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Posts Tagged ‘green marketing’

Why Green Marketing Should Become a 12-Month Mindset

August 16th, 2013 No comments

Green Marketing All Year LongPromoting Green Causes 12-Months a Year

By Robert Piller

Austin, Texas: I met up with about a dozen of my top clients at a  recent conference and we discussed the topic of green marketing.

The majority of the marketers had 80-85% of their marketing budget planned for first quarter, insisting that it was the time to promote the environment–especially around Earth Day events.

As this discussion went on for a while, the key take-away was their impression that people start thinking of the environment more in the Spring, as snow melts in many parts of the country, lawns and trees start to get green again, birds start chirping and the sun is finally returning.

Nothing wrong with that argument at all.

Who doesn’t think about the environment with the first warm day of Spring?

But what a wasted opportunity!

If everyone is promoting green causes and products in the Spring, that leaves a tremendous void for marketers to step in to promote their green products, service and causes.

Just because Breast Cancer Awareness Month is in October, doesn’t mean 100% of an organization’s fundraising efforts for that cause should be in October..as that message gets cluttered and does not make the same impact as a year-long campaign.

Sort of like “Christmas in July” promotions.  Those stand out–not just because of the juxtaposition of the name – but there is no clutter for Christmas in the Summer.

If you are a green marketer looking to stand out, try winter or fall.

Why not?

The impact will be greater.

Your ROI will be higher.

And your competition will not be in that same space as you.

Think about it.

Test it.

Springtime in January?

I guarantee you that will make an impact and catch the attention of your audience.

Or better yet, target your market all  year long to keep it top of mind.  The impact and ROI will be much greater.

Here’s to your green marketing success.

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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How Active and Noticeable Are You In Your Local Green Community?

July 11th, 2013 No comments

Is Your Company Well-Known For Its Environmental Standards and Achievements?

becoming known as a green company

Example of a local lake clean up initiative

By Robert Piller

Austin, Texas: I got a call the other day from a local company that wanted to promote their green initiatives.

I have lived in Austin since 1984 and I never heard of this company’s commitment to the environment.

Sure, I have heard of them as a major employer.

I have heard their name mentioned negatively for taking city tax abatements but not hiring enough employees at the right pay level to warrant not paying school taxes for a long period of time.

I have heard of them for some past product liability lawsuits and issues.

But in terms of being a green company, this association was never made in all these years.

Is your company playing catch-up with your reputation or are you truly a green company?

How are you getting involved with local green issues?

Are you sponsoring Earth Day fairs and educational clinics?

Are you actively involved in park or lake clean up projects?

When someone thinks of your company, does “green” or “eco-friendly” come to the top of their list?

If not, why not?

Use green issues as your point of differentiation.

Use it as your calling card.

Don’t try to be all things to all people–as your identity will get muddled and be less effective.

Don’t use the environment to gloss over other issues.

Be known as a green company that truly cares about the environemnt..and about people.

Here’s to a greener tomorrow, today!

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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Are You Speaking to Groups Throughout the Year to Promote Improved Environmental Education?

June 26th, 2013 No comments

green-educationAre You Continuing to Educate Consumers About Environmental Causes?

Austin, Texas: Since education is the key to gaining supporters for environmental causes, when was the last time you spoke in public about a green issue: recycling, anti-litter, composting, energy efficiency, solar power, carbon footprint, etc?

When was the last time you blogged about ideas to help improve the environment?

Have you been active or complacent in promoting environmental education?

The green movement needs acolytes and proselytizers.

We have plenty of critics and plenty of companies using greenwashing to subterfuge the issue.

We need increased environmental education.

We need greater transparency.

Don’t speak about your new green product or service.

Speak on the topic of the environment and environmental stewardship.

Explain the basics.

Implore action.

Discuss green issues.

Promote greater education.

Grow the base.

Work with other green organizations to create synergy in these educational endeavors.

Possibly create symposiums, online speeches, forums or debates.

Bring in people from all sides of the green spectrum – as environmental education is about presenting the facts – and then letting people decide for themselves.

Earth Day cannot be the only day of the year that you promote a greener planet.

Get more involved today.

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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The 50 Greenest Companies in the World

June 12th, 2013 No comments

New List of Top 50 Greenest Companies Shows Perception Ranks As High As Performance

New Study Shows the Rank of 50 Greenest CompaniesAustin, Texas: The 2013 Best Green Global Brands announced their Top 50 green global brands– and the names at the top are perennial winners.

Toyota maintaining the No. 1 spot, with Ford, Honda, Panasonic, Nissan, Johnson & Johnson, Volkswagen, Danone, Nokia and Dell rounding out the top 10.

Here is a list of the Top 50 Greenest Companies, according to the study.

This annual report on greenest companies measures the environmental perception of 100 global brands and compares it to those companies’ actual environmental performance.

According to an article in GreenBiz.com, this study has as much to do with perception as it does with actual performance.

This is an important distinction that many green marketers tend to miscalculate–performance vs. perception.

If your company is perceived as a green company, then your ranking in the public’s mind will be higher.

But if you violate that built up trust, you will quickly go out of favor.

  • – Assuming that your actions and performance are actually eco-friendly and environmentally sensitive– then how is your perception?
  • – When reviewing you policies, what are you doing to increase perception of your green-ness?
  • – Are you confusing the public with advertising or behaviors that contradict your perception?
  • – Are you promoting education about the environment to your audience?
  • – Are you working hard to show how your company’s carbon footprint is being reduced?
  • – Are you promoting your green stewardship?
  • – Do your advertising and marketing campaigns highlight your commitment to waste reduction?

If not, now is the time to clean up and improve your perception.

Again, I am not talking about greenwashing–which is dishonest and a fast way to ruin your reputation.

I am talking about not just being a green company–but improving your company’s perception to the public.

It takes both–perception and performance.

What can you do to improve your green perception to the public?

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Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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3 Tips on Improving Your Social Media Presence

June 6th, 2013 No comments

Going Green – In a Social Media World

How can green companies increase their use of social media?Austin, TX: In this age of social media, I am still surprised at the large number of green companies that are still not utilizing this form of media correctly –if at all.

How can you be eco-friendly when you are still papering doorsteps and mailboxes with unsolicited junk mail, which invariably ends up in landfills?

Your reputation and brand is based on your actions–much more than your word.  Talk is cheap.

Social media, including Twitter, Facebook, Instagram, Pinterest and others are an easy way to promote your business – while reducing your reliance on wasteful print media.

I am a big proponent of mixed media marketing and cross-marketing — using print ads to highlight your Facebook page or using an imprinted reusable promotional tote bag to promote your website, for example.

But the key to your social media success will be bringing an increased number of viewers to your site…on a regular basis

Here are some quick tips to improve your social media reach:

1) Consistency: It is imperative is to be consistent with your approach.

Plan to spend 20-30 minutes a day on a blog or on Facebook- with timely updates and quick replies.

Too much..and you are probably never going to keep up that pace.

Too infrequently and you get lost in the crowd.

20 minutes or so per day is optimum.

That’s what I use and it seems to be working fine.

2) Be Useful: Share  pertinent and relevant news and articles on your industry or community.

Not what’s new about your company– but something that will benefit the reader to learn about in general.

New industry regulations.

Information about trends.

Calendar of events for your market.

Charts and infographics.

Article links about self-improvement.

3) Don’t Indulge in Self-Promotion:  The rule is 90-10….or for every 9 posts about something benefiting your readers, you can slip in one self-promoting post, Tweet, blog post, etc.

I try to go 99-1 – as the key is to be looked upon as a helpful resource–not a carnival barker.

Think about the number of e-blasts that yo receive that you immediately delete o report to SPAM.

Are you promoting SPAM or are you being helpful?

Start planning your social media calendar and get promoting.

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Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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Which Strategy is Better: Promoting Green Marketing to the Masses- or Growing Your Tribe Slowly?

May 24th, 2013 No comments

Tips on How to Expand Your Green Marketing Campaign to Reach More Customers

increasing sales though green marketing ideas

By Robert Piller

Austin, TX: Growing your base is at the core of every company- green or not.

For green marketing organizations, the big decision is how to best grow your market without alienating your core tribe – while growing at the expense of no-green companies.

The first thing to do for green marketing success is to define your core audience- or your tribe.  

What is their composition – in terms of age, sex, income, geographic area, political and religious affiliations, etc.?

Define them down to the most minute details.

Now picture this “idealized” customer and give him or her a name.

Look in magazines and try to cut out a picture of this idealized person and post it near your computer screen so you are conscious of this person in all of your branding.

If you cannot define your core customer, you will have difficulty with all your marketing strategies.

Next, think about who this ideal group of customers would mix or socialize with in order to spread your message.

Green marketing needs to spread through education and awareness..and tribe to tribe.

How are you helping your core audience spread the message?

What type of events are you hosting that might get these two groups to come together?

These should be both online and off-line events.

Let this next stage develop gradually – until your core gets bigger.

Then, repeat..and repeat..and repeat.

Don’t force your green marketing message on anyone.  

Let them find you..but make it easy for them to find you or your tribe.

Don’t waste your green marketing message on a group that is not yet ready to embrace it or are non-believers in climate change.

They may eventually buy green products if they are mandated or can save them money on energy usage–but its not the target market you will want to focus any significant amount of time or budget on.

