Green Options

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Last week I had the chance to hear Pete Blackshaw talk about his book “Satisfied Customers Tell Three Friends. Angry Customers Tell 3,000″. His message is particularly important for eco-entrepreneurs, so I’m summarizing some of his talk for you green business entrepreneurs.

Green businesses are particularly well-suited for consumer advocacy. Customers who shop from your company due to a shared concern for the environment and/or a desire to avoid toxins are likely to tell their friends about the benefits of your product or service. The flip-side is that they are also likely to be particularly vocal and angry if they feel you have betrayed your green mission.

Social media, primarily blogs, have greatly lowered the barriers for consumers to voice their opinions. They can easily advocate on behalf of a brand or take a company to task for bad service, misleading advertising, products that do not work, and more. And the title of Blackshaw’s book rings true.

The question for green businesses is are you making it easier for 1000 people to advocate on behalf of your business, and are you reacting quickly and authentically when there is a mis-step and a customer is unhappy?

We marketers used to say that a brand is the sum total of all experiences with a company–not just the product or service but the employees, partners, website, collateral, ads, service centers, etc.

Your Google ranking is part of your brand

Well, now, customer service discussions on blogs are now part of your brand experience. Blackshaw says,

Some have noted that the renewable energy industry needs branding to confront the misconceptions surrounding it. Certainly marketing helped consumption of beef, milk, and pork increase dramatically. Imagine “Got Milk?” or “Milk: it does a body good” or “Pork: the other white meat” translated to renewable energy. Help may be on the way from the Renewable Energy Marketers Association (REMA), which will officially launch on Wednesday, April 23, at the [...]

My mother just turned 65 and, wise woman that she is, requested no presents. She did however, request that we all go down to the Starlight Lounge and dance our fool butts off! She is a woman who has her priorities straight: people are fun, stuff is…well, it’s just stuff.

This past week, I went into a Wal-Mart for the first time in about two years and I thought my head was going to explode just from the sheer volume of stuff and the incessant beeping of the registers! As I looked around all I could see was next year’s landfill! I was pretty close; in The Story of Stuff you will find the shocking statistic that 99% of the stuff we buy, we toss out.

Like any other bad behavior that is perpetuated generationally, we adults not only have to be come aware of, and change, our own habits, but find effective means to help our children not repeat our mistakes.

Older kids, 12 and up, may enjoy the Story of Stuff and be thoughtful about the implications. Younger children may just end up feeling helpless. I’ve mentioned Eco-phobia before and feel it necessary to reiterate that we risk making children numb to issues if they get too much bad news too soon. I thought it was great the the Story of Stuff blog links to kid-produced You Tube responses!

The reality is, $15 BILLION dollars is spent by marketers to turn your child into a good consumer.

Warning: so, as the video and Oprah’s darling du jour and guerrilla closet warrior Peter Walsh so clearly outlines, our pack-rat habits are making us chubby. They can also be a barrier to us going green. Not surprising, did you notice that your lean and toned friends also tend to have pretty darn spotless, sustainability-forward and organized homes, while your plumper friends tend to lavish in “chaotic creative” spaces. Hmmm…