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.
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
8.
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
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
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.
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.
40.
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