Well, it's the start of a new year. With it brings new possibilities. For many of us this year it is a bit different. For many are starting the year filled with uncertainties. That once-taken-for granted automatic paycheck is no longer coming in. We are part of the legion of folk who no longer have a job.
In my case, I came down to the Charlotte area a little over a year ago filled with high hopes. Coming from the cold Northeast I figured it would be a snap to land a marketing communications or corporate training position. But the souring economy followed me. Decent jobs are no longer easy to come by.
To "tide me over" I landed a part time position at a local home improvement center. And now the worsening economy has even affected that modest stream of funds. Consistently my hours are cut back to less than 10 a week from a high of 35. If there's a bright spot my wife found a decent job with nice benefits in the town over for us. Thank God or we'd all be on a steady diet of Liva Snaps.
I'm hopeful the new year is going to be better than the last. It has to be. And with everyone I meet I feel I'm that much closer to finding a job that will help me feel alive again. I guess that's why the camaraderie and support of professional groups like Charlotte's thriving chapter of the American Marketing Association are so important to me.
But what about you? If you've lost or are concerned about losing your job, how are you handling it? What are you doing about? Times like these are challenging for us all. But you have to believe that soon you'll once more find your rightful place in the world of work.
Posted by Ken Caputo
Tuesday, January 13, 2009
Thursday, December 18, 2008
Cause-Related Marketing
Did you know that you can help to the save the environment, find a cure for breast cancer, and feed the hungry without contacting a single charity?
Welcome to the era of Cause-Related Marketing. This increasingly popular method involves the cooperative efforts of a for-profit business and a nonprofit organization, for the mutual benefit of getting consumers to make purchases and give to various causes.
Buying a product with the added benefit of helping a social cause is not a new phenomenon, and has actually existed in one form or another for decades. Silent auctions, bake sales and church raffles are prime examples of non-profit organizations selling goods to raise funds.
However the term “Cause-Related Marketing” has probably existed in earnest for about 25 years. According to a recent consumer behavior study conducted by Cone & Duke University, Cause-Related Marketing can increase sales. In fact this study indicates that a shampoo brand experienced a 74% increase in purchases, when this brand was associated with a cause. Cone & Roper first completed a study about Cause-Related Marketing in 1993, which acknowledged consumer enthusiasm for this growing trend. And organizations like Ben & Jerry’s and The Body Shop have been trailblazers in this arena with their socially conscious brands and publicly recognized commitments to donate percentages of their profits to save the rainforest, decrease homelessness, and help local community improvement groups grow and thrive.
Ben Cohen, Jerry Greenfield and Anita Roddick all experienced extraordinary success by allowing their businesses to reflect their own socially conscious values, and by openly supporting and partnering with organizations that share their goals to make the world a better place.
Now it seems that many consumer goods giants are taking notice of this marketing trend, and making sure that they too stand for something other than just profits.
As for marketers who haven’t started exploring this trend, you may want to look for opportunities to align your brand with a complimentary cause. Give consumers a reason to be proud of your brand, and provide them with an opportunity to give back to their communities through your organization.
Being socially and environmentally responsible can translate into a more loyal consumer base and big profits. Just ask Ben & Jerry!
By Keri Glover
Welcome to the era of Cause-Related Marketing. This increasingly popular method involves the cooperative efforts of a for-profit business and a nonprofit organization, for the mutual benefit of getting consumers to make purchases and give to various causes.
Buying a product with the added benefit of helping a social cause is not a new phenomenon, and has actually existed in one form or another for decades. Silent auctions, bake sales and church raffles are prime examples of non-profit organizations selling goods to raise funds.
However the term “Cause-Related Marketing” has probably existed in earnest for about 25 years. According to a recent consumer behavior study conducted by Cone & Duke University, Cause-Related Marketing can increase sales. In fact this study indicates that a shampoo brand experienced a 74% increase in purchases, when this brand was associated with a cause. Cone & Roper first completed a study about Cause-Related Marketing in 1993, which acknowledged consumer enthusiasm for this growing trend. And organizations like Ben & Jerry’s and The Body Shop have been trailblazers in this arena with their socially conscious brands and publicly recognized commitments to donate percentages of their profits to save the rainforest, decrease homelessness, and help local community improvement groups grow and thrive.
