Traditional Media Best Free Publicity Resources HelpAReporter.com Pitchrate.com ReporterConnection.com PRLeads/Profnet.com (fee) RadioGuestList.com Twitter: @helpareporter, @profnet @reporterconnection, @radioguestlist
  • 54. Free Publicity/Traditional Media How to Pitch Speed Counts—A LOT! ANSWER the question(s)/stay relevant Quick bullet points, short paragraphs State your credentials Subject lines Don’t obsess—just SEND
  • 55. A Few Zero- or Low-Cost Marketing Methods I told you: this could fill a whole three-hour seminar We already covered packaging Social Media, Blogs, Self-Generated Media—in the books, or have me speak/train
  • 56. Guerrilla Marketing Goes Green  Get a PERSONALLY AUTOGRAPHED copy as soon as we’re done:  Then register for $2000 worth of bonuses
  • 57. More Resources From Shel  Grassroots Marketing: Getting Noticed in a Noisy World  Green And Profitable monthly column  Individual Consulting and Copywriting  Presentations  Media Training
  • 58. Want a Copy of Today’s Slides? Shel@greenandprofitable.com Subject Line “GulfCoastGreen PPT” Or Tweet your email and “GulfCoastGreen PPT” to @ShelHorowitz
  • 59. Image Credits Marcal: Marcal’s publicity department and two taken by me Ben & Jerry’s: publicity department or their website Tesla: http://upload.wikimedia.org/wikipedia/commons/e/e5/Roadster_2.5_windmills.jpg - permission for unlimited use at http://en.wikipedia.org/wiki/File:Roadster_2.5_windmills_trimmed.jpg Empire State Building: By Jiuguang Wang [CC-BY-SA-2.0 (www.creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons http://en.wikipedia.org/wiki/File:Empire_State_Building_from_the_Top_of_the_Rock.j Green Roof buildings: Purus North America Inc. Futuristic green buildings: http://www.evolo.us/category/2012/ Amory Lovins house: http://www.rmi.org/Knowledge-Center/Library/NC07- 12
  • 60. Additional Slide URLS (verified 12/19/09) http://benandjerrys.com/activism/inside-the-pint/f http://www.thebodyshop.co.uk/_en/_gb/values-ca
  • 61. How to Get In Touch Shel@greenandprofitable.com Shel Horowitz  16 Barstow Lane Hadley MA 01035 Main Websites: GreenAndProfitable.com USA (books, services, column)  Twitter: GuerrillaMarketingGoes @ShelHorowitz Green.com  Phone: ShelHorowitz.com 413-586-2388 (directory of all my sites)

×