Tips and Strategies for Marketing to Businesses and Using Social Media November 15, 2012

Agenda 1. Sustainability helps build brands 2. Consumer attitudes towards green products mean value added message to businesses 3. Using Social Media In Your Marketing Mix

Sustainability: Cheaper, Faster, Better, Greener To be a love mark today you have to be sustainable or you will be rejected and judged harshly "True brand loyalty happens when companies reach your heart as well as your mind, creating an intimate, emotional connection that you can't live without.” Kevin Roberts. CEO global advertising, Saatchi &Saatchi These love marks transcend traditional brand guarantees of quality, safety and prestige

Consumers want green products EcoAware moms represent $1.45 trillion worth of buying power 69% of American mothers consider themselves "EcoAware moms" who have a preference for chemical- free organic and sustainable products.

Consumers Want Companies To Practice Sustainability Important Caveat: Consumers Not Willing To Pay More For Sustainability!

Green Claims Must Be Relevant For Businesses and their consumers Will this product help save money? Improve health? Save time and add convenience? Boost productivity? Cut operational and maintenance costs? Make buyers feel good for supporting a cause that's close to their heart?

Halo effect of being green

Where Does Social Media Fit In ? Create a Facebook Page to update on program’s progress ( might create one page for all the grants) Develop YouTube’s to feature programs at individual businesses Tweet about relevant “green activities” Create Badges for the business’ facebook, web page Encourage businesses to add apps to their online presence that includes feeds of the group’s facebook updates and tweets For social media to serve as a successful marketing tool you must provide content, connect and engage with followers.