Artemia Blog

Effective doctor-patient communication increases compliance with prescribed treatments, generates goodwill and trust, and can even reduce complaints and malpractice claims.

Physicians are notoriously busy sorts. There was a time not too long ago when many were so bogged down with paperwork that patient relationships suffered. These days, electronic health records (EHRs) are helping immensely, saving time and effort for both doctors and their support staff as patient data is entered, stored and easily shared between facilities.

With all this extra time on their hands, doctors can now focus more on patients, whether it’s through additional face time, increased monitoring of diagnosed issues or even extra research and collaboration on more puzzling patient health conditions.

To facilitate productive doctor-patient communication, startups across the country are developing solutions to the various issues faced by physicians in their efforts to provide the best care possible.

Headquartered in San Francisco, Ringadoc has just secured a new round of funding to help it expand its patient phone call management platform. This cloud-based service allows patients to call in with health questions outside of normal business hours. Previously this was usually handled by answering services and untrained operators who would simply refer an on-duty doctor to talk to the caller, often requiring patients to describe their symptoms multiple times. With Ringadoc, patients record a message once and are then automatically transferred to an appropriate physician. Upcoming new features will involve call recording and transcriptions that can be provided both to patients for reference and for entry into EHRs.  

Nhumi Technologies is another tech company working to improve doctor-patient communication. The team behind it had previously developed a “Google Earth for the human body” and is now putting it to good use as a 3D avatar to visualize a patient’s EHR. Patients can show their physicians exactly where they are hurting, and doctors can describe in more detail exactly what is happening within the patient’s body, whether it is a potentially adverse drug reaction or just revealing which muscles need to be strengthened through physical therapy to prevent recurring pain. The HealthCorpus, as they are calling it, even goes one step further and allows images to be sent home with patients, either physically or via email.

New York-based PingMD is expanding its offerings as well. Originally an app that allowed parents to easily get in touch with their children’s pediatricians, they are now broadening their scope to allow doctors to securely communicate with both patients and peers. With a fresh investment of $2.5 million, the software-as-a-service company will be able to connect general practitioners to their patients with text messages, voice calls, photos and videos who can then loop in nurses or other specialist doctors to consult on the issue. PingMD drastically reduces the response time for patient questions too, with physicians often able to respond in less than an hour. Other secure communications, such as email and other secure messaging systems, have typical response times of up to 72 hours.

Want to stay up to date on the latest stories affecting healthcare and technology?

In the news:

Ringadoc raises $700k to move closer to the frontline of virtual health care

Can Avatars Help Close the Doctor-Patient Communication Gap?

With $2.5 million in new funding, PingMD wants to help doctors manage incoming calls

Marketing communications have been challenging business owners, startup founders, entrepreneurs and marketing directors alike since the term was dreamed up decades ago. Who to target, how to do so as well as when and where to do it are all critical questions that must be answered before beginning any outreach campaign.

While the goals of every company and campaign are different, there are many overlapping ways to reach and engage your audience effectively.

So what should you do to make the most of your marketing budget? Here are 3 must-use strategies to employ across campaigns and channels.

1.      Content marketing drives mindshare

If you are not already leveraging content marketing in your campaigns, now is the time hop on the train. According to a recent survey conducted by eMarketer, content marketing is a top priority for a full 39% of corporate marketers in 2013. Content marketing takes many forms: news, videos, ebooks, white papers, case studies, infographics, photo galleries, webinars and even blog posts.

The basic idea behind it is to provide useful information to potential customers even though they may not be ready to buy your product or hire your services just yet. Every day people thoroughly research most purchases online before making a decision and by providing entertaining or educational content for them to use and enjoy, your brand can gain recognition and mindshare as a go-to source of valuable information. And that recognition as an expert and thought leader goes a long way the next time a potential customer needs to make a purchase.

2.     Use video to drive engagement

With the enormous popularity of YouTube and other video sites, this may seem obvious but if you have the means, developing video for your company is an excellent way to increase leads and grow sales. Video puts a human face on your brand and offerings. A one or two minute video can explain your product’s advantages and benefits faster than a visitor can read about it on your website.

