Posts tagged as:

communication

Once more unto the eco-labels breach

03.09.2010
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I spent part of last weekend catching up on my eco-labels. Several articles and a virtual conference nicely cleared up a cloudy Sunday afternoon and, at least partly, my persistent doubts about marketing with eco-labels.
Do eco-labels matter?
Yes and no.
It’s no news there are too many eco-labels polluting the market landscape, leading many consumers to question [...]

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Email and your sustainable marketing mix, Part 2

02.18.2010
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Email predates the Internet. Decades of experience make it hard to say anything new or non-trivial about it and how to use it for marketing. But what about sustainability? Now that you know that email can be nicely integrated into your sustainable marketing mix, how do you actually do it?
As I outlined in my post [...]

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Email and your sustainable marketing mix, Part 1

02.16.2010
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A recent question on LinkedIn Answers – Direct Marketing asked: “E-mail marketing – redundant direct marketing tool?” All 11 respondents, including mine, answered largely in the negative.
The ascendancy of social media spells anything but death of email. On the contrary, email marketing can be effective as a direct marketing tool, though its emphasis has shifted, [...]

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Eco-labeling vs. greenmuting: What’s right for you?

01.13.2010
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A while ago someone asked me whether my business card was printed on recycled paper. Yes, it is, I replied. Why, then, the response went, is there nowhere on my card a corresponding symbol to be seen? And, What if, when deciding whether to keep the card or do business with my company, a prospect [...]

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Greenwashing lives!

01.10.2010

Just when I thought greenwashing is so last decade, two things happened:

I discovered The Greenwashing Blog through its sarcastic post “How to greenwash in four easy steps”. Fun stuff.
Sustainable Life Media offered me a press pass for the upcoming (Thursday, January 14th) daylong virtual conference “Sustainable Brands In Focus: Building Credibility, Avoiding Greenwash”*. Looking forward to it.

I’m [...]

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Review: “Chief Culture Officer: How to Create a Living, Breathing Corporation”

01.08.2010

If a company truly wishes to satisfy its customers’ needs and does its due diligence in market research, social and cultural factors will emerge as critical. To say that a company’s success is tethered to its ability to detect and adapt to changes in broader culture may seem redundant. Yet that’s part of the argument [...]

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Book review: “Influence: Science and Practice”

12.11.2009

“With the sophisticated mental apparatus we have used to build world eminence as a species, we have created an environment so complex, fast-paced, and information-laden that we must increasingly deal with it in the fashion of the animals we long ago transcended. [W]hen making a decision, we will less frequently engage in a fully considered [...]

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Objections? Play into them!

12.08.2009

It happens: something about you or your product raises eyebrows, turns noses, or raises other objections. There are a number of ways to overcome objections (interestingly, online articles on overcoming objections typically relate to network marketing). I believe the best way to overcoming objections to your self, your product, or your company is to play [...]

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How two local businesses defy conventional wisdom and do well

12.05.2009

Two recent experiences have made me question conventional wisdom.

A co-owner of a small business, which is a seasonal activity destination popular with families, replied this to my question about what her customers want: “I don’t care what our customers want. They’ll come anyway and take  whatever we give them.” (I’m paraphrasing, but only slightly.)

The receptionist [...]

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