57 posts categorized "marketing to women"

April 27, 2011

Two Thirds of Buyers of Groupon and Living Social are Women

This just in from regarding how Groupon and Living Social compare:

"LivingSocial users are 49 percent more likely than the average American online to make at least $150,000 a year, compared with 30 percent for Groupon, according to the survey released today. They are also more likely to be younger than 35 and to have college or graduate degrees... 

"Nielsen, based in New York, also found that about two-thirds of LivingSocial and Groupon users are women. [very smart and monied women given the prior quote]

The list of top interests tell the story...

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The take aways:

1. If you're an average Jane, you just became an above average buyer in the world of business. Your choices matter as they are collected into reports by Nielson. Understand that and remember it every time you make a buy or post a comment on line. 

2. If you're a business looking to cash in on the couponing world, get in touch with your feminine side. Make sure your product line does something for the higher good in the world. This is where having a sustainable product and a company with high social values wins. Think home and family first and be more of a Prius and less of a Hummer.  

This gives me great hope -- companies follow the money and the money lies with women's interests. In women I trust that our interests will lead the economy to a greener and friendlier world. 

March 17, 2011

This is What Green Economic Co-Creation Looks Like

When companies get it right and customers are happy, then the testimonies and word-of-mouth advertising begins -- Seventh Generation is one of those companies and Women's Voices of the Earth is one of millions who talk them up. 

We wear green on St. Patrick's Day to be part of a tradition; by sharing green all year long we start a new tradition that rewards companies who are doing it right and ignoring or starving out those who just-don't-get-it. Thanks Women Voices, for all you do for promoting the right products and companies. For a full list of their accomplishments, go here. 

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February 08, 2011

Ladies, take a bow for kick starting transparency in household cleaners

Today, Clorox, the name synonymous with toxic bleach, announced that it's going transparent with its products ingredients.

"...it is now disclosing preservatives, dyes and a palette of fragrances used in its cleaning, disinfecting and laundry products in the U.S. and Canada. The Ingredients Inside program is available at www.CloroxCSR.com/ingredients-inside/" more

That doesn't mean that these products are safe or less harmful, but transparency is a step in the right direction. It also establishes a benchmark for other companies to follow. Once there is transparency, bad ingredients will be seen and no one wants that, consequently companies will work extra hard to come clean themselves before going public. 

Ladies, take a bow. YOU drove this action.

The picture below was taken from Mom's Voices.org. [correction, the site is called Women's Voice of the Earth] Do a search on "toxic cleaners" "toxic cosmetics" (both sink into your skin) and you'll see countless mom generated books and blogs on the subject. Public pressure is the wind beneath the toxic-free movement's wings. Mom's Voices is one of many women-fueled sites on this subject.

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Listing all ingredients is a brave, first step for Clorox. They, like Wal Mart, are turning their Darth Vader image into a force for green good by taking a leadership for green position. It won't be easy for Clorox and those like them, unlike Seventh Generation who started out green, Clorox had to justify the reformulation and changing entire production lines before they could make a move. Public pressure made them do it, otherwise they would have started out clean like Seventh Generation. 

Here are a few more books on the subject, all written by women. Do you have a book on Toxic-free living? Please let me know. --Mary(dot)inwomenwetrust(dot)com

Screen shot 2011-02-08 at 9.31.54 AM Practically Green: Your Guide to Ecofriendly Decision-Making
By Micaela Preston

Screen shot 2011-02-08 at 9.34.02 AM Smart Mama's Green Guide: Simple Steps to Reduce Your Child's Toxic Chemical Exposure  By Jennifer Taggart

 

 

 

 

 

The Green Parent: A Kid-Friendly Guide to Environmentally-Friendly Living
By Jenn Savedge

 Screen shot 2011-02-08 at 9.36.52 AM Big Green Purse: Use Your Spending Power to Create a Cleaner, Greener World
By Diane MacEachren

 


 

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Green Cleaning For Dummies Elizabeth B. Goldsmith , Betsy Sheldon 

 

 

 

 

 

Screen shot 2011-02-08 at 8.59.03 AM Better Basics for the Home: Simple Solutions for Less Toxic Living Annie Berthold-Bond 

 

 


Screen shot 2011-02-08 at 9.02.15 AM Green Cleaning Christine Halvorson Erika Swanson Geiss 

 

February 02, 2011

Influential Moms or Business Women?

Ironic Dot connecting this morning...

