Jumat, 31 Juli 2009

[] Understanding The "Green" Movement in Your Marketing Efforts

has posted a new item, 'Understanding The "Green" Movement in Your Marketing

Companies, cities and individuals are getting involved in the green movement.
They are doing there part to keep the environment healthier by reducing humans'
impact on the land, using recycled metals and nontoxic substances, organic
gardening, adding more green space, building using environmentally friendly
materials and more.
An increasing number of businesses are beginning to see it as a market
advantage, especially when you consider organic foods is one of the fastest
growing markets.
Here are some reasons that organizations and businesses have moved in that
* Employees care
o According to a recent survey by progressive community network Care2, 48
percent of employees say they would work for less pay, if they could work for a
socially responsible company. And they would work hard; according to the survey
40 percent of employees would be willing to work longer hours for a job at a
socially responsible company.
* Research dictates they need to be concerned
o Turner Construction company conducted a study that revealed more than 70% of
executives believe that green buildings enhance student performance.
* Environmental groups are forcing companies to become more responsible
* Due to pressure from environmental groups, now the top 30 banks have stopped
funding environmentally and socially irresponsible corporations and have become
more "green."
* Competition from other environmental activities pressures companies to change
their marketing initiatives
* Levi's is introducing its 100% organic jeans this fall.
* Nike is making organic sportswear and talking about becoming a responsible
* A growing number of retailers are experimenting with more environmentally
sensitive and energy efficient stores.
* McDonald's started serving Fair Trade Certified(tm) coffee in 658 of its
restaurants in New England and Albany, NY. These locations switched 100 percent
of their coffee products over to Fair Trade Certified(tm) organic coffee from
Newman's Own Organics, roasted by Green Mountain Coffee Roasters. They started
this as a regional launch and with a goal of expanding it across the country.
Even more so, companies are starting to recognize that they need to be
concerned with the triple bottom line-how they make decisions based upon the
economic, environmental and social impact.
Unfortunately, the majority of people believe that green marketing refers
solely to the promotion or advertising of products with environmental
characteristics. This is only part of the equation. Green marketing incorporates
a broad range of activities, including product modification, changes to the
production process, packaging changes, as well as modifying advertising.
Here are some of the things you can do to incorporate the green movement into
your marketing efforts:
* When manufacturing your products - consider using recycled materials for
packaging and incorporating organic fibers or other materials. Once you have
changed the way you manufacture, then make sure to make people aware that your
product packaging or materials are made using natural materials that do not harm
the environment.
* When renovating or building new - consider choosing alternative,
environmentally sound building materials and using more insulation to minimize
energy use. Make people aware that you're a company who practices socially
* Designate a place to recycle for both your internal and external employees as
Staples does. They promote recycling programs at its stores for printer
cartridges and consumer electronics.
* Identify local and global causes where your company and employees can get
involved and make a difference in the environment. o Consider the efforts of
Clif Bar Co., which was aware of scientific predictions of global warming and
how it would diminish the snowpack by up to 70 percent in western U.S. coastal
mountains over the next 50 years. Last winter, it launched a campaign to help
ski resorts, skiers and snowboarders combat global warming. Research dictate
consumers care about the environment. Even in the Midwest, consumers feel the
same-eight-four percent of general consumer population indicate they care about
protecting the environment, according to the Ohio Health and Wellness Research
Report(c), a research report by The Marketing Insider found in its August 2005
survey of 1,100 consumers in Ohio. They want to know that companies care as well
and the only way they can know is if you tell your story.About the Author
Colette Chandler can help your business market to the emerging green consumer.
Learn more about her October seminar at
http://www.howconsumertrendsdriveprofits.com - If you aren't already keenly
aware of the fact that burning candles can shape mood, you'll love reading what
we have to say here. And, if you are already aware of the most common first two
dimensions - get ready for a surprise because there's a new candle on the market
that ads a third and important mood enhancer. Perhaps the first dimension that
people are aware of when they choose a candle to burn is the color of the
candle. Even an unlit candle can add or detract from mood with its color. For
that perfect soft romantic mood stick with simple and elegant. Try the colors of
silver, gold, red, pink, and/or white. Want to jazz up your evening, choose
bright colors reds, yellows, and purples will help you do this. Cool colors like
blues and greens can be perfect on a hot summer evening. Place a floating blue
candle in a bowl of round ice and watch the response you get. Once a candle is
lit scent is the second dimension that most of us are aware of when burning a
candle. For a casual dinner party look for candles that smell like food! Go for
apple pie, pumpkin, cherries, cinnamon, and strawberries. These scents are fun
and keeps people's mouths watering. For a romantic evening, fragrances should be
clean and simple such as roses, vanilla, and other non-heavy scents. To soothe
the soul after a long day consider chamomile, vanilla, or blueberry they are all
wonderful placed along the edge of the bath during a hot soak. Most people, even
if they have never given concentrated effort to mood setting with candles are at
least aware that colors and scents are two important dimension of candle
burning. Now think of a third dimension of candle burning to add ambiance, what
else could there possibly be? What about sound, yep you hear that right sound.
Until recently, this wasn't much of an issue unless you wanted one of those
hokey singing plastic candles, there was nothing on the market worth
considering. Recently though, the Old Virginia Candle Company has brought the
sound of a crackling fire to a line of candles called WoodWick Candles adding a
third dimension to the ambiance of candle burning. These delightful candles have
an organic wood wick. Contained in shapely jars with rich aromas in both vibrant
and soothing colors these candles offer three full dimensions to mood setting.
About the Author For more information on candles visit
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