This document provides tips and strategies for green marketing communications. It discusses the importance of authenticity, transparency and social responsibility in building trust with consumers. A survey found that 70% of consumers are willing to pay more for products from socially responsible companies. The document then offers advice on telling an organization's green story through concrete examples, credibility and emotional storytelling. It also provides public relations tips such as publishing a newsletter, building a show home, being an authority and pitching newsworthy stories to reporters through media releases and lunch meetings.

1. THE AUTHENTIC GUIDE TO
GREEN MARKETING
Presented By:
GCG „10

2. Transit encounters

4. Define authentic
: true to one's own
personality, spirit, or
character

5. Being authentic

6. 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

7. 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

9. 18-point rise since
2006 in the percentage
who say the risk of
climate change is
exaggerated. Gallup

10.  “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

11. The changing face of green

12. 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

13. Shades of green

14. Going digital…

15. The iPad impact

16. Telling your green story
 Steps based on
 Simple
 Unexpected
 Concrete
 Credible
 Emotional
 Story

17. Accessible vocabulary
Indoor Air Quality?

18. 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.

19. Telling your green story
Credible
 800 “green” certifications?

21. Do you have an interesting STORY?
A story is powerful because it
provides the context missing
from abstract prose. Use stories
as inspiration.

22. Telling a story

23. MODA‟s Beyond Bricks & Sticks

29. What makes a story newsworthy?
 Timing
 First?
 Significance
 Children
 Pocketbook
 Health
 Proximity
 Prominence
 Human Interest

34. PR 101 tips
 Publish a newsletter for clients, prospects, and the
media.

35. Manageable bites of green

36. PR 101 tips
 Publish a newsletter for clients, prospects, and the
media.
 Build a show home.

37. Show off

38. PR 101 tips
 Publish a newsletter for clients, prospects, and the
media.
 Build a show home (vitual?).

39. PR 101 tips
 Publish a newsletter for clients, prospects, and the
media.
 Build a show home.
 Be an authority.

41. 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).

42. 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

43. Write a media release

45. PumpTop TV

46. Quick tip
When the media calls
– DROP EVERYTHING!

47. Jim Hackler
Jim@TheUrbaneEnvironmentalist.com
www.TheUrbaneEnvironmentalist.com