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This presentation was given at the Presidio Graduate School in the Managerial Marketing course.
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THE FORCE
I’m here to introduce you to an invisible force that powers america’s leading green brands.It will cost you little to nothing.Its only available to green brands.and just by knowing of its existence you will know and be able to use its power.
Social Networks
Do The Right Thing Green
Options
GUSSEWorld
Coolers
SustainLane
Care 2 Make a Difference
2 People
Trendspotters
Information and Education
Eco-Tech
Business Alliances
TreeHugger
Trendwatching
Springwise
MetaEfficient
Coolhunting
Jetson Green
Inhabitat
PlaygreenOpenEcoSource
Green MavenPublic
TV and Radio
Natural History Museums
ScienceCenters
Electric Auto Association
Solar ElectricLight Fund
The Oil DrumSolar Buzz
ZeroWasteCalcars.org
Green Car Congress
Special-Interest Authorities
Online Green Retail NGOs
World Wildlife
Fund
NRDC
Greenpeace
National Wildlife Federation
Union of Concerned
Scientists
Sierra Club
Earth First
Environmental Defense
Audubon
Surfrider Foundation
Nature Conservancy
Rainforest Alliance
EarthJustice
Friends ofthe Earth
EcoMom Alliance
Events and Competitions
Live Earth
World SolarChallenge
SolarDecathlon
Burning Man Haute Green
Brower Youth AwardsBe EcoChic
The GoldmanEnvironmental Prize
Blogs
BusinessGreen Blog
Autoblog Green
Little Green Blog
The Accidental Environmentalist
Sustainable DesignTechnology
Big Green Purse
EnvironmentalBlog
Slowly She Turns
Ecorazzi
Best Green Blog
Ecofabulous
FiftyRx3
Conferences and Trade Shows
TV, Radio, Podcasts
The Invisible Force Powering Today's Most Visible Green Brands
The Lazy Environmentalist
Personal Life Media
National Geographic Channel
SundanceChannel
GreenTV
GreenRadio
HGTVEquator HD
PlanetGreen
RockyMountainInstitute Clean
Tech
CNetGreen Tech
Clean Edge Green
Technology Forum
REPP-CREST
Alliance for Climate
Protection
US Climate Action Partnership Climate
Counts
Co-opAmerica
CERESACEEE
ClimateInstitute
Net Impact
GreenFestival
National Solar Conference
Clean Technology Forum
Dwellon Design
Green Build Expo
The LOHASForum
Good andGreen
West Coast GreenSustainable Brand Conference
Green West
UN ClimateChange
Conference
Green by Design
Green Press Initiative
Urban Land Institute
Natural Step
Greenloop
Green Nest
EcoExpress
Danny’sOrganic
Green Culture
Wellness Grocer
Evo
All ShadesGreen
Greenmaker
Buy Green
Living Green
Organic Sleep Products
THE GORT CLOUD
Its called The Gort Cloud- and it is the ecosystem in which your brand exists - made up of online retailers, ngos, magazines, events, blogs and certifying organization and of course the eco-conscience consumer.
THE ORT CLOUD
The name comes from The Ort Cloud, a mass of stellar debris that orbits our solar system and protects us and yet is invisible. The Green Ort Cloud- the Gort was discovered by RICHARD SEIREENI, when he set out to write a book about the coming age of the ecopreneuer.He found the common force behind each ecopreneur and the Gort Cloud was born.
EXAMINED, COMMENTED, SHARED
It turns out that you have no choice but to be part of it. Your company or product will be Examined critiqued commented and shared here. Be warned It is also the same force that exposes greenwashing.
TRADITIONAL MARKETING: the early adopter
Traditional Marketing knows the important of early adopters and trendsetters in launching a brand. These mavens become brand advocates, giving a product a one-on-one feel. The Gort Cloud is the early adopter of the green space
MORE THAN: social media
So you may be thinking, okay, this is just the online, social, media space right? Yes, that is a huge part of the power of the Gort. BUT its also in person conference, and neighborly chats, it is the buzz around green.
KNOWN UNKNOWN
As Rumsfeld would say The Gort Cloud is a known unknown. We don’t really know exactly what it looks like. Its some combo of viral marketing, meets peer review meets social media meets watchdog.
STORY TIME
But the best way to explain it is through story. So sit back and let me tell you the story of two companies who are igniting their brands with the power of the force- The Gort Cloud. Stonyfield Farms and TerraCycle
STONYFIELD: Gary Hirshberg
Gary Hirshberg the CEO of Stonyfield Farm has spent the last 25 years redefining what customer loyalty means. It no longer about blasting your logo everywhere its about proving yourself.
STONYFIELD: loyalty
That loyalty showed itself one day as Gary was in a supermarket inspecting a yo-plait container. A women next to him said, “you know a man of your age really should be eating Stonyfield”. Curious, Gary pretended to be ignorant and said “oh really, and why is that?”
