Communicate the Value in Your Values and Turn it Into

Sales:

Effectively Marketing Your Social/Environmental Commitment

Shell Horowitz

ForumDavos “Communications on Top”

Conference

9 February, 2010, Davos, Switzerland Presented by Shel Horowitz, Green/Ethical

Marketing Consultant and Lead Author, Guerrilla Marketing Goes Green

Before-And-After Case Study:Marcal

Image makeovers from 1960s to present

Increasing eco-message over time

Strong positive consumer response to latest branding

To Make the Lawyers Happy

This presentation is copyright 2010 by Shel Horowitz, and is based on concepts in his book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), http://www.guerrillamarketinggoesgreen.com . All rights reserved. Used by permission. To contact Shel about speaking, consulting, copywriting, or training, please use the form at http://guerrillamarketinggoesgreen.com/contact

Before-And-After Case Study:Marcal

Recycled paper and consumer-friendly price point since 1950

Didn’t tell anyone! Filed for bankruptcy, Nov. 2006 Recovery based on eco-awareness branding

Marcal Packaging, 1965—Front

Marcal Packaging, 1965—Rear

Marcal Packaging, Mid-2000s

Marcal Packaging, mid-2000s

Back side

Marcal Packaging, 2008

Green color scheme & pine motif

“Premium Recycled” on front

Pine tree/recycle symbol/slogan in logo

Marcal Packaging, 2008

Marcal Packaging, 2009

Eye goes first to save-trees logo

Red recycling claim Nature motif: autumn Lists additional

benefits

Marcal Packaging, 2009

Marcal: Results

Rebranding launched April 2009 Tie-in to saving trees, including pledge,

stats By December 2009, top-selling recycled

brand

Lessons Learned:Marcal

If you’re Green, TELL people!

Appeal to higher self: Save 1 million trees speaks louder than buy our brand

Provide info to foster informed choices (consequences of saving 1MM trees)

The Classic Example

An Example from Right Here in Switzerland

(passed around and discussed Familia cereal box)

Again, finally telling an old story Emphasis on organic practices, family farm

values

A Few (Among Many) Topics That Resonate

Environment Ethics Caring Social Justice Ethnic/Subculture Community

Sample Message Points: Ethics

“Mom taught us to treat you right, and we’ll treat you as well as we treat Mom”

Sample Message Points: Ethics

“Mom taught us to treat you right, and we’ll treat you as well as we treat Mom”

“You care about honesty and integrity—and so do we”

Sample Message Points: Ethics

“Mom taught us to treat you right, and we’ll treat you as well as we treat Mom”

“You care about honesty and integrity—and so do we”

“We live in this community too, and we’re accountable to you”

Sample Message Points:Caring

“Because everyone deserves enough to eat”

Sample Message Points:Caring

“Because everyone deserves enough to eat”

“Seeking a permanent solution to the tragedy of heart disease”

Sample Message Points:Caring

“Because everyone deserves enough to eat”

“Seeking a permanent solution to the tragedy of heart disease”

“Vote on how we will distribute €50,000 to local community charities”

Sample Message Points:Justice

“As a local bank, we fight against redlining”

Sample Message Points:Justice

“As a local bank, we fight against redlining”

“10 percent of our profits go to creating alternatives to poverty”

Sample Message Points:Justice

“As a local bank, we fight against redlining”

“10 percent of our profits go to creating alternatives to poverty”

“We provide jobs AND job training to ex-prisoners and homeless people”

Sample Message Points:Justice

“As a local bank, we fight against redlining” “10 percent of our profits go to creating

alternatives to poverty” “We provide jobs AND job training to ex-

prisoners and homeless people” “Our employees have owned and managed

this company for ten years”

Sample Message Points: Ethnic/Subculture

“Owned and operated by ______” (name of subculture, in plural)

“All events signed for our deaf customers” “We are a welcoming business that

embraces the diversity of our customers and employees”

A Few Zero- or Low-Cost Marketing Methods

Partnerships and Alliances Free Publicity/Traditional Media Social Media and Blogs Self-Generated Media (websites,

newsletters, brochures, etc.) Packaging/Point-of-Purchase

(this could fill a whole seminar)

Resources From Shel

GMGG Grassroots Marketing:

Getting Noticed in a Noisy World

Individual Consulting and Copywriting

Presentations Media Training

Questions???

How to Get In Touch

shel@principledprofit.com

Main Websites:FrugalMarketing.com(books, services, content)

GuerrillaMarketingGoesGreen.com

ShelHorowitz.com (directory of all my sites)

Shel Horowitz16 Barstow LaneHadley MA 01035USA

Twitter: @ShelHorowitz

Phone: (011) 413-586-2388

Thank You!

Danke Gracias Todah

Merci Grazie Shukran

Slide URLS (12/19/09)

http://dotherightthing.com/ http://benandjerrys.com/activism/inside-the-

pint/fair-trade/ http://www.thebodyshop.co.uk/_en/_gb/val

ues-campaigns/index.aspx

To Make the Lawyers Happy (again)

This presentation is copyright 2010 by Shel Horowitz, and is based on concepts in his book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), http://www.guerrillamarketinggoesgreen.com . All rights reserved. Used by permission. To contact Shel about speaking, consulting, copywriting, or training, please use the form at http://guerrillamarketinggoesgreen.com/contact