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The Green Business Network™The Green Business Network is a vibrantcommunity of over 3,000 businessescommitted to creating ...
The Green Business Network™We have been building a green economy for three decades.Join us in celebrating:30th anniversary...
The Green Business Network™We help green businesses across the country toConnect. Market. Grow.
IntroducingJacquie OttmanFounder and Principal,J. Ottman Consulting, Inc.Author,The New Rules ofGreen Marketing:Strategies...
20 New Rules of GreenMarketing in 30 Minutes—With Plenty of Time forQuestions .   •     •     •     •     •     •   Presen...
Hello • •   Introduction • •   Highlights of 20 New Rules • •   Your Questions • •   My Best Answers • • • •
Jacquelyn Ottman  •   Founder, Principal, J. Ottman Consulting,  •  •   Inc.  •  •   Founded in 1989  •  •   Author, The N...
J. Ottman Consulting’sClients
J. Ottman Consulting’sU.S. Government Clients
20 New Rules Highlights
Market
83% of US Adults are “Green”                 LOHAS:                36 million                US adults   •   •   •   •   •...
$290 Billion U.S.Market for GreenConsumer Goods   •   Personal Health $93.4B: Tom’s, Aveda   •   •   Organic Foods $23.6B:...
©2010 J. Ottman Consulting, Inc.
High quality offerings expanding the          market for green
… But Barriers to Green Purchasing Still                  Exist     •     •     •     •     •     •     •     •     •     ...
How to Close the    Gap?
Life CycleApproach
©2010 J. Ottman Consulting, Inc.One Attribute Does Not A  Green Product Make
©2010 J. Ottman Consulting, Inc.         The Product Life CycleRaw Materials   Mfg/Prod’n   Packaging   Distribution Marke...
©2010 J. Ottman Consulting, Inc.                 Life Cycle Approach                      NecessaryRaw Materials       Mfg...
Communications
Focus on Primary     Benefitsto Underscore Value
Green Products Consistent with    Better Quality of Life
Health is the Top Environmental Issue   •   •   •   •   •   •   •   •   •   •   •   •
©2010 J. Ottman Consulting, Inc.
©2010 J. Ottman Consulting, Inc.
©2010 J. Ottman Consulting, Inc.
Credibility
Transparency
©2010 J. Ottman Consulting, Inc.
Authenticity and Integrity
There’s No Small ChangeCampaign
There’s No SmallChange CampaignEmpowering tips forreducing one’s carbonfootprint, in line withcorporate track record.
••   There’s No Small Change•••    Communications were•    accompanied by•    messages about the••    Bank’s track record....
There’s No Small ChangeCampaign Results: 103% of new account goal Higher deposit balances Increased cross-sell Increased o...
©2011 J. Ottman Consulting, Inc.       PromoteResponsible Consumption (“Shared Responsibility”)
©2010 J. Ottman Consulting, Inc.         The Product Life CycleRaw Materials   Mfg/Prod’n   Packaging   Distribution Marke...
©2010 J. Ottman Consulting, Inc.
©2010 J. Ottman Consulting, Inc.
Copyright © 2011, J. Ottman Consulting,    Inc.••••••••••••
Make the Intangible Tangible • • • • • • • • • • • •
Questions
Let’s Talk Some More    •    •   www.greenmarketing.com    •    •    •   Info @ greenmarketing dot com    •    •    •   @ ...
•   Copyright© 2012 by J. Ottman Consulting, Inc.•   315 East 69 Street, NY NY 10021 USA•   Info @ greenmarketing dot com•...
Profiting from the New Rules of Green Marketing
Profiting from the New Rules of Green Marketing
Profiting from the New Rules of Green Marketing
Profiting from the New Rules of Green Marketing
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Profiting from the New Rules of Green Marketing

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Profiting from the New Rules of Green Marketing

