Posts tagged as:

Sustainable marketing

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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Summarizing the Sustainable Brands Boot Camp

03.04.2010
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Now that the Sustainable Life Media’s Sustainable Brands Boot Camp* has concluded, I’d like to reflect on the experience.
The Boot Camp confirmed for me that content trumps form. SLM labeled the Boot Camp as an “introductory course for executives and managers seeking to understand how to step up to today’s market demands and learn to build [...]

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How to rethink marketing for the Planet bottom line

03.03.2010
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This is the fourth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement, Part 1 and Part 2; and outline of a model. Today: Preliminary thoughts on rethinking marketing.
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The model for maximizing the environmental sustainability of your marketing communications expands the common Reduce – Reuse – Recycle triad on both front and [...]

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Sustainable Brands Boot Camp report: Designing communications that resonate

02.22.2010
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Effective marketing starts with people. Because understanding your customer is crucial for the success of your sustainable brand, John Marshall Roberts devoted most of his Sustainable Brands Boot Camp session* to psychology and the understanding of your audience’s worldview. To design effective communications you must understand how your audience makes sense of the world — [...]

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What does sustainable design mean to you?

02.20.2010
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That’s the central question of SHIFT: A Green Salon, a quarterly pecha kucha AIGA Portland holds as part of its sustainability initiative. SHIFT aims to “share and inspire sustainable design”, which is precisely what the 10 speakers did at Ziba Design’s auditorium last Thursday evening during their respective 5-minute presentations.
The presentations ranged from execution aspects of design to more [...]

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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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Sustainable Brands Boot Camp report: Green marketing done right

02.17.2010
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Last Friday’s Sustainable Brands Boot Camp session* focused on green marketing. My favorite green marketer, Jacquie Ottman, gave her version of green marketing done right.
Though my post-modern self would prefer to say “successfully” or “effectively” instead of “right”, Jacquie’s version of green marketing follows the basic rules of marketing regardless of its hue:

Get the product [...]

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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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Making marketing environmentally sustainable: A model

02.09.2010
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This is the third post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement, Part 1 and Part 2. Today: An outline of a model for making it happen.
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After establishing through measurement the environmental footprint of your marketing communications, it’s time to start the reduction process. The 5-step model outlined here [...]

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