The Wright Scoop – The Eco Leader

     If someone in your community were asked to visualize an eco leader, would he/she see you?     

     Earlier this year, I posed a similar question to attendees of the All Cities Conference held in Washington DC; and received what I consider a disturbing response. Absolutely no one, regardless of their home state affiliation, could easily identify eco leaders in their community. So, I’ve since so-to-speak ‘jump up and down’ trying to get the attention of the Green Industry that something is wrong; specifically, individually and collectively, we need to ‘grow green’ market share.

     Through one-on-one interviews, distribution of a survey, workshop participation and column/blog commentary as Bill Calkins, business manager at Ball Horticultural Company in West Chicago, Illinois, says “Wright has profiled some of the best marketers and communicators in the business, bringing fresh takes and new approaches to attracting and engaging customers.” Still, whether voiced by a creative arts colleague or Green Industry participant Tony Avent of Plant Delights Nursery located in Raleigh, North Carolina, all agree the ‘how to’ of marketing remains misunderstood and each needs to find a way to open doors for their self and colleagues.

     Aware present-day globalized markets require you don’t simply sell your work but yourself, I’ve shared the scoop – who, what, when, where, why, how and benefits of acquiring  market share, providing insight as well as practical guidelines, tips and strategies for use of communication formats proven to ‘grow green’ market share. Defined in simple terms – ‘green’ is a frugal use of limited resources which results in decreased product/service expenses, increased profit and earth-friendly activities that provide for present-day lifestyles without sacrificing the eco future of others.

     Recently, I was reminded by a creative arts colleague, Nicole M. Bouchard, Editor-in-Chief of The Write Place At the Write Time, www.thewriteplaceatthewritetime.org, of a story which illustrates present-day market share branding. A king sent two farmers out to grow a bountiful harvest, one hastened to throw down as many seeds as possible, over-watered them and tugged on the roots each night to make them grow; the other took a handful of seeds and patiently cared for them, nurtured them with love and trust, knowing that he was doing what he could for them, knowing it would take time for them to blossom. It was the second farmer whose crop was abundant when the harvest arrived and the moment came to set out their bounty before the king. Likewise, it takes the same patience, nurturing and skill when it comes to growing and maintaining a brand.

   “A brand,” says Bouchard, “should be a natural, organic evolution of who you are or who your company is; communicating that brand extends to each outward facing component that you have of your business (and your affiliates) in the public sphere. Publicity, promotions should all tie in with your theme- what makes you unique, your abiding philosophy and mission. From a Twitter account, Facebook page to one-on-one consumer contact, there is always a clearly discernable voice, a thread that lets all identify who you are, what you represent and how you work.”

    Initially, solicited by a Dean of a Horticulture program, my research was compiled as a college level text, ABCs of Green Industry Communications; and recently, became available through iBookstoreSM. As a workshop tool and to help ‘jump start’ market share knowledge, it was published as a ‘quick reference’ guide, Seven Steps to Grow Green Market Share. But to hopefully enable all, as my colleague Nicole M. Bouchard says “create a brand that is a natural, organic evolution of who you are or who your company is”, a more consumer friendly tips and strategies guideline, Market Share, make it work for you, is presently available through web site www.TheWrightScoop.com Sylvia’s Store option, http://stores.lulu.com/syhwright or any retail book distributor.

    So, my challenge to all niche sectors is ‘grown green’ your market share, enable a form of communications that establishes a brand of eco product, you. Become the person in your community who is visualized as an eco leader. Participate in activities that not only provide for present-day life-styles without sacrificing the overall eco-health of others but ‘green (planet/profit)’ market share. Become the person who illustrates the traits of eco leadership, communicating a “natural, organic” commitment with civility, honesty and integrity while positioning your self and/or product/service as a viable link in a network that supports the distribution of limited eco resources.

To share comments, ideas or strategies related to this subject or other communication topics, contact Sylvia@TheWrightScoop.com. Contribute to a series of topical discussions that are helpful to the Industry.

About the author – Sylvia Hoehns Wright, author of Market Share, make it work for you, challenges all to ‘grow green their market share’. To acquire Wright’s books or her assistance as an eco-biz communications specialist, link to www.TheWrightScoop.com Sylvia’s Store option or contact (804)672-6007.