Is More Better, or is Less More: Marketing 'Green'

Below are some ways that incorporating “green” (literally and figuratively) into your marketing plans can help, and some reasons why subtlety might be a better choice.


Pros
· Easy for potential customers to see that you’re eco-friendly
· Makes choosing color schemes and other aspects of designing a marketing campaign faster and easier
· Can be done very tastefully and professionally

Cons
· Limits design options and overall creativity in marketing endeavors
· Can come off less professional-looking
· May pressure or annoy potential customers by being too ‘in-your-face’
· Might take focus off of products and services



Our Verdict:
Our company has chosen the subtle method for some of the reasons listed above. Our logo and websites don’t use green as a main color or theme. In fact, our website doesn’t use green in any of it’s fonts or titles, but instead includes a lot of pictures that subtly convey the themes of nature and the environment by including lots of sky, landscapes, etc.

We do value the environment and recognize that being eco-friendly is a critical component of our business. With that said, however, we felt it was important to emphasize our services first, because we pride ourselves on what we offer and didn’t want it to get lost in the shuffle. Plus, our customers are intelligent (at the very least, they’ve made one good choice!) so we didn’t feel the need to beat them over the head with the message that we are green.

An Open Letter To Bono

Dear Bono,

Let me start by saying that I am a huge fan of your music. However, what I really want to commend you on is your dedication to the environment and all of your other causes and achievements, which I won’t elaborate on because they make me feel inferior and guilty for not doing more.

I work at a new business; we are a private driving service that uses only hybrid vehicles. When we were brainstorming ways to grow our customer base, someone mentioned how great it would be to have a big-time celebrity or rock star use our service. It’s true that the idea is far-fetched and the chances of it happening are slim to none. I mean, it’s pretty laughable to imagine Paris, Lindsay, or Britney using our service. But still, we can dream. We would want someone who cares about the environment, someone who’s a good role model, a citizen of the world…someone with an international profile, who is a talented musician in a world famous critically acclaimed band…who has jet black hair and rocks tight pants…who wears trademark sunglasses and exudes a cool confidence in spite of being as old as my father…All signs point to Dave Navarro. Just kidding. We need you, Bono, and only you. You’re our only hope.

If someone as cool, popular, talented, worldly, and passionate about the environment as you are used our services, there’s no telling how many people would want to try us too!

Just think about it…

Sincerely,
The Joshua Tree was the first CD I ever owned

Photo from People Magazine

ZAK/GAMMA, BRIAN. Peace Be with You. 2007. www.people.com. 10 June 2008 .

Green means Go?

Now that mainstream media has more or less embraced the idea that Global Warming is, in fact, real (if you need proof look no further than movies like "An Inconvenient Truth" or "The Day After Tomorrow") consumers are becoming conscious of, and concerned by, their own impact on the environment. Into this scene enter the start-up business. It seems as though every new business out there (whether its a clothing store, a bakery, or what have you) is "green". What are some challenges and benefits for a fledgling company being green from the get-go?


Pros: Starting with a clean slate

· Don’t have to change the way things are done in the office, which can sometimes create other complications/expenses
· Don’t have to change products/services
· Don’t have to interrupt business in progress
· Don’t have to work against a pre-existing image as a polluter
· Don’t need to alter existing business relationships
· Can save money on energy costs


Cons: Not a lot of pre-existing resources

· Harder to finance going green
· Harder to publicize/market the fact that you are ‘green’
· Less existing networks
· Less experience in general

(The last two are problems any new business will face)

Obviously, this list isn't all inclusive, it's more of just a brainstorm. If you have any interesting ideas/stories/anecdotes you want to add, feel free!

Green Your Office

Lists like this one are all over the internet, but I figured for your convenience I would post here a few easy things we have tried and which have already made a difference for us.

In no particular order, since any and all of these things help:


1. Carpool- If you’re going the same place, why double the carbon footprint; ride-sharing makes environmental sense. It’s also a good way to build camaraderie, hear new music, and not to mention, you'll be saving big bucks at the pump.

2. Turn it Off- Shut down all computers and monitors at the end of the day. And not just on stand-by mode either; this still drains power.

3. Reduce, Re-use, Recycle- have recycling (for paper, glass and plastic) easily accessible in the office. The less effort it requires, the more likely people are to do it.

4. Less is More-Use less Paper! One way is to rely more on computers than on paper; you can use Microsoft Word to brainstorm instead of wasting a piece of paper. Also, try to print the fewest number of copies necessary. If, however, you must use paper, try using 100% post-consumer recycled paper!

5. Drink Smart-Have employees bring their own water bottles or containers and use an office water cooler instead of distributing individual plastic bottles all the time.

6. Think Light- Utilize windows and natural sunlight as much as possible. Also, consider switching to CFL light bulbs which last longer, are better for the environment, and save costs on energy.

7. Eat Well- Encourage employees to bring lunch in reusable containers rather than eating out all the time and generating more waste!

8. The Incredible Bulk- Buying in bulk reduces your expenses, but also creates less waste (less packaging and plastics) and means less carbon consumption (if you only require delivery once or twice a year, that’s saving a lot of gas compared to weekly or monthly deliveries).


I would love for you to share anything thats worked in your office (or home)!

Which is more important?

Are we a green-business or a business that is green? Which takes precedent; being green or being professional?


This was what we found ourselves struggling with while designing a marketing packet for prospective clients. We definitely wanted to include as much information as possible, and to maintain the professional appearance (single sided, good spacing...read: lots of trees). But does this contradict our mission and image as an earth-friendly company? When designing a multi-page informational packet; are professionalism and eco-conservation mutually exclusive? And, if they can somehow be reconciled, how much will it cost? Remember, we are a new business, so cost is always a colossal concern for us!

We spent a while brainstorming different ways to make a packet that was cost-effective, environmentally-friendly, and professional-looking. There were a variety of ideas discussed. Some were a little unorthodox; for example, I at one point suggested using recycled twist-ties from the supermarket to bind the packet together (okay, maybe more than a little unorthodox). One idea was to use both sides of the paper and another suggestion was to use hemp. I half expected someone to suggest tree bark as an legitimate option.

Ultimately we found a compromise in printing on extra long recycled paper that folds to make a four page (8.5x11) packet. So maybe you can have your (environmentally-friendly) cake and eat it too.

A Little Intro...

I work at a small “green” start-up and wanted to document all the trials and tribulations we will undoubtedly experience along the way in our quest to be environmentally-conscious and profitable. And maybe (just maybe) as our company matures and the misadventures become less frequent (knock on wood) this can also be a forum to talk about different environmental issues that we can all relate to.

It makes sense that a small business of a couple dozen employees who are all committed as individuals to being environmentally friendly, would commit as a group to being green. At the same time, it's a great business decision. A new niche has developed in the business world for consumers who don't want to feel guilty about their carbon footprints, and we hope to fill it. It also keeps our operating costs down by saving us on energy bills.

No one here would lie and say the financial aspect isn't a motivating factor in our efforts to go green, but it does help us sleep easier at night knowing that even if we aren't the real life version of Captain Planet saving the world, at least we aren't one of the bad guys destroying it.



*Feel free to comment on any post on this blog, it will be much appreciated!