Tweak Your Biz » Marketing » Green is the new black

Green is the new black



There’s no denying the amount of interest in green matters. Just today I spied two new companies in the areas of green graffiti removal and water effiency. As an environmental student myself, I’m faced with the daily tutorials that depict and highlight a world on the verge of change.

So how is it that despite all the environmental publicity, are we still failing to swap black for green and embrace green marketing?

I’ve come to the conclusion that there are a number of reasons and have drawn attention to – in my opinion – the top three:

1) We don’t have suffient funds to incorporate green marketing into our company’s plans. By considering this factor in products, we would need to edit all of our documentation and marketing material. This is an unneccesary high-cost option.

2) Our staff are unsure of green marketing practices and have enough to worry about without adding something else to the equation

3) We are only one company, so the effect of us not employing green guidelines is minimal.

All valid and understandable points I grant you, so instead of stressing the urgency case or reprimanding – I’m going to list ways in which companies can invite green marketing into their company without losing sleep.

First off, lets make a list of all the ways a company is green:-
– energy saving lightbulbs
– Recycling
– Turning off computers etc after use
– Double-glazed windows
– Turning down the thermostat
– Not printing off every email
– Using recycled paper
– Investing in quality products with long-life value
– Work with companies commited to green values
– Decreased company travel
– Low CO2 emission company cars

As social media and press releases are free, lets use these mediums to write about what a company does thats ‘green’.
Why not work out your carbon footprint and look at how the ways above have reduced it.

Consider carbon offsetting, which is where you offset one activity against another to keep at the same level.

There are plenty of sources available that will educate you on ways to be green, along with green-inspired projects

Bodyshop

TUI Travel
which you can comment on and apply to your own company.

Discuss these on your website BLOG and link to any news articles published. Interact with others on the subject and show your commitment.

By being green you are making a valuable contribution to the future of the planet. Remember you are not one, but one of many, and the more companies that invest in green activity, the more that will follow.

Also remember that being green is the way forward and that it is only a matter of time before extensive taxes are introduced to encourage environmental and sustainable practices.

DISCUSSION POINT
How many companies or sole traders are using green practices and what are they?



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The Author:

Christina is a complete geek, hence a perfect web + online marketing consultant. After ten years working with Premier Recruitment Group, LA Fitness, Monarch Airlines, Thomson Travel and a host of other companies, she now owns CG Online Marketing (www.cgonlinemarketing.com) in Ireland and is an associate of the Ahain Group. She's qualified in most things online such as web server management, digital design, Google Analytics and SEO. Specialties: Social Media Marketing, SEO / PPC,Google analytics (qualified in GA IQ) Web trends + insights, Data segmentation and targeting, Customer Behavior analysis, Digital design, Writing, Ethical marketing Green marketing / Sustainable tourism and Hotel + travel online marketing http://www.cgonlinemarketing.com

Add Your Comment

  • http://www.channelship.ie/ Fred

    Good post Christina. Welcome to Bloggertone!
    We are a web agency and pretty much everything we do, we do it online. I guess that’s a big contribution already. However we do but hardware every month, not sure if that helps :s

  • http://www.btbtraining.com/blog Niall Devitt

    Hi Christina, Welcome to Bloggertone. I am using skype/video conferencing where I previously hopped in the car. Plus like Fred, we try to do as much online as is possible. Good reminder!

  • http://blog.myprojecttracker.com Barney Austen

    Hello Christina. Welcome to bloggertone. Like the other guys, we do everything on line and encourage our suppliers etc to submit electronic invoices etc. Small things like taking the battery out of the laptop so it doesn’t keep recharging. Making sure everything is unplugged at the end of the day. Small things – but like to think it makes a difference.

  • http://www.channelship.ie/blog facundo

    Hi Christina,
    Welcome aboard! Like all the guys above I’ll say that we do everything online, but it is not true. I do print unnecessary stuff sometimes, and, while I recycle, I feel I don’t do enough :)
    That’s me confessing a bit

  • Catherine

    Hello,
    I am currently writing a report based around this topic.
    Please could I ask for your opinion on the following extract of my report:

    SMM has low capital costs, only covering the wage of the person monitoring the fan page. Therefore business owners spend little time deliberating the use of this strategy. If it is unsuccessful the marketer is at no great financial loss; thus SMM has come to be considered a gamble (Weinburg, 2009). Although many businesses see SMM as the future, it is important to consider whether service encounter is being compromised. Peter et al. (1999) state that consumers have different levels of product knowledge which they use throughout the decision making process. From this it can be argued that, when using the intangible medium of the Internet, an understanding of the product is lost from the outset. This leads one to question the effectiveness of online marketing. Moreover, when sat behind a computer screen, the extent to which the recipient of a message has emotions can be easily disregarded. Therefore, in order to successfully market via online media, the communication with the customer must be as genuine as if it were face-to-face.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    You have no idea how happy I am to hear that you are all doing your bit.
    Not to become an environmental activist or anything as extreme ….. but we can all do more. If we can embrace social media and emerging marketing forms, we can also embrace green marketing and all it stands for. Unlike other marketing mediums, it isn’t a fad, It will grow over time.
    Luckily for us ‘digital workers’, the internet does mean we are all working ‘greener’ and that is great news. Keep up the good work lads, and remember – whatever the situation, think green!

