While the 70s and the 80s were the “me” decades, the new millennium is the “us” decade. More than ever we are feeling the pressure to tighten our belts and adopt a more conservative approach, build larger reserves for our families and preserve what we already have. The spend, spend, spend and boom/bust mentality is passing away in favor of a more “grounded” mindset. This extends itself to the marketing arena as well.
Everywhere we look, we see the “green story” being touted. This doesn’t just apply to energy companies, manufacturers and Fortune 500 companies looking to join the “green” bandwagon. Organizations in every industry and field of endeavor are opting for adding this element to their communication strategies. According to the American Marketing Association, 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.
One way that we can leverage the current focus on the “green mentality” is to promote sustainability. It’s getting difficult to find an industry or profession that doesn’t have some type of sustainability initiatives. This can encompass alternative energy initiatives, ride sharing, new recycling alternatives, lower consumption levels and the like. I know a display manufacturer that completely retooled their manufacturing process to eliminate ALL harmful VOCs (volatile organic compounds) thereby reducing their consumption footprint by 70%. While this did require a significant upfront investment in new equipment, it has resulted in a 136% return on investment to date. Their return came in the form of lower material prices, energy rebates and a special low rate financing as a result of the reduced environmental impact.
There are many more ways that we can leverage this 15th Rule. In short let me say that the more we sincerely focus on preserving, conserving and reserving, the more powerful our marketing will be to those who are socially responsible. What can you do to use this concept in your business?

Join us as we speak with Dal LaMagna, founder of Tweezerman. Dal shows how a lot of pluck and a bit of luck can lead to success.
From creating the first computer dating service in college followed by drive-in discotheques, to inventing a psychedelic light box and selling waterbeds, LaMagna’s many money-making schemes tell the story of a sixties-era seeker who had inexhaustible ambitions, creativity, and resilience. Like the start of most small businesses, Tweezerman was a one-man show.  He did all the selling, inventory management, bookkeeping, shipping, and deliveries himself. He operated out of a 400-square-foot bungalow that was his office, warehouse, and home. His initial investment was $500. Years later, he sold the company and walked away with millions. Dal is author of the book, Raising Eyebrows: A Failed Entrepreneur Finally Gets It Right (John Wiley & Sons).

There’s a lot of discussion these days about small businesses obtaining greater access to capital. But what many businesses require much more than funding at this time are more clients and increased revenue. For this reason marketing must move from a temporary focus to a more consistent focus for small businesses. This has mandated a greater need for the smooth integration of online and offline marketing efforts. The following are some simple ways that this integration can take place:

Consistent Branding – Include your URL or website address on every piece of business communication. This includes letterhead, business cards, post cards, Yellow Pages, ads, flyers and handouts. Image Continuity – Try to use the same format, imagery and colors on your promotional material which is used on your web site. This promotes greater consistency, higher top-of-the-mind awareness and re-enforces your branding message. Use of Spaced Repetition – Be sure to promote the same message in your off-line material as on your web site. There’s nothing worse than offering a discount in the store or on a mailer but not showing this same discount on your web site. On-line customers may feel cheated or less important if we don’t include them in the program. Coordinated Timing – It is also important to roll-out promotional campaigns simultaneously. Planning on a target launch date for your campaign and ensure that all preparations are made by this date on both fronts (on and off-line). Professional Web Presence – It is absolutely critical that your on-line image matches your off-line (or brick and mortar) image. If your retail or office location looks professional, organized and reflects your business philosophy it is just as important that your web site does also. This means you may want to make the investment in professional web development services. Meeting the above criteria in the development and launching of any marketing efforts will make all the difference in the world when it comes to creating viable response.