I recently came across the syllabus I put together for a graduate-level course in green marketing and communications and looking it over, it occurred to me that the materials included in the required reading list would outfit a nice library for anyone interested in learning about the topic.
One of the best parts about operating an eco-friendly business, aside from doing your part to create a beautiful, healthy planet for future generations, is that you get to use your efforts to help promote your brand. With the public clamoring for green alternatives for everyday products and services, from energy and transportation to the containers used to store their food and the textiles cut to make clothing, any company that can play the environmental friendliness card stands to make an impression on consumers, as well as a fair chunk of change.
The Federal Trade Commission (FTC) recently released new guidelines on what it means to be “green”. As more and more businesses offer green products and services, it’s getting confusing for consumers to know what that means and how to compare one green product with another.
Business owners want their business cards to reflect their business ideology and branding theme. So it comes as no surprise that when designing a business card, eco and social entrepreneurs want something that reflects their mindset – low-impact, eco-friendly and effective.
In many industries and demographic regions, companies find themselves in the less than desirable situation of competing on price because their product or service has become so common place and customers are so focused on it. When this occurs, it can be tough for a business to expand and gain market share without squeezing their margins to the point where it becomes unsustainable.
There is another option, however, and it is one that more and more business owners and managers are becoming aware of: product and service bundles. Bundling essentially means putting more than one product or service together into a single offering and it has the effect of removing you from the price arena where all your competitors are.
If you have a start-up business, or you’re trying to grow your existing venture, you probably already know how important marketing is to your success. You may not know that you don’t have to sink bazillions of dollars into your marketing efforts to gain followers, fans, and customers. Marketing in an environmentally friendly way, regardless of the product you sell, will help give you an added boost over competition.
In our increasingly paperless world, disbursing information is becoming both easier and more difficult at the same time. It’s easier because email newsletter templates are becoming more and more user friendly and easy to distribute, but it’s also harder because of this ease-of-use; that is, because just about anyone can do it, just about everyone is. So the question is how do you make your company stand out in your potential clients’ inbox and avoid the dreaded “delete” button?
Transparency , product stewardship or life cycle management are some of the key hallmarks of any business, especially eco-centric businesses. Ben Grossman, through his guest lecture at Tufts University wants to bring home the point that a business can improve its branding and green marketing by concentrating on the basics. I had the privilege of guest […]
The Clorox Company last week launched its new Ingredients Inside smartphone application and mobile website. Now smartphone users have immediate access to information about Clorox ingredients for their household and commercial disinfecting, cleaning and laundry products in the U.S. and Canada. Next Step? Explain how the ingredients affect planet and human health.