  • http://www.seefincoaching.com/blog Elaine Rogers

    I feel the integration of cloud computing will cut down on hardware costs and energy.
    Online banking and accountancy for small businesses is a brilliant way of cutting energy and waste costs.

    Everything we do personally at home, we should also be doing at work, so we can all help in our own way and contribute to the overall green-ness of the organisations we work in.
    Thanks for your insights, and welcome to Bloggertone :)

  • Catherine

    Can I just ask what you mean by ‘cloud computing’, it is a term I have no yet come across, and one which I feel I could usefully incorporate into my report …

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    I believe so too. A definate plus and benefit of working in this industry. What also might catch on is remote working – just imagine how clear the roads would be! Less travel = less Co2 emissions.

    Its easier to do these things at home because we have control over recycling, heating etc, plus we pay the bills. At work however, its the businesses problem. lol

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hi there Catherine,

    Cloud computing is an internet-based (virtual) form of sharing devices. Its termed cloud computing because the networking symbol for the internet is a cloud shape.
    This resource might help you understand it better: – http://en.wikipedia.org/wiki/Cloud_computing
    You can always DM me if you have any questions. I like to help ; 0 )

  • http://www.channelship.ie/ Fred

    Brilliant post Frank. Thanks for sharing.
    Social media guidelines are essential, as you mentioned for small and big companies because it’s the only way to have the entire organisation on the same page when it comes to sharing information or talking to customers online.
    Many companies are “buying time” (because it’s not sustainable) blocking their employees from SM sites but at the end of the day… for example, they also have mobiles and use them to share info from the work place too.
    Social media guidelines are also crucial when it comes to making the first steps in using social media for internal or external communications. It gives all stakeholders a peace of mind (or at least a bit more control) about how will employees engage with their customers and prospects.
    Many people think that these guidelines or policies are huge documents… Not at all, many of them are very short, simple and were written in plain English. Here are 123 Social media policies for anyone that wants to get started with a reference :) http://socialmediagovernance.com/policies.php

  • http://www.seefincoaching.com/blog Elaine Rogers

    I think if by now Social Networking was introduced into the secondary level curriculum, similar to computers being introduced back in the 80’s, it would serve to educate youngsters on social networking, the benefits and the dangers, and lay the ground work for their interaction at work with Social Media. It would also pave the way for greater understanding of Web 2.0 and future technologies without having to study it at third level, or indeed learn the hard way, as most business owners are having to do now :)
    Then the policy becomes of interest to them, they will be more inclined to read it and abide by the specific rules laid down by the organisation.
    Education and understanding is key, then organisations don’t have to treat their employees like children, as there is an element of self responsibility amongst the workforce.
    Like Fred suggests – short and simple policies are quick to absorb, and the staff will be more open to taking on the guidelines proposed to them.
    Great post thanks Frank

  • http://www.codegaconsulting.com/ Una Coleman

    Thanks Frank. I’m guest presenting at one of our 3rd level institutes in the next couple of weeks to first year media marketing students about the role of Social Media Marketing and how to use the tools. I will be covering Social Media Policies. It’s good to see that at least some of our Third Level institutes are taking this seriously.

  • Anonymous

    Thanks for the comment Fred. You make a good point about companies buying time. I have a relative who works for a small company, and all employees have recently had to sign a contract saying that they would only use the internet for “work purposes”. However they didn’t clearly define what “work purposes” meant. As a result there is total confusion over what is allowed and what is not. Some of the more tech savy are now using their mobiles to go on the internet.

    I agree that a short and to the point document is better. However I’m still concerned about how this is communicated. I guess once any organisation goes over a certain size that they face the age old problems of communication. Maybe what are doing in Oracle, by making people aware of the policy via word of mouth, and via our Social Tools, is the way to go about this.

  • Anonymous

    Thanks for the comment Elaine. Yes education is key, and it would be great to think that our secondary education system would introduce Social Media into the curriculum. Maybe we have some teachers with the foresight to do this.

    You’ve actually given me an idea though. I don’t know if you’ve heard of the Junior Achievement program – http://www.juniorachievement.ie/. I have delivered JA courses in the past, at primary level. I recall my JA co-ordinator saying that there was a higher level of flexibility in the programme when you go into Secondary level, to move away from the suggested course content. I think I will reach out to JA and see if I would be able to deliver a Social Media course to secondary level students here in Kilkenny.

  • Anonymous

    Businesses need to let social media in, as long as they don’t let it in too much.

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