|
|
 |
Green Marketing and Avoiding Greenwashing
Many companies are getting into the green economy and enjoying financial rewards as well as more intangible rewards, such as improved employee engagement and customer loyalty. But just as many are feeling the backlash of a growing phenomenon known as 'greenwashing'. When a company makes a claim that they're doing something eco-friendly, or in the best interest of public health, it's considered greenwashing if it distorts the truth, or is viewed as simply a PR campaign run amok. This column is dedicated to edification on greenwashing, as well as strategically crafting appropriate green marketing campaigns.
|
Top three PR blunders and how to avoid them
by Scott Cooney
Even with great intentions, the best of businesses occasionally have slipups in their communications. Here's the top three PR mistakes many small to mid-sized businesses make, how to set yourself up to avoid them, and what to do if you slip up. . . .
keep reading
|
Improving Customer Loyalty for Mission-Driven Companies by Wisely Focusing Your Marketing Dollars
by Scott Cooney
How can a startup in the green economy effectively use its limited advertising and marketing resources in order to get the biggest bang for its buck? Obviously, there is no easy answer, but a recent study published in the Harvard Business Review by a McKinsey and Company Online Marketing Specialist gives companies a solid suggestion about where to focus their dollars to effectively improve customer loyalty. Adapting that strategy for the green economy is a no-brainer, as people who buy green WANT to love the companies they buy from, and this method gives startup entrepreneurs great advice to do just that. . . .
keep reading
|
Green Event Planning 101
Planning an event for your company and doing it sustainably can be a fun and interesting way to engage your employees and show that your company is committed to more than just the bottom line. Here, we draw from Karine Brighten, a certified green business and event planner for the San Francisco Bay Area, and outline some of her tips for making your events as sustainable as possible--simply and inexpensively. . . .
keep reading
|
Business to business marketing in the green economy
by Scott Cooney
Tonight, GreenBusinessOwner.com is hosting our first annual green business to green business (GB2GB) speed networking event at the Galleria Park Hotel in San Francisco. What we've learned about who is coming and who is not, who sponsored the event and who didn't, is gold for people in the green economy looking to market in the B2B space. . . .
keep reading
|
How do you "hang up a shingle" if you're not a brick and mortar business?
by Scott Cooney
Marketing a taco stand is, in a strictly hypothetical sense, simple. You find a place, set up your operation, and hang up a sign that says, "Tacos". People get it, will likely try out your cuisine, and if they like it, tell their friends and probably yelp about it, too. Marketing other businesses that don't necessarily have such a simple message or a physical location upon which to hang their sign. So...how do you find the equivalent, so that marketing is not so much of a challenge? . . .
keep reading
|
Does Your Logo Design Imply How Good a Corporate Citizen You Are?
by Scott Cooney
A friend once remarked that she didn't care for the Lord of the Rings movies because all the bad people were ugly and all the good were good-looking (if a little short). A recent study found that elements of logo design had a similar influence on people's thinking about a company's environmental and social responsibility reputation...what, if anything, does your logo say about your CSR? . . .
keep reading
|
|
DOWNLOAD: Market Research e-Tool
How do you know what your customers want, and how much they'll pay for it? This downloadable e-Tool gives you the know-how to find out. Use the step-by-step guide to do great market research for your green business and $AVE THOUSANDS over hiring a market research firm. . . .
keep reading
|
|
|
