Trendspeak

First Steps: Communicating BtoB Green

June 23, 2009

A master plan is a good idea in business, but sometimes you just need to take the first few steps.  At a conference this Spring, Alan Isacson and Tim Colbert conducted a workshop on avoiding  pitfalls and creating business opportunities through green initiatives.  Part of this presentation focused just on the first steps need to launch a green initiative.  One of these first steps is “Overcoming Fear”.

It’s good sound advice for green initiatives and, in fact, any initiative.  Although caution is definitely a good thing in many cases, it can also paralyze an organization.   Addressing concerns, but moving forward is necessary to getting something done. The problem with BtoB marketing is  that doing nothing or doing very little is often an option because the culture of organizations is usually focused on sales and manufacturing.  But doing nothing or doing something halfway will not communicate value turns innovation into commodities.

Here’s an excerpt from their presentation:

Overcoming Fear: Potential Internal Roadblocks

1.) We’re Just Not There Yet

If you look at innovation as a final goal you reach, you’ll never communicate your value.  Companies that “get there” stop innovating.  Companies that are always in the process hold tremendous value for their customers.

2.)  Customer Will Want Their Share

Innovation is something that can be passed down the supply chain.  A process that uses less energy or material is more valuable to your customer because it can be communicated to the end user as such.  Don’t let that value dissipate or be undermined by simply cutting prices.

3.) We’re Opening a Pandora’s Box

Slippery Slopes and Pandora’s Boxes are often used as excuses not to do anything.  Boldly stating your green initiative will probably not lead to every worst cast scenario in the book.  If it does, it’s usually easy to correct the problem and gain benefits.   Any BtoB marketing is usually not irreversible and divisive.

4.) The Economy

The economy can be an excuse to not marketing green initiatives when it’s good and bad.  Just waiting until things get better just means staying behind the curve with everyone else.

5.) Greenwashing

Just because someone does something badly doesn’t mean you can’t do it at all.  Greenwashing doesn’t work, but if you’re genuinely saving energy or materials, it’s not greenwashing to say so.  Good marketing communicates the real benefits and value of what you make or the services you provide.

Read the press release from the presentation here: Link

Read about ABI’s SustainabilityDriver here: Link

Entry Filed under: Benefits, Economy, Environment. Tags: b2b, Marketing, PR, Public Relations, sustainability, target audience, web 2.0 marketing.