TV ads have long been recognized as more effective than print or radio simply by virtue of offering both audio and visual stimulation. A video on your homepage or posted via social media has another critical component going for it as well: interaction. Videos can be easily shared and linked to through external pages and can even ‘go viral’ if they strike the right chord among viewers, generating enormous return on investment.

3.     Mobile is (still) critical

Talking heads have been banging on the mobile drum for a few years now but that doesn’t mean its importance is waning yet. Spending on mobile marketing hit $6.7 billion last year and the industry as a whole is projected to employ 1.4 million people by 2015.

People are on their smartphones and tablets constantly and having mobile-optimized content is a must for every enterprise. Whether through a branded app that delivers useful data or services to your customers, the ability to accept payment via mobile device at your point of sale or even just a simpler version of your website that displays well on small screens, being able to cater your content to smartphones means your prospects can access information on your business anytime, anywhere.

Once you’ve decided on a marketing communication strategy to pursue, the next step is to plan out your messaging. Check out our step by step guide and template below to get started.

In the news:

Content Vaults to No. 1 Marketing Priority for 2013

Mobile Marketing Spend Hits $6.7B In 2012, Forecasts Soar

Study: Mobile Marketing Industry to Employ 1.4 Million In 2015

Diversity and inclusion have long been recognized as vitally important to the growth and development of the global economy. Many companies, from large Fortune 500 multi-nationals to small, independent businesses create policies to encourage the hiring of diverse employees and partnering with disadvantaged business owners, whether they are minorities, women, veterans of the armed forces or members of the LGBT community.

Such measures are widely praised for the collaboration they encourage as well as the extra cultural sensitivities they bring about. They can even increase the generation of creative solutions and open up new markets as previously overlooked business opportunities are discovered.

To ensure a successful diverse supplier program, here are 5 best practices you should be sure to follow:

1)     Secure buy-in from top management

This needs to be your number one priority. If the CEO has no interest in a supplier diversity program, there is little chance of it taking off within your organization. Decisions and commitments that stick come from the top in most companies, so make the business case for enacting your diversity program, back it up with data and try to build support from all levels of management.

2)    Set measurable goals

After getting the executives to sign off on a diversity course of action, the next step is to set actual targets for performance. It’s ok to start low – say, with committing to making 5% of your procurements with small, minority-owned or woman-owned businesses – but make sure you set SMART goals (specific, measurable, attainable, relevant, time-bound). Then make sure you evaluate your company’s performance against these goals on a monthly or quarterly basis.

3)    Partner with organizations that cater to small and diverse businesses

Once you have set goals to work with disadvantaged businesses, you next have to find them. One of the best ways to get your organization in front of many diverse companies is through the numerous government and non-profit entities that have been established to aid minority enterprises. These organizations hold numerous conferences, networking events and other outreach opportunities with the express purpose of connecting diverse suppliers with the corporations looking to do business with them. Some great places to start are the Minority Business Development Agency (MBDA), the Women’s Business Enterprise National Council (WBENC), the U.S. Small Business Administration (SBA) and the National Minority Supplier Development Council (NMSDC).

4)    Start a supplier database

Create a database of all your suppliers, not just those are diverse. Enter in everything you know about these companies: size, employees, price quotes, contract values, environmental certifications and of course, diversity status. Keeping a central repository of all your procurement contacts will allow you easily compare prices and offerings side by side and determine who is producing value, what areas can use improvement and what segments could use a few more diverse suppliers.

5)    Promote your diversity

Once you have set and met your diversity goals, worked with some new suppliers and attended some matchmaking events, it’s time to take it to the next level. Apply for awards related to working diverse suppliers. Encourage your largest contractors to implement their own diversity and inclusion programs (as a bonus, you may be able to include portions of their contracts toward your own annual goals). Put out press releases and social media updates covering the disadvantaged businesses you’ve partnered with. Challenge your competitors to utilize diverse suppliers of their own. You’ve taken the time and effort to build a more connected, mutually beneficial, multi-cultural world. Don’t be humble about it, sing it from the rooftops!

