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Recent Posts by David Wigder
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Marketing green can be a challenge for even the most seasoned professional. There are many reasons for this of course: consumer beliefs are still evolving; demand is not well established; and even where it is, purchase behavior tends to be inconsistent (e.g., the same consumer buys the hybrid and the SUV). For green marketers to be successful, they must effectively and efficiently target their audience when and where consumers are most receptive to green messaging. For marketers, this is no easy task. While green content sites or periodicals may seem like a natural fit, advertisers must remember that consumers come in all shades of green. As such, focused periodicals may only reach “deep greens” which today represent only a fraction of the total population
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Tapping social media to engage consumers as well as facilitate viral marketing has the potential to generate significant results for marketers. Not only can this drive greater brand impact but it can significantly increase reach to a receptive audience at little, if any, incremental cost. Today, more and more marketers are trying to launch campaigns that have the twin goals of increasing consumer engagement and viral marketing impact. For many marketers, it often appears that achieving these goals is more a matter of art. Yet, platforms such as Brickfish are emerging that are rapidly turning such an approach into a science. Brickfish is an online marketing platform that rewards participants for engaging with brands. The idea is quite simple:
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Recently, the Canadian Standards Association updated its guide for making environmental claims. While not legally binding, such standards provide guidelines for industry and advertisers when it comes to making environmental claims. The intent is to protect consumers from false advertising claims regarding the environment. In many ways, this document foreshadows likely changes from a similar review of US guidelines underway by the Federal Trade Commission (FTC). Arguably, the current FTC guidelines are long overdue for a refresh given the dramatic evolution in the green space that has occurred since they were last reviewed a decade ago. As such, it is widely expected that the FTC will expand its jurisdiction to include terms that have only recently been added to the vernacular
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A recent survey by The Economist Intelligence Unit identified both the top influencers of – and benefits derived from - corporate environmental risk management (CERM) programs. Two things are curious about these survey results. First, customers and investors rank relatively low in influence (fourth and seventh, respectively) despite the fact that “better corporate reputation” among these groups ranks as the primary benefit for launching CERM in the first place.
Second, “regulators” and “government” exert significant influence – second only to “executive management” – on companies to initiate CERM programs; in terms of benefits, however, “improved relations with regulators” ranks only eighth.
Risk Manager Responses from Recent Survey by
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Eco-labels influence consumer behavior in two ways. First, they introduce green as a considered attribute at the point of sale. Second, they enable consumers to comparison shop based on green. Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers. Many of these labels are listed on Consumer Reports’ Greener Choices site.
Interestingly, the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database report determined that not all eco-labels have the same impact. In fact, consumers indicate that they are more likely to make eco-friendly purchase decisions if the eco-labels are also widely recognized and trusted brands in of themselves. Familiar labels for programs like the
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Driving Engagement and Viral Impact in the Green Space: Part II – Original Content
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While creating and sharing user-generated content is an effective way to facilitate consumer engagement and viral marketing, it is not the only approach that marketers can take. Professionally produced original content is another proven way. Increasingly, agencies or production studios create and seed content on behalf of their clients for consumers to view and share online.
One such shop is Free Range Studios which has produced several original videos that have generated significant buzz and viral impact in the green space. Calling its approach “socially conscious viral entertainment”, Free Range tries to “distill a complicated message into a fun or moving short story” while engaging its viewers by allowing them “to write the end of that story by taking action or donating.” Stories are distributed not only through paid advertisement but via video sharing sites such as You Tube and, more specifically, RiverWired, emPivot and LivePaths in the green space. They are also distributed offline at concerts and events.
Recent Free Range videos with eco-themes including Grocery Store Wars, a Star Wars spoof about a “small band of organic vegetable puppets” including Cuke Skywalker, Ham Solo, Chewbroccoli and Obi Wan Cannoli that do battle against Darth Tader and the Dark Side of the Farm.
Most recently, Free Range released The Story of Stuff, a 20-minute video that explains the environmental impact regarding the “stuff” we consume. The video has been a huge hit, recording more than 3 million viewers on The Story of Stuff microsite alone. Moreover, the video has received acclaim by winning the SXSW Interactive Award for its contribution as an educational resource.
Marketers should recognize that there are certain trade-offs made in producing their own original content themselves versus encouraging users to generate it for them. For example, with original content, upfront costs are likely to be significant higher. Yet, for getting a complex message across to consumers, original content may be a marketer’s best option to hit a home run.
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Love this blog, these videos!
I've been long convinced that CSR would need to morph from Corporate Social Responsibility to Consumer Social Responsibility or at least come together as one (CCSR???) to have a true and lasting impact on climate change, unsustainable third-world resource extraction and a host of other societal ills. This Story of Stuff video and your blog posts are great for showing us pathways forward without being overly parental.
Thanks for continuously pounding the drum and showing us proactive ways out of the muck.
I'm going to try to do my part by posting a blog on green marketing tactics for B2B marketers next week at www.BNJ.com. Stay tuned and keep writing.
Mark Evertz