Ben Cohen, Jerry Greenfield and Anita Roddick all experienced extraordinary success by allowing their businesses to reflect their own socially conscious values, and by openly supporting and partnering with organizations that share their goals to make the world a better place.
Now it seems that many consumer goods giants are taking notice of this marketing trend, and making sure that they too stand for something other than just profits.
As for marketers who haven’t started exploring this trend, you may want to look for opportunities to align your brand with a complimentary cause. Give consumers a reason to be proud of your brand, and provide them with an opportunity to give back to their communities through your organization.
Being socially and environmentally responsible can translate into a more loyal consumer base and big profits. Just ask Ben & Jerry!
By Keri Glover
Tuesday, December 9, 2008
Networking, Networking, Networking!
Most people become lax at maintaining their professional business network when they’ve worked with a company a while. With the constant rounds of mass layoffs, having a dead or outdated business network can mean business suicide to even the most skilled expert.
Whether you've been laid off and are looking for work or are a small business owner trying to grow a business, connections are crucial for business success. But it's not so much who you know as who knows you. And that means networking effectively should be one of your priorities. Here are a few tips to help you get the results you seek from business networking.
- Before you go to a networking meeting, be prepared with a goal. Who do you want to meet? Why are you there? Have a conversation icebreaker ready to get to know the right people.
- Don't reserve every seat and act like a grump if someone unfamiliar wants to sit there. Welcome the opportunity that a stranger presents. They may be your next prospect.
- Treat referrals like gold. Contact the referral within a day, if possible. Let the referrer know how things went.
- Online, your email creates the first impression just like your physical presence does at face-to-face meetings. Be the business professional that you are.
- Any email you send has the potential for being forwarded to an untold number of people. Before you press the "send" key, give your message the "front page" test. Ask, "How would I feel if this made the front page of the newspaper?"
Have you fallen into a networking rut? Do you keep going to the same events, or the same type of events while wondering if there are other places to go? To help you expand your network, we've identified the top 5 types of groups where you can go to grow your network.
#1 Business Networking Groups
A wide variety of groups fall within this category, most of them meeting monthly. These groups are set up for the primary purpose of networking and usually include people from a mix of industries. They may meet at breakfast, lunch, or after work. Some groups have a structured format, while others have an unstructured mix and mingle format. Some require membership and allow guests; others are open to anyone and everyone.
#2 Leads Groups
The primary purpose of a Leads Group is to exchange leads and contacts. These groups tend to meet weekly, require membership, and allow only one member from each profession. There are private Leads Groups, both national and local, and Leads Groups within most Chambers of Commerce.
#3 Professional Associations/Industry Specific Groups
These groups are organized around an industry or a profession and you'll find an organization for just about any group of people you can think of. Join your own professional organization to meet colleagues and competitors and to stay current with your industry. To widen your network, visit the groups your prospects, clients, or referral partners belong to.
#4 Community Service Groups
A large number of public and private organizations exist whose main purpose is providing service to others. There are charitable or fund raising groups, civic, community, political and religious groups, to name a few. These groups allow you to meet like-minded people and to contribute at the same time.
#5 Special Interest Groups
These are the fun groups and another great way to meet like-minded people. Whatever your interest, there's probably a group you can join. You'll find book clubs, chess clubs, and hiking clubs. There are dance classes, yoga classes, volleyball leagues, and more. Just by getting to know people in a social setting, you can establish relationships which can lead to business transactions.
A useful goal for growing your network is to attend a variety of events to ensure that you are meeting everyone from colleagues, competitors, and business people to personal friends, clients and prospects.
(Article source: http://EzineArticles.com/?expert=Denise_O'Berry)
By Lien Leonadi
Whether you've been laid off and are looking for work or are a small business owner trying to grow a business, connections are crucial for business success. But it's not so much who you know as who knows you. And that means networking effectively should be one of your priorities. Here are a few tips to help you get the results you seek from business networking.
- Before you go to a networking meeting, be prepared with a goal. Who do you want to meet? Why are you there? Have a conversation icebreaker ready to get to know the right people.