Looking to put together a diversity outreach event or connect with minority- or women-owned small businesses? Let us know! We’ve developed and run many successful events for large clients looking to connect with small businesses. Click the button below and let’s have a chat.

In the news:

• Supplier Diversity ROI – Distribution and Supply Chain Impact
• Taking Supplier Diversity to the Next Level
• Tip of the Week:  Supplier Diversity Best Practices

Strategic Communications Plans are designed to serve as unified platform on how your brand represents itself internally, externally and around the world. They can be used for both entire organizations and for specific campaigns (such as product launches or informational outreach).

Should your small business, startup or larger enterprise not have one, it’s high time to sit down with the management team and other key stakeholders to develop one.

Why you need it

Communication plans are essential to every business. They:

• Provide consistency to messaging and creative
• Keep everyone on the same page – both employees and audiences
• Save time and money in the long term
• Help identify key milestones, deadlines and deliverables

Without a communications plan, different departments can and will generate different messages. Uniformity is absolutely critical for younger startups or if you are an established enterprise going after a new market. Audiences can get easily confused by conflicting messages, which can guide potential customers straight towards competitors.

Key components

The most important pieces of any communications plan are:

• Research– Good research is essential to every business. For your communications plan, spend some time doing in-depth analysis of your industry trends, top competitors and even new regulations in the works that could affect your company or your customers.
  • Ask yourself: What is the problem or opportunity for your company? What trends are occurring in the industry? What are competitors doing?
• Key Messages – The core of every marketing communications plan is messaging. Defining your key message points will take some time and creativity, but it is all worth it when can pin down exactly what you want to say.
  • Ask yourself: What information do you want to convey? Limit it to no more than 4 points.
• Goals & Objectives– There is, of course, a reason for developing your plan. This is where you can specifically define what is it you want to achieve.
  • Ask yourself: What is meant to be accomplished? Use SMART goals (specific, measurable, attainable, relevant, time-bound).
• Audiences– There are many factors that can determine a company’s ideal target audience and just as many ways to segment them. General demographics play a large part, but so do culture, economics and sometimes beliefs.
  • Ask yourself: Who are you trying to reach? What motivates them? What interests them? Make sure to segment and prioritize specific audiences.
• Channels – Where you place your message is just as important as the content that’s in it. Take time to think about all your options for placement, great locations for your messaging may not be where you’ve advertisedin the past.
  • Ask yourself: Where do your audiences go for information? Consider the type of information you’re sharing. What is the best way to deliver it? TV, radio, print, online, outdoor and social media are all channels to keep in mind.
• Evaluation–Begin evaluating your communication plan as soon as possible. This will allow you to pivot as necessary to ensure audiences are reached and the message(s) are understood.
  • Ask yourself: How well is your plan working? What can be adjusted so that we meet our goals?

Pitfalls

There are many places where a communications plan can go astray and lose effectiveness, resulting in wasted time, effort and money. Some danger areas when creating communication plans include:

• Developing the plan alone – No matter how well you might think you know the subject matter, multiple perspectives help refine key points and generate more ideas to consider. Buy-in from internal stakeholders is essential to a successful communication plan.
• Viewing communication as one-way – Build in feedback loops for both employees and external audiences. They will help catch any flaws in the plan and can aid in the evaluation process as well.
• Confusing business objectives with communication plan goals – Don’t tie company revenue targets to the goals for a strategic communications plan. Yes, a good plan can help you increase your profits, but that isn’t the primary reason for its existence.
• Keeping some or all of it secret – Unless there is a very strong reason to keep it under wraps, restricting internal access to a plan not only limits the time and monetary savings it provides, it can also alienate employees and lead to inconsistent messaging.
• Resisting change – Yes, it may have been a lot of work to put together, but communication plans should be living documents that adapt as new situations arise. Don’t enshrine it on a pedestal; keep it ready for upgrades as needs arise.

Ups and downs are to be expected for any industry, especially those that are relatively new and still searching for their place in the global economy.

Cleantech is no different. It has had some large disappointments to be sure – like Solyndra and now Fisker – but on the whole has carved out a decent niche for itself from the neighboring energy and technology sectors. New developments are coming every day that excite both consumers and investors, and with climate change an ongoing concern, they can’t keep coming fast enough.

