What is sustainable marketing?
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Sustainable marketing is the adoption of sustainable business practices that create better businesses, better relationships and a better world. At Sustainable Marketing Services, we believe sustainable marketing involves the following five key elements. 1. Embed sustainable business practices into your business strategy Embed sustainable business practices right into your business strategy - don't bolt them on as an after-thought: set measurable goals; list the key activities you will undertake to achieve these goals; make a senior resource accountable for the success of these goals. |
Examples of sustainable business practices include:
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Optimise the performance of your business
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Create strong relationships with your customers, other businesses, staff and community
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Balance your budget and ensure your financial sustainability
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Help your business community to prosper
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Reduce your carbon footprint.
2. Deliver marketing activities that create ongoing growth.
Businesses have limited financial, human and capital resources, so focus your resources on the top performing marketing activities for your business. Use an aggressive growth strategy for your biggest growth markets. Adopt a selected growth strategy for new or emerging markets.
Build an authentic brand, and craft an appealing story that attracts genuine interest from your target market. Collaborate with customers to develop more targeted products and to get to market sooner. Use permission based marketing, and avoid interruption based marketing.
3. Promote and support sustainable businesses to help them grow.
One aspect of sustainable marketing is the promotion and support of sustainable businesses and their products. At Sustainable Marketing, we help sustainable businesses develop and implement marketing plans, marketing strategies and brand strategies to help them grow. See our case study on Geo Brick (insert link).
4. Influence other businesses to adopt sustainable business practices.
As a business owner, you can create a big impact by influencing your staff and other businesses to adopt sustainable business practices. See "One Degree", a News Limited Climate Change Initiative that helps others understand how they can make a positive difference in the fight against climate change. Let your suppliers know you are looking to work with suppliers who adopt sustainable business practices. (http://www.1degree.com.au/)
5. Minimise the use of resources in your day to day business operations
Minimise your contribution to greenhouse gases by undertaking activities such as:
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Print your business stationery using environmentally friendly inks and recycled paper
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Reduce your use of direct mail: use online communications instead
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Create online catalogues instead of printed catalogues
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Use virtual communications such as skype, video conferencing and webinars
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Use a Navman to take the most direct route on business trips.
Create a better business, better relationships and a better world with sustainable marketing practices.
Call Maria Anderson on 07 3821 3939 or 0402 095 699 to book a free coffee to discuss how Sustainable Marketing can help your business.
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