- Don't reserve every seat and act like a grump if someone unfamiliar wants to sit there. Welcome the opportunity that a stranger presents. They may be your next prospect.
- Treat referrals like gold. Contact the referral within a day, if possible. Let the referrer know how things went.
- Online, your email creates the first impression just like your physical presence does at face-to-face meetings. Be the business professional that you are.
- Any email you send has the potential for being forwarded to an untold number of people. Before you press the "send" key, give your message the "front page" test. Ask, "How would I feel if this made the front page of the newspaper?"
Have you fallen into a networking rut? Do you keep going to the same events, or the same type of events while wondering if there are other places to go? To help you expand your network, we've identified the top 5 types of groups where you can go to grow your network.
#1 Business Networking Groups
A wide variety of groups fall within this category, most of them meeting monthly. These groups are set up for the primary purpose of networking and usually include people from a mix of industries. They may meet at breakfast, lunch, or after work. Some groups have a structured format, while others have an unstructured mix and mingle format. Some require membership and allow guests; others are open to anyone and everyone.
#2 Leads Groups
The primary purpose of a Leads Group is to exchange leads and contacts. These groups tend to meet weekly, require membership, and allow only one member from each profession. There are private Leads Groups, both national and local, and Leads Groups within most Chambers of Commerce.
#3 Professional Associations/Industry Specific Groups
These groups are organized around an industry or a profession and you'll find an organization for just about any group of people you can think of. Join your own professional organization to meet colleagues and competitors and to stay current with your industry. To widen your network, visit the groups your prospects, clients, or referral partners belong to.
#4 Community Service Groups
A large number of public and private organizations exist whose main purpose is providing service to others. There are charitable or fund raising groups, civic, community, political and religious groups, to name a few. These groups allow you to meet like-minded people and to contribute at the same time.
#5 Special Interest Groups
These are the fun groups and another great way to meet like-minded people. Whatever your interest, there's probably a group you can join. You'll find book clubs, chess clubs, and hiking clubs. There are dance classes, yoga classes, volleyball leagues, and more. Just by getting to know people in a social setting, you can establish relationships which can lead to business transactions.
A useful goal for growing your network is to attend a variety of events to ensure that you are meeting everyone from colleagues, competitors, and business people to personal friends, clients and prospects.
(Article source: http://EzineArticles.com/?expert=Denise_O'Berry)
By Lien Leonadi
Tuesday, November 18, 2008
More Wine?
The question is familiar, as we have all attended the famous networking event and answered gleefully that we will take another glass of free alcohol – all in the name of “business mingling”.
Events are a popular way to bring targeted groups of people together for a specific purpose. And with a little ingenuity and a fair budget, an event can be a great marketing tool. However, like all tactics designed to get others to act in a desired manner, an event must be planned strategically and executed flawlessly to really be effective and successful. Social and fluid in nature, events must walk the fine line between being fun and being purposeful. Needless to say, planning events is not for the faint of heart.
Non-profit organizations often use events as a tool for fundraising, and to create a base of supporters for their cause. In fact many national non-profit organizations are so skilled at using events as a marketing tool, that this tactic is often an integral part of their marketing plan.
If you are in need of some fresh ideas for promoting your products or services, consider using a well planned event to achieve your goal. Listed below are a few websites that offer a wealth of information about event planning, and event marketing.
International Special Events Society (ISES)
Check out their Special Events online magazine for inspiration, or explore their site to find a talented and experienced special events planner in your area!
Event Marketing Institute
Event Marketer Magazine
Events are a popular way to bring targeted groups of people together for a specific purpose. And with a little ingenuity and a fair budget, an event can be a great marketing tool. However, like all tactics designed to get others to act in a desired manner, an event must be planned strategically and executed flawlessly to really be effective and successful. Social and fluid in nature, events must walk the fine line between being fun and being purposeful. Needless to say, planning events is not for the faint of heart.
Non-profit organizations often use events as a tool for fundraising, and to create a base of supporters for their cause. In fact many national non-profit organizations are so skilled at using events as a marketing tool, that this tactic is often an integral part of their marketing plan.
