Reaching the Green Consumer with Effective Marketing

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• Overview
• Credits

Copywriting and positioning work hand-in-hand to convince customers to take action. Yet too many businesses squander their message – and their budget – with copy that fails to hook the reader, listener or viewer. We’ll look at how to write effective copy and use the rapidly growing green market (cultural creative psychographic) to demonstrate how targeting the right copy to the right audience makes all the difference. You’ll also learn how the right messaging can lead to lucrative partnerships that slash marketing costs and jump-start profits. Specific case studies will highlight marketing campaigns in four different industries: household products, gourmet food, appropriate development (not-for-profit example) and publishing.

5 Reasons to Purchase
• Use your copy to appeal to green consumers
• Discover 5 hot topics important to the green market
• Learn advantages of socially conscious messaging
• Hear case studies from successful marketing campaigns
• Increase your profits and reduce your marketing expenses

Authors

Agenda

Writing Copy That Sells: The Green Market as a Case Study

• Points of Great Copy
• Applying Great Copy Principles to the Green Market
• Case Study: How a Household Products Company Slowly Discovered Its Biggest Marketing Asset and Changed Its Messaging to Highlight It
• Five Hot-Button Topics Green Consumers Want to Hear
• Sample Message Points That Resonate With This Market
• Case Study: How a Well-Known Food Manufacturer Built Its Entire Brand Around Social and Environmental Messaging, Right From the Beginning (and Achieved 40 Percent Market Share)
• Advantages of Socially Conscious Messaging - And Behavior
• Case Study: How a Grassroots Community Group Used Effective Marketing to Achieve an 'Impossible' Goal in Just 13 Months
• Resources
• Questions and Answers

Additional Formats