Topic: Communicate the Value and Turn it in Your Values Into Sales: Effectively Marketing Your Social / Environmental Commitment
Synopsis: Is your company's commitment to improve the world a "best-kept secret?" Or are you openly using your values in your marketing, but not getting the results you want? Learn how to get the most possible marketing value out of your values. Treating the earth with respect, providing a healthy and welcoming atmosphere for employees, donating a portion of your profits, supporting social and environmental goals are all marketing points to help you stand out in your prospects' mind. Harness these points to build not only sales, but customer loyalty to the point that they become part of your unpaid word-of-mouth army of fans and ambassadors.
# Identify the existing actions and policies most conducive to attracting socially and environmentally conscious fans
# Create marketing strategies that easily bring these to their attention
# Involve your customers with a feeling of "ownership" and participation
# Turn this reservoir of good will into a powerful, virtually free, marketing machine
Shel Horowitz beginning with a one-toddler action against smokers at his parents'party at about age three, Shel Horowitz has been involved in environmental and social change movements his whole life. A veteran of the 1977 Seabrook occupation, his first book, written when he was only 22, was about why nuclear power makes no sense. His award-winning sixth book, Principled Profit: Marketing That Puts People First and forthcoming eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson) demonstrate to the business community that environmental and social responsibility, high standards of ethics, and a cooperative attitude are not only the right thing to do, they're also profitable strategies for business success. Shel is also the author of several books on frugal marketing and one on frugal fun, as well as the e-book Painless Green: 110 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life-With No Negative Impact on Your Lifestyle. He is directly responsible for the first nonsmokers' rights regulations in Northampton, Massachusetts (USA), and for the defeat of a large and inappropriate mountaintop development in his current home town of Hadley, Massachusetts.
