Monday, March 31, 2008

This article was cut and pasted from

Earth Day Marketing In 10 Easy Steps

I was recently at a workshop led by Environmental Lifestyle Expert Danny Seo - a best-selling author & media personality. The room was filled with industry and corporate representatives, product consumers and music fans. Obviously these people were interested in learning how they can live a more eco-friendly existence and chances are, your fans are interested as well.

While every day should be considered Earth Day, April 22nd is the official date when the media and your fans will be hyper-aware of green initiatives and activities. Do your part by adding some eco- friendly promotions to your marketing plan & up coming gigs and you can help save the planet and grow your fan base.

What’s your issue? Global Climate change is driven by deforestation, air pollution, corporate control of resources, agribusiness, etc. It’s all connected, and there are Environmental Organizations that can help promote your efforts. Choose your issue, and become an Environmental advocate starting this Earth Day.

Here are some things you can do:

* 1) Ask local environmental groups to have a table at your event. It’s easy: just Google non-profits in whatever city you plan to be in. Give them a quick call and ask if they’d like to set up an earth day table. They’ll be thrilled for the opportunity! It’s a chance for them to spread the word, recruit new volunteers, and maybe even new members. For you: they will promote your concert because they want people to come and learn about their issue.
* 2) Register your event at, and go there to find out what’s already going on in your city.
* 3) Ask your fans to pay an extra $.25 or $.50 per ticket and let them know that it will be donated to an Environmental Group.
* 4) Carbon offsets—ask you fans to offset their carbon emissions by going to Native Energy. Offset your own carbon emissions while you’re there, and include that in your press release!
* 5) Ask your fans to sign an Earth Day pledge to become more eco- friendly. Have them include their email & text address so you can keep in touch with them about important Green initiatives & support each other’s efforts.
* 6) Get eco-creative with your swag. Give away compact fluorescent bulbs—they are highly efficient and use one fourth as much electricity.
* 7) Multimedia—show a short video at your concert or on your website. A lot Environmental Groups these days have short, powerful videos that let people quickly know about the problems and solutions. This is an easy way to get a strong message out to a lot of people, and ask people to take action. Check out Youtube for some short videos that you can put on your website from Dogwood Alliance or Gulf Restoration Network.
* 8) Solar panels—rent solar panels to power the stage for a day! Check out Big Frog Mountain or Sustainable Waves for more information on solar stages.
* 9) Organize a call-in day—calling decision makers is one of the most powerful ways to make change. We know that when we make a phone call to an elected official or to a Corporate Executive that they are listening. It takes a minute—you can hand out fliers and ask everyone to call before they leave!
* 10) Press—let the press know about your efforts! A little media can go a long way and many media outlets are hungry for Earth day stories. Draft up a short press release, and send it around to local media stations and to local, regional and national publications. People will be psyched to hear about your efforts. Who knows, maybe you’ll inspire some others to do the same.

Starting this Earth Day, you can educate and promote social action, and change the world one gig at a time. To find out more check out Dogwood Alliance, Rainforest Action Network, or check out the Business Ethics Network website for a list of Corporate-sponsored campaigns.

Stay tuned: Next month I’ll be writing about environmentally friendly musicians, what they’re doing and how you can get in the mix. If you’re already doing something Green, let me know and maybe I’ll write about you!

Eva Hernandez
Organizing Director
Dogwood Alliance, 828-251-2525 x13

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