Here are three great examples of cleantech that show promise to transform our work, homes and lives for the greener and the better.

Rare Earth Metal Batteries

Batteries are at the core of every wireless electronic device not directly plugged in to the grid. They are also notoriously slow to recharge.

Professor Zaiping Guo of the University of Wollongong in Australia has developed a new battery based on Germanium that can hold 5 times more energy per unit volume than current commonly used lithium-ion batteries.  

The newly developed anode materials are easy to put together and can be readily scaled up to industrial production levels. Though the materials used in its construction (specifically Germanium) are still expensive, mass production should reduce costs.

According to Professor Guo, the new batteries can be charged faster than current models and could be great fits for electric vehicles, personal electronics and even on the large scale as storage for renewable energy generation.

Beyond the Learning Thermostat

Nest, the new wave, high tech thermostat that automatically learns your heating and cooling preferences, has come out with new programs to help customers save even more on their energy bills.

It recently announced new partnerships with utility companies scattered across the country, including Southern California Edison, NRG Energy, National Grid and Austin Energy. Together these companies are rolling out programs to help ease grid demand during peak times, and in the process saving users money.

The artificial intelligence-directed programs are called Rush Hour Rewards and Seasonal Savings respectively, and are taking advantage of incentives offered by the utilities to use less when everyone is using more and to shave minutes and degrees off its learned schedule to save power consumption without affecting comfort.

Crowdsourced Clean Water

Ever wondered how clean the water coming out of your tap really is?

A new project out of the University of Illinois at Urbana-Champaign is aiming to tell you, with a little help of course.

The research team there has developed the MoboSens water testing attachment for smartphones. Though it’s not pretty, and is quite large compared to the mobile phone it uses for data transmission, the device packs quite a wide assortment of sensors that can test water for such contaminants as arsenic, nitrates, heavy metal, carcinogens and even bacteria. Collected data is shared through an app run on the phone and then sent to the cloud for storage and detailed analysis.

From there, the team will be able to provide users the specific data about the safety of the water they tested, as well as form a map of water quality across the country (and world).

Still in the development phase, those interested in supporting this project can contribute at Indiegogo until May 11.

Want to make your company greener?

It’s easier than you think with an ISO 14001 Environmental Management System. Click the button below to learn more about this internationally recognized way to make your business more sustainable.

In the news:

Designing the clean-tech cars of the future

Nest Labs Reaches for a New Market

MoboSens: A water pollution sensor for your smartphone

With Earth Day right around the corner, thoughts turn to making the planet a greener place for everyone. Many businesses already implement sustainability efforts, with numerous programs and policies designed to reduce negative environmental impacts. The benefits of these programs can be hard to measure but the goodwill they generate among employees, customers, clients and the public is invaluable.

If your company already has recycling, composting and other waste reduction measures in place, why not also aim to reduce your energy usage?  If your office uses efficient lighting solutions and Energy Star-rated appliances and business machines, why not look into further carbon footprint reductions via public transit, carpooling, or bicycling incentives for employees, the utilization of teleconferencing solutions to reduce work-related travel or even sourcing products and services your business requires from local suppliers? And if you already have all of these programs in place, why not just go ahead and become certified to a local, regional, national or international standard so that you can be officially recognized for all your efforts?

There are many different certifications to choose from. The EPA has a variety of eco-labeling programs that allow registered companies to label their products with government-backed logos testifying to their sustainability including Smartway Vehicle Certification, Design for the Environment, and of course the aforementioned Energy Star rating. There are GreenGuard and GreenSeal programs for consumer products, Forest Stewardship Council and Sustainable Forestry Initiative standards for forestry and wood-based products, numerous organic and fair trade certifications for agriculture, fisheries and livestock, and even the LEED system for building design.

