CA Chambers of Commerce Members Prove Energy Efficiency is Profitable

Small Business California has published a new booklet 32 Examples of Chambers of Commerce & Chamber Members in California: Leading the Clean Energy Economy. The booklet profiles local California chambers of commerce and their members who are demonstrating how recovering profits through energy efficiency can help strengthen the chamber, its business members and the community. From the Booklet: I [Hank Ryan, Executive Director of SB-Cal] set about researching where local California chambers of commerce and their members could help demonstrate just how recovering…

Read More

Interview with Jamie Wimberly, CEO EcoAlign, publisher of "Green Gap Redux: Green Words Gone Wrong"

All this talk about going green, do we really know what exactly it means?  Companies invest millions in trying to segment the green market. There’s the BBMG Conscious Consumer Report.  The Roper Green Gauge. The Landor ImagePower Green Brands Survey.  And on and on..(..so many segments, so little time!) Maybe more importantly: When we talk about green are we talking about the same thing?  Apparently not. This week I spoke with Jamie Wimberly whose firm, EcoAlign, just came out with…

Read More

The Average Age of an Entrepreneur is Older than You Might Think

How old is too old to be an entrepreneur? The stereotype that people take fewer risks as they age does not bear out in a report by the entrepreneur-supporting Ewing Marion Kauffman Foundation. Titled “THE COMING ENTREPRENEURSHIP BOOM,” the report shows that the average age of entrepreneurs is higher than many would expect. “It turns out that over the past decade or so, the highest rate of entrepreneurial activity belongs to the 55-64 age group. The 20-34 age bracket, meanwhile,…

Read More

Cracking The Green Code

EcoAlign, the group that brought you the research that found that consumers pay attention to the ENERGY STAR label, just released their third report of the Project Energy Code series, Cracking the Green Code. This report, like other EcoAlign research is a provocative and thought-provoking exploration of the “causes and consequences of effective communications in the energy and environmental space.” The report starts by saying that marketers “are cracking their proverbial heads open trying to figure out new ways to make green behaviors…

Read More

Sustainable Business Strategies in a Recession

Maybe the title should instead read “How to Fail at ‘Greening’ Your Business”. Often times companies seem to approach “green” or eco-friendly as just another product attribute that can simply be added to packaging or website to reach the “green” consumer segment. In the rush to be eco-friendly, and due to the typical structure of many organizations, the marketing team will take the lead of the greening effort and, in the interest of time & energy, they’ll create a brilliant…

Read More

9 Ways To Eliminate Direct Mail Waste

Are you ready for the holiday mail season?  Maybe this is the year to trim your DM waste.  The fundamental problem is that direct mail marketing is inherently inefficient. 44% of all direct mail is thrown in the trash without ever being opened and that which is opened only yields an average of a 2.77% response.  So, if you want to get 1,000 customers to respond to your direct mail piece, you have to mail, on average, 36,101 pieces of…

Read More

Marketplace Radio Show Wants to Hear from Green Businesses

Marketplace Radio wants to hear from green business owners about how they are doing in the down economy.  Looking at their Web survey form, it seems that they are looking for companies to feature in stories as much as they are in taking the pulse of green business at the moment. Perhaps it is an opportunity to get some publicity for your business. Regardless of whether you are able to get any free PR, by participating, you will also be…

Read More