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Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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Put Your Green
Foot Forward: Building Blocks That Will
Promote Your Green Message
Sunday, October 30th
© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
The Marx Group Presenters: Tom Marx
C.E.O.
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Gary McCoy Public Relations Director
• Business growth & marketing focus • 25+ years of industry experience
• 15 + years industry experience • Marketing & PR over 25 years
© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Green Messages
Not a New Story • APRA emphasizes
• Industry talks about it
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Based on a McKinsey
Quarterly Study, March 2008 • 87% of consumers are concerned
about the environment and social impacts of the products they buy.
• 33% of consumers indicated they were ready to buy green products or have already done so.
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
We Believe You Get It!!
Now, what do you do with the
Green Message?
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Unless you are selling your products
direct to consumers, the overarching
Green message comes from your
industry, rather than from each of you
individually.
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
So why bother?
• Be socially conscious and engaged
• Create goodwill with your customers
• Build awareness of your company
and its products
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Green Messaging Can Help
Your Business
1. Walk your talk
2. Integrate throughout your business
3. Identify the audience that cares
4. Focus on long-term opportunities
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
A
• Industry voice for “green message”
• Remanufacturing creates
jobs campaign
• Design for Remanufacturing™
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
APRA Campaign
Message 1:
Impact of remanufacturing
on job creation
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
APRA Campaign
Message 2:
Remanufacturing as the
energy and material
conservation solution
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
APRA Advocacy
• Design for Remanufacturing™
• Advocacy for national
remanufacturing policy
http://apra.org/About/Reman.asp
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Design for
Remanufacturing™ • Defining remanufactured
vs. rebuilt
• Environmental edge
• Scientific studies
• Future of remanufacturing
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Phoenix Automotive
Cores (Case Study)
• Article on Jay Robie,
CEO and Phoenix
Automotive Cores in
APRA Global Connection
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
• Consumer oriented
• Utilize facts about recycling to reinforce message
• Emphasizes the breadth of items that can be recycled
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
NASCAR GREEN™
Program • Developed as a NASCAR® organization
to promote recycling among its vendors,
sponsors, partners and fans
• 1st NASCAR GREEN™ summit, Miami
Florida mid-November
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
NASCAR GREEN™
Program • Studies show NASCAR® fans are
50% more likely than non-fans to
say their household is very green
• NASCAR® fans are 8X as likely as
non-fans to associate NASCAR®
with environmental responsibility
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
NASCAR GREEN™
Message Platform • Conservation and the environment
• Job creation
• Strengthening American energy
independence
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Official NASCAR®
Green Partner Assets • Official Partner of NASCAR Green™ designation
• Category exclusivity
• Creation and use of proprietary logo and tagline(s)
• Rights to NASCAR® marks and all ancillary marks
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Official NASCAR®
Green Partner Assets • NASCAR® Green Bar Mark
• NASCAR® All-Star Race
• NASCAR® Chase marks
• NASCAR® Champion’s Week
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Official NASCAR Green™
Partner Assets • Official Partner discounts with directed media partners and Official Partner Resources
• Dedicated Partnership Marketing Account Manager with PR and Marketing support
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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PowerSpin Green Positioning
© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Public Relations
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
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Advertising & Direct Mail
© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Community Outreach
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
How do you market Green?
1. Ready-Aim-Fire
2. Integrate into you Unique Selling
Proposition (USP)
3. Integrate with all internal and
external communications
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Ready-Aim-Fire
• Know your audience
• Create a marketing strategy
• Choose marketing tactics
• Implement
• Evaluate
• Readjust
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© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message
Thank you. For more information or a copy of this presentation,
give us your business card or please contact:
Tom Marx 415.453.0844 ext. 106 [email protected]
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Gary McCoy (847) 622-7228 [email protected]
www.themarxgrp.com