If you are in need of some fresh ideas for promoting your products or services, consider using a well planned event to achieve your goal. Listed below are a few websites that offer a wealth of information about event planning, and event marketing.
International Special Events Society (ISES)
Check out their Special Events online magazine for inspiration, or explore their site to find a talented and experienced special events planner in your area!
Event Marketing Institute
Event Marketer Magazine
Remember, business is all about establishing and nurturing a relationship with your customers. And an event can be a perfect way to reach potential and valued clients in a social and vibrant way. People may not always remember an advertisement they saw, but they will always remember a great event that they attended.
Keri Glover
Wednesday, October 29, 2008
The Art of Self Promotion
Marketing one's self is an activity that most people tend to shy away from. There are the rare few who relish in every moment they spend “tooting their own horns”. However, these zealous and unique creatures are hard to find among the Homo Sapiens species. For most of us, the ability to tactfully promote one’s assets and strengths is not necessarily a natural trait. Yet, self-marketing can be learned and perfected like any other skill. And this activity is becoming more and more important as virtually every job market, workplace environment, and creative community is brimming with skilled and educated pools of talent. If you want to find a great professional opportunity, get a promotion, start a business, and even get into the best education programs, you have to learn how to communicate your own personal brand in a manner that is positive, effective, and leaves your intended audience with a clear sense of your strengths, accomplishments, and goals.
I know. You are probably uncomfortable with the term “self promotion”, as it often conjures up negative images of an obnoxious braggart who is completely oblivious of how undesirable he or she is to be around. However when self-promotion or self-marketing is done properly, people can truly see a positive difference in how they are perceived and treated by others. In fact, those who have perfected this art, reap the rewards of their efforts in the form of successful careers, businesses and creative endeavors.
While self-promotion is going to vary in its appearance based on who is practicing this art, there are some golden rules to abide by when attempting to skillfully market yourself to others.
Make sure that you have accurately assessed your skills, strengths, accomplishments and goals. Think of yourself as a product with a personal brand, and make sure that the “product” is authentic and can deliver what your marketing campaign says that it can. In other words, make sure that you are not just telling people what you think will make you sound good. Instead, tell people what you truly believe are your features, advantages and benefits!
Get some feedback from colleagues, friends, and bosses to develop a total picture of how you are truly perceived, and what others value about you. This will also help you figure out what is best to convey to others when you are promoting your “product”.
Have some key goals that you would like to accomplish when you are skillfully promoting yourself or your work. Identify what you hope to achieve when you start your one-man, or one-woman marketing effort. By doing so, you will be able to focus your efforts on marketing yourself to the most appropriate audience at the most opportune time.
Come up with a succinct and effective pitch relative to your skills and specific goals, and learn when and how to deliver it. For example you don’t want to drone on about your 10 best professional accomplishments at a networking mixer during an informal event. Nor do you want to be curt and vague when interacting with a potential employer during an informational interview. Practice striking a balance between being interesting and personable, and being assertive and credible.
Finally practice, practice, practice! The only way to master the art of self promotion is to actually get out there and do it.
You really have nothing to lose by giving yourself some credit.
by Keri Glover
I know. You are probably uncomfortable with the term “self promotion”, as it often conjures up negative images of an obnoxious braggart who is completely oblivious of how undesirable he or she is to be around. However when self-promotion or self-marketing is done properly, people can truly see a positive difference in how they are perceived and treated by others. In fact, those who have perfected this art, reap the rewards of their efforts in the form of successful careers, businesses and creative endeavors.
While self-promotion is going to vary in its appearance based on who is practicing this art, there are some golden rules to abide by when attempting to skillfully market yourself to others.
Make sure that you have accurately assessed your skills, strengths, accomplishments and goals. Think of yourself as a product with a personal brand, and make sure that the “product” is authentic and can deliver what your marketing campaign says that it can. In other words, make sure that you are not just telling people what you think will make you sound good. Instead, tell people what you truly believe are your features, advantages and benefits!
Get some feedback from colleagues, friends, and bosses to develop a total picture of how you are truly perceived, and what others value about you. This will also help you figure out what is best to convey to others when you are promoting your “product”.
