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Marketing Green In The Second Decade


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

Published in: Business, Technology

Marketing Green In The Second Decade

  1. 1. 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
  2. 2. 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
  3. 3. Driving Sustainability B2C B2B Consumers Demand 3P Increased Government regulation Increased Government Funding
  4. 4. Converging Forces Stimulus Package Crowded Marketplace Good-Bye Greenwash Recession Economy Demise of Big Media
  5. 5. Money Flowing From Washington <ul><li>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 . . . </li></ul><ul><li>House Appropriations Committee chairman David Obey on NPR </li></ul>
  6. 6. A Crowded Market for Green? A Multitude of Players but Market is hardly mature – expect fallout! <ul><ul><li>Government focus will increase opportunities </li></ul></ul><ul><ul><li>… and those seeking them! </li></ul></ul>
  7. 7. Good-Bye Greenwash <ul><ul><li>Greenwashing = unsubstantiated (a fib) or irrelevant (a distraction) claims </li></ul></ul>Only 10% of consumers trust green information they receive from either businesses and government
  8. 8. Good-Bye Greenwash <ul><ul><li>Ecolabeling standards will tighten </li></ul></ul><ul><ul><ul><li>New labeling laws keep coming- increasing transparency </li></ul></ul></ul><ul><ul><ul><li>and emphasis on Safety means reduction of harmful chemicals (BPA, Phthalates, etc.) in common household products </li></ul></ul></ul><ul><ul><li>Companies hyper alert to Greenwashing Charges </li></ul></ul><ul><ul><ul><li>The majority of Fortune 500 Companies now producing or </li></ul></ul></ul><ul><ul><ul><li>developing sustainability scorecard - Sustainability is now a critical part of many companies’ corporate communications strategies </li></ul></ul></ul>
  9. 9. 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!
  10. 10. 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!
  11. 11. 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
  12. 12. 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
  13. 13. 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!
  14. 14. 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
  15. 15. 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
  16. 16. Recession Economy <ul><li>Value will Trump Protect The Planet and Health as primary purpose for purchase </li></ul>
  17. 17. New Media Tools Will Drive Green Marketing <ul><ul><li>“ Our focus should not be on emerging technologies but on emerging cultural practices.” Henry Jenkins, author: Convergence Culture: When Old and New Media Collide </li></ul></ul>
  18. 18. Key Opportunities to Reach Consumers Move Online Newspapers dying Regional Pubs in Trouble Broadcast fragmented
  19. 19. 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
  20. 20. Thank - You <ul><li>Connect With Me! </li></ul><ul><li>email: </li></ul><ul><li>On Twitter: @mcmilker </li></ul><ul><li>On Linkedin: Maryanne Conlin </li></ul><ul><li>Read my articles on Green Marketing on </li></ul>