  • Dot 1 -- At what point will women cross from "Influencer" to "Shrewd Business Woman"  in multi-book author, Maria Bailey's Media Post article she lists several of these Mom Influencers and their accomplishments. All reach thousands each week. As a "media" they are considered highly successful, but because they are Moms, they are known as "influencers." Full article here. I wonder what a girl has to do to be seen as a business first...
Trisha Novotry, known online as 24/7 Mom
Andrea Deckard, known online as the founder of www.Savingslifestyle.com.
Lisa Druxman, founder of Stroller Strides.
Pamela Nagata, coordinator for Sandiegoparent.com.
Molly Gold, founder of Go Mom Inc    on her live show on MomTV.com  
  • Dot 2 -- A report just out researching who gets venture capital money. The conclusion of the research? When the business model was lead by a man, it was given more recognition and funding. When the exact same business model was lead by a woman, the funding was more likely to be denied. That's sad news for 6.5 million women-owned firms. 

(thanks to Yvonne for finding this 2009 study) Kimberly Weisul, writing on BNET, says, "...new research from the University of Utah Kaufman Firm on Entrpreneurship lends weight to the argument that discrimination is at work. After studying the reactions of 222 MBA students to different founding teams, researchers Robert Wuebker and Lyda Bigelow found that even though the personal qualifications and the firm financials were identical no matter the gender of the CEO, women-led firms were seen as having a poorer strategic position, and female founders were perceived as less capable."

Connecting the dots - woman are coveted for their ability to grow out these massive sectors of influence, sometimes without money or power but by the shear force of their personalities and yet -- they are given less financial respect than those who have to buy their way to influence. Go figure. 

Who would you trust with your investments -- someone who is trying to buy your affection through a business model or someone who has the same business model AND the ability to grow a base of support? It's time for the money lenders to start looking at opportunities the same way business is looking for influencers.

There is a revolution going on in more places than Egypt...

 

January 25, 2011

Kathleen's Legacy: Organic and Delivered to Your Door

How I found Kathleen Barsotti's  business -- word-of-mouth meets hot coupon idea. 

My friend Andrea told me about Groupon. One of the first offers came from Farm Fresh to You with a coupon I couldn't refuse, $15 for $31 of organic veggies delivered to my door. Even if I never used Farm Fresh to You again, I had my money back -- and then this box arrived on time filled with gifts from the earth. I was smitten, and that's when I dug in and learned the legacy story of Kathleen Barsotti, student and practitioner of the earth.


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It starts with a sad ending. Kathleen is no longer with us; cancer met her before I could. She started the farm with her husband Martin in the 70s, but four sons and a divorce later left just she and her boys to keep the farm stand open. Those who knew her described her this way, "Kathleen is beloved by all who knew her as a devoted student to ecological sciences, an excellent farmer."

Apparently, they all had a knack for the world wanted, today the boys now have about 30,000 customers all eating more fruits and vegetables collected from their farm or nearby partners.  

What is stunning about this service is that it's almost the same as going to store; instead, you do something more fun than grocery shopping and this no-excuses-to-eat-better-box arrives at your door. 

To prove that the pictures on their site aren't faked, here's a sampling of what showed up last week. They encourage you to leave the flattened box for them to pickup when they drop off the next batch. I'm not too happy with the plastic bag, but given that all the other packaging, i.e. skins, have no plastic and I can send the bag back; it's not a bad trade. It's like Nutrisystem, but without all the packaging...

Out of the box came this beautiful array of color. Just makes you want to start cooking looking it, doesn't it?  And if you're stumped for ideas, Farm Fresh to You gives them to you matching the ingredients provided that week. Screen shot 2011-01-06 at 2.03.40 PM

Kathleen's legacy is a consistent alternative to driving to the Farmer's Market, trying to find parking and lugging home weighty food. 

Her legacy is teaching thousands how to cook and WHAT to cook while it's in season and not shipped a bazillion miles from another country. Her legacy helps keep organic farming alive and profitable in a way that is scalable. 

Her legacy also promotes the use of untampered seeds that produce tasteless food with questionable parentage.  

Her son's expanded the farm stand business via modern marketing by taking their word-of-mouth business online. Their offering to spread the word has rewards for both the giver and the taker. Whomever orders a box of veggies using the special promo code* and my name Mary Clare Hunt, will get $5 off of their first order and I get a free box of goods. Of course you have to be within their California delivery range. 

No wonder they have 30,000 customers instead of depending on drive-by business. Everyone wins, especially Kathleen who created a life's work that put's life into others and back into the ground. What's not to trust? 

 

 *Code intentionally left off, this is a story about a well planted seed of an idea, not getting more free veggies for myself. 

 

December 09, 2010

How to write a complaint letter.

