Marketing Your Eco Message – Stand Out From the Crowd
An eco-conscious marketing campaign may seem like a thinly veiled flagrant fling, firmly onto the world’s biggest bandwagon and to be fair, there’s a hell of a lot to hang your hat on; there’s World Environment Day, World Ocean Day, Earth Day, No Car Day… the list goes on.
But what if the products, solutions and/or services you provide truly are aligned to an environmental persuasion and your brand and company values genuinely reflect a sustainable ethos?
We’ve had the pleasure of working on marketing campaigns with some excellent, world-leading brands who have a legitimate claim, not only to be on the bandwagon, but being in the driver’s seat. Here are some examples of some of our campaign and content ideas that have allowed brands to stand out in the increasingly crowded eco-conversation:
Exhibitions
Nothing beats getting out and talking to people. Our clients at Dell and Intel, despite their behemothic nature, understand the importance of creating a grass-roots network of companies showcasing innovations that support sustainability.
We recently caught up with them at the Future Resources Show where they were showcasing exactly that with exhibition space carved out for their partners especially in the world of IoT and sensor data.
They’re also extremely well versed in public speaking at events and really telling the story of the tech they’re working and collaborating on.
If you’re exhibiting at a conference, we very much advise making sure you get a speaking slot. You pay a lot of money for a stand at some of these events and the real way to make some waves is to get up and speak to people, you can then sign-post potentially interested parties to your booth where you have your best sales staff waiting to pick up the baton.
Landing Pages
It’s a pretty simple one but if you’d like to let potential customers know that you’re working on some eco-friendly projects or with some green products, a landing page is a nice way to anchor a digital campaign and it’s great for SEO around environmental search terms.
Our wide format print and signage clients Imageco are probably some of the most eco-conscious people we know and they’ve done a great job with their ImageEco campaign, the crux of which lies with their Alternative Sustainable Print landing page where they aim to convince clients to choose more environmentally friendly products.
A landing page can then be used for anything from social media content or PPC campaigns as well as a tactical piece for sales people to share when in conversation with potential new business prospects.
Working with suppliers also means you can gain more awareness of the products you work with and more shares of campaign content.
Events
Our IoT client Hark took to the event scene to promote their Enterprise IoT software which allows companies in various industries to become smarter and more efficient using the power of real-time data.
Earlier this year we ran Hark’s inaugural Energy Innovation Summit, where guest speakers included leaders in the utility market, from Northern Gas Networks to Npower and tech giants from Microsoft to Dell.
We also handled logistics and marketing around their sponsorship of Tech Show North where again, a speaking slot was secured as a must have.
Finally we coordinated Hark’s Hack Day where developers were invited to a 12 hour hackathon to develop a new sustainable solution and present to a panel of esteemed judges.
Event marketing is not only effective in galvanising existing relationships but also forging new ones with your audience and fellow speakers and sponsors.
A recurring theme in all of the marketing mediums included in this list is the spirit of collaboration. Dell and Intel collaborate with their network of tech innovators, Imageco collaborate with their suppliers to showcase the most versatile materials on the market and Hark collaborate with everyone in their network to bring together stellar events. Collaboration is core to your success and celebrating connections with known eco-companies only legitimises your claim to be running a green campaign.
If you’re looking to get your eco-friendly product off the ground or are looking for marketing support around either your route to market or for scaling to penetrate new ones, contact us here.