Jim Hackler Gulf Coast Green 2010

THE AUTHENTIC GUIDE TO

GREEN MARKETING

GCG „10Presented By:

Transit encounters

Define authentic

: true to one's own

personality, spirit, or

character

Being authentic

Keys to successful communication

Authenticity, trust & transparency

Public engagement & mutual social

responsibility

“ Today even private companies have to be

transparent about their operations if they

want the public‟s trust.”

Marc Gunther, senior writer at FORTUNE

Survey: Consumers Prefer Socially Responsible Brands

…. survey found that 70% of consumers are willing

to pay a premium for products from socially

responsible companies. That means companies have

an opportunity to differentiate themselves if they

can communicate clearly how they give back to

their employees, communities, and the environment,

per the survey.

March 30, 2010

18-point rise since

2006 in the percentage

who say the risk of

climate change is

exaggerated. Gallup

“Belief in global warming. It's down, but has this

affected green purchases?”

“64% of Americans are searching for greener

products.”

Suzanne Shelton,

CEO of the Shelton Group

The changing face of green

Changing faces of green

• Men at 68%

- up 14% from 2009

• Hispanics surging past

Caucasians and African

Americans in hunt for

green products

Source: Eco Pulse

Shades of green

Going digital…

The iPad impact

Telling your green story

Steps based on

Simple

Unexpected

Concrete

Credible

Emotional

Story

Accessible vocabulary

Indoor Air Quality?

Quick tip

Cautiously use these green phrases and

words in your marketing materials: carbon footprint

sustainability

HVAC

indoor air quality

building envelope

it‟s not easy (or it is) being green

…taking cars off the road, trees planted, etc.

Telling your green story

Credible

800 “green” certifications?

Do you have an interesting STORY?

A story is powerful because it

provides the context missing

from abstract prose. Use stories

as inspiration.

Telling a story

MODA‟s Beyond Bricks & Sticks

What makes a story newsworthy?

Timing

First?

Significance

Children

Pocketbook

Health

Proximity

Prominence

Human Interest

PR 101 tips

Publish a newsletter for clients, prospects, and the

media.

Manageable bites of green

PR 101 tips

Publish a newsletter for clients, prospects, and the

media.

Build a show home.

Show off

PR 101 tips

Publish a newsletter for clients, prospects, and the

media.

Build a show home (vitual?).

PR 101 tips

Publish a newsletter for clients, prospects, and the

media.

Build a show home.

Be an authority.

PR 101 tips

Publish a newsletter for clients, prospects, and the

media.

Build a show home.

Be an authority.

Take a reporter to lunch (especially if you have a

newsworthy story to pitch).

PR 101 tips

Publish a newsletter for clients, prospects, and the

media.

Build a show home.

Be an authority.

Take a reporter to lunch (especially if you have a

newsworthy story to pitch).

Write a media release

Write a media release

PumpTop TV

Quick tip

When the media calls

– DROP EVERYTHING!

Jim HacklerJim@TheUrbaneEnvironmentalist.comwww.TheUrbaneEnvironmentalist.com