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Throw Away Everything You Know About Marketing Sustainability with Mike Grill of Seattle Chocolate
Manage episode 374984050 series 3503119
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Seattle Chocolate challenges everything you know about marketing sustainability. No, it doesn’t have to be boring. No, it doesn’t have to feel like a box-checking exercise. Yes, you can do it without greenwashing.
How?
Get the details straight from their Director of Digital Marketing and Eommerce Strategy, Mike Grill.
Note: This episode originally aired on our YouTube channel on February 16, 2023.
What we discussed
(00:15) Bad climate, bad chocolate
(03:29) Is sustainable branding greenwashing?
(06:58) Easiest marketing you could do
(08:34) How to avoid accidental greenwashing
(15:28) Making serious things exciting
(18:00) Why aren’t brand tracksuits a thing?
(22:08) Turning your brand into a local landmark
(27:26) What’s good?
(31:49) Join the Chocolate Revolution?
4 Things Seattle Chocolate Can Teach You About Sustainable Branding and Marketing:
1. Market for brands you’re already aligned with, it makes your job so much easier.
"As a marketer, you can work and speak for hundreds of different brands, and that's tough because you have to find each brand's voice and kind of work within that for yourselves. But as you know, there are brands you already align with and it makes it so much easier."
2. To avoid greenwashing, promote your sustainability by being TRANSPARENT about your process (your recycling, your carbon footprint, etc.). Use real data, conduct real studies, understand your true impact then be transparent about it.
3. Don’t be serious all the time. Seriousness can be draining. Instead, ask yourself this:
“What creative things can we do to push sustainability?”
4. Work with partners who tell the same story as you.
“We really like to work with people who are aligned with us too. Like activists or eco-activists or people who are using their art to tell the same story. We're using chocolate too and that makes it fun and exciting and much more marketable."
Links
Seattle Chocolate: Website | Instagram |
TED Talk on the Chocolate Rennaissance
Connect with Mike Grill: LinkedIn
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Website: https://ppcpitbulls.com
IG: @ppcpitbulls
Subscribe to our YouTube for the video version of this podcast!
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