Here are some of the steps that you should take right now:

1) Utilize non traditional forms of Marketing. Right now is the time to think Marketing 2.0. It is all about using what were once considered “non-traditional” forms of marketing; they are now becoming the norm. Right now is a prime time to take advantage of them. These forms of marketing are significantly less expensive than the traditional versions, which make them a perfect fit in any economic situation. Major industries are just getting started with them, which makes it a perfect time for a small to medium size to start and have that advantage.

2) Silence is not golden. Right now most companies are shrinking their marketing budgets and thereby shrinking their presence. Silence is deadly, by getting out there and using your marketing dollars wisely you can make sure that your company is heard. The real estate business is a prime example of how to make this work. With all of the issues that sector has had they are out there daily shouting “NOW IS THE TIME TO BUY!” They are smart, they are saying it enough and it is beginning to stick. Those companies that do not keep themselves heard may be in danger of disappearing from sight.

3) Sharing your pain. Think of taking advantage of renegotiated pricing with your vendors, they are feeling the pinch too. Right now is the best time to consider working with your current vendors to reduce their costs to you. Most will be happy that you are even moving forward with orders. It is a good time to look at everything from toner ink to the water tower.

4) Your game face. It is important to keep a stiff upper lip. Right now is the time to exude confidence. Having your clients see you in a positive and confident position will convey that very message. Showing them fear and doubt will only erode the confidence they have in you and your product and services.

5) Retool your office. Right now is the time to strengthen your position by having your staff focus on new ways to make your office run more efficiently. Take advantage of a slower period to review and revitalize everything your office does and every way you run your business. While continuing to focus moving forward, utilize the down time to strategize new methods for doing the same old tasks. This is truly working smarter not harder. In the end you will be ready to move more efficiently and prosperously when things turn around.

6) Keep your ear to the wall. Right now is the time to listen. Go to that mixer you have not had the time to go to until today. Now more than ever you should be considering the benefits of networking. Not only will it help with your contact list, you will also be hearing the word on the street. What is being said, what is being tried, what is working and what is not.

When you go home and listen to the doom and gloom on the news it is not that hard to lose your will. Whether you want to call it a recession or a depression now is the time to get out there and make it happen. By thinking and strategizing rather than reacting to the news you will put yourself in a position to succeed. Right now is the time!

Studies show that over 30% of consumers and clients value green products and services higher than conventional ones. This is a significant market to tap into, but your marketing must be innovative and involved to tap into it.

Your marketing tactics should include campaigns and methods of communication that involve and empower individuals. Campaigns that spark emotion and activism from your target market generