The Sustainable Agency Blog

Why Use Social Media?

2010-11-12T11:45:00.001-08:00

Social media is a great complement to your existing membership communication activities.

Here are my Top 6 Reasons that non-profits should use social media to engage members:

· Real-time delivery of information

· Easier to forward and share

· Your members/customers are there

· Typically free

· Easily integrated

· A modern image

Tracking Green on Twitter

2009-10-28T11:28:00.001-07:00

Want to know what trends are emerging in sustainability and green marketing? Tweet.

After actively tweeting and re-tweeting about sustainable topics on Twitter for the last few months, I have found it to be a great resource for new ideas, trends, and events. Green lifestyle tweeters like @ecosaveology and @focusorganic are constantly finding and sharing new ideas about green living, and sustainable business tweeters like @makower and @GreenAdvantage are tweeting about sustainable business practices.

Long before concepts are hitting the agency conference room for that Earth Day promotion, early green adopters are exploring and sharing their discoveries on Twitter.

Gauging the Green Impact of Your Marketing

2009-09-22T11:47:00.001-07:00

The word impact is often discussed around the conference table at advertising agencies. Every marketer wants to make an impact with a brand's target consumer. Expressions like "cut through the clutter" or "get our fair share of voice" are often uttered.

When we look through the sustainable marketing lens, however, the word impact takes on additional meaning. Not only is the "breakthrough" power of impact important, but also the direct impact created through natural resource use, carbon emissions, waste generation, and social justice.

I recommend looking at four key factors when considering the impact of a sustainable marketing program:

1. Energy Use and Emissions

What amount of energy will be expended to produce the program? Can this be minimized?
Will production create carbon emissions? If so, how much
How far will any produced materials be shipped, if they are shipped at all?

2. Waste Generation

Is the program created to minimize materials that could end up in a landfill?
Are all inks, papers, and other elements of the marketing program considered eco-friendly?

3. Recycled Materials and Recyclability

Are all of the produced materials, prizes, premiums, or other elements of the marketing program easily recyclable?
Is information about recyclability easy to find for the consumer?
Is post-consumer recycled material used whenever possible?

4. Social Cost

Are all of the elements of the marketing program produced in a socially responsible environment? (e.g. in manufacturing facilities that provide a healthy, clean environment, don't employ child labor, and don't actively discriminate against its workers or other groups).
Is the delivery or message of the marketing program both healthy for and equally accessible to all participants?

Does Green Mean Green?

2009-09-09T08:34:00.000-07:00

The tagline "Go green, save green!" is ubiquitous in the current marketplace.

Although once a clever (and now tired) usage of a dual meaning of the word "green," it presumes that the consumer will make the connection between making a "green" choice (e.g. an environmentally aware choice) and keeping "green" in their pocket (e.g. green dollar bills).

Once we get beyond the fact that in this global world, the money of countries outside the U.S. is not uniformly green, thus rendering the tagline meaningless, I wonder: is this statement valid?

In making an environmentally enlightened purchase decision right now, whether it be toaster pastries, light bulbs, or toilet paper, are we indeed "going green?" And if the purchase decision is based on an instant price discount, then doesn't the line really mean "Pick this and we'll give you a discount!"

I would argue that "going green" is much more deeply rooted in personal philosophy and experience, and certainly is not made as an on-the-spot decision, like "I'll be green in this very moment" and then forgotten.

Research from wellness market research pioneer The Hartman Group found that consumers often first become engaged in green products or services through things that go "in" or "on" the body. Their initial gateways are through concerns about health and quality.

Given this context, it stands to reason that communicating that your product will "Make your skin glow without harmful chemicals" may be a more compelling message. And if you want to stimulate an instant purchase for the consumer, simply lower your price or offer an instant coupon.

How Sustainable Marketing Has Gone Mainstream

2009-08-23T05:07:00.000-07:00

Interesting post from a green marketing pioneer about how sustainable marketing has broadened and deepened over the last 20 years: http://tinyurl.com/l97jr6.

Great Green Brand Program

2009-08-12T09:17:00.001-07:00

Earlier this summer, I found a delightful example of a consumer marketing program that built awareness very effectively with me as a consumer: the Toyota Prius and the Sims 3 game release.

The strategy appears to be leveraging the equity and audience of each of the complementary products: the Sims 3 user can download a free 2010 Prius directly into the game and can find out more about the actual car through a link to the Toyota website. Toyota announced in July via e-mail that with a special Toyota code, consumers could receive a 15% discount off of the Sims 3 game.

Clever stuff -- the gamer gets free digital stuff, and the Prius builds awareness and creates a connection between the gamer and the brand.

Authenticity

2009-08-06T09:45:00.000-07:00

I've been reflecting on the concept of authenticity. I recently came across the following on Twitter @Informative which illustrates this point perfectly. The YouTube video explaining the rules of an Oregon Chai contest mis-pronounce the state's name. Oops.

The point of authenticity is that you just can't fake it. It is a state of being, and ultimately others will decide if you are authentic or not. Here are a few things to keep in mind:

1) Live Your Values

If one of your organization's stated values is honesty, then don't lie. Even a little white lie. It is better to say "hey, we've never done a project like that, but we'd love to have a chance to work hard for you" versus, "sure, we've done 30 projects like that" when you haven't.

2) Be Committed

If you are talking about being sustainable, then "walk the walk."

Encourage carpooling, taking mass transit, or biking to work
Provide reusable mugs or cups v. providing paper cups
Grow a garden on-site, encourage employees to tend it, and then make the harvest available to all.

3) Reinvent Processes

Look at internal and external processes -- where is there excessive use of resources, such as fuel, energy, or paper? Where is waste created? Overhauling inefficient processes will help you to build your sustainable rep and save you money.

4) Consider Affiliations

Look at the organizations with whom you do business:

Do they treat their employees well?
Are they a heavy polluter?
Do they employ sustainable or socially responsible practices?
Are they energy efficient?
Do they have a good record on human rights?

We can't control everything that a partner, client, or supplier does, but we can be informed and collaborative in discussing best practices.

Basic Branding

2009-08-05T11:57:00.000-07:00

Originally Posted on January 9, 2009 on CoachContent Blog:

I often work with entrepreneurs who are developing a brand identity that will enable them to market their business. This can be a deeply emotional process, with the brand becoming intertwined with the individual business owner's self identity.

A brand is defined by Reference.com as "a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service."

Everything that an entrepreneur does with his or her business should reflect their brand identity -- the colors, the images, and all elements of the "experience" of interacting with the owner's brand.

Here are three things to consider when creating your brand:

It should be distinctive, yet relatable. You want to "cut through the clutter." The average consumer sees 600 ads every day, according to Media Matters. You want to be memorable and differentiated, but in a way that builds interest in your target consumer, not offends them or puts them to sleep.
It should be easy to explain. Having a powerful story behind your brand identity is desirable -- it can communicate your firm's ideals or unique services in a way that really connects with customers. However, if your brand name and identity require a lengthy "story" to explain, they may be off-putting or confusing to potential customers. For example, say that you were inspired to start your own coaching practice dedicated to helping women create sustainable businesses by watching your grandmother create great food and long-lasting memories in the family's kitchen. Naming the business Grandma Dolly's Prize Winning Homemade Pickle Business Building Coaching for Women might get lost in translation. A name like Cooking Up Profits Coaching, which uses Grandma Dolly's story in its marketing materials, might be more palatable to potential customers.
It should be easy to duplicate (literally). If your logo or brand identity design includes light colors or blurred or stylized imagery, it may not photocopy well. Also, is your logo legible when it is very small?

Hopefully, you will be working with your brand for many years to come, so spending a little extra time in the planning stages will ensure that you are building a brand that resonates both with you and your customers.

How to Get Started with Sustainable Marketing

2009-08-03T19:11:00.000-07:00

When approaching the task of sustainable branding, marketing, and communications, there are three primary areas to consider:

1) Authenticity

2) Impact

3) Community

I will be focusing on these three areas in upcoming blog posts.

Energy and the Google Search

2009-07-10T06:58:00.000-07:00

Google recently made an assessment of how much energy is expended in a Google search, and then compare it to the energy used for a handful of other products and services. Interesting food for thought.

A Passion Renewed

2009-07-09T20:30:00.000-07:00

This is an intensely personal pursuit of mine. Environmental issues have been a constant presence in my life -- whether as a career, a practice, or a passion. I peeled labels off of cans and flattened them for the recycling bin when I was 8. I wrote about environmental building materials and resource recovery when I was 25. And today, at 41, with a lot of professional business experience behind me, I work to bring non-profit and for-profit interests together by helping the Stewardship Network.

This blog is dedicated to bringing together ideas, activities, and strategies around the emerging green economy. Cheers!

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