Gain a Marketing Edge with Green Business Certification

For many years, the green initiative seemed like another lofty ideal with baseless roots that an occasional environmental do-gooder embraced.  Gradually environmental leaders shared information and launched constructive programs that added weight to the movement.  When green certification programs were added to the mix, a formula for success had a base.

At first, the idea of increased profits and decreased overhead for these green businesses had no form.  Gradually, certified green businesses began to realize there were economic, social, environmental and productivity reasons to adapt the green standard and pursue green certification.  Then, low and behold, going green became profitable.  With profitability, green business certification became appealing to diverse businesses of all types, shapes and sizes.

Buoyed by the prospect of increased productivity, lifted by a responsible environmental position and while discovering new-found profit centers, businesses have swarmed to the green movement.  These businesses engage the conversion in three stages:

• Adapt to environmentally conscious initiatives
• Innovate and implement green applications throughout the workplace
• Transform operations to further the sustainable movement

To succeed, the transition will require guidance, oversight and input.  Once launched, co-workers, employees, subcontractors and suppliers will need to get on board.  Business managers have been surprised by the positive, enthusiastic response of workers and, just as importantly, consumers.

Some consumers have become skeptical of businesses that falsely claim green operations.  The first step in the company’s green awareness program is to set a course that attains green certification.  Employees and consumers will respect and endorse the commitment.

The second step is complete implementation of the policies within the framework of the green certification.  Part of that implementation includes building a green marketing program.  Within the fulfillment of this green certification program lays an expanded customer base and dramatically expanded sales.

Think of it this way; going green increases productivity and reduces operating costs while green marketing expands the customer base and opens new doors for services and products.

Building A Green Marketing Plan

Be creative, be goal oriented and be consistent.  Let your green certification show the way.  Statistics bear out that consumers respond favorably to businesses that are green certified and who stand behind the commitment.

The company’s green certification is testimony to your verified commitment to a healthier planet, a more positive work environment and a clean, safe and conscientious product line.  For businesses that abide by their green certification, there is a new world of opportunity ahead.

Marketing By Example

The key to opening that new world of opportunity is to get word of the company’s green transformation on the table and visible.  Of course, the marketing plan will reflect this new green commitment, so minimize the paperwork.  Start learning to market via new technology and with presentation discs.  Every aspect of a green marketing plan should be an exemplary demonstration of green awareness.

Even as a certified green business, consumers may be skeptical.  While consumers want to utilize green products and green services, they have been misled before.  It is imperative that newly certified green businesses quickly establish themselves as role models and deliver that message loud and clear.  This is not a piecemeal, work-in-progress, rather it is a profitable business strategy

This is an aspect of the marketing plan that can go public.  Unlike other marketing concepts, with a little bit of initiative, constant monitoring and creative applications, this “green model” marketing approach can gain immediate and resounding support on both local, provincial/state and national levels.

Take Green Marketing Public

Going green means analyzing every aspect of the business.  It may involve tough decisions and may mean changing suppliers, providers, re-packaging, changes to the workplace, developing new distribution methods and a hoist of other projects.  What green certified companies soon discover is that employees and customers are watching.  These participants want the green movement to succeed.  They will constantly be a source of innovative ideas.

As part of the company’s green marketing strategy, encourage this form of participation.  Develop a web log where new green ideas are shared, discussed and advanced.  If the idea works, implement it.  Give green credit where green credit is due.

If a viable green suggestion is implemented, reward the originator.  Develop a press release and drive the message to the public.  Make your green certification a public matter and publicly celebrate advances.  The marketing strategy will always welcome new members to their green team.

Local, provincial/state and national communities as well as all forms of media are listening and constantly discussing exciting new green developments.  For valuable free publicity, green marketers maintain an ongoing presence with all these entities, every one of which wants the company’s story.

Green Marketers Make Changes

Achieving green certification is just the beginning.  Businesses look inward first and outward second.  Consumers notice everything, but they need to be reminded and re-assured.  Green marketing develops strategies that constantly caress and sometimes insist on compliance.  This tough love strategy is a measure of the company’s commitment.  In the long run, it will be remembered and, even more importantly, admired.

Change everything that is not sustainable.  Include a green message in the company’s new slogan.  Minimize paper usage, maximize recycling, only use green products and offer green education internally and externally.  Let the public know that the business is a ready willing and able green citizen.

Pursue Green Business

Green marketers are aware of new green development and new green programs. Green marketers keep their green certification and green initiatives in front of government agencies.  Just like Rome, green businesses are not built in a day.  But, they do not expand in a cocoon.

By publicizing the company’s green improvements and maintaining the green business certification, the marketing department is opening the door to a whole host of opportunities.

As Ray Cassella said in Field of Dreams, “If you build it, they will come.”  The marketing strategy of the certified green business knows that, but realizes that delivering the message is as important as delivering the green goods.  Yes, if you build it they will come, but if you live it, breathe it and exemplify it, they will come in droves.  Sounds better doesn’t it?

12 Tips to Green Your Business

During the past several years, the word “green” has taken on new meaning and usage as it has quickly entered the business vernacular in its many forms.

What was once strictly an adjective has quickly evolved into a noun and verb as we use green to describe everything from household products to office buildings to the process of becoming more environmentally responsible.

What does it mean to design and operate a business in the era of green?

To that end, executives from the real estate, legal, technology and design services industries joined together for “The Green Symposium; Your office in the Era of Green.” The event was hosted by Howard Ecker + Company and panelists from Gensler, Workplace2go, Brownstein, Hyatt, Farber, Schreck, LLP and Ecker Green headed up a focused discussion on new ways to think about locating, planning and tech-ing, and living in office environments in the era of green.

