Green Marketing Today
Green marketing, sustainability and making sure consumers know your company is eco-friendly is on every company’s to do list. However, consumers are growing increasingly confused over what it means to be “green.”
“It is easy to say you are green, but consumers are skeptical. And because everyone wants to jump on the green bandwagon, all of a sudden it is noisy in this space, and it is hard to break through.”
A total of 64% of people who participated in a recent Landor Associates “Green Marketing” study couldn’t name a “green” brand.
Brandweek Magazine
Landor Associates Study
New Trends Stifling Growth of Traditional Media
New trends that are stifling the growth of traditional media are opening the door to out-of-home (OOH) media, it seeks to connect with elusive consumers in captive environments.
OOH media grew 27% to $1.69 billion in 2006, and was expected to increase by another 30% in 2007.
It provides high engagement, targeting options, proximity to point-of-sale, measurable impact and cost effectiveness.
Americans are spending more and more time commuting to work, walking in urban areas, waiting in transit hubs, and shopping at retail outlets.
Many consumers are believed to view alternative OOH media as favorable and educational.
Place-based media increased 14.1% to $446.4 million
Mediapost Magazine
PQ Media Survey
Alternative OOH
Alternative out-of-home advertising opportunities let you place your message wherever your customers go. You can put your name and company logo on the umbrellas used by urban street vendors, or name hiking trails in wilderness areas. The key to using these new opportunities effectively is to place your message where it will appear in the proper context and reach your potential customers when they are in the right frame of mind.
Veronis Suhler Stevenson
www.vss.com
Immelt: Green is green
I believe that GE’s eco-leadership will position it for success in a range of high-growth and high-margin markets. “Green is green.”
Jefferey Immelt, CEO
General Electric
Doerr: Economic Opportunity and Moral Imperative
Stopping global warming is the largest economic opportunity of the 21st century, and a moral imperative.
L. John Doerr, venture capitalist
Financial Times: Wave of Green Marketing
The biggest advertising agencies, including Ogilvy, Y&R;, and Saatchi & Saatchi, are predicting a wave of green marketing campaigns as businesses compete on their environmental platforms. Communicating green values is fast becoming an act of ‘corporate hygiene’ needed to retain competitiveness and standing with customers.
Financial Times
Michael Dell: The Greenest PC on Earth
Our goal is simple and clear; we intend to make Dell the greenest pc on Earth. We’ll take the lead in setting an environmental standard for our industry that will reflect our partnership with, and direct feedback from, our customers, suppliers and stakeholders, and we intend to maintain that leadership.
Michael Dell