STONYFIELD: sold with a handshake
She said, “Stonyfield gives away 10% of its profits and organics are better for us, the animals and profit”.He hired her on the spot. Stonyfield is famous for saying “Organic isn’t sold with a slogan its sold with a handshake.”
STONYFIELD: transparency is key
Recently Stonyfield introduced the first plant-based yogurt containers. They offered bloggers all over the country free samples for their readers. Smart. They also have made the process of going to corn plastic completely open source, available to their competitors.
STONYFIELD
Transparency is key.Stonyfield uses its own packaging real-estate to educate about its brand and promote causes and campaigns it believes in. This was how that woman in the supermarket knew what Stonyfield was up to.
TERRACYCLE: Tom Szaky
Terracycle was started when Tom Szaky, a Princeton University student decided to sell worm poop in repurposed soda bottles. Selling trash in trash is so popular that he is now set on becoming the next Proctor and Gamble- making households products, but only using trash.
TERRACYCLE: the cheap option
He did this through using The Gort Cloud, having kids and community groups collect the trash. Whats interesting is that he doesn’t target the LOHAS market, he sells to retailers like Home Depot, not as a green option, but a cheap option.
TERRACYCLE: no ads
Terracycle has zero budget for advertising but have three in house publicists. They know the power of their story and spend money only on PR, not ads.
TERRACYCLE: No ads
Each one churns out three articles a week on average, and is paid $30,000 a year. Divided out, Szaky pays a dollar for every 500 words. How much does 30k buy you in ads? One page in home and gardens.
TERRACYCLE
Though it sells it self as the cheap option, Terracycle is picked up because its an eco option too. Walmart and Home Depot both feature it as a eco product in their store thus promoting their own eco branding.
EMPOWERED
Feeling empowered? This force may seem elusive and hard to tap, but we have all the tools we need, we have the contacts thorough our network here at Presidio, we are the leaders of this space.
Social Networks
Do The Right Thing Green
Options
GUSSEWorld
Coolers
SustainLane
Care 2 Make a Difference
2 People
Trendspotters
Information and Education
Eco-Tech
Business Alliances
TreeHugger
Trendwatching
Springwise
MetaEfficient
Coolhunting
Jetson Green
Inhabitat
PlaygreenOpenEcoSource
Green MavenPublic
TV and Radio
Natural History Museums
ScienceCenters
Electric Auto Association
Solar ElectricLight Fund
The Oil DrumSolar Buzz
ZeroWasteCalcars.org
Green Car Congress
Special-Interest Authorities
Online Green Retail NGOs
World Wildlife
Fund
NRDC
Greenpeace
National Wildlife Federation
Union of Concerned
Scientists
Sierra Club
Earth First
Environmental Defense
Audubon
Surfrider Foundation
Nature Conservancy
Rainforest Alliance
EarthJustice
Friends ofthe Earth
EcoMom Alliance
Events and Competitions
Live Earth
World SolarChallenge
SolarDecathlon
Burning Man Haute Green
Brower Youth AwardsBe EcoChic
The GoldmanEnvironmental Prize
Blogs
BusinessGreen Blog
Autoblog Green
Little Green Blog
The Accidental Environmentalist
Sustainable DesignTechnology
Big Green Purse
EnvironmentalBlog
Slowly She Turns
Ecorazzi
Best Green Blog
Ecofabulous
FiftyRx3
Conferences and Trade Shows
TV, Radio, Podcasts
The Invisible Force Powering Today's Most Visible Green Brands
The Lazy Environmentalist
Personal Life Media
National Geographic Channel
SundanceChannel
GreenTV
GreenRadio
HGTVEquator HD
PlanetGreen
RockyMountainInstitute Clean
Tech
CNetGreen Tech
Clean Edge Green
Technology Forum
REPP-CREST
Alliance for Climate
Protection
US Climate Action Partnership Climate
Counts
Co-opAmerica
CERESACEEE
ClimateInstitute
Net Impact
GreenFestival
National Solar Conference
Clean Technology Forum
Dwellon Design
Green Build Expo
The LOHASForum
Good andGreen
West Coast GreenSustainable Brand Conference
Green West
UN ClimateChange
Conference
Green by Design
Green Press Initiative
Urban Land Institute
Natural Step
Greenloop
Green Nest
EcoExpress
Danny’sOrganic
Green Culture
Wellness Grocer
Evo
All ShadesGreen
Greenmaker
Buy Green
Living Green
Organic Sleep Products
THE GORT CLOUD
One of the leading trendspotters is Treehugger and particularly Simran Sethi, a Presidio grad. One of the leading green biz sites, Triple Pundit is run by Nick Aster, whom we all know. From my calculation, the Presidio Network, all of us in this room are at the very most two degrees of connection away from every player in The Gort Cloud.
THE FORCE
May the force be with you.
