Green Options

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Green entrepreneurs, like any business man or woman, are constantly seeking the best way to attract new customers. In the eco friendly arena, these customers come in a variety of rapidly changing consumer profiles. As I wrote about in my post, How to Reach Green Consumers - Using Psychographics To Define Your Target Market, green consumers range from the super committed LOHAS who are very progressive on environment and society, to the Drifters who not too concerned about environment, figuring we’ve got time to fix environmental problems.

Trying to reach these varied consumer groups can be challenging. Advice is always welcome.
So some interesting information from Yahoo Green, a website launched last year by the venerable internet giant, sheds some light on the best way to do that. Yahoo managers have been tracking click-throughs, purchases and eyeballs on their new site. Incremental changes in the sight have revealed nuances not considered before and at the recent Sustainable Brands Conference,Erin Carlson, director of Yahoo’s social responsibility department, went over a few.

Besides filling the role of fearless leader here at CAGW, I’m the “strange girl in charge” of Strange Folk, an indie arts and craft show right across the river from St. Louis, MO. This will be our 3rd year, and there’s lots of great new shtuff in store. For starters, we’ve extended the event to two days: September 27th and 28th, 2008.

Vendor applications are now being accepted on our website thru July 6th. Last year we hosted 100 vendors from across the country, and will be accepting 120 for this year’s event. I’m giving Crafting a Green World the inside scoop, because we are aiming to make Strange Folk eco-friendly as well.

Editors Note: This guest post was contributed by Charley Territo, spokesperson for the Alliance of Auto Manufacturers, in an effort encourage better dialogue between the auto industry and the environmental movement. Charley also contributed a guest post on Grist on May 20. I asked him to weigh in on a question I’ve had for a long time: How can automakers like GM complain that consumers only want to buy big cars when they spend hundreds of thousands advertising brands like Hummer? Here is his response. Feel free to weigh in with your own comments below.

For years it’s been assumed that, using their superior marketing skills, automakers have the ability to trick consumers into buying SUVs and pickup trucks…when, in reality, the consumers really only
wanted to buy compact cars.  While that’s probably quite flattering to the marketing departments, it doesn’t have the important benefit of actually being correct.

Current events are now allowing people to see more clearly the greater force at work driving consumer demand: Gas prices.

Kudos to my colleagues who go the extra mile to design seminars I’d wake up at the ungodly hour of 5:37 AM to sit and listen to in half-wake awe, Americano in hand.

Seminars that go by blockbuster titles - as least for green entrepreneurs - such as “How to manage carbon risk” have authentic learning value.

In our over-wired world, live events are a luxury, an hour or three to feel how much we really love context and contact, not just stoic information glaring out at us from a screen when we’re learning complex stuff - like international carbon trading markets.

More to the point, events are becoming an even more attractive “pull” medium than ever. And, the savvy, green entrepreneur should know how to harness the reputation and client lead potentials of a well-orchestrated event - an eco-friendly supplied event, that is.

I admit it, I am addicted to the internet. However, this addiction isn’t all bad -  my hard earned internet savvy has paid off time and time again in the form of referrals and new clients. Without even having to overtly advertise, I have gotten many inquiries about my services and quite a few good clients from my online activities. I’ve also made a lot of friends in my field and networked with other designers that I can bounce ideas off of and partner with on creative pursuits, all online. Yes, the internet is a glorious thing.

One of my favorite things about using the internet to promote my business is that it’s green and inexpensive (if not free). So online marketing and social networking is a great way to get your name out there without using any paper or creating any trash. A good way to start your foray into the world of online marketing is to first establish a web site for your business. This will often be your potential customers’ first impression of your company, so it will be an important investment in both time and money. Once you have a web site, networking through social media sites is a great way to promote it and drive traffic to your site. Online marketing is a strategy that’s becoming more and more popular among entrepreneurs, and thankfully it is one with minimal impact on the planet.

The rise of social entrepreneurship has led to an increased interest in cause-related marketing by bigger and bigger firms. At this year’s Halo Awards, major retailers shone in the spotlight.

The Halo awards, presented by The Cause Marketing Forum are awarded to the best crafted cause marketing campaign and include a variety of categories to recognize different achievements.

· Best Transactional Campaign (generates donations via consumer activity)

· Best Joint Message Promotion (a cause partnership that shares an important message)

· Best Health-Related Campaign

· Best Environmental/Wildlife Campaign

· Best Social Service/Education Campaign

· Best Cause Marketing Print Creative
(magazine, newspaper or FSI)

· Best Cause Marketing Event
(fundraising or message-driven consumer events)

· National/Local Integration: A campaign that successfully integrates local chapters and/or business units into a national cause-related campaign.

