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In fact, you may even be able to capture additional revenue by going green... from prospects
who might have gone with a greener provider, had your firm not made a visible commitment.
Closely related is the opportunity – and need – to make some noise about your greenness,
through PR and other communications. It’s a bit like the tree falling in the forest: if no one
hears about it, it’s like it didn’t really happen. Whatever your company does along the green
dimension, you want to ensure that everybody knows about it. SOME WAYS YOU CAN HELP YOUR COMPANY GREEN UP
Even if you’re the CMO, there’s certainly a lot about your company’s carbon footprint that you
don’t control. Nonetheless, you can still have a sizable influence on your firm’s green
standing, in a couple of ways. Start in your own shop: shift still more offline marketing to online. There’s a piece that is largely under your control: your marcomm budget. If you’re in line
with long-run industry trends, you’ve already shifted a substantial share of spending from
traditional (offline) vehicles to their online alternatives ...primarily because of their greater
cost-effectiveness. By continuing that trend, you’ll also be helping move your company
further down the green path. Be the spokesperson.
As your company’s chief storyteller, you end up being the green spokesperson too, pretty
much by default. But you can use that role as somewhat of a bully pulpit to drive other
functions to improve. Cases in point: << previous | next >>
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