According to one of the panelists, the following is her take the key takeaways from the discussion:

1. The time is now for companies to start thinking about sustainable practices. It isn’t something we are going to see coming in the future. It is already happening.

2. Businesses that align their practices with core values, such as sustainability, are often better positioned to recruit and retain employees. 58 percent of people working in office environments are under the age of 44 (bureau of labor statistics), placing them in the Millennial and Gen X demographic categories. A business’s sustainability practices are increasingly important to people within this age group.

3. Energy aware real estate strategies, space selection and efficient design can cut energy costs and increase work productivity and employee retention.

4. Reducing total energy use by 40 percent (average Energy Star Building reduction) would net savings of $1 a day per employee.

5. While LEED-certified buildings are designed to perform based on a set of prescriptive data, it’s how you live and occupy the space after the building is built that will ultimately decide the buildings performance. How you live and occupy your space also defines and demonstrates your commitment to the environment and the health of your organization.

6. Computers are proliferating and it appears growth will continue to be exponential. Computers use a great deal of power and disposal is a big problem. Server consolidation or cloud computing will reduce a company’s carbon footprint and save a lot of money.

7. Employees are often looking for a better work/life balance and telecommuting accomplishes this objective and at the same time improves productivity and the bottom line.

8. Avoid seeking the elusive environmental “silver bullet.” It doesn’t exist. It’s essential to look out for opportunities to use less. If an asset doesn’t improve customer service or productivity, get rid of it.

9. Design performance is all about beginning to research strategies on how to measure from four primary drivers: emotional, cultural, economic and environmental. The most important thing to do is to develop an understanding of space utilization and design accordingly.

10. The regulatory environment surrounding green building will change drastically in the next year or two, from a market-driven, locally-regulated environment, to a mandated, federally-regulated one.

11. Cities and counties, armed with federal funding and resources, are adopting climate change plans and regulations and are not waiting for federal direction, but are moving forward with a wide variety of programs and regulations.

12. Developers and building owners who are considering green construction practices or retrofit projects now will be ahead of this regulatory curve.

Source: Carrie Langford

Greening Your Brand: Frivolous or Essential?

Conventional wisdom might dictate that in these tough economic times, going green is a luxury to be avoided.

Nothing could be further from the truth.

While sustainability may have once been viewed as a frivolous “niche” venture, numerous surveys and studies show that pursuing sustainability is an increasingly intelligent strategy, potentially leading to greater efficiency and more powerful brands. This, of course, leads to greater fiscal rewards.

Greening your business is essential if you want to keep up with changing demographics. With anxieties about climate change and the future of the environment constantly on the media’s radar, sustainability and green living are now mainstream concerns. This means that the economic climate, once dominated by a cavalier lack of concern for the environment, must shift to keep pace. As consumers become increasingly concerned with the ethical ramifications of purchasing decisions, brands that reflect and respond to these concerns will reap the benefits on the bottom line.

Not only consumer relations, but also business-to-business relations are increasingly speaking the language of sustainability. As the profile and profitability of green branding rises in the marketplace, green businesses stand to benefit by establishing brand synergy with like-minded partners and associates.

The economic climate is, at the moment, rather arid. But one sure way to ensure that your brand can face the challenges that lie ahead is to incorporate sustainability and green thinking into your business model.

Upholstery Arts – Environmental Communications Gone Right

In an earlier post, I was critical of an advertisement from UA, a furniture maker that is seriously committed to the environment and sustainability.

I recently came across a new ad from the company that I see as a dramatic step in the right direction; its simple, clear, has a strong call to action and is even a little fun. Have a look, compare it to its previous ad, and let me know which one you find most effective.

UA Advert

Toyota Prius – Even their ads are efficient.

The other day I was checking my Yahoo email account and was driven to distraction by an on-line ad that made it virtually impossible for me to access my email. The culprit was one of those incredible annoying banner ads that expands to take up more and more of your screen space, and is nearly impossible to avoid. On several occasions I tried to click the “mail” icon only to be taken to a site dedicated to promoting HP’s latest computer. After a few failed attempts, my annoyance not only grew towards Yahoo, but also HP. I’ve come to the conclusion that poorly designed and executed on-line advertising may not only be ineffective, but may also actually a company’s brand.

The next day I came across a beautifully simple and elegant ad, at least from my perspective, that did more than just consume my entire monitor. Take a look at the ad for the latest Toyoya Prius I came across on the dictionary.com website. The functionality of the site is in no way affected by the ad, yet it is absolutely impossible to avoid “consuming” the message of the advertisement. In fact, I found the visual appeal and design of the ad actually enhanced the experience I had that day using the dictionary.com website.

It’s wonderful to see that more and more goods and services that are environmentally friendly, and socially responsible, being promoted by smart and effective creative.

Online Ad_Prius

Effective “Cause Marketing”

Saturday morning, I came across this great banner ad for the Calgary Waterservice; their objective is to show Albertans how to protect their water supply. What’s great about this banner ad is that it works on so many levels.

1) The ad is simple. It identifies three simple, very practical changes in behavior that one can adopt to protect their water resource.

2) The ad is memorable. My short term memory is pretty much shot – but six hours later I can remember exactly the three suggestions.

3) It’s well targeted. I came across this ad on TSN while drinking my Saturday morning coffee. Just think about it – it’s Saturday morning and tonight TSN is broadcasting Game 5 of the Calgary vs Chicago hockey game. And the three issues the ad raises (car washing, disposing of polluting material like motor oil, cleaning sidewalks and driveways) are, for the most point, activies that are performed by adult males. It’s almost guaranteed that a lot of males who live in Calagary will be viewing this ad as the check TSN ahead of tonights game.

Take a look and let me know what you think.

Environmental Communications Gone Wrong

Environmental Communications Gone Wrong