Marketing Green In The Second Decade
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Marketing Green in The Second Decade to achieve success with green products in 2010 and beyond Presented by Maryanne Conlin Principal, Media Marketing Group March 17, 2009
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Marketing Green In The Second Decade How to achieve success with green products in 2010 and beyond
Transcript of Marketing Green In The Second Decade
Marketing Green in The Second DecadeHow to achieve success with green products in 2010 and beyond
Presented by Maryanne ConlinPrincipal, Media Marketing GroupMarch 17, 2009
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 BeforeInvesting
in a Green Company
Driving Sustainability
B2C B2B
Consumers Demand 3P Increased
Government regulation
Increased Government Funding
Converging Forces
Stimulus PackageCrowded
Marketplace
Good-Bye Greenwash Recession Economy
Demise of Big M
edia
Money Flowing From Washington
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 . . .
House Appropriations Committee chairman David Obey on NPR
A Crowded Market for Green?
A Multitude of Players but Market is hardly mature – expect fallout!
Government focus will increase opportunities
…and those seeking them!
Good-Bye Greenwash
Greenwashing = unsubstantiated (a fib) or irrelevant (a distraction) claims
Only 10% of consumers trust green information they receive from
either businesses and government
Good-Bye GreenwashEcolabeling standards will tighten
New labeling laws keep coming- increasing transparencyand emphasis on Safety means reduction of harmful chemicals (BPA, Phthalates, etc.) in common household products
Companies hyper alert to Greenwashing ChargesThe majority of Fortune 500 Companies now producing or developing sustainability scorecard - Sustainability is now a critical part of many companies’ corporate communications strategies
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!
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!
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
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
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!
Good-Bye GreenwashHello 3P!
Focus on 3P in Everything You Do: People, Planets, Profit
Transparency is Key
Hire outside resources to audit; certify, if possible
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
Recession Economy
Value will Trump Protect The Planet and Health as primary purpose for purchase
New Media Tools Will Drive Green Marketing
“Our focus should not be on emerging technologies but on emerging cultural practices.” Henry Jenkins, author: Convergence Culture: When Old and New Media Collide
Key Opportunities to Reach Consumers Move Online
Newspapers dying
Regional Pubs in Trouble
Broadcast fragmented
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
Thank - You
Connect With Me!
• email: [email protected]•On Twitter: @mcmilker
•On Linkedin: Maryanne Conlin
•Read my articles on Green Marketing on Ecopreneurist.com