Here at ARTÉMIA, we decided to go with an international standard, the ISO 14001 Environmental Management System. We decided to undertake the year-long process for a number of reasons:

1. Measurement – We wanted to be able to specifically measure our impact on the environment and how we have reduced it. We can also share this information with clients to help them meet their own sustainability procurement goals.
2. Local certifications – There are a number of local, regional and state-wide green certifications that mirror many of the ISO 14001 requirements. Certification to the ISO 14001 standard put us well on the way to complying with the various elements needed for these programs and obtaining additional sustainability awards. (For example, we were able to become a registered Green Business of San Francisco with relatively little effort.)
3. Reduction of carbon footprint – Climate change is a huge concern in the world today, and carbon emissions are a major component. By implementing programs to reduce the carbon emissions caused by our daily operations, we can do our part to ensure future generations can live happy, healthy lives.
4. We already had many pieces in place – We already recycled most of our waste. We used energy efficient lighting. We purchase post-consumer waste supplies. Formalizing the process was the next logical step (and we discovered new areas to improve upon as well).
5. Meshes with our philosophy – We really do care about the environment and want to do our part to ensure future generations will be able to enjoy the world as we know it. We have had many green programs in place for years, certification to ISO 14001 just allowed us to formalize them with an internationally recognized standard that speaks for itself.

So what are you waiting for? Click the button below to download a free presentation on all the benefits of registering to the ISO 14001 set of standards. Should you have any additional questions about getting certified, just let us know. We are happy to share our experience with the process to help you get started.

Related Links:

• Eco-Labeling Programs & Rating Tools
• Leadership in Energy and Environmental Design
• ISO 14000 - Environmental management

Access to care is critical in today’s world. Being able to contact a doctor, whether over the phone, online or in person is something that everyone should be able to do when needed. One of the more rapidly growing areas to increase access to care is the field of telemedicine, or virtual doctor’s visits that can be used to evaluate symptoms, check vital signs and even observe a patient’s mental health.

Here are three companies working to bring telemedicine to the furthest reaches of the United States, and even some the remotest places in world.

HealthSpot is a newer player in the telemedicine sector. With plans in place to install communications kiosks in pharmacies and clinics across the country, seeing a doctor about that rash on your arm could soon be as easy as visiting your neighborhood drug store. In addition to a high definition two-way video conferencing system, built-in tools include scales, blood pressure cuffs, thermometers, stethoscopes, otoscopes and more. Though they just raised more than $10 million in Series C funding, HealthSpot still has plenty of work to do – next on their task list is building out a network of doctors to do the diagnosing.

Hospital system and insurer HealthPartners has founded a new company, Virtuwell, to develop affordable virtual care via telemedicine. Their plan for keeping costs down involves the use of diagnostic clinicians – typically nurse practitioners or physician’s assistants – instead of physicians. These internet-connected medical professionals can diagnose and write prescriptions for around 40 common conditions including colds, flu, allergies, acne and some sexually transmitted infections. And according to an internal study, Virtuwell services save patients an average of $88 per consultation and 2.5 hours of their valuable time, both great reasons to celebrate this increased access to care.

In a location where emergency evacuations can quickly run into the hundreds of thousands of dollars, being able to notice any early warning signs of life-threatening conditions is absolutely critical. The National Science Foundation has partnered with doctors at the University of Texas Medical Branch to provide remote care for their researchers stationed all the way at the South Pole. With the telemedical staple video conferencing technology and an array of specialized devices equipped with cameras and microphones, doctors back in Texas can actively monitor the health of scientists operating in one the harshest environments on the planet. Combined with electronic medical records to speed the sharing of patient information, the UTMB telemedicine doctors do their best to fill the gaps in the on-site healthcare available at the three Antarctic research stations. While there may not be MRI machines or operating rooms, through check-ups via telemedicine researchers can rest easy knowing their health is being looked after.

Interested in learning more about advances in telemedicine and how they may be able to help your business? Let us know! Click the button below to set up a time to chat.

In the news:

• Telemedicine company HealthSpot rolls out kiosks in select health systems, raises Series C
• Unseen and online: What are the limits for patient care?
• Telemedicine makes new advances, all the way to Antarctica

Looking for ideas to spruce up your booth space for your next big industry event? You’ve come to the right place.