Preaching to the audience is not a bad thing– as repetition of message help to reinforce green thinking, help to uncover new facts and new ideas and give you a chance to strategize.

Keep your marketing message targeted and focused.

Remind.

Educate.

Reinforce.

And help spread your green marketing message one customer at a time.

Here’s to a greener tomorrow, today.

——————-

Robert Piller, President of Eco Marketing Solutions, has over 29 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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Green Marketing Is As Alive As You Allow It To Be

May 9th, 2013 No comments

The Future of Green Marketing

How to improve your green marketing messageAustin, Texas: A group of my colleagues and other industry professionals were discussing the future of green marketing last week – and some were wondering if green marketing has peaked and is on the decline.

Is Green Marketing as a broad advertising niche on the decline?

I would say yes…and that is probably a good thing and an opportunity for smart marketers.

Any advertising message has to strike a chord with an audience and that target audience is always changing.

Green marketing is no different.

A green marketing message was never a broad Super Bowl ad type of message– much as a Quit Smoking campaign is not for everyone.

However, there is still a huge demographic that does still want to support green initiatives, buy recycled and organic products and live a greener lifestyle.

That is your target market – and with less clutter and less green washing, it is easier than ever to reach this desired audience–and at a reduced budget.

There is still an audience that is hungry for new products that do not contain chemical additives.

There is still an audience for cars that get better fuel mileage.

There is still an audience that prefers cradle-to-grave product life cycles.

There is still an audience that prefers re-use and recycling.

There is still an audience that clamors for education on how they can reduce their carbon footprint.

There is still an audience seeking energy efficiency in their appliances – at home, at work and at play.

And, with a reduced ad campaign from companies that are targeting this green audience, your green marketing message can now go further with the same ad and marketing spend.

Green marketing is not a mass audience message.

You, as a marketer, control the dialog.

Don’t let the media’s “Scandal of the Day” control the message.

Stay out front in promoting your green marketing message to the right target audience.

Keep it consistent.

Target your audience more succinctly – and let them into your tribe, as marketing genius Seth Godin refers to them.

Now is the time to engage more frequently with your green-friendly target audience.

Let this market grow and spread – and green marketing will take care of itself.

The companies that jumped on the green movement and treated it as a fad are gone – or soon will be.

Those companies that are truly green at its core – and promote a green message as part of their mission and character – will thrive.

Do you think green marketing is dead?

Only if you want it to be dead.

Keep your green marketing message consistent and true, and watch your followers continue to support you and help you to grow.

——————-

Robert Piller, President of Eco Marketing Solutions, has over 28 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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How Do You Define Corporate Social Responsibility?

February 13th, 2013 No comments

To Practice Corporate Social responsibility, First You Need to Define It

corporate social responsibilty

Defining Corporate Social Responsibility

Austin, Texas: I hear the term CSR and “corporate social responsibility” tossed around a great deal by the media as well as many large clients.

Some organizations truly pracvtice this goal– as they carefully vet their entire supply chain for standard work wages, energy-efficient shipping methods and production, and an eye toward a cleaner planet.

Others like to use the term as a buzzword, much like “managing by walking around”, “brainstorming”, “incent”, “downsizing” and other words that tend to camouflage the real definition.

A recent article in GreenBiz.com discusses the meaning of corporate social responsibility.

They chose their three favorite definitions for that term:

The first is contained in the Brundtland Commission’s report “Our Common Future,” from the first Rio Earth Summit in 1992, which defined “sustainable development” as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.”

I like that definition because it is simple, to the point and paints a vivid picture of a world that replenishes and nurtures what it uses for eternity.

A second definition is provided by the Dow Jones Sustainability Index: “Corporate sustainability is a business approach that creates long-term shareholder value by embracing opportunities and managing risks deriving from economic, environmental and social developments.

This definition tends to focus more on the corporate side of CSR – but does not truly get to the heart of a reduction in the use of natural resources.  It focuses too heavily on managing the risks from these developments. And, judging from prior experience, with the focus on short-term gains vs. long-term vision, poses a scary and cavalier attitude toward true corporate social responsibility.

The article then cites  their “favorite definition, which I think captures the spirit of both of these reference points — covering the breadth of CSR without overstating the role of business vis-à-vis other societal actors. I cite again Cramer and Karabell in “Sustainable Excellence”:

“A sustainable business is one that delivers value for investors, customers, and employees; improves the living standards of its employees and the communities it touches; makes wise use of natural resources; and treats people fairly.”

I think this definition is by far the best– because it incorporates business goals of growth and value with the treatment of people in the supply chain and the judicious use of natural resources.

Natural resources cannot all be replenished.  But they can be re-used, recycled and products can be designed to minimize their waste.

