Green marketers should end the year by spreading the word about their companies' efforts, writes Jack Mann. Themed social media contests, community events and greetings cards can help boost your profile.
Companies need to do a better job of communicating their CSR efforts, says Blair Feltmate, head of the Intact Centre on Climate Adaptation at the University of Waterloo. Among his tips: Work with the media to generate coverage, rather than trying to get the word out through paid marketing. "It is 10,000 times more powerful when a story comes out pointing to you as a sustainable development practitioner than if you take out an ad saying how good you are," he said.
Going green is a great way to win business-to-business customers, but only if you find a way to incorporate CSR messaging into your marketing and outreach, writes Jakob Barry. "[T]ransforming a company into a full on green business needs to be balanced with a marketing campaign notifying the public of its efforts," he writes.
The latest ad campaign from Clorox Green Works is "breathtakingly dumb," and is receiving some social media push-back, writes Marc Gunther. The spot ridicules the environmentally conscious for fretting about local food sourcing and Fair Trade products, and accuses them of caring more about the planet than their beauty regimen. "Call me crazy, but this strikes me as a good thing. We'd all be better off if women (and men) spent more time worrying about the planet than, say, their hair," Gunther writes.
India's companies are starting to realize the importance of environmentalism, but many see it more as a marketing strategy than as a value system to guide their real-world behavior, writes management professor Deepak Halan. "[T]he whole issue gets discredited when we hear of companies that treat sustainable growth as a marketing gimmick," he writes.
Green marketers should take note of how brands such as National Grid and Wells Fargo are using flash mobs to promote their brands, writes David Wigder. The not-so-impromptu events are a great way to build buzz, attract attention and reach a fragmented audience. "[A]s green marketers and brands try to engage a more mainstream audience, it seems that there is broader role that flash mobs can play," Wigder writes.