Comments on: Blog Action Day: The Environment & Marketing http://www.everyjoe.com/articles/blog-action-day-the-environment-marketing/ Sports News - Tech Reviews - Entertainment - Life Tips for EveryJoe Tue, 01 Dec 2009 00:49:31 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: InforkBoarf http://www.everyjoe.com/articles/blog-action-day-the-environment-marketing/comment-page-1/#comment-320717 InforkBoarf Fri, 21 Dec 2007 08:31:33 +0000 http://www.brandcurve.com/blog-action-day-the-environment-marketing/#comment-320717 hi, i sure it <a href="http://recipe4u.prohosts.org/cake-recipe.html" rel="nofollow"> Look cake recipe</a> hi, i sure it
Look cake recipe

]]> By: Reisantee http://www.everyjoe.com/articles/blog-action-day-the-environment-marketing/comment-page-1/#comment-320648 Reisantee Wed, 31 Oct 2007 00:11:36 +0000 http://www.brandcurve.com/blog-action-day-the-environment-marketing/#comment-320648 You don't really need or want that lifestyle, it might hurt y'all slowly more.......Just tell him you don't wanna repeat something your not too proud of z7uas. You don’t really need or want that lifestyle, it might hurt y’all slowly more…….Just tell him you
don’t wanna repeat something your not too proud of z7uas.

]]> By: Craig http://www.everyjoe.com/articles/blog-action-day-the-environment-marketing/comment-page-1/#comment-320671 Craig Tue, 16 Oct 2007 16:35:03 +0000 http://www.brandcurve.com/blog-action-day-the-environment-marketing/#comment-320671 I've been watching the green movement for some time and think that there needs to be a combination of two things. First, the benefits of being "green" have to be available in the short run. Green as a concept yields very little reward to people in the present. It's inherently a trade of: "makes me feel good now to know that I'm doing something good for the planet later." Behavior is tough to modify when there's no current benefit - you're to some degree relying on altruistic-like behavior. So there's very little benefit in the brand promise related to things "green." Compare this with "Organic" for a moment where you do get a perceived current benefit - less chemicals ingested, children's health etc. So in the first step, a belief needs to be fostered to reward being green now. Like, let's get a certification system for things that are green and put together a state sales tax rebate program for buying "certified green" products. This could give current value of the green concept. Second, marketers need to shift their attention from "It's green! Buy it!" to "It's a fantastic shirt and its green." That statement could likely cause much debate, but here's my take on it: In my opinion, most people don't perceive "being green" as a need, anymore than they perceive being charitable as a need. In some, its a want, and true, there will be a small subset of customers where it's a need, but it will be a small population. So ultimately, the rest need to be influenced to buy. I think its rare that someone thinks "I need to go shopping, I don't have enough green products in my house." I believe they think "I need some new Tshirts or clothes or papertowels and need to go to the store." Once there, a portion will buy green products, but unless the products work and function at the same level as non green products, they are in danger of not being repeat customers. So I think the products need to be comparable to non-green products, and marketers need to prove that they are comparable, but then as the final throw the customer over the edge, stroke - "and its green." I draw a comparison here with "Fat Free" or "Healthy for you!" type food tags. The aisles are littered with those type of lines, but at the end of the day, mainstream consumers don't want the food unless it tastes like the craving they have at the moment. There are a growing number of offerings that emphasize what they are first, and as a secondary characteristic denote the health benefits. I look forward to feedback on this, which turned out a little longer than I had expected. I’ve been watching the green movement for some time and think that there needs to be a combination of two things. First, the benefits of being “green” have to be available in the short run. Green as a concept yields very little reward to people in the present. It’s inherently a trade of: “makes me feel good now to know that I’m doing something good for the planet later.” Behavior is tough to modify when there’s no current benefit – you’re to some degree relying on altruistic-like behavior. So there’s very little benefit in the brand promise related to things “green.”

Compare this with “Organic” for a moment where you do get a perceived current benefit – less chemicals ingested, children’s health etc. So in the first step, a belief needs to be fostered to reward being green now. Like, let’s get a certification system for things that are green and put together a state sales tax rebate program for buying “certified green” products. This could give current value of the green concept.

Second, marketers need to shift their attention from “It’s green! Buy it!” to “It’s a fantastic shirt and its green.” That statement could likely cause much debate, but here’s my take on it:

In my opinion, most people don’t perceive “being green” as a need, anymore than they perceive being charitable as a need. In some, its a want, and true, there will be a small subset of customers where it’s a need, but it will be a small population. So ultimately, the rest need to be influenced to buy. I think its rare that someone thinks “I need to go shopping, I don’t have enough green products in my house.” I believe they think “I need some new Tshirts or clothes or papertowels and need to go to the store.” Once there, a portion will buy green products, but unless the products work and function at the same level as non green products, they are in danger of not being repeat customers. So I think the products need to be comparable to non-green products, and marketers need to prove that they are comparable, but then as the final throw the customer over the edge, stroke – “and its green.” I draw a comparison here with “Fat Free” or “Healthy for you!” type food tags. The aisles are littered with those type of lines, but at the end of the day, mainstream consumers don’t want the food unless it tastes like the craving they have at the moment. There are a growing number of offerings that emphasize what they are first, and as a secondary characteristic denote the health benefits.

I look forward to feedback on this, which turned out a little longer than I had expected.

]]> By: Jennifer http://www.everyjoe.com/articles/blog-action-day-the-environment-marketing/comment-page-1/#comment-320637 Jennifer Tue, 16 Oct 2007 07:15:57 +0000 http://www.brandcurve.com/blog-action-day-the-environment-marketing/#comment-320637 Well, we need a push for clear regulations for one thing. Companies that honestly work in green ways and make sustainable products should push harder for that. People want to know what they're getting. Personally I think there should be a local green focus over just green focus. Because that alone might make consumers think harder about what the buy. This is a seriously interesting study you posted though. I will have to look into it. AND, long-time no see! I've been soooo busy. I miss visiting Brandcurve though :( Also, Happy Blog Action day! I added your blog link to all my blogs :) Well, we need a push for clear regulations for one thing. Companies that honestly work in green ways and make sustainable products should push harder for that. People want to know what they’re getting. Personally I think there should be a local green focus over just green focus. Because that alone might make consumers think harder about what the buy. This is a seriously interesting study you posted though. I will have to look into it.

AND, long-time no see! I’ve been soooo busy. I miss visiting Brandcurve though :(

Also, Happy Blog Action day! I added your blog link to all my blogs :)

]]>