Have some key goals that you would like to accomplish when you are skillfully promoting yourself or your work. Identify what you hope to achieve when you start your one-man, or one-woman marketing effort. By doing so, you will be able to focus your efforts on marketing yourself to the most appropriate audience at the most opportune time.
Come up with a succinct and effective pitch relative to your skills and specific goals, and learn when and how to deliver it. For example you don’t want to drone on about your 10 best professional accomplishments at a networking mixer during an informal event. Nor do you want to be curt and vague when interacting with a potential employer during an informational interview. Practice striking a balance between being interesting and personable, and being assertive and credible.
Finally practice, practice, practice! The only way to master the art of self promotion is to actually get out there and do it.
You really have nothing to lose by giving yourself some credit.
by Keri Glover
Friday, October 10, 2008
Are you linked in?
As marketing continues to evolve, it is necessary to evaluate the impact that social media has on organizations across the globe. The explosion of social networking sites like MySpace, Facebook, and LinkedIn have changed the way people interact with each other. Instead of calling friends individually and having a traditional conversation, anyone can set up an account and post a live news feed of what they are doing, thinking and feeling in a matter of seconds. Instantaneously, a social network participant can easily communicate with hundreds of people with the touch of a button!
Not only is this phenomenon amazing, it can also be quite useful to a marketer. Most organizations realize that they need to have an online presence that extends beyond a website. However, many still struggle to fully understand how to effectively use social media to promote their brand and their business.
So how exactly can businesses and non-profit organizations benefit from joining social networking sites? There are many ideas about why an organization should join the masses on Facebook and LinkedIn, and even more theories about what having a social networking site presence, can and cannot do for an organization.
However after doing some online research, I found five of the most popular reasons to join a social networking site, as well as some important expectation levels to keep in mind when signing your organization up to be LinkedIn with the world.
1. Learn more about a particular community of interest - Access the average social networking page and you can easily find out what people who share common interests think about everything from the political debates to the latest iPhone. It is the least expensive way to conduct informal research, which can be used as a starting point for identifying opportunities to engage target audiences in social participation with your brand.
2. Increase brand visibility and authority – Consumers are hopefully talking about your brand already. Therefore social media networking sites and blogs give your organization the opportunity to find out what consumers really like about your products and services, and what your organization could improve upon. It is better to be part of the conversation and contribute in a way that supports your brand, rather than sit on the sidelines and tune out.
3. Increase traffic to your site – The hyperlink can often be an organization’s best friend, leading to untold glory in the internet world. Social networking sites and blogs offer the opportunity to add links which can direct consumers exactly where you want them to go for more information about your brand and your business.
4. Create a buzz without paying for advertising – Now, I don’t think anyone recommends completely abandoning traditional methods of advertising just yet. However in certain circumstances, it may be preferable to use a social networking site to promote a local event, or to encourage participation in a consumer contest or sweepstakes. Remember, if your target audience for a particular promotion is small, you can easily reach them using alternative methods. Why spend money to meet your goals and objectives if you don’t have to?
5. Establish your presence as a progressive organization – There are many qualities that an organization must possess to achieve longevity and success. Among these qualities are leadership, innovation, and the ability to remain progressive. True growth only occurs when an organization recognizes and accepts change. It is crucial that businesses continue to stay informed about how the world is changing, and figure out how to ensure that their organization is able to change with the times accordingly. Also, it is important to note that consumers value this quality in organizations and will often regard a progressive business as an organization they can grow with.
Now that we have listed some great reasons to join a social networking site, it is equally important to offer some information about managing expectations. While Social Media marketing is growing and yielding some very promising results for many, organizations have to use sound business practices and understand three important facts.
1. Social networking sites cannot effectively replace traditional marketing tactics and strategies.
2. Facebook, MySpace, and LinkedIn are not going to reach every single member of your target audiences, nor are these sites the best venue for achieving every marketing goal.
3. Last but not least, organizations need dedicated staff members to manage their presence on these sites.
These sites can be a wonderful tool if they are used appropriately. However always remember to set clear goals, objectives, and expectations before becoming a member and building your friend or fan list.
Keri Glover
Not only is this phenomenon amazing, it can also be quite useful to a marketer. Most organizations realize that they need to have an online presence that extends beyond a website. However, many still struggle to fully understand how to effectively use social media to promote their brand and their business.