Exhibiting at trade shows can be an expensive proposition. First, there’s the primary expense of securing the 10’ x 10’ space from the event organizers. Then there’s the makeup of the booth itself which can include backdrops, furniture, displays and even flooring. Lastly, there are the finishing (and sometimes budget-breaking) touches of giveaways, custom-produced videos and printed marketing collateral.

To make the most of your money, you need to have a booth that is both unique and eye-catching, but still stays true to your brand. Dance music and flashing lights are a great way to get your booth noticed, but unless you sell high-end audio equipment or represent an energy drink, it’s probably not the best way to find good leads for your offerings.

Get creative, try something a bit outside the box and think about these booth design trends to make your next trade show a hit with prospects, customers and your sales team.

Relax!

Many expo booths, especially at more tech and entertainment-oriented shows, can be quite overwhelming with booming sound systems and enormous video displays. To combat this and create a more relaxed and intimate setting, many exhibitors are moving to create more peaceful, low-key experiences for booth visitors. Try pairing a plush, comfy couch combined with a coffee pot or espresso machine and invite passers-by to sit down and relax for a few. Alternatively, hire a masseuse and offer free 10 minute back massages or foot rubs for attendees. A little serenity at a hectic show can go a long way toward helping your company’s image.

Get Interactive

Booths have always needed intriguing content to draw attention, but at many trade shows it was hard to demonstrate larger products or services that occur outside of exhibit halls. Now you can impress potential customers with a few tablet computers or touchscreen monitors loaded with videos, data sheets, product animations and more. Provide the smorgasbord and conference-goers will dig in to whatever aspects of your offering interests them most. Just be sure your reps are there should they have any additional questions or information requests.

Backdrops in All Shapes and Sizes

Simple curtain backdrops and logo-covered banners have gone the way of the dodo for many trade show teams, as have plastic and vinyl displays. Today many companies utilize a variety of other materials in their booth designs. For an edgier look, metallic finishes from polished chrome to brushed aluminum to accents of gold are often used. If you are looking to go a bit greener, bamboo and other finished wood designs can give your product an eco-friendlier feel. Fabric-covered frames have also become incredibly popular – the inner metal tubing can be fabricated to any specifications (from convex, wave-like walls to booth-spanning arches) while the tightly stretched external canvas can be imprinted with images and brand names of any size.

Keep It Simple

Following the footsteps of many of the latest website designs, many exhibitor booths are moving toward chic simplicity. Basic color palettes and smooth lines that highlight product and speak to your company stand out from cluttered booths where every horizontal surface is covered in brochures and informational packets. Though these designs may seem simple, it does not mean that they can’t be artistic. Clean, modern booths let your offerings speak for themselves.

Looking for other ways to make your next trade show experience the best it can be? Check out our tip sheet below with the 10 things you need to do before a trade show to ensure success.

Related articles:

Unique Trade Show Booths

Trade show trends for 2013

Features Of A Trade Show Stall

To help your next presentation stand out from the pack and keep your audience entertained and engaged, we’ve put together a list of some of the newest software tools available for your next business presentation or matchmaking event.

Long gone are the days of physical slides meticulously arranged in cylindrical cartridges and stacks of transparencies piled next to overhead projectors. But just because digital projectors and PowerPoint rule the day now doesn’t mean innovation has stagnated.

Prezi

Founded in 2009, Prezi has found a strong following, especially among those of us with a flair for cinematic presentations. With its 3D zooming software, this platform can take viewers on a literal journey through and around your presentation. An excellent option for when you have more time to develop creative visuals and make a complete end-to-end, one-time slide show. If you are presenting to a more data-driven audience or need to be able to swap slides in and out easily, you may be better served looking to another solution. One last caution too: some viewers can become a little motion sick if your presentation features too much rapid 3D motion.

ClearSlide

With their recent purchase of SlideRocket, ClearSlide has become a player in the presentation software game. Though they focus on interactive, multi-modal sales and marketing presentations, the tools they offer allow deep interaction and extensive analytics for anyone using the product. Presentations can be shared with just a link so email file size limits are of no concern and lead information is collected whenever the presentation is viewed or forwarded. Video, website, animations and more can all be easily integrated with presentations and remain interactive as well. The biggest downside to ClearSlide is that with their limited focus on sales teams, individuals looking to make a slide show for a lecture, class project or their local charity may find the price tag a bit steep.