How do you sell $2 CFL lightbulbs in Nicaragua, a country where the average monthly income is $60-$100? If you’re Llamadas Heladas, you do it by directly demonstrating the savings, and appealing to  their desire for reliable power. Let me back up. Nicaragua, especially in the rural areas, is a place that largely depends on generators for power. And it often goes out, due to various reasons, including too much power usage. People are quite price conscious there.

Putting those two together, Llamadas Heladas, a  company that offers among other things a phone booth on wheels, partnered up with TecnoSol, a local renewable energy company, to promote the use of CFLs during Earth Month. Yes month, they don’t mess around  down there. The joint campaign was called No Apagones. Basically, it’s reframing these lights to be a source of less blackouts, due to reduced energy use. They may cost four times a regular lightbulb, but they last 10 times as long, and use less energy, saving you both money and the headaches of power outages. A simple, compelling argument. Watch the video on their site. No Espanol needed, the message is clear.

Editor’s note: There’s no doubt: Americans are feeling the pinch at the gas pump (even if we’re still paying less than residents of most other developed nations). Our friends at Low Impact Living, though, think Chrysler’s attempt to lure car buyers with the promise of gas at $2.99/gallon is, well, lame. This post was originally published on Friday, May 23rd, 2008.

Chrysler has recently launched its “Let’s Refuel America” campaign in which it claims to offer Americans protection from rising gas prices. Anyone buying a Chrysler in the month of May will get the deal. Here’s how it works: each qualifying buyer will get a ‘gas card’ that has been linked to their own credit card, but when they gas-up they will only pay $2.99 a gallon with Chrysler charged the difference. You can read more about it here.

This is a really lame-brained scheme. It reminds me of the McCain-Clinton proposal to cut federal gas taxes during the summer– it’s the wrong solution for our economic woes. Yes, we’re all hurting from gas prices and we need relief (what are the oil companies offering consumers in terms of help, hmmmm? anyone? hello?). But what Chrysler is offering is an incentive for consumers to ignore gas prices and drive, drive, drive– producing more green house gases and increasing global warming.

Guest Post: Several months ago, Jennifer Kaplan contacted me to ask for more details about a post I had made about consumer attitudes toward green products. She teaches a market research course at Marymount University in Arlington, VA and is a partner in the marketing consultancy, Greenhance LLC. In the following post, Jennifer reports back on a project that demonstrates where to begin when considering any change to your business, with research. — Leah

To Green Or Not To Green: That Was The Question

There are 26.4 million small businesses in the United States. This is a story about one of them. Mary Hutchens, owner of a children’s clothing boutique in Washington, DC, was thinking about going green but didn’t know where to start. Mary, like many small business owners, was interested in going green for all kinds of reasons—to control skyrocketing energy costs, to meet customer expectations, to be on the leading edge, to promote sustainability. However, Mary worried that her older customers, the “grandmas,” would revolt against fewer gift boxes and organic onesies. Like many small business owners, Mary had a lot of questions about going green and didn’t know where to find the answers.

At the same time, I was looking for a “real life” project for my undergraduate Marketing Research class. What better way to teach the students about the real world of marketing then to act as a consultant to a real life small business owner? What happened over the following four months shed light on both what consumers want AND what small business owners want when it comes to going green.

At the beginning Mary simply wanted to know specifics about gift-wrapping and shopping bag preferences. The students just wanted to know how consumers felt about going green. It was my job to make everyone see the macro and micro environmental issues at play. As such, I wanted to make sure we also determined whether purchase intent would be affected by a move toward green and which green practices would resonate most with consumers.

This is the second post related to Strategies of Abundance for small business ecopreneurs. My first post addressed why paying the bank is often an unwise decision.

Strategy # 2: KISS Principle: Keep It Small Stupid

While the mantra today might be get big or get out, be a millionaire or — for the more socially responsible — “getting to scale” without losing the values the business was founded upon, we’ve discovered the more human-scaled our operations and practices, the more we can accomplish in terms of reaching our Earth Mission.

Size matters not. It’s what and how we operate. Do the best we can in whatever our priorities and live without regrets. It’s a qualitative measure of success, not a quantitative one. Not bigger, but better.

There’s a small mart revolution going on, proclaims Michael Shuman in The Small Mart Revolution. It echoes the “power of one” worldview; we are the world. We don’t underestimate what a nation of ecopreneurial proprietors might collectively accomplish. Perhaps that’s how we view scale: a nation of ecopreneurs. However, we also respect the decision of those ecopreneurs whose fire in their belly lead them to become household names or lead to the sustainable transformation of their communities.

It will take more than promises and glossy marketing campaigns to convince consumers that Wal-Mart is green, a recent study has found.

The largest retailer on earth finds itself the subject of Environmental Leader’s latest study on green marketing. Despite Wal-Mart’s massive green marketing campaign over the last year, consumers still don’t consider the retailer a sustainable company, explaining:

Brands that have spent significant marketing dollars communicating green initiatives such as Wal-Mart and GE are

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