Let’s hope that the next time a CEO goes on televison and talks about corporate social responsibility, he means this third definition.

Anything less is doble-speak to mean the complete opposite of its true definition.

How do you define corporate social responsibility?

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 28 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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The Value of Your Green Marketing Claims is Transparency

February 4th, 2013 No comments
Are Your Green Claims Valid?

How Transparent Are Your Green Marketing Claims?

How Transparent Are Your Green Marketing Claims?

Austin, Texas: I just came back from a week long trade show and was disappointed in the number of green claims being made by manufacturers and potential vendors.

After I reminded them of the new Green Guides, many of them either laughed it off, ignored it, or mumbled some sort of remark like, “that doesn’t hold for us”, or “that’s only for California” or some other asinine and smarmy comments.

There were some heated conversations when I refused to back down and told them to read up on the rules — before claiming that the products they want me to sell are “biodegradable” – when they do not conform to those old rules any longer.

Yes, the new Green Guides hold just as true in Texas  or Montana as it does for California and every other state.

A green business needs to be transparent in their claims.

All of their claims. Not just the ones that are convenient.

Explain how your product or service helps the environment, or reduces energy consumption or is made of a high percentage of recycled material — then back those claims up.

If you can’t back them up, state that too.

People will give you credit for working toward getting greener than to make unsubstantiated claims.

I will be spending much of this year reviewing the claims from my factories – and eliminating many of my suppliers – as well as re-writing and re-evaluating their claims.

I would suggest that you do the same to your own product line.

Here’s to a greener tomorrow, today!

————————————–——

Robert Piller, President of Eco Marketing Solutions, has over 28 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of recycled and reusable water bottles and imprinted coffee mugs, reusable and organic tote bags, recycled pens and pencils in the country. In addition to being a noted writer on issues of social and safety compliance, Robert Piller recently completed his CAS degree — one of the highest honors in the promotional products industry for his years of continuous education and certification. His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

 


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Green Marketing Is Not For Every Company

August 8th, 2012 No comments

Is green marketing right for your company?Is Green Marketing Right For You?

Austin, Texas: It seems that more and more companies have been jumping on the “go green” bandwagon in their advertising and marketing campaigns.

Everything from shoes to toothpaste, appliances, computers, cars and everything in between has a green label or eco-friendly seal of approval.

As I have discussed in past blogs, excessive green labeling only waters down the reality and creates confusion in the marketplace.

I get asked all the time to help companies promote their green message.

Unfortunately, many times there is no green message to promote.

Before you get your marketing team together to come up with a “go green” campaign, think about the message you are trying to portray.

Does your product have a green advantage over its predecessors or competition? If not, why even mention that it is green – or greener – or greenest?

What percentage of the content is made of recycled materials? If it is less than 30-40%, I would steer away from any green claims.

Are you being truthful and transparent in your descriptions?  People want transparency. Be honest. Do not make false claims.

Who is verifying your claims? Have you had an independent third-party firm test your products — or did Joe in marketing make your green claims?

Does it pass the smell test? You know the smell test: If it smells like BS, it probably is BS.

Can you be greener? Going green is a journey that can never be reached completely.  Every generation or version of your product must continue to be more eco-friendly — or you are going backwards.  Which direction are you headed?

Why are you making these green claims? Decide why you want to say that your product is green before you decide to do shout it out to the world.  Are you saying your product is green just because one of your competitors has released a biodegradable product and the press is in love with it? Or is it because your product is truly green?

Does your audience even care? Believe it or not, there are some audiences that hav every little interest in the environment – so making green claims may not help at all.  Can you think of any?

Can you answer the tough questions when the green press comes calling? To paraphrase a famous quote: You can fool some of the people some of the time, but you cannot fool the green media.  When the green media, bloggers, newspaper and trade publications ask you questions about your green claims, can you answer them honestly and with conviction — or will you run for cover and pretend not to speak your native language?

Let’s stop false declarations in green marketing and green advertising.

Be truthful, open, honest and sincere.

That’s all the public wants.

That’s what we demand.

Does your product pass this green means testing?

If so, then Happy Promoting!

If not, well…back to the drawing board until it does.
Facebook.com/ecomarketingsolutionsAsk us Your Green Marketing Questions Anytime at  Facebook.com/ecomarketingsolutions and join the conversation.

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Robert Piller, President of Eco Marketing Solutions, has over 25 years of experience in running and implementing green marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of reusable and organic tote bags, recycled and biodegradable water bottles, recycled pens and pencils in the country.

His company’s website, EcoMarketingSolutions.com, features over 25,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find biodegradable, organic and recycled imprinted promotional items in your price range and time frame.

You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.

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