Earth Day Marketing: How Are You Communicating Your Green Message?
Apr 6, 2011
Earth Day is just 2 weeks away and many marketers are still scrambling to find a last minute effort to come up with their Earth Day campaigns.
In fact, my phone has been ringing off the hook for the past three days (and nights…I just finished a phone call at 8:30 P.M. with a client in Massachusetts) with clients looking for last minute eco-friendly promotional ideas for their outreach programs.
Putting your name and logo on recycled promotional items is great. I would not be able to stay in business without it, nor I would have chosen it as my profession if I did not believe strongly in them.
That being said, my questions to most of these callers are:
1. What is The Goal of Your Earth Day Message?
- Are you looking to change behaviors?
- Are you trying to change the public’s perception of your organization?
- Are you looking to educate the public–as sort of a public service or outreach campaign?
All three of these agendas require a different mareting message. Make sure your message matches your goals.
2. Can You Back Up Your Message With Deeds and Achievements?
- As they say in my home town of Austin, Texas, are you “talking the talk–or walking the walk”?
- Did you just wake up this morning thinking that you had to do something green for Earth Day?
- Did your boss call you in for a meeting and declare that you will be participating in an Earth Day event–and this is all news to you?
- Or has your organization been planning your green agenda for many, many months and Earth Day is a natural extension of your marketing mix?
3) How are You Planning to Communicate Your Goals, Message and/or Agenda?
- Will you be using social media?
- Will you be giving a speech?
- Will you be exhibiting at a community Earth Day event?
Hopefully, if you are truly a green company, the answer is all three.
According to the 2011 Cone Green Gap Trend Tracker, consumers do not expect companies to be saints. A full three-quarters (75%) say it is okay if a company is not environmentally perfect—as long as it is honest and transparent about its efforts.
My advice: Be real. Don’t fake it.
Happy Earth Day.