Wal-Mart’s drive toward going green may have been met by green activists with skepticism, but it’s hard to argue that they are focusing on efforts to make sustainability a key part of their business. Wal-Mart’s suppliers have been given the ultimatum: “Help us on our mission to go green and skip the greenwashing”.
Rand Waddoups, senior director of corporate strategy and sustainable development, on Thursday (August 7, 2008) told more than 250 suppliers that Wal-Mart had devised a clearer strategy on its sustainability marketing.
The plan focuses on four concepts that Wal-Mart wants to promote - waste improvement and recycling, natural resources, energy and social or community impact.
“We need to fill the pipeline with products,” Waddoups said. “Not only do we need more innovative products, but we need to be able to tell a story around that product.”
As any sales or marketing executive who has sold to Wal-Mart, as I have, can tell you, the only answer to that request is, “yes, sir (or madam).
Wal-Mart sent out emails to all buyers last week giving them an Aug. 18 deadline to submit “green” products that meet the criteria. Products selected will get a major promotion during Wal-Mart’s 2009 “Earth Month” marketing campaign.
Reading between the lines, this of course means, more than just developing a great green promotional story. Required is a compelling back story to support the green attributes and shield the manufacturer and Wal-Mart by extension from green washing.
If you are a coupon user or thrifty shopper as I am, you’ll like a new site for eco shoppers – Ecobunga.com. Unlike my husband who will buy anything on sale, I’m picky.
I shop at the Farmer’s Market for organic produce…15 minutes before closing. I select any product I want to buy online and then Google “ x product coupon”. I check for overstocks on organic and natural products at Big Lots.
I’m the original Eco deal shopper. Maybe you are too!
Business partners, Jennifer Hastings and Karen Schiff were inspired to create Ecobunga! when they learned that the 2007 GfK Roper Green Gauge Study cited cost as the top reason shoppers were reluctant to go green.
So they thought they’d help. The result is Ecobunga.
Ecobunga! is a comprehensive directory of giveaways and deals on green products and services, including sweepstakes, contests, coupons, rebates, sales and free shipping. We link shoppers to great bargains and prizes while helping companies get the word out about their eco-friendly products and services.
By Leah Edwards •
April 15, 2008
The goals for a businesses - nonprofit organization partnership or cause-related marketing campaign are generally one or more of the following:
1. Branding – Associating with a good cause
2. Awareness – Getting the nonprofit organization to promote the business among its supporters
3. Promotion – Incenting consumers to buy from a business in a particular time frame, such as by donating a certain percentage (or a fixed amount) of sales to a charity
Businesses need to beware that the effort to create a unique program with a particular nonprofit organization can be very labor-intensive, even if the program seems “cheap” in terms of cash expenses. In order to limit the time and effort needed to run a cause-related marketing campaign, many businesses opt to participate in third-party programs such as 1% for the Planet. Member businesses pledge 1% of sales to worthy causes and receive networking and promotional benefits in addition to the recognition (via a logo on their website) that they are a member.
Unique Programs May Stand Out More and Can Get You Press
If you have a PR budget for your business and some time to develop a unique marketing partnership, you can get some extra mileage from a creative program. No member of the press is going to write a story about your business joining a standard program. However, you might interest the press in a special event or a program with unusual features.
Make Sure the Marketing Program Relates to the Audience You are Trying to Influence
Face it. If you are a business owner, you are creating a marketing partnership with a nonprofit to boost your business. You want your customers and potential customers to appreciate your efforts.
Say, for example, you are Banana Republic, and you want your brand to be more green. How do you associate your urban and
Couponing is a strategy employed by almost all big packaged goods companies to increase trial and to encourage increased usage. Though most marketing managers today haven’t managed during a recession before, many are now learning the value of coupons during a downturn too.
A recent ICOM study of U.S. shoppers found that two-thirds said they are more likely or somewhat more likely to use coupons during a recession. Well, the recession is here and eco-entrepreneurs should consider using this effective promotional tool.
“The consumer incentive certainly is there,” said Peter Meyers, ICOM marketing vice president. “Look at it this way: households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming in May from Washington.”
