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The Marx Group- Green Marketing- APRA 2011
1.
Put Your Green
Foot Forward: Building Blocks That Will Promote Your Green Message Sunday, October 30th © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 1
2.
The Marx Group
Presenters: Tom Marx Gary McCoy C.E.O. Public Relations Director • Business growth & marketing focus • 15 + years industry experience • 25+ years of industry experience • Marketing & PR over 25 years © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 2
3.
Green Messages
Not a New Story • APRA emphasizes • Industry talks about it © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 3
4.
Based on a
McKinsey Quarterly Study, March 2008 • 87% of consumers are concerned about the environment and social impacts of the products they buy. • 33% of consumers indicated they were ready to buy green products or have already done so. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 4
5.
We Believe You
Get It!! Now, what do you do with the Green Message? © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 5
6.
Unless you are
selling your products direct to consumers, the overarching Green message comes from your industry, rather than from each of you individually. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 6
7.
So why bother?
• Be socially conscious and engaged • Create goodwill with your customers • Build awareness of your company and its products © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 7
8.
Green Messaging Can
Help Your Business 1. Walk your talk 2. Integrate throughout your business 3. Identify the audience that cares 4. Focus on long-term opportunities © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 8
9.
A
• Industry voice for “green message” • Remanufacturing creates jobs campaign • Design for Remanufacturing™ © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 9
10.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 10
11.
APRA Campaign
Message 1: Impact of remanufacturing on job creation © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 11
12.
APRA Campaign
Message 2: Remanufacturing as the energy and material conservation solution © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 12
13.
APRA Advocacy
• Design for Remanufacturing™ • Advocacy for national remanufacturing policy http://apra.org/About/Reman.asp © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 13
14.
Design for
Remanufacturing™ • Defining remanufactured vs. rebuilt • Environmental edge • Scientific studies • Future of remanufacturing © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 14
15.
Phoenix Automotive
Cores (Case Study) • Article on Jay Robie, CEO and Phoenix Automotive Cores in APRA Global Connection © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 15
16.
•
Consumer oriented • Utilize facts about recycling to reinforce message • Emphasizes the breadth of items that can be recycled © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 16
17.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 17
18.
NASCAR GREEN™
Program • Developed as a NASCAR® organization to promote recycling among its vendors, sponsors, partners and fans • 1st NASCAR GREEN™ summit, Miami Florida mid-November © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 18
19.
NASCAR GREEN™
Program • Studies show NASCAR® fans are 50% more likely than non-fans to say their household is very green • NASCAR® fans are 8X as likely as non-fans to associate NASCAR® with environmental responsibility © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 19
20.
NASCAR GREEN™
Message Platform • Conservation and the environment • Job creation • Strengthening American energy independence © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 20
21.
Official NASCAR®
Green Partner Assets • Official Partner of NASCAR Green™ designation • Category exclusivity • Creation and use of proprietary logo and tagline(s) • Rights to NASCAR® marks and all ancillary marks © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 21
22.
Official NASCAR®
Green Partner Assets • NASCAR® Green Bar Mark • NASCAR® All-Star Race • NASCAR® Chase marks • NASCAR® Champion’s Week © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 22
23.
Official NASCAR Green™
Partner Assets • Official Partner discounts with directed media partners and Official Partner Resources • Dedicated Partnership Marketing Account Manager with PR and Marketing support © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 23
24.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 24
25.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 25
26.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 26
27.
PowerSpin
Green Positioning © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 27
28.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 30
29.
© 2011 The
Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 31
30.
Public Relations © 2011
The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 32
31.
Advertising & Direct
Mail © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 33
32.
Community Outreach © 2011
The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 34
33.
How do you
market Green? 1. Ready-Aim-Fire 2. Integrate into you Unique Selling Proposition (USP) 3. Integrate with all internal and external communications © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 35
34.
Ready-Aim-Fire
• Know your audience • Create a marketing strategy • Choose marketing tactics • Implement • Evaluate • Readjust © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 36
35.
Thank you.
For more information or a copy of this presentation, give us your business card or please contact: Tom Marx Gary McCoy 415.453.0844 ext. 106 (847) 622-7228 tmarx@themarxgrp.com gmccoy@themarxgrp.com www.themarxgrp.com © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 37
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