Green marketing

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Green MarketingMake It Your Business
Sunday October 31, 2010
1:00 – 2:00 p.m.

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Presenters
Tom Marx
President & CEO
The Marx Group
Scott Stolberg
President & CEO
AAEQ Remanufacturers and Recyclers
Keith Patridge
President & CEO
McAllen Economic Development Corporation

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Tom Marx
President & CEO

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Remanufacturing Was Green Before Green Was Cool!
Remanufacturing is one of the three R’s of Product Retirement
Remanufacturing

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Just How Green?
Remanufacturing conserves, preserves and protects the Earth’s renewable and non-renewable resources:

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Remanufacturing Significantly Reduces
Green House Gas Emissions (GHG)
Carbon Footprint
Energy Use (BTUs)
Landfill Waste
Remanufacturing Preserves Renewable and Non-Renewable Natural Resources

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Did you Know?
Remanufacturing can conserve up to 85% of the material and energy required to produce the same product as new
Remanufacturing is estimated to save 14 million tons of natural raw materials annually
Remanufacturing is estimated to save 400 trillion BTUs per year of energy
Remanufactured automotive product components are 40 % to 60 % the cost of a new component

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Did you Know?
28 million tons of added carbon dioxide is avoided by the saved BTUs
Millions of barrels of oil and comparable forms of energy is saved by keeping automotive parts out of the re-smelting process
The Remanufacturing Industry makes a major impact on the economy:
Estimated $53 billion annual sales total
Estimated 500,000 employed

So What? Who Cares?
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Consumers and the Public Cares
Based on a McKinsey Quarterly Study, March 2008
87% of consumers are concerned about the environment and social impacts of the products they buy.
33% of consumers indicated they were ready to buy green products or have already done so.
Source: Sheila Bonini, Greg Hintz, and Lenny Mendonca, “Addressing Consumer Concerns About Climate Change,” McKinsey Quarterly, March 2008.

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Newsweek is Keeping Score on Green Companies

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Scott StolbergPresident & CEO

Green washing Will get you in Trouble
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Avoid Green Washing
Don’t be deceptive.
Consumers are keen to green washing. They can easily determine if you are misusing Green PR or Green Marketing to create a misleading perception that your company's policies and products as being environmentally friendly.
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Walk the Talk
Would the public consider you green?
Are you taking proactive steps to be green?
Are you leveraging your efforts?

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Why we are Green
To be green requires that you take the sustainability of the Earth’s natural resources serious enough to changeactivity in all aspects of your business to conserve, protect and use existing resources.

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We Want to be an Inspiration
Company Sustainability Program

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We Minimize Waste
Use recycled cardboard boxes
Recycle metal and rubber
Use paper instead of plastic or styrofoamfor packaging
Recycle toner cartridges
Use biodegradable solvents
Recycle paper, cardboard, bottles and cans
Discourage use of plastic water bottles

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Our Marketing Strategy
Educate and promote a green message and our green usage through print and electronic media as well as public appearances
Our Green Message appears throughout AAEQ marketing:
Value Proposition (core values, mission statement, brand pillars)
Website
E Blasts / E Newsletters
Advertising
Brochures
Packaging
On Hold Messages
Statement Stuffers
E-mail Signature

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Community Outreach
In the form of:
Speaking Opportunities
Community Participation
Webinars
Observation of Earth Day or Climate Change Day
Sponsorship of Events and Green Activities

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Community Outreach

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Community Outreach

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Community Outreach

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Community Outreach

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Community Outreach

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Direct Mailings

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Our Community OutreachResults In…
Positive Press
News releases
Feature articles
Local and Regional Awards
Invitations for more Speaking Engagements
Increased Awareness about AAEQ
Positive perceptions about our business and the industry-at-large

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Remanufacturing is Green. Green is the new Black.

