LIHU‘E — Saying “buy me because I’m green” is not enough, even when the green market is growing annually by 29 percent, says author Shel Horowitz. On Oct. 29, Horowitz will present “How to Make Green Sexy to Green and
LIHU‘E — Saying “buy me because I’m green” is not enough, even when the green market is growing annually by 29 percent, says author Shel Horowitz.
On Oct. 29, Horowitz will present “How to Make Green Sexy to Green and Nongreen Audiences,” at Island School in Puhi, from 6:30 to 8:30 p.m.
Horowitz, an internationally recognized green marketing consultant and copywriter, says the seminar is intended for anyone with a green message, product or service, states a press release.
“Green marketing must reach two audiences,” Horowitz said in the release. “You need to reach both ‘deep greens’ and what’s-in-it-for-me consumers who won’t buy just to do right but will buy for advantages like higher quality, greater comfort, and lower price.”
In the seminar, Horowitz will examine different messages triggering a positive response from green and nongreen audiences — what motivates them to buy. He specifically discusses how to:
• Harness the psychology of the two different kinds of buyers,
• Identify triggers for each audience,
• Craft triggers into powerful message points for each audience, and
• Use superior green products and services to educate nongreen buyers about why going green is iåmportant.
Using interactive technology, Horowitz will present case studies from famous companies and smaller brands. He also will lead a conversation on a real-life green product. Participants will brainstorm potential audiences, marketing ideas, and message points to create sales for this product. Participants then will apply these techniques to marketing their own green messages, products and services.
Horowitz is an author, international speaker, columnist, and marketing consultant. He is an early popularizer of the idea that businesses can succeed by embracing principles of honesty, integrity and environmental responsibility.
Among his eight books, the best known are Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, with Jay Conrad Levinson), Grassroots Marketing: Getting Noticed in a Noisy World (Chelsea Green, 2000), Principled Profit: Marketing that Puts People First (AWM, 2003), and Grassroots Marketing for Authors and Publishers (AWM/Infinity, 2007). His website, greenandprofitable.com offers additional resources. The Green Marketing Seminar is being presented on Kaua‘i by Hoku House, the independent publishing and book coaching service of Judah Freed, author of Global Sense and the managing editor of Hawai‘i’s Inspiration Magazine.
The seminar will be held in the ADA-accessible Maile computer classroom at Island School, 3-1875 Kamuali‘i Hwy in Puhi. There is limited seating, so advance reservations are recommended.
Tuition for the seminar is $20 in advance and $25 at the door. Visit hokuhouse.com or call Freed at 639-7277 for more information.