Tiz the season for things to go wrong. You can jump on one of the complaint site links on the left and vent, but before you do be prepared and professional in your communications. Below are some great tips from a site on Internet providers. 
  1. Getting your complaint to the right person and for sure the correct department will hopefully hasten a response.  Typing your letter will be better than hand written, however if you are not equipped to type then make extra sure your handwritten letter is legible and free of muss.
  2. Date the letter
  3. Name of the Company
  4. Address it as you would any letter with city, state, zip. Adding:  ATTN:  (name of person or department to whom the complaint is addressed)
  5. Give the date of purchase and having a copy of the receipt and where you purchased the item is of great value, as well as the serial number and model. Be brief and to the point of what you perceive the problem to be.  Also let them know what you expect them to do about it.  It isn’t necessary to be sarcastic or rude, there may be time for that later, but to this point you have not dealt with anyone rude.  Realistically you have a malfunctioning product you want replaced, repaired or refunded.  So tell them about it.
  6. Let them know how much time you will reasonably give them to handle the problem.  Include your contact information and your hours available to take their call.
  7. You might want to ask if the item should be returned for exchange.
  8. Make copies of all the receipts, and other pertinent information that goes with the product.
  9. Don’t send your originals.  Send copies.
  10. I am old fashioned enough to still sign my letters with “Sincerely Yours”, or “Yours Truly”.  It exudes professionalism on your part.  It is a tried and true closing to a business letter.

For other useful tips go here.

October 19, 2010

"Living Downstream" - the Documentary Every Parent Must See

My thanks to Karen Hanrahan for flagging this important film Living Downstream by scientist, Sandra Steingraber Ph.D. Screen shot 2010-10-19 at 7.39.57 AM

While we face the dangers of climate change and not enough water, this film demonstrates the issues we face in the water we have left -- even our fresh rain, falling from the sky, contains chemicals other than H2O, resting water has up to 66 chemicals.

That's not good for us or the planet. It's why we all need to understand and support sustainable standards around how our products are made throughout the supply chain. 

 

October 18, 2010

Who is Tracking Your Kids (and you) Online?

Screen shot 2010-10-18 at 8.03.50 AM
Check out this interactive tool from the WSJ that explains how everyone is being tracked on the web. On first blush, it's disturbing; on the second, as an eco-marketer I wanted to know what I was missing...

Nuf said, follow the link and learn...

 

October 14, 2010

Don't Cross this Green Advertising line with Mom's

It's the "guilt" line according to a focus group conducted by Shelton Group.

Concerned Moms are most motivated by their kids, but there’s a line that marketers should NOT cross. That would be the Line of Guilt. Positive messaging about future generations worked really well. Guilt messaging – such as “you’d better change your ways today or else your kids and grandkids will pay the price” — really fell flat. It insulted them. A representative comment to one such ad: “I’ve bent over for my kids… How dare they tell me I haven’t done enough?”

What else can you do to ring the green bell of action? Concerned Moms liked "facts delivered directly" -- regular people giving real tips are what registered the best. Protecting the jobs/family and future generations also resonated well as long as it didn't cross the guilt line. 

The best part, the green market rose 41% from 2004 to 2009. Does that mean that more people want to buy green products or that more green products are simply more available to buy. Go here for the full article.

This all is terrific news for Wal Mart who announced their push for buying local and organic food. That's something that everyone can live with. 

October 08, 2010

The FTC Wants Your Green Marketing Comments by December


Screen shot 2010-10-08 at 1.29.22 PM Ok green bloggers, here is your chance to influence governmental policy without going through that painful voting process -- the FTC wants to know what you think about the messaging on green products. In other words, how do you want them to put truth into green advertising via their Green Guidelines?  Go here to tell them, you have until December 10, 2010. 

Some example language...

• Marketers should not make unqualified general environmental benefit claims. They are difficult, if not impossible, to substantiate. (The current Guides state that marketers can make unqualified claims if they can substantiate all express and implied claims. Otherwise, they should qualify the claim.)

• Qualifications should be clear and prominent, and should limit the claim to a specific benefit. Marketers should ensure the advertisement’s context does not imply deceptive environmental claims. (In the current Guides, this guidance appears only in examples.)

Certifications and Seals of Approval

• This new section emphasizes that certifications/ seals are endorsements covered by the Commission’s Endorsement Guides and provides new examples illustrating how those Guides apply to environmental claims (e.g., marketers should disclose material connections to the certifier). (The current Guides address certifications/seals in only one example in the general environmental benefit section. 16 CFR 260.7, Example 5.)

• Because an unqualified certification/seal (one that does not state the basis for certification) likely conveys a general environmental benefit claim, marketers should use clear and prominent language limiting the claim to particular attribute(s) for which they have substantiation. (This provision highlights guidance already provided in current Guides’ Example 5.)

• Third-party certification does not eliminate a marketer’s obligation to have substantiation for all conveyed claims.

For the full write up go to http://www.ftc.gov/green.

These guidelines are extremely important as they become the backbone for all marketing material being created. It's one thing to be green and another thing to convey the attributes correctly and not mislead the public. 

The guidelines also cover:

  • Degradable materials
  • Compostable materials
  • Ozone-Safe / Ozone-Friendly
  • Made with Recyclable Materials
  • Free of AND Non-toxic products
  • Made with Renewable Energy
  • Carbon Offsets

Green is no longer a nice thing to do to create a new marketing edge. It is THE thing to do and we need a common, public way to talk about the accomplishments.