Keith Patridge
President & CEO
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About McAllen EDC
Your single point of contact for relocation, expansion and new business development in McAllen, TX/Reynosa, MX
A non-profit organization charged with creating new jobs and attracting new investment under contract with the City of McAllen
Began in 1988 and has recruited more than 600 companies, which has resulted in more than 100,000 jobs in McAllen/Reynosa.
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BY THE NUMBERS:
McAllen MSA Population:
768,405
Reynosa Population:
1.2 million
Average Age: 27
Number of companies in bi-national metro: 400+
Number of international bridges between the cities: 3
Number of industrial parks in both cities:
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McAllen, TX/Reynosa, MX
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Remanufacturing in McAllen/Reynosa
EXISTING GREEN COMPANIES:
Lower costs
Labor availability
10,000+ workers in the industry
Strategic location for collection & redistribution
Bigston
JVC
Bissell
BBB
Panasonic
Sharp
Jabil Global Services
Stanley Black & Decker
Union Plastics & Metal
Recycling
Valley Plastics
Technoplas
Teleplan
Standard Motor Products
Celestica
Four Seasons
Shapiro Metals
IFCO Systems
Republic Systems
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JVC McAllen
Warehouse/Refurbishing center in the
McAllen Foreign Trade Zone
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JVC McAllen
Car Stereos
JVC uses certified recyclers to ensure
all materials are properly re-used and disposed of
after the product’s life cycle.
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De-Manufacturing
Reynosa, MX
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Green = Good Business
Green = PROFIT $$$
Green = New Customers/Markets
Green = Good Practice
Green = Better Environment
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Marketing Green
To your company
To your customer
Identify problems in your product line early & address issues
COST SAVINGS: By finding an appropriate model, your company will save $$$
Do it before your competition thinks of it
Green = Innovation & Opportunity
Tap into emerging markets that will utilize and buy aftermarket products
Customer service- Be certain your product is remanufactured/reused (certified destruction/Reman)
Remanufactured is good quality (tested, approved)
Product reuse is more sustainable (& helps curb finances)
Zero waste
Environmentally-friendly innovation (your company is at the top of its game)
Provide incentives for end of life reuse so they can receive a new part (brand loyalty & pushing new products)
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Why McAllen EDC promotes GREEN
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www.ManufacturingIsGreen.com
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Using the Third Coast
* Product comes in, recycled or new component comes out
* Cost savings
* New market opportunity
* Tap into emerging markets
* Use of numerous transportation means
* Innovation & Customer service
200+ carriers
Estimated cost reduction of a minimum 12% over current system.
Ports of Manzanillo
& LazaroCardenas
Ports of Altamira & Veracruz
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What to say?
Share the green manufacturing story with people who need to know
- Young professionals, politicians, general public
- look to new ways to share the story (video, social media, web)
Look for new ways to continue the green cycle
- develop central collection points that save on emissions, freight costs and deliver to McAllen/Reynosa
- This saves money continues green processes
Re-brand your company and process as green
- the more we talk about it, the more people will see the positive environmental impacts from remanufacturing
If we don’t tell the Reman story- who will?
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Cost Structure
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REMEMBER:
Don’t let your brand haunt you
in the afterlife…
Don’t let your brand haunt you in the after life…
THE COMPANY WHO DIDN’T LIVE & PROMOTE GREEN
RIP
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Visit us here at Booth #225
& at AAPEX Booth #5358
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Top 5 Ways to Leverage your Business as Green
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#1 Branding
Develop a green logo
Create a green tagline – make sure to include in all your ads and collateral
Add “green” to your Value Proposition statement and Core Values
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#2 Become A Green Office
Develop a sustainability program that promotes reuse, conservation and preservation
Create policies and procedures designed to encourage and reward employees for their efforts to be green
Consider how to incorporate green practices into your business – fleet, administrative office, sales, etc.
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#3 Website
Create a page on your website that promotes remanufactured products as green; show the value to the environment
Use your green branding on your website to give a visual to your green efforts
Include stories of how your employees are green in their own lives
Tout your community participation with green activities on your site
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#4 Public Relations
Develop a boilerplate for your news release that incorporates a green message about your product
Develop at least two releases a year with an environmental focus
Create a video that shares your green message
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#5 Social Networking
Share your accomplishments, corporate and employee related in being green and staying green through social networking sites:
LinkedIn
Facebook
Twitter
You Tube
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Thank You!
Tom Marx
President & CEO
The Marx Group
tmarx@themarxgrp.com
www.themarxgrp.com
Scott Stoberg
President & CEO
AAEQ Manufacturing & Recyclers
sjs@aaeq.net
www.aaeq.net
Keith Patridge
President & CEO
McAllen Economic Development Corporation
Keith@McAllenEDC.org
www.McAllenEDC.org
www.ManufacturingIsGreen.com

Green marketing

by The Marx Group

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