posted by Robin Tooms @ 7:41 PM
This summer, we were invited to participate in AMA Houston’s B2B Marketing SIG event titled “Discovering the Value of Green: What is green marketing and what does it mean for the B2B community?” The event touched on a wide range of topics affecting businesses, such as the the Clean Energy Bill, making a business case for green within your company, and how green marketing needs to be built on sustainable practices and principles within your company.
When “green” is part of your core brand and communicated well, it can help to drive innovation, reduce costs and differentiate your company. So how do you make room for “green” in your brand?
1) The first step is to look at where green fits into your overall strategy:
– Understand what your customers, employees, investors, suppliers care about
– Identify the impact and implications of your operations on the environment
2) Get commitment from top and throughout the organization
3) Provide honest, transparent communications
– Link the benefits to your actions
– Report on progress and areas of improvement
4) And of course you have to walk the talk. Live up to your green brand promise in everything you do.
Want to read more? View the full presentation below.
