If it is your job to differentiate and grow your business, you own a tall task—especially in this environment of information overload, when all of us are overwhelmed with new platforms, media channels and ways to get noticed.
Remember when you were a kid and the only thing you had to worry about over the holidays was to make sure you were on your best behavior and that you left Santa a nice note with some cookies for his reindeer before bed so that when Santa arrived he would leave you some presents as a reward for your good behavior? As I get older, the list gets bigger as to what needs to be done and way more stressful – trees to decorate, parties, cookies to bake, an overwhelmingly long list of people to buy for…With less than two weeks left go, I thought I might give you some helpful tips for choosing a meaningful holiday gift for your clients.
Company ABC is a tech consulting firm in the secure government contracting space that promotes a fundraising event for a highly respected, well run charity for rehabilitating soldiers injured abroad. The veteran owners and many of their clients care passionately about the cause, and the thousands of dollars they contribute directly impact those in need of immediate assistance. Their contribution fills a vast funding deficit and gives the charity a much needed financial boost. And, it serves as an expression of Company ABC’s brand. They pride themselves on their integrity, reputation and transparency, and their commitment to their clients, country and community is evident in their brand from the way they provide services to the way they demonstrate giving back.
A recent survey (The Financial Times, Sept 18, 2009) shows that low carbon products and services are now generating more revenue than the global aerospace and defense sectors. “Climate sector” industries include renewable energy, nuclear energy, energy management, waste and water companies. The global revenue for these industries was $534 billion in 2008, a 75% increase. It seems that, despite the global recession, green is growing.
According to the April 20th issue of Advertising Age, sustainable product sales have risen even amidst the economic downturn. “Green Marketing”, it says “is turning out to be surprisingly recession-proof.” Consumers are still buying sustainable goods despite their higher cost and the increase in usage and competition is driving the cost of green goods down. The result? Organic food is up 5% over last year. Natural-food store sales are up 10%. Water filtration systems are up 22%. Introduction of new green products is on the rise.