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Overcome Communication Barriers, grow green market share

by TheWrightScoop last modified Jan 04, 2012 02:14 AM
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by TheWrightScoop last modified Oct 17, 2010

For more than two years ago, I’ve collected as well as shared Industry communications data through interviews, distribution of a survey and an ongoing column published by the Mid-Atlantic Grower newspaper or columns and articles published by Today’s Garden Center and Green Profit magazines. Still, while change has occurred, overall the Industry as a whole appears to struggle with portraying itself as a viable business presence. Industry personalities such as Tony Avent credit a lack of understanding the significance and/or mechanics of communications as the factor that creates this situation. But recently, I had a ‘family-generational’ business owner say it was his observation there is an arrogant attitude of ‘who are you to tell me how’ that prohibits the Industry from moving forward with establishing its business sector image. To be candid, I have difficulty relating to this perceived attitude. Perhaps, I’m fortunate in that while attending graduate school, I encountered a professor who assigned such an overload of work the only way you could survive his course was to fully rely on the research of other study group members. Then, for more than 20 years, I worked in an industry, computer technology, which is so intense with change that again, you could not survive with out replying on the expertise of others. So, whether it’s a lack of knowledge or an arrogant attitude, either barrier will prohibit the ability to ‘grow green (plant/profit)’ market share. As a result of earlier research, I published a book - The ABCs of Green Industry Communications: assess, brand & communicate. In this workshop style book, I emphasized what worked yesterday, may not work today and what works presently, may not continue to work. Initial research activities did not place emphasis on green in terms of plant; it was the Industry – itself that directed the focus to this topic. For example, to remain globally competitive, as Jennifer Loyet-Schamber of Greenscape Gardens says, “The success of a company is no longer based on its bottom line.” Schamber advises Industry sectors to produce and then advertise ‘locally grown’ products, provide demonstrations of sustainable practices, offer ‘how-to’ seminars and workshops, provide on-site recycling programs, join and display the logo of an ‘umbrella’ association that advocates eco-strategies, add ‘green’ tips to your company’s newsletter, and motivate your staff to ‘think green’ by including them in the formulation of ‘greening strategies’.” In other words, ‘walk the talk’ or as she says, “I take our slogan, ‘Grow Your World’, literally and proactively pursue being a steward of the land.” Through compiling the results of ongoing research and examples of some of the best marketers and communicators in the business such as Jennifer Loyet-Schamber and Tony Avent, I’ve launched a second book - Seven Steps to Grow Green (planet & profit) Market Share. To review or order, link to web site . In this book, Industry participants not only ask but answer the question ‘Are you and your product or service a steward for the land?’ providing an understanding of the 6 Ps – product, publicity, promotion, people, planet, & profit – as each influence market share communication. Through creating an awareness of communication concepts and business planning, a focus of ‘greening’ emphasizes ‘planet’ as the underlying factor which influences eco-efficient products and services, not simply sustainable but leading edge branded images easily identified by consumers. Because there does appear to be a lag in Industry progress, the purpose of my ‘little green marketing book’ is to ‘jump start’ - enable a more easily understood guideline; a guideline which hopefully overcomes the barriers of ‘a lack of knowledge and/or arrogant attitude’ and become as well-known for its value as the Strunk and White ‘little style book’, the Elements of Style.” So, my challenge to you is together, let’s identify and share the scoop – who, what, when, where, why, how and benefits of ‘growing green (profit/planet)’ market share. Join an effort to provide tips and strategies related to identifying a niche, developing sustainable business strategies and implementing communication activities that ‘grow green’ market share - not simply mechanics but those proven to create niche presence. To share comments, ideas or strategies related to this subject or other communication topics, contact me at . Together, let’s create a series of column topics that are helpful to the Industry. About the author – Sylvia Hoehns Wright, author of Seven Steps to Grow Green Market Share and The ABCs of Green Industry Communications: assess, brand & communicate, challenges all to ‘grow green their market share’. To acquire Wright’s books, link to Sylvia’s Store option or her assistance as a communications specialist, contact (804)672-6007.






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