The Marx Group- Green Marketing- APRA 2011

© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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Put Your Green

Foot Forward: Building Blocks That Will

Promote Your Green Message

Sunday, October 30th

© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

The Marx Group Presenters: Tom Marx

C.E.O.

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Gary McCoy Public Relations Director

• Business growth & marketing focus • 25+ years of industry experience

• 15 + years industry experience • Marketing & PR over 25 years

© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Green Messages

Not a New Story • APRA emphasizes

• Industry talks about it

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Based on a McKinsey

Quarterly Study, March 2008 • 87% of consumers are concerned

about the environment and social impacts of the products they buy.

• 33% of consumers indicated they were ready to buy green products or have already done so.

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

We Believe You Get It!!

Now, what do you do with the

Green Message?

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Unless you are selling your products

direct to consumers, the overarching

Green message comes from your

industry, rather than from each of you

individually.

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

So why bother?

• Be socially conscious and engaged

• Create goodwill with your customers

• Build awareness of your company

and its products

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Green Messaging Can Help

Your Business

1. Walk your talk

2. Integrate throughout your business

3. Identify the audience that cares

4. Focus on long-term opportunities

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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• Industry voice for “green message”

• Remanufacturing creates

jobs campaign

• Design for Remanufacturing™

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

APRA Campaign

Message 1:

Impact of remanufacturing

on job creation

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

APRA Campaign

Message 2:

Remanufacturing as the

energy and material

conservation solution

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

APRA Advocacy

• Design for Remanufacturing™

• Advocacy for national

remanufacturing policy

http://apra.org/About/Reman.asp

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Design for

Remanufacturing™ • Defining remanufactured

vs. rebuilt

• Environmental edge

• Scientific studies

• Future of remanufacturing

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Phoenix Automotive

Cores (Case Study)

• Article on Jay Robie,

CEO and Phoenix

Automotive Cores in

APRA Global Connection

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

• Consumer oriented

• Utilize facts about recycling to reinforce message

• Emphasizes the breadth of items that can be recycled

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

NASCAR GREEN™

Program • Developed as a NASCAR® organization

to promote recycling among its vendors,

sponsors, partners and fans

• 1st NASCAR GREEN™ summit, Miami

Florida mid-November

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

NASCAR GREEN™

Program • Studies show NASCAR® fans are

50% more likely than non-fans to

say their household is very green

• NASCAR® fans are 8X as likely as

non-fans to associate NASCAR®

with environmental responsibility

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

NASCAR GREEN™

Message Platform • Conservation and the environment

• Job creation

• Strengthening American energy

independence

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Official NASCAR®

Green Partner Assets • Official Partner of NASCAR Green™ designation

• Category exclusivity

• Creation and use of proprietary logo and tagline(s)

• Rights to NASCAR® marks and all ancillary marks

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Official NASCAR®

Green Partner Assets • NASCAR® Green Bar Mark

• NASCAR® All-Star Race

• NASCAR® Chase marks

• NASCAR® Champion’s Week

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Official NASCAR Green™

Partner Assets • Official Partner discounts with directed media partners and Official Partner Resources

• Dedicated Partnership Marketing Account Manager with PR and Marketing support

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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PowerSpin Green Positioning

© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Public Relations

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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Advertising & Direct Mail

© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Community Outreach

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

How do you market Green?

1. Ready-Aim-Fire

2. Integrate into you Unique Selling

Proposition (USP)

3. Integrate with all internal and

external communications

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Ready-Aim-Fire

• Know your audience

• Create a marketing strategy

• Choose marketing tactics

• Implement

• Evaluate

• Readjust

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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

Thank you. For more information or a copy of this presentation,

give us your business card or please contact:

Tom Marx 415.453.0844 ext. 106 [email protected]

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Gary McCoy (847) 622-7228 [email protected]

www.themarxgrp.com