CustomShow

CustomShow has been around since 1998 but unless you work in the media industry, you have probably never heard of them. Beginning as a high end presentation service for major media purveyors (think broadcast television, magazine publishers and top-notch advertising agencies), CustomShow has made a name for itself helping companies deliver reconfigurable, customizable, visually impactful displays that look like they’re filmed in Hollywood. Unfortunately, it also shares the price point of a big-budget blockbuster (relatively speaking), so there’s little wonder why the companies using it tend toward the Fortune 100 side of the spectrum.

These days, there are many options for your presentation needs and most if not all of them provide similar abilities: built-in animation, embeddable video, cloud-based delivery and of course, the capability to be shown on every business presenter’s best friend the iPad. Even the old standbys of Keynote and PowerPoint have more functionalities than ever before; it’s just a matter of putting in the time and effort to make the most of them.

Have an idea for a new presentation but need some feedback on your ideas? Maybe you want some help developing a slide deck to knock investor socks off. Let us know! We’d love to chat.

To learn more:

• Prezi
• ClearSlide
• CustomShow

You’ve just launched a new green product and want to start promoting it to potential customers, media outlets and business partners. In many ways, promoting this sustainable offering differs little from how you would market anything else your company makes. However there are some key differences to keep in mind.

To help you out, we’ve put together this list of five tips to make sure you cover all the key points.

1)     Stay positive

Nobody wants to be shamed by their current habits and research has proven that trying to guilt people into buying a service or product has little effect. When marketing your latest and greatest green offering, tell a positive story about how it saves energy and uses fewer non-renewable resources than conventional options. Focus on the benefits of ownership and not the negatives of other choices. Customers will respond to the upbeat, positive messages and will be more likely to share happy stories with friends and coworkers than tales of doom and gloom.

2)    Back up claims with data

The last thing you want to do when promoting your new eco-friendly product is make a false or unverifiable claim. As with any false advertising claim, you can be sued for making them. To ensure you won’t be held liable for any green assertions, be sure to review your product’s green attributes for accuracy. Don’t exaggerate sustainable aspects of the invention, be sure to take it as a whole and be honest with your target audiences. If at all possible, have the data readily available to back up any claims you make – it can be a lifesaver if any legal teams or regulatory agencies come knocking.

3)    Get certified

Research non-profit or government entities that may be able to provide your product or service with an “ecolabel.” Adding a green certification logo to your product speaks for itself and can be included on packaging and in advertisements. With someone else speaking to the sustainability of your offering, all your other statements are backed up and come across stronger to potential clients and customers. The Small Business Administration has some great links to the many types of certifications available – both domestic and international.

4)    Shop locally

“Made in America” labels may have taken on new importance to many during the recent economic downturn as an important way to keep money in the U.S. economy, but the latest trends have been on an even smaller scale. The current movement toward buying local extends well beyond farmer’s markets, neighborhood boutiques and family-owned restaurants. Procuring the materials needed to manufacture your innovation from nearby sources not only saves on energy needs and carbon emissions due to transportation, it helps prove how green your product really is. Being locally sourced is one more sustainability claim you can make in all your marketing materials.

5)    Utilize sustainable ad media

It may seem like a no-brainer but when you’re marketing your new energy saving device, don’t put its name up in neon lights that can be seen from miles around. Green services and products should be marketed through sustainable methods. Any printed ads should be made on post-consumer waste recycled paper. Email newsletters, online advertisements and social media are excellent, eco-friendly channels preferable to mailers and bill inserts. Packaging should also be both recyclable and from recycled sources if possible. Sustainable products are only truly green if their entire product cycle from production, marketing and sales through to delivery, use and disposal is energy efficient and carbon footprint minimizing.

Are you already promoting your latest and greatest as sustainable to everyone who will listen? We’d love to hear about it! Click the button below to share your story with us and we’ll publish it in our next newsletter.

In the news:

• Telling stories is great for sustainability marketing
• Practical tips for green marketing and advertising claims
• Green Certification and Ecolabeling