What's Your Vision...for our planet

Brands Matter for Green Products

admin — Thu, 29 Jul 2010 19:26:38 +0000

I suppose the headline of this post is a bit of a, “duh.” We all know brands matter … that’s why we spend so much money building and defending them.

In all the discussions and theories, though, around why consumers choose green products, there’s little discussion of brand. And our soon-to-be-published Green Living Pulse study reveals that there is, in fact, a big correlation. There’s also a triumph of brand over initial gut-reaction.

Here’s the story:

We preceded our Green Living Pulse study with focus groups and, knowing from our Eco Pulse study that advertising and packaging are the primary source of information for consumers about what’s green and what’s not, we tested several TV commercials for green products and packages as well. In particular, the ad we showed for Clorox GreenWorks elicited several negative comments. Not about the product – about the brand name. If I were to show you a movie of clips from these focus groups, you’d hear the following:

“It’s Clorox – how could it be green?…I would have found it more believable if they hadn’t used the Clorox name…When I think of Clorox I think of bleach! Something I have to wear gloves to use can’t be green?”

Flipboard Shows Us the Future of Content

admin — Mon, 26 Jul 2010 11:12:45 +0000

A new iPad app was released this week that might indicate a seismic, revolutionary shift in how users perceive and consume content, as well as offer a true silver bullet for a troubled media industry scrambling for ways to generate revenue.

The Flipboard iPad app aggregates all of your chosen social media environments and displays that content in a slick, easy-to-use “personal magazine.” Every time the app is launched, your magazine will show articles, images, links and videos that your friends - and presumably you - find interesting. As said in the video demonstration below, “It always has content you care about.”

This is the future of content – personalized, engaging and valuable to consumers. It’s not to be taken lightly and will soon go far beyond social media.

Watch the short video below then continue reading as we examine why this is so important to the Web industry.

Read the entire article at Website Magazine

Relevancy Rules in E-mail Marketing

admin — Mon, 12 Jul 2010 11:33:03 +0000

A recent study by ExactTarget shows that e-mail is still one of the most effective (and accepted) ways to market to consumers. Their survey of more than 1,500 consumers found that 93 percent are subscribers — meaning they have provided their e-mail address to at least one company or brand. Further analysis shows that the average consumer receives 44 e-mails per day. Of those, 25 percent (11) are permission-based commercial messages.

Consumers have come to accept e-mail as a marketing channel. But that doesn’t mean it’s a fail-safe solution. For one, just under half of those surveyed opened e-mails from their “favorite” companies. Chances are the majority of subscribers on your list don’t consider your company a “favorite.” So how do you change that? The answer, is relevancy.

Consumers expect personalization. E-mail is much more sophisticated than it was even just a few years ago and consumers know it. Therefore, they expect a message to be tailored to their needs, wants and even behaviors. “Dear Customer” isn’t going to work, and neither is an offer for a product that holds no value to them. To be successful, e-mail marketers must ensure that each message conveys a sense familiarity with the consumer. ExactTarget cites a recent CMO Council study that showed 41 percent of U.S. Internet users threatened to stop buying from companies that sent irrelevant messages. Not only does an irrelevant message waste consumers’ time but it also erodes confidence in that company. If they don’t know me, how can they serve me well? If they don’t care, is my information safe?

Consumers expect benefits. Not surprisingly, consumers often carry a what’s-in-it-for-me attitude when it comes to e-mail subscriptions. In other words, is this e-mail list relevant to my wants and needs? Some benefits might be discounts and coupons, free giveaways and contests, educational material, early notification of deals (exclusivity) and content tailored to them. As ExactTarget client and Groupon Manager of E-mail Optimization Andrew Kordek explains, “E-mail marketing is not a one-way communication. You need to take yourself out of the company and put yourself in the subscriber’s shoes. As a marketer, you’re not in charge of the e-mail — your subscriber is. Let the customer and subscriber dictate how you should run your email program.”

