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
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
Green color scheme & pine motif “Premium Recycled” on front Pine tree/recycle symbol/slogan in logo
Marcal Packaging, 2008
Marcal Packaging, 2009
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!
Appeal to higher self: Save 1 million trees speaks louder than buy our brand
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”
“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”
“You care about honesty and integrity—and so do we”
“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”
“Seeking a permanent solution to the tragedy of heart disease”
Sample Message Points:Caring
“Because everyone deserves enough to eat”
“Seeking a permanent solution to the tragedy of heart disease”
“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”
“10 percent of our profits go to creating alternatives to poverty”
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”
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
GMGG Grassroots Marketing: Getting Noticed in a Noisy World Individual Consulting and Copywriting Presentations Media Training
Questions???
How to Get In Touch
shel@principledprofit. com Main Websites: FrugalMarketing.com (books, services, content) GuerrillaMarketingGoesG reen.com ShelHorowitz.com (directory of all my sites)
Shel Horowitz 16 Barstow Lane Hadley MA 01035 USA
Twitter: @ShelHorowitz Phone: (011) 413-586-2388
Thank You!
Danke Gracias Todah
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