jim hackler gulf coast green 2010
DESCRIPTION
Gulf Coast Green speaker, Jim Hackler, presented "The Authentic Guide to Green Marketing" on 4/16/2010 in Houston, TexasTRANSCRIPT
![Page 1: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/1.jpg)
THE AUTHENTIC GUIDE TO
GREEN MARKETING
GCG „10Presented By:
![Page 2: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/2.jpg)
Transit encounters
![Page 3: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/3.jpg)
![Page 4: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/4.jpg)
Define authentic
: true to one's own
personality, spirit, or
character
![Page 5: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/5.jpg)
Being authentic
![Page 6: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/6.jpg)
Keys to successful communication
Authenticity, trust & transparency
Public engagement & mutual social
responsibility
“ Today even private companies have to be
transparent about their operations if they
want the public‟s trust.”
Marc Gunther, senior writer at FORTUNE
![Page 7: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/7.jpg)
Survey: Consumers Prefer Socially Responsible Brands
…. survey found that 70% of consumers are willing
to pay a premium for products from socially
responsible companies. That means companies have
an opportunity to differentiate themselves if they
can communicate clearly how they give back to
their employees, communities, and the environment,
per the survey.
March 30, 2010
![Page 8: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/8.jpg)
![Page 9: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/9.jpg)
18-point rise since
2006 in the percentage
who say the risk of
climate change is
exaggerated. Gallup
![Page 10: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/10.jpg)
“Belief in global warming. It's down, but has this
affected green purchases?”
“64% of Americans are searching for greener
products.”
Suzanne Shelton,
CEO of the Shelton Group
![Page 11: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/11.jpg)
The changing face of green
![Page 12: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/12.jpg)
Changing faces of green
• Men at 68%
- up 14% from 2009
• Hispanics surging past
Caucasians and African
Americans in hunt for
green products
Source: Eco Pulse
![Page 13: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/13.jpg)
Shades of green
![Page 14: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/14.jpg)
Going digital…
![Page 15: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/15.jpg)
The iPad impact
![Page 16: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/16.jpg)
Telling your green story
Steps based on
Simple
Unexpected
Concrete
Credible
Emotional
Story
![Page 17: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/17.jpg)
Accessible vocabulary
Indoor Air Quality?
![Page 18: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/18.jpg)
Quick tip
Cautiously use these green phrases and
words in your marketing materials: carbon footprint
sustainability
HVAC
indoor air quality
building envelope
it‟s not easy (or it is) being green
…taking cars off the road, trees planted, etc.
![Page 19: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/19.jpg)
Telling your green story
Credible
800 “green” certifications?
![Page 20: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/20.jpg)
![Page 21: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/21.jpg)
Do you have an interesting STORY?
A story is powerful because it
provides the context missing
from abstract prose. Use stories
as inspiration.
![Page 22: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/22.jpg)
Telling a story
![Page 23: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/23.jpg)
MODA‟s Beyond Bricks & Sticks
![Page 24: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/24.jpg)
![Page 25: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/25.jpg)
![Page 26: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/26.jpg)
![Page 27: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/27.jpg)
![Page 28: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/28.jpg)
![Page 29: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/29.jpg)
What makes a story newsworthy?
Timing
First?
Significance
Children
Pocketbook
Health
Proximity
Prominence
Human Interest
![Page 30: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/30.jpg)
![Page 31: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/31.jpg)
![Page 32: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/32.jpg)
![Page 33: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/33.jpg)
![Page 34: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/34.jpg)
PR 101 tips
Publish a newsletter for clients, prospects, and the
media.
![Page 35: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/35.jpg)
Manageable bites of green
![Page 36: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/36.jpg)
PR 101 tips
Publish a newsletter for clients, prospects, and the
media.
Build a show home.
![Page 37: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/37.jpg)
Show off
![Page 38: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/38.jpg)
PR 101 tips
Publish a newsletter for clients, prospects, and the
media.
Build a show home (vitual?).
![Page 39: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/39.jpg)
PR 101 tips
Publish a newsletter for clients, prospects, and the
media.
Build a show home.
Be an authority.
![Page 40: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/40.jpg)
![Page 41: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/41.jpg)
PR 101 tips
Publish a newsletter for clients, prospects, and the
media.
Build a show home.
Be an authority.
Take a reporter to lunch (especially if you have a
newsworthy story to pitch).
![Page 42: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/42.jpg)
PR 101 tips
Publish a newsletter for clients, prospects, and the
media.
Build a show home.
Be an authority.
Take a reporter to lunch (especially if you have a
newsworthy story to pitch).
Write a media release
![Page 43: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/43.jpg)
Write a media release
![Page 44: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/44.jpg)
![Page 45: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/45.jpg)
PumpTop TV
![Page 46: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/46.jpg)
Quick tip
When the media calls
– DROP EVERYTHING!
![Page 47: Jim Hackler Gulf Coast Green 2010](https://reader034.vdocument.in/reader034/viewer/2022042713/546c8c94af795980298b502e/html5/thumbnails/47.jpg)
Jim HacklerJim@TheUrbaneEnvironmentalist.comwww.TheUrbaneEnvironmentalist.com