So what are those subscribers saying? The study asked: What motivated you to give a company, association, or organization your e-mail address? 67% To receive discounts and promotions
55% To get a “freebie” in exchange for my e-mail address
50% To get updates on upcoming sales
45% To get updates on future products
33% To get access to exclusive content
29% For fun or entertainment
28% To learn more about their products or services
28% To stay informed about them
22% For education about topics they specialize in
17% Someone recommended them
14% To interact with them
11% To show my support

Learn more about 18 Visions Design Internet Marketing
Source: Web Site Magazine

UPS’s Green Shipping Program Goes Global

admin — Tue, 06 Jul 2010 19:14:47 +0000

ATLANTA, GA — United Parcel Service is expanding its carbon neutral shipping program to 35 countries and territories in Europe, Asia and the Americas following the launch of the service last fall in the United States.

Under the program, shippers in the U.S. can offset the carbon footprint of their packages by paying a small fee that covers cost of the offsets, emissions calculation and administration: Five cents for a ground package, 20 cents for an air package and 75 cents for an international package. Outside the U.S., the flat fee varies slightly depending on the country of origin and the destination of the package and the service selected by the shipper.
Read more: http://www.greenbiz.com/news/2010/07/06/upss-green-shipping-program-goes-global#ixzz0svjM9dDr

The Real Story Behind Some of the 10 ‘Greenest’ Brands

admin — Mon, 14 Jun 2010 14:01:48 +0000

You probably would not think of corporate giants Clorox and Colgate-Palmolive as “green” companies. But they own two of top 10 “green” brands, at least in the eyes of consumers, according to new global survey of consumer perceptions by WPP, the giant marketing and communications firm.

Topping the list of U.S. brands is Burt’s Bees, which is a unit of Clorox — a fact that isn’t exactly trumpeted on Burt Bee’s extensive website. Instead, the company tells the story of how Roxanne Quinby started the company in rural Maine by making candles out of Burt Shavitz’s beeswax, after which they fell in love and moved into an abandoned schoolhouse to make more.

Her folksy little essay concludes: “The honey and candles are gone, the kids are grown, our friend sold the schoolhouse and now it’s a tattoo parlor, and Burt bought a classic motorcycle with his earnings, but otherwise everything’s pretty much the same here at Burt’s Bees.”

Well, yes, everything’s pretty much the same except that Burt and Roxanne split, she sold to 80 percent of the company to a private equity firm, which then sold it to Clorox, best known for its bleach, for $913 million in 2007.

Tom’s of Maine is No. 3 on the list. (Maine is obviously a green state, in the eyes of consumers.) Its marketing, too, features homey images from the company’s early years and talks about “putting the good of community and planet first.” Its toothpastes, mouthwashes, soaps and deodorants are all natural (no aluminum in the deodorant) and use environmentally friendly packaging.

10 Eco-Friendly Affiliate Marketing Programs

admin — Tue, 01 Jun 2010 13:25:11 +0000

The disastrous Gulf Coast oil spill has had us here at Website Magazine wondering what roles Internet professionals can take in protecting our environment. There are many ways in which a website owner can contribute to a greener, more sustainable planet, and joining an environmentally conscious affiliate marketing program is one of the easiest and potentially most rewarding. Below are 10 such programs that we recommend.

EcoDiscoveries
Recognized by the EPA’s Safer Detergents Stewardship Initiative, EcoDiscoveries provides household cleaning products that are healthy and safe for the planet and the people who use them. Managed through the Performance-Based green affiliate network, this program offers two tiers of commissions and a 365-day cookie duration. First-tier commissions are 15 percent, second-tier commissions are 3 percent, and payouts are made monthly. EcoDiscoveries has several popular product lines including glass cleaner, mildew/mold remover, baby-safe cleaner and fabric deodorizer.

Mountain Rose Herbs
This respected supplier of organic herbs, spices, teas and oils offers 15-percent commissions for every online sale made from traffic generated by your site. Mountain Rose provides a free affiliate program with no obligation, complete online access to accounts activity, traffic reports and payout information, and provides setup assistance and high-level support from their qualified staff. Mountain Rose also provides visually appealing banners and graphics that will add a nice earthy touch to any website.

