Sustainable Business Alliance
 

Kermit is Dead: Effective Messaging in the Maturing Green Market

  • 21 Oct 2010
  • 6:00 PM - 8:00 PM
  • Tier Classroom (Fourth Floor, Room #431), Berkeley City College, 2050 Center Street, Berkeley, CA 94704

Registration

  • Current members of Sustainable Business Alliance

Registration is closed
Speaker event, hosted by the Sustainable Business Alliance and Buy Local Berkeley.

Kermit is Dead: Effective Messaging in the Maturing Green Market

Date: Thursday, October 21, 2010, 6-8 pm

Location: Tier Classroom (Fourth Floor, Room #431), Berkeley City College, 2050 Center Street, Berkeley, CA 94704

Cost:
$12 pre-registered SBA and Buy Local Berkeley members – Join SBA!
$15 pre-registered non-members
$5 more at the door

Appetizers and beverages will be served.

This event is open to non-members. To get the pre-registration rate, sign up by 6 pm on Tuesday, October 19th. Please help us out by:

1) pre-registering so we know how much food to get; 2) aiding our membership campaign by inviting friends and businesses to the event--- so that SBA and BLB can grow and be a more viable force in the region.  Thank you!

In this inspiring and informative presentation, Carolyn Parrs, Principal at Mind Over Markets (a dedicated green marketing communications company in Santa Fe), will share insights that will help you refine and target your message, create effective materials and balance your messages’ economic gain and ecological benefits.  Her presentation will include case studies and examples of successful and unsuccessful green marketing messages.

Participants will learn:
  • How to bring your marketing message from the planetary to the personal, from cause to because
  • The importance of relevancy in your marketing message
  • Why education is everything when promoting green products and services
  • The relationship building power of social media
At the beginning of the green revolution, it was often enough just to be green or bring out Kermit the Frog singing “It’s easy being green" to achieve a measure of success.  But the green market has matured and grown well past the initial 19% of the population who support green and socially responsible efforts and initiatives no matter what.   As this market broadens, green marketers across the globe have observed that for the mainstream or “medium to light” green consumers it’s "me first, planet later.”  And that shift of emphasis has deep implications for marketers who need to rebalance and recalibrate their messages to include the wider market.  The fundamental question now is: how do you create effective marketing messages that motivate, educate and communicate a true promise-of-value and values to the 81% of the population that are interested more and more in earth-friendly products and services?  

More on the speaker: For over 10 years, Carolyn has helped businesses and organizations tap into the green revolution and excel.  Her current clients range from solar power to organics, green cleaning services, eco-friendly lawn services and garden products, non-toxic paints and green home décor products, educational institutions, pet food, pallets and more.

Carolyn is also a Certified Marketing and Life Coach, working one-on-one with women launching and growing green businesses internationally.  She is a frequent keynote speaker on the topic of green marketing and communications, and the host, producer and creator of Women of Green podcast and community.  Women of Green is about turning up the volume of the feminine voice in the green movement.  Carolyn is a featured author on Green Marketing in Thomson Reuters' book series for C-level executives called Inside the Minds: Greening your Business.  She has worked as a Senior Copywriter at several top New York City advertising agencies serving clients such as AT&T, IBM and Proctor & Gamble.  As a 26-year old, Carolyn started her first business, Poochi Canine Couture, Inc., a company that manufactured and designed fashion pet accessories and apparel.  Poochi sold in over 1,000 department stores, pet stores and chains nationwide including Bloomingdales, Neiman Marcus, Macy’s, Target, Harrod’s of London, and the Spiegel Catalog.  She and her products have appeared on television shows such as Good Morning America, ABC News, amd CBS News and on numerous radio and cable shows such as HBO, CNN and Lifetime Channel.  Print coverage includes The New York Times, L.A. Times, Wall Street Journal, Chicago Tribune, People Magazine and Cosmopolitan.

Carolyn lives in Santa Fe, New Mexico with her husband, two children, and pets, Heart, Soul and Marbleeyes.  Her joy fix is playing marimba in Zuva, an eight member marimba ensemble.  
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