So how exactly can businesses and non-profit organizations benefit from joining social networking sites? There are many ideas about why an organization should join the masses on Facebook and LinkedIn, and even more theories about what having a social networking site presence, can and cannot do for an organization.
However after doing some online research, I found five of the most popular reasons to join a social networking site, as well as some important expectation levels to keep in mind when signing your organization up to be LinkedIn with the world.
1. Learn more about a particular community of interest - Access the average social networking page and you can easily find out what people who share common interests think about everything from the political debates to the latest iPhone. It is the least expensive way to conduct informal research, which can be used as a starting point for identifying opportunities to engage target audiences in social participation with your brand.
2. Increase brand visibility and authority – Consumers are hopefully talking about your brand already. Therefore social media networking sites and blogs give your organization the opportunity to find out what consumers really like about your products and services, and what your organization could improve upon. It is better to be part of the conversation and contribute in a way that supports your brand, rather than sit on the sidelines and tune out.
3. Increase traffic to your site – The hyperlink can often be an organization’s best friend, leading to untold glory in the internet world. Social networking sites and blogs offer the opportunity to add links which can direct consumers exactly where you want them to go for more information about your brand and your business.
4. Create a buzz without paying for advertising – Now, I don’t think anyone recommends completely abandoning traditional methods of advertising just yet. However in certain circumstances, it may be preferable to use a social networking site to promote a local event, or to encourage participation in a consumer contest or sweepstakes. Remember, if your target audience for a particular promotion is small, you can easily reach them using alternative methods. Why spend money to meet your goals and objectives if you don’t have to?
5. Establish your presence as a progressive organization – There are many qualities that an organization must possess to achieve longevity and success. Among these qualities are leadership, innovation, and the ability to remain progressive. True growth only occurs when an organization recognizes and accepts change. It is crucial that businesses continue to stay informed about how the world is changing, and figure out how to ensure that their organization is able to change with the times accordingly. Also, it is important to note that consumers value this quality in organizations and will often regard a progressive business as an organization they can grow with.
Now that we have listed some great reasons to join a social networking site, it is equally important to offer some information about managing expectations. While Social Media marketing is growing and yielding some very promising results for many, organizations have to use sound business practices and understand three important facts.
1. Social networking sites cannot effectively replace traditional marketing tactics and strategies.
2. Facebook, MySpace, and LinkedIn are not going to reach every single member of your target audiences, nor are these sites the best venue for achieving every marketing goal.
3. Last but not least, organizations need dedicated staff members to manage their presence on these sites.
These sites can be a wonderful tool if they are used appropriately. However always remember to set clear goals, objectives, and expectations before becoming a member and building your friend or fan list.
Keri Glover
Thursday, October 2, 2008
Are you ready for Green marketing?
Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing.
The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing".
According to Jacquelyn Ottman, (author of Green Marketing: Opportunity for Innovation) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between. The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs.
The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called "green consumer" movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers' minds. While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do so in real life have remained sketchy at best. One of green marketing's challenges is the lack of standards or public consensus about what constitutes "green," according to Joel Makower, a writer on green marketing. In essence, there is no definition of "how good is good enough" when it comes to a product or company making green marketing claims. This lack of consensus -- by consumers, marketers, activists, regulators, and influential people -- has slowed the growth of green products, says Makower, because companies are often reluctant to promote their green attributes, and consumers are often skeptical about claims.
Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services.
The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing".
According to Jacquelyn Ottman, (author of Green Marketing: Opportunity for Innovation) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between. The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs.
The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called "green consumer" movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers' minds. While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do so in real life have remained sketchy at best. One of green marketing's challenges is the lack of standards or public consensus about what constitutes "green," according to Joel Makower, a writer on green marketing. In essence, there is no definition of "how good is good enough" when it comes to a product or company making green marketing claims. This lack of consensus -- by consumers, marketers, activists, regulators, and influential people -- has slowed the growth of green products, says Makower, because companies are often reluctant to promote their green attributes, and consumers are often skeptical about claims.
Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services.
Lien Leonardi
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