Eco Chic Holiday Cards
Made from recycled stock and designed with vegetable inks, these Forest Stewardship Council (FSC)-approved customizable cards are printed using 100-percent wind power to further reduce the carbon footprint. Commissions are paid on two tiers of 10 percent and two percent, with a one-year cookie duration. This affiliate program is also managed through Performance-Based, and Eco Chic plants a tree for every order placed through the network.

ReBinder
These innovative, durable and practical office products are FSC green to raise both brand and environmental awareness. Managed through the Share-a-Sale affiliate network, ReBinder’s program operates on a 20-percent/10-percent, two-tiered commission structure and pays incentive-based bonuses during promotional periods. Web orders average $180 and cookie duration is 60 days. ReBinder provides a highly visual banner to promote its recycled and recyclable products.

Lily Organics
Since 1986, Lily Organics has been handcrafting award-winning skincare products without using any synthetic chemicals. Lily is the only facial care line on the planet to grow its own ingredients on its own USDA-certified organic farm and make fresh products weekly in its own FDA-inspected lab. Commissions are 20 percent on the first tier and 2 percent on the second tier, and cookies last for a full 365 days.

Eco Mugs
Affiliate partners earn 15-percent commissions from every sale they generate of the most eco-friendly mugs and custom-design, reusable water bottles on the planet. The company specializes in large, custom orders for offices, organizations and clubs, offering great potential for big commissions. Eco Mugs is an exclusive merchant at the Share-a-Sale network.

Home Efficiency Report
Partners earn 20 percent commissions on home energy efficiency reports and subsequent home energy audits under this unique green affiliate program. Commissions run three tiers deep with a generous 30-percent payout at the top tier. A member of the U.S. Green Building Council, Home Efficiency Report’s affiliate marketing program is managed by the Green and Save network.

Itzy Ritzy
Specializing in baby supplies made of organic cotton and sustainable bamboo, Itzy Ritzy sells blankets, cloths, high chair covers, car seat covers and more. The affiliate program is built on two tiers of commissions, starting at 10 percent for the first tier and 2 percent on the second tier. The products are not only sustainable but very fashionable as well, lending to nice visual elements for any partnering website.

Neutral Existence
Weatherization supplies and energy-saving home products are the focus of Neutral Existence’s business, and they are one of the only such retailers with an affiliate program. Using Quality Unit’s Post Affiliate Pro software, this two-tiered program pays 12-percent commissions on the first tier and 3-percent commissions on the second tier. Solar and wind-power supply systems are among the hard-to-find green home building products available.

Sea Chi Organics
Passionate about the purity of its ingredients, Sea Chi makes high-vibrational organic and wildcrafted skin and hair products from Kombucha Tea. Affiliate partners earn 10-percent commissions on each sale made by visitors from their sites, with no limits on the number of visitors or the volume of orders. Sea Chi has hundreds of products to choose from, all of them rich in vitamins B1, B2, B3, B6, B12 and Vitamin C, creating an antibiotic effect to promote bodily cleansing and a healthy lifestyle.

Source: Web Design Magazine

8 Ways to Bring Sustainability Into Any Job

admin — Mon, 24 May 2010 11:20:51 +0000

1. Get involved in office greening program: Participate in activities that are already happening in your office such as recycling, alternative commuting or employee engagement programs. If these don’t exist, start one.

2. Look at your company’s position on sustainability: Does your company have a sustainability strategy? Does it produce a sustainability report? If it does, take a look at it and see how this relates to your work. If it doesn’t have a strategy, again, why not work to create one?

3. Take a look at your own job: Explore ways to incorporate sustainability into what is already in your job description and the goals of your team. Are there places you could cut waste? Engage your suppliers? Change the way something is designed? You know your job best so you are ideally placed to see how and where changes can be made.

4. Create a coalition: Speak to people in the company to connect with others who are interested or are already working in sustainability. Talk to people outside the company to learn about how they are working on sustainability within their own companies.

5. Support others in their activities: Be supportive of the work that your employees or your colleagues are doing in this area. Give members of your team time to explore sustainability in the workplace or in the community. Volunteer your own time and expertise on sustainability initiatives happening in and outside the company.

