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Going Green -- Effectively Marketing and Communicating
Authentically Green Products May Not Rise To The Surface Due To “Green Washing,”
Says Renowned “Green” Expert Colette Chandler, Oct. 2nd Speaker at Ann Arbor Ad Club Event
ANN ARBOR, Michigan – Studies show that 77% of people are skeptical of corporate social responsibility messaging (CSR) such as Green Marketing. This lack of trust sabotages the success of truly green companies, says Colette Chandler, an expert on environmental (green) trends and positioning green brands, and owner of The Marketing Insider. Chandler is Ann Arbor Ad Club’s October 2, 2008, speaker, at Kensington Court, 611 Hilton Boulevard in Ann Arbor, beginning with active networking, refreshments and a cash bar at 5 p.m. The program runs from 6-7 p.m. Members attend for free, while non–members pay $35, and students pay $10 to attend. Register at www.a2ac.org.
“Many misconceptions drive the green trend. What inspires a core green consumer is not the same messaging that may inspire a regular consumer, so we must communicate effectively to each market,” says Chandler, who will review green ad successes and failures, and share how savvy are today’s consumers. “Advertisers and marketers must create transparency and depth in green programs to more effectively communicate,” she says.
Chandler also will discuss “green washing,” which dilutes messages and brands and hurts green products and companies from rising to the surface. Participants will learn green trends, how to effectively market “green” and create real initiatives and greater depth for more authenticity.
“Consumers expect companies to deliver on their promises, and when a company does not deliver, trust is affected and a company’s reputation can be ruined. This also includes positioning themselves as a darker shade of green and pretending they have a carbon footprint and environmentally-friendly processes when they may not,” Chandler says.
Tracy Lindsay, owner of Lindsay Exhibit Group, and president of Ann Arbor Ad Club, says, “Colette Chandler will help our members and guests become far stronger ‘green’ marketers.” Ann Arbor Ad Club is where creatives meet for connections, partnerships and learnings, focused around advertising, marketing and business.
For more information, please contact Anahid Lisa Derbabian at 248 202.0583 and at anahid@integritycommunicationsco.com.
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