Michael O’Loughlin from the Better Living Show - Portland’s Largest Sustainable Lifestyle Show twitters. Yes he does. I’ve been following him for a few months now. He give out some really interesting information on sustainability. And he ought to know… he’s been in the trade show business most of his life and runs the ‘Northwest’s Largest Sustainable Lifestyle Show’ His father Thomas O’Loughlin is founder of the National Association of Consumer Shows and co-founder of O’Loughlin Trade Shows. Why the biography?

Michael asked fellow tweeters what they thought of the article 6 Ways to Master the Green Message by Ethan Boldt, and since twitter is for smaller shorter points, I thought I’d give a couple of cents worth here. It is a subject worthy of discussion.

In some circles, discussing green marketing is as tasteful as discussing funeral services, but it is a necessary part of life. Some people roll their eyes. Some won’t shut up once you start the conversation (ahem) and some give you that glazed stare that says they have no idea what you are talking about. To sell what you have been selling with a green twist, ‘Mastering the Green Message’ almost sounds like you are trying to take advantage of the publics newly enlightened sense of sustainable issues… you know… ‘Greenwashing’ your message.

One point Ethan made that I appreciate..

To Promote or Not to Promote?
That is the question that marketers must ask themselves. The question that does not need to be asked, however, is should you begin green initiatives in the first place?

Good advice, don’t you think?

But one sad point that was brought out, IMO, was what Alan Rosenspan, president of Alan Rosenspan & Associates, a direct marketing creative and consulting firm was quoted on…

Give Them a Benefit
“So I guess my advice would be: You can appeal to people’s higher nature and ask them to support the environment, but make sure there’s a benefit in it for them.”

I thought that supporting environmental initiative was supposed the BE the benefit. But he also stated,

Appeal to Their Pro-Environment Position, but Also Their Pocketbooks
Don’t expect immediate success, warns Rosenspan. “People still tend to vote (and buy) with their pocketbooks. We offered to ‘plant a tree in your name’ if you switched to AT&T. We sent out 30,000 packages - I think we planted three trees,” he shares.

So I guess he’s actually got a real point… and consumers can be wise in this choice to be quite selective, especially where price is concerned. It shouldn’t have to hurt so badly in the wallet to be green. So voting selectively with your pocketbook is smart, selling the benefits of your product/service FIRST, your environmental position second makes good marketing sense.

Thanks for bringing it up Michael! We wish you all success with the show next spring! Feel free to keep information about it posted here.

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