6. Share your experiences: Write articles, speak at events and share your experiences in working on sustainability issues in the workplace, the challenges you have faced and how/if you overcame them. Speak up about the areas you think need more work.

7. Be positive, but constructively critical: Rather than saying something won’t work, look at contributing to the discussion and working through ideas to find a solution. Remember, sustainability solutions need to make business sense so make sure you focus on the business case.

8. Stay informed: Look at professional or other organizations to which you already belong to see what they are doing in this area. Pretty much every profession and industry is now getting involved in the sustainability discussion and will have tools and information relevant to the work you do.

As companies get more engaged in the sustainability arena there are more and more opportunities to work from the inside out. Increasingly sustainability will become part of everyone’s job so it is important to be up to date and aware on the issues.

Putting Green IT to Work

admin — Mon, 17 May 2010 13:40:02 +0000

Editor’s note: This is an excerpt from a new book, Green IT for Sustainable Business Practice, by Mark O’Neill; the excerpt originally appeared on BusinessGreen, and is reprinted with permission.]

An appropriate mantra for any organization committed to green IT should be “Reduce, Reuse, Recycle.” Organisations should use the green IT program as an ideal opportunity to reduce the amount of legacy IT equipment that is currently installed on their infrastructure.

Replacement of older PCs with energy efficient (Gold EPEAT rating) PCs should be considered, and if this is not financially or logistically viable at least replace any old CRT terminals that are still in use with far more efficient LCD models.

In recent tests, the average energy usage of a traditional 20-inch CRT VGA monitor was sixty three percent higher than a 20-inch wide-screen LCD monitor. Another option for organizations may be to upgrade from a cold cathode fluorescent lamp (CCFL) to a light-emitting diode (LED).

Another consideration for organizations is to reduce the number of PCs that exist on their infrastructure by ensuring they only provide one PC per user. In fact, many organizations are implementing PC sharing schemes to reduce the PC estate to less than one PC per user. This initiative is becoming more viable and accepted especially as modern workforces nowadays tend to be more fluid than static and job-sharing schemes become more popular.

Away from the workplace, users are already used to sharing PCs, for example when visiting libraries and internet cafes. It is essential of course that security issues are identified and addressed. Whenever an individual uses a computer, its cookies, browser history and other settings save the information that has been accessed. It is therefore essential that all the files and settings are deleted once the user logs off, and before the next user accesses the machine. To ensure the user’s data and files are kept safe a robust password and data access process needs to be implemented.

Read more: http://www.greenbiz.com/blog/2010/05/05/putting-green-it-work-sustainable-business-practices#ixzz0oC2aSKC1

Online Video the Best Form of Advertising

admin — Mon, 10 May 2010 13:57:24 +0000

Video is the fastest-growing online advertising format with estimates of about a 40-percent growth rate through 2010. And the marketers that have taken part in its growth are resoundingly satisfied, according to a recent study from video ad network BrightRoll.

More than 50 percent of the agency executives who participated in the study indicated that online video was the most effective form of advertising, and 83 percent said they were getting more value for their video advertising spend in early 2010 than the previous year. A whopping 94 percent revealed plans for spending more on online video ad campaigns this year than in 2009.

Another sign of video advertising’s maturation in 2010 is the more than 60 percent of respondents that said behavioral targeting increased the performance of their campaigns. The targeting capabilities of video ads were cited as the biggest concern among agency execs in 2009. The biggest concern revealed in this year’s study was maintaining credibility with video ads, with executives saying that videos that start automatically were the biggest detractor.

Source: Web Site Magazine

18 Visions Design becomes Leafkey Verified

admin — Sun, 25 Apr 2010 15:31:09 +0000

18 Visions Design was recently screened and has become a Leafkey Verified Eco-Expert in web development and consulting.

LeafKey.com takes out the guess work and offers Leafkey Verified Eco-Experts, to unite green professionals in the built world - All under One Sustainable Roof. Experts attentive to the built world can have one or many accreditations, affiliations, certifications, designations or licenses.

• Please visit LeafKey.com to learn more
• Learn more about 18 Visions Design Green Certifications