Sustainable Marketing Dear Reader,
Happy Pink Super Moon!
On Monday, the Pink Super Moon was visible over New York City.
Contrary to what you may think, the name of the moon has nothing to do with its color. Rather it comes from a pink plant, the creeping phlox.
Astrologer Richard Nolle coined the term supermoon in 1979. It refers to a new or full moon when the moon is within 90% of perigee, its closest approach to Earth. So, it looks larger and brighter than other full moons.
Earth Day and The Need For Sustainability In Our Lives
Started in 1970, Earth Day continues to be a global call-to-action to take care of our planet’s scarce resources.
In my New York City neighborhood, the impact of COVID on the environment is visible.
The reason is simple:
Because, during the past year, there have been less people and cars.
As a result, the air feels noticeably cleaner (even through my face mask!) My husband refers to the color of the sky as “COVID blue”.
Since the beauty of the flowers are both short-lived and sweet, the sakura or cherry blossoms represent the impermanent nature of life.
Watch this aerial view of the Brooklyn Botanic Garden (via Gothamist).
On the Cherry Esplanade where the trees shake their fluffy pink heads in the light wind, the Brooklyn Botanic Garden worked with composer Michael Gordon to create a site-specific sound installation named “loved.”
As a voice marketer, I was touched by the immersive experience of audio in the midst of nature’s beauty.
Gordon described the installation as follows:
“After a year of staggering loss, we stand here overwhelmed. I wrote “loved” to mark the memory of those who’ve passed during the pandemic.”
Listen to Gordon’s soothing audio; it plays every hour in the park:
How does this relate to your marketing?
- When designing online and real-life experiences, consider how the spoken words, music and other sounds will touch your audience.
Why Does Earth Day Matter For Marketers?
Beyond providing a hook for your promotions and/or content, environmental responsibility matters for your brand.
Because your business must serve a higher social purpose. And your customers, employees and community expect you to help fix these problems.
According to CB Insights, environmental sustainability poses 3 consumer challenges.
- Increasing waste requires sustainable packaging, product reuse and resale, and better waste management;
- Rising emissions involves improving resource optimization and increasing animal alternatives; and
- Elevating awareness includes providing incentives for sustainable behavior and better transparency for consumers and employees.
Environmental sustainability plays a role in my purchases and my activities. It helps that living in New York City I can walk or use public transportation so I don’t need a car.
My ecological choices include:
- Minimize Use of Plastic and Difficult-to-Recycle Products, especially for single use.
- Reduce “Fast Fashion” Purchases. Like many women, I suffer from “I-Have-Nothing-To-Wear” syndrome even with an overstuffed closet.
- Recycle Found Objects. During COVID, I purged a lot of items from my house and gave stuff away that was still in good condition.
Also, I acquired furniture people left on the street. If you’re in New York City, check @StoopingNYC on Instagram to find new gems for yourself. People post stuff they want to get rid of or have seen on the street. With 164k followers, you have to act quickly!
Lastly, where possible, I transform discarded junk into useful stuff. To be honest, my husband is an expert at this and we have a closet full of junk to prove it.
So, I created bookshelves using discarded wooden wine boxes from my favorite local wine sellers, Empire State Of Wine!
Even better, they do great marketing:
- Their name, Empire State of Wine, is a play on a Billy Joel song title.
- The store’s Statue of Liberty holds a glass of wine to get people to stop. During COVID, she wore a mask.
- The staff has a deep knowledge of wine and they’re super nice and helpful!
Earth Day Related Actionable Marketing Tips
Regardless of the business you’re in, contribute to making the world a better place to live!
- Figure out how your organization can be environmentally-responsible, across your entire organization! Since it matters to your customers! For example, LEED (aka: Leadership in Energy and Environmental Design) Certification for green buildings has become more visible around Manhattan.
- Let your community know what you’re doing to be green and how they can help. For example, GrowNYC Compost Program supports composting food scraps and has drop-off locations around the city.
- Assess new product and/or business options to become more environmentally-friendly. Go beyond reducing packaging and plastic bag use.
How To Change The World One Book At A Time
I grew up in a house stuffed with books because my parents were avid readers. My husband kids that they literally owned a ton of books!
During the MadMan era, Viking Press was a client of my dad’s mid-size advertising agency. So he brought home beautiful hardcover books.
Book Marketing Lesson:
- Host an author reading to attract customers. Nothing says your customer owns a book than a signed dedication! Further, don’t limit selling books to bookstores. For example, my LYS (aka: local yarn store) sells knitting and crocheting books and magazines.
While Amazon has expanded across much of the book market including ebooks and audiobooks, I still love indie bookstores. So I was thrilled to discover that these bookstores had gotten a special holiday!
Some of the most beloved New York City bookstores have appeared in memorable movies. They include:
- Books and Company, located at Madison Avenue and 74th Street, was the unnamed bookstore in Crossing Delancey.
- Shakespeare and Company, located at Broadway and West 81st Street, appeared in When Harry Met Sally. It’s where Carrie Fisher’s character Marie says, “Someone is staring at you in personal growth.”
- Barnes & Noble, located on Broadway and West 82nd Street, was in You’ve Got Mail, although the movie was filmed elsewhere.
Actionable Marketing Tips For Booksellers
- Have a well-defined point of view and focus. This is at the core of good branding.
- Give customers a reason to get your newsletters, attend your events, and buy from you. Loyalty Books does this well.
- Create special offerings to set your store apart. For example, Loyalty Books created 40 bundles for Indie Bookstore Day.
Voice Marketing: What You Need To Know Now!
Want to learn about Voice Marketing from the true pioneers?
Then join me at:
Best Practices For Designing, Building, And Marketing Voice Experiences on Thursday, April 29, 2021 at 2:00 PM ET.
Take it from me, Pete Erickson and his Modev team know how to curate an information packed event! The smarties speaking are:
Welcome new subscribers: Wila, Robert, Bee, Andrea, Guadalupe, Orla, Carylis, Liam, Kelli and Ryanne.
Please stay healthy and safe.
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Want your customers to form a line to your door, either IRL or online?
Then study this article because it gives you the history of how to make your offering craveworthy.
Includes data, tactics and case studies.
FEATURED ARTICLE: 3 Reasons You Need Sustainable Content Marketing
In honor of Earth Day, make your content marketing sustainable for the long term. Like the earth’s natural resources, your marketing resources are limited.
This article explains how to get the most from your content overtime to keep it visible and viable.
FEATURED ARTICLE: Content Marketing Spring Cleaning: How To Improve Your Results
Use your first quarter results to guide you to improve the performance of your most important content.
So it continues to spark joy for your audience, employees, customers and you.
Welcome Mat Photo via Mabel Amber – https://www.pexels.com/photo/jetty-feet-sign-wooden-128299/ cc zero
The fine print
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