No insult to Kermit, but at SicolaMartin, we think being green isn't rocket science. These days it seems like everyone's doing it. And whether you believe An Inconvenient Truth is fact or fiction, most all of us get warm fuzzies when we do something good for the environment. Is your house green? Your car? Perhaps just your lawn? Regardless, we hope you enjoy this issue of EP—it's dedicated to tree huggers everywhere. Let us know how you like it! Cheers, Steve Seems like today, being "green" is the "in" thing for many companies—and for good reason. As far as I'm concerned, it's about time. There are many reasons to go green. First, morally, it is the right thing to do. Second, some government regulations require it. Last, for many companies, being green is a competitive edge. According to industry leaders, having an environmentally friendly product offering is becoming more than just a competitive edge—soon it may be a matter of marketplace survival. But it isn't enough just to have a green product. You also have to get the word out. Green marketing covers a broad spectrum of initiatives, from internal policies that define corporate culture, to green manufacturing practices, to outbound-marketing messages touting the benefits of an environmentally friendly product. When promoting an environmentally friendly product or product feature, saying that something is "green" isn't always enough. Try changing the message from a straight "green" message to one that describes a practical benefit. For example, rather than saying that consumers can save energy using a certain light bulb, promote the fact that they will make fewer trips up the ladder to change the highly efficient light bulb. Another example is the construction industry promoting a "high-performance building" rather than "energy-efficient". According to MediaPost, there are five factors that marketers need to evaluate before they associate their brands with the environment. None of these work in isolation, and in order to establish a successful association, they should be thought about as a process: Pick the right cause. Consumer sentiment varies and is influenced by media coverage and the products and solutions they see in the market. Plan accordingly. Be the first to win the space. Brands that seize the opportunity first and aggressively advertise their efforts are likely to make a lasting impression in consumers' minds. Prepare for the long, hard slog—there are no immediate results. Plan for that. Make your brand solve a real consumer need. A majority of consumers will choose a brand perceived to be socially responsible over others that are not. Inform, educate and collaborate. Very few brands are spontaneously recalled for their environmental activism. Change that. And for the consumer, how can you tell if a marketer's claim is verifiable, rather than just a "me too"? In the beauty product world, when it comes to animal testing or the use of animal ingredients, even the most conscientious don't often advertise where they stand. Thank goodness for PETA's list of animal-friendly manufacturers. I have to admit that until recently, I didn't think a lot about the computers and electronics that were collecting dust in my guest room closet. I thought it was probably wrong to throw them away, but I couldn't quite tell you why I was holding on to them. My eyes were recently opened as to what a real issue computer and electronics recycling is becoming for both enterprises and consumers when SicolaMartin was awarded the Newmarket IT account back in December. According to Gartner, 133,000 PCs are discarded by U.S. consumers and businesses every day! Of this number, only 10-15 percent are properly recycled. The remaining systems collect dust in company offices and homes (like mine), or get dumped into municipal landfills. And since the average PC (not including the monitor) is typically 40 percent steel, 30 to 40 percent plastic, 10 percent aluminum and 10 percent other hazardous metals, including copper, gold, silver, cadmium and platinum, it's certainly a concern. I'm proud to say that Newmarket has a solution for slowing the amount of e-waste going into our landfills. As the trusted industry leader for technology recovery, refurbishing and remarketing, they help to eliminate the risks and liabilities of recycling used technology assets. Newmarket pays you for the remaining value and then erases all your vital data. The asset is then refurbished and resold to people and groups around the world that can truly benefit from the technology. Nothing that Newmarket processes in its facilities is ever thrown away. Every single component and system is reused or recycled properly. I'm glad to know that Newmarket is helping to address the problem, and that SicolaMartin has the opportunity to help increase awareness of the issue. We're sure you'll be hearing a lot more about Newmarket very soon! A chartreuse toilet. A celadon refrigerator. A sea-foam air conditioner. What does it take to make a house "green"? There are a couple of folks at SicolaMartin who could tell you first hand. In Agave, a new development of contemporary green-built, energy-efficient homes in East Austin, Senior Art Director Jeff Joiner's home is in the finishing stages. With bamboo floors, dual-pane low-E windows, a tankless hot water heater, stairs made of recycled wood, and plans for solar panels and rainwater collection, Jeff's home is definitely eco-friendly—but the process wasn't always easy. "Building a completely green neighborhood was a new venture for the builders—as well as the buyers. So some of the original plans for the houses have had to be reconfigured as they built them. It's part of being a guinea pig, I guess. But it's finally coming together, and I couldn't be more excited." Across town in Southwest Austin, Eric Cosway is building his own green abode. While still in the drawing stage, Eric's plan includes water collection, solar heating, energy-efficient windows, five-star rated insulation, and low-VOC paint. A garage made out of recycled wood from their old house, xeriscaping, and a hybrid car will round out the picture. "The process has been relatively easy, as there are a number of good resources here. The utility companies are a good example, as they can provide a lot of information on green alternatives, energy usage, and credit programs." The Live Music Capital of the World. The River City. Gateway to the Texas Hill Country. Over time, Austin has been called many things. And now we can add one more to the list: The #1 Green Building Program in America (according to Austin Energy). As those of us who live here know, Austin is a town full of folks who are into green homes, organic gardening, alternative fuel vehicles, and almost any other kind of environmentally friendly initiative you can name. Here are just a few Austin companies who are doing their part to paint Austin green: • Austin Habitat for Humanity ReStore • Austin CarShare • Electric Cars of Austin • Global Energy Designs • Innovative Water Solutions • Natural Gardener And for the mother lode of everything green, check out the Austin Energy home page. It's got everything you want to know about being kind to Mother Nature. Visit us online : http://www.sicolamartin.com Feedback : epfeedback@sicolamartin.com Telephone : (512) 343-0264 SicolaMartin is committed to respecting your privacy. For specific information, read the SicolaMartin Privacy Policy. If you would like to be removed from our e-newsletter list, click here. If you received this from a friend or colleague and would like to register to join our monthly e-newsletter mailings, click here. Copyright © 2007 SicolaMartin. All product and company names are trademarks of their respective owners. SicolaMartin, 701 Brazos St., Suite 1100, Attn: E-newsletter Team, Austin, TX 78701