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Communicate the Value in Your Values and Turn it Into Sales: Effectively Marketing Your Social/Environmental Commitment Shell Horowitz

ForumDavos “Communications on Top” Conference 9 February, 2010, Davos, Switzerland  Presented by Shel Horowitz, Green/Ethical Marketing Consultant and Lead Author, Guerrilla Marketing Goes Green 

Before-And-After Case Study: Marcal 

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Image makeovers from 1960s to present Increasing ecomessage over time Strong positive consumer response to latest branding

To Make the Lawyers Happy ď ś

This presentation is copyright 2010 by Shel Horowitz, and is based on concepts in his book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), http://www.guerrillamarketinggoesgreen.com . All rights reserved. Used by permission. To contact Shel about speaking, consulting, copywriting, or training, please use the form at http://guerrillamarketinggoesgreen.com/contact

Before-And-After Case Study: Marcal Recycled paper and consumer-friendly price point since 1950  Didn’t tell anyone!  Filed for bankruptcy, Nov. 2006  Recovery based on eco-awareness branding 

Marcal Packaging, 1965窶認ront

Marcal Packaging, 1965—Rear

Marcal Packaging, Mid-2000s

Marcal Packaging, mid-2000s ď ś

Back side

Marcal Packaging, 2008 

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Green color scheme & pine motif “Premium Recycled” on front Pine tree/recycle symbol/slogan in logo

Marcal Packaging, 2008

Marcal Packaging, 2009 

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Eye goes first to savetrees logo Red recycling claim Nature motif: autumn Lists additional benefits

Marcal Packaging, 2009

Marcal: Results Rebranding launched April 2009  Tie-in to saving trees, including pledge, stats  By December 2009, top-selling recycled brand 

Lessons Learned: Marcal 

If you’re Green, TELL people!

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Appeal to higher self: Save 1 million trees speaks louder than buy our brand

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Provide info to foster informed choices (consequences of saving 1MM trees)

The Classic Example

An Example from Right Here in Switzerland (passed around and discussed Familia cereal box)  Again, finally telling an old story  Emphasis on organic practices, family farm values 

A Few (Among Many) Topics That Resonate Environment  Ethics  Caring  Social Justice  Ethnic/Subculture Community 

Sample Message Points: Ethics 

“Mom taught us to treat you right, and we’ll treat you as well as we treat Mom”

Sample Message Points: Ethics 

“Mom taught us to treat you right, and we’ll treat you as well as we treat Mom”

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“You care about honesty and integrity—and so do we”

Sample Message Points: Ethics 

“Mom taught us to treat you right, and we’ll treat you as well as we treat Mom”

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“You care about honesty and integrity—and so do we”

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“We live in this community too, and we’re accountable to you”

Sample Message Points:Caring 

“Because everyone deserves enough to eat”

Sample Message Points:Caring 

“Because everyone deserves enough to eat”

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“Seeking a permanent solution to the tragedy of heart disease”

Sample Message Points:Caring 

“Because everyone deserves enough to eat”

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“Seeking a permanent solution to the tragedy of heart disease”

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“Vote on how we will distribute €50,000 to local community charities”

Sample Message Points:Justice 

“As a local bank, we fight against redlining”

Sample Message Points:Justice 

“As a local bank, we fight against redlining”

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“10 percent of our profits go to creating alternatives to poverty”

Sample Message Points:Justice 

“As a local bank, we fight against redlining”

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“10 percent of our profits go to creating alternatives to poverty”

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“We provide jobs AND job training to exprisoners and homeless people”

Sample Message Points:Justice “As a local bank, we fight against redlining”  “10 percent of our profits go to creating alternatives to poverty”  “We provide jobs AND job training to exprisoners and homeless people”  “Our employees have owned and managed this company for ten years” 

Sample Message Points: Ethnic/Subculture “Owned and operated by ______” (name of subculture, in plural)  “All events signed for our deaf customers”  “We are a welcoming business that embraces the diversity of our customers and employees” 

A Few Zero- or Low-Cost Marketing Methods Partnerships and Alliances  Free Publicity/Traditional Media  Social Media and Blogs  Self-Generated Media (websites, newsletters, brochures, etc.)  Packaging/Point-of-Purchase (this could fill a whole seminar) 

Resources From Shel  

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GMGG Grassroots Marketing: Getting Noticed in a Noisy World Individual Consulting and Copywriting Presentations Media Training

Questions???

How to Get In Touch 

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shel@principledprofit. com Main Websites: FrugalMarketing.com (books, services, content) GuerrillaMarketingGoesG reen.com ShelHorowitz.com (directory of all my sites)

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Shel Horowitz 16 Barstow Lane Hadley MA 01035 USA

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Twitter: @ShelHorowitz Phone: (011) 413-586-2388

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Thank You!   

Danke Gracias Todah

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Merci Grazie Shukran

Slide URLS (12/19/09)

http://dotherightthing.com/  http://benandjerrys.com/activism/inside-the-pint/f  http://www.thebodyshop.co.uk/_en/_gb/values-ca 

To Make the Lawyers Happy (again) ď ś

This presentation is copyright 2010 by Shel Horowitz, and is based on concepts in his book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), http://www.guerrillamarketinggoesgreen.com . All rights reserved. Used by permission. To contact Shel about speaking, consulting, copywriting, or training, please use the form at http://guerrillamarketinggoesgreen.com/contact