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20 New Rules. 20 Free Books. 20 Chances to Win: New Rule of Green Marketing Number 2.

Jacquie Ottman’s New Rule of Green Marketing Number 2:

Green is cool. One reason why green is mainstream (See Rule #1), is because it’s chic.

Thanks largely in part to numerous Hollywood celebrities, counting among them Bette Midler, Brad Pitt, Julia Louis Dreyfus, Cameron Diaz, Leonardo DiiCaprio, and of course, Ed Begley, Jr. (and a bit of behind the scenes support from the Environmental Media Association responsible for planting all those mentions of Toyota’s Prius and recycling in popular TV shows), green has evolved over the past 20 years from a fringe pre-occupation of deep greens to a badge of honor worn by NMI’s “Drifters” who like being seen driving their hybrid cars and making the scene, cloth bag draped over shoulder, at the Whole Foods Market. 

Marketers take note! Green consumers are early adopters and leaders who have plenty of green to spend—and influence purchasing behavior.

That’s what we at J. Ottman Consulting discovered first-hand when advising HSBC on their Effie-winning “No Small Change” green marketing campaign. Targetted at upscale green consumers whose deomographics matched those of HSBC’s “premier” customers, an empowering, personal carbon-impact reducing message yielded 46,420 new accounts—representing 103% of goal and with only 65% of the acquisition cost of a typical customer. That’s cool green, for sure!

—-Excerpted fromThe New Rules of Green Marketing, by Jacquie Ottman (Berrett-Koehler - U.S., Greenleaf Publishing - U.K., February 2011, $21.95, 252 pp.).  Now available in bookstores and at online booksellers.LEARN MORE.


WIN A FREE COPY TODAY!
To celebrate its launch, I am giving away 20 FREE signed copies ofThe New Rules of Green Marketing, one each business day from February 7 to March 7. To enter,send me an e-mail now with “Jacquie, I want to win a free copy of The New Rules of Green Marketing” in the subject line. Emails must be submitted by 6 p.m. EST in order to be eligible to win for that day. One entry per person, per day.


20 Rules. 20 Chances to Win.
To automatically receive a new rule each day (along with the e-mail link to win a FREE copy of my new book), subscribe to “Jacquie Ottman’s Green Marketing Blog” byclicking here(Don’t worry, you can easily unsubscribe later) and watch out for each day’s new post. We will draw winners periodically throughout the giveaway period. All winners will be contacted by March 16 and announced with their permission. *Click here for the official rules*

 
Good luck! With good green marketing, everybody wins! (That’s the rule.)

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