  1. 1. The Green Business Network™The Green Business Network is a vibrantcommunity of over 3,000 businessescommitted to creating a better world.Our mission is to help businesses everywherebecome more successful and grow a greeneconomy that is good for people and the planet. www.greenbusinessnetwork.orgThe Green Business Network is a program of Green America. We harness economic power—the strength of consumers, investors, businesses, and the marketplace—to build a socially just and environmentally sustainable society. www.GreenAmerica.org
  2. 2. The Green Business Network™We have been building a green economy for three decades.Join us in celebrating:30th anniversary of Green America20th anniversary of the National Green Pages®11th anniversary of Green Festivals®QuestionsMelanie Marinemmarine@greenamerica.org202.872.5330
  3. 3. The Green Business Network™We help green businesses across the country toConnect. Market. Grow.
  4. 4. IntroducingJacquie OttmanFounder and Principal,J. Ottman Consulting, Inc.Author,The New Rules ofGreen Marketing:Strategies, Toolsand Inspiration forSustainable BrandingGreenMarketing.com
  5. 5. 20 New Rules of GreenMarketing in 30 Minutes—With Plenty of Time forQuestions . • • • • • • Presented to • • Green America • • by Jacquelyn A. Ottman • September 13, 2012 •
  6. 6. Hello • • Introduction • • Highlights of 20 New Rules • • Your Questions • • My Best Answers • • • •
  7. 7. Jacquelyn Ottman • Founder, Principal, J. Ottman Consulting, • • Inc. • • Founded in 1989 • • Author, The New Rules of Green Marketing, • • (Berrett-Koehler, February 2011) • • Editor, We Hate To Waste. com •
  8. 8. J. Ottman Consulting’sClients
  9. 9. J. Ottman Consulting’sU.S. Government Clients
  10. 10. 20 New Rules Highlights
  11. 11. Market
  12. 12. 83% of US Adults are “Green” LOHAS: 36 million US adults • • • • • • • • • • • •
  13. 13. $290 Billion U.S.Market for GreenConsumer Goods • Personal Health $93.4B: Tom’s, Aveda • • Organic Foods $23.6B: Stonyfield, Cascadian • Farm • • Natural Lifestyles $10B: Seventh Gen, Method • • Sustainable Apparel $3B: Nike, Patagonia, • Timberland • • Alt. Transportation $20B: Toyota Prius • Alternative Energy $1B: Solar, Wind Source: Natural Marketing Institute 2010 Apparel: 2007
  14. 14. ©2010 J. Ottman Consulting, Inc.
  15. 15. High quality offerings expanding the market for green
  16. 16. … But Barriers to Green Purchasing Still Exist • • • • • • • • • • • •
  17. 17. How to Close the Gap?
  18. 18. Life CycleApproach
  19. 19. ©2010 J. Ottman Consulting, Inc.One Attribute Does Not A Green Product Make
  20. 20. ©2010 J. Ottman Consulting, Inc. The Product Life CycleRaw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal
  21. 21. ©2010 J. Ottman Consulting, Inc. Life Cycle Approach NecessaryRaw Materials Mfg/Prod’n Packaging DistributionSust.- harvested Unbleached Recyclable Low Carbon Non-toxic Fair Trade Recycled Locally Sourced PVC-free Marketing In-Use After-Use Disposal Energy Efficient Recyclable Ethical Landfill-safe Low VOC Refillable Cause-related Compostable
  22. 22. Communications
  23. 23. Focus on Primary Benefitsto Underscore Value
  24. 24. Green Products Consistent with Better Quality of Life
  25. 25. Health is the Top Environmental Issue • • • • • • • • • • • •
  26. 26. ©2010 J. Ottman Consulting, Inc.
  27. 27. ©2010 J. Ottman Consulting, Inc.
  28. 28. ©2010 J. Ottman Consulting, Inc.
  29. 29. Credibility
  30. 30. Transparency
  31. 31. ©2010 J. Ottman Consulting, Inc.
  32. 32. Authenticity and Integrity
  33. 33. There’s No Small ChangeCampaign
  34. 34. There’s No SmallChange CampaignEmpowering tips forreducing one’s carbonfootprint, in line withcorporate track record.
  35. 35. •• There’s No Small Change••• Communications were• accompanied by• messages about the•• Bank’s track record.•••
  36. 36. There’s No Small ChangeCampaign Results: 103% of new account goal Higher deposit balances Increased cross-sell Increased online bill pay
  37. 37. ©2011 J. Ottman Consulting, Inc. PromoteResponsible Consumption (“Shared Responsibility”)
  38. 38. ©2010 J. Ottman Consulting, Inc. The Product Life CycleRaw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal Consumer Consumer Consumer
  39. 39. ©2010 J. Ottman Consulting, Inc.
  40. 40. ©2010 J. Ottman Consulting, Inc.
  41. 41. Copyright © 2011, J. Ottman Consulting, Inc.••••••••••••
  42. 42. Make the Intangible Tangible • • • • • • • • • • • •
  43. 43. Questions
  44. 44. Let’s Talk Some More • • www.greenmarketing.com • • • Info @ greenmarketing dot com • • • @ jacquelynottman • • • T: 212 879 4160 •
  45. 45. • Copyright© 2012 by J. Ottman Consulting, Inc.• 315 East 69 Street, NY NY 10021 USA• Info @ greenmarketing dot com••• This presentation is the exclusive property of• J. Ottman Consulting, Inc. It may not be• reproduced or transmitted, or repurposed for•• any use, in whole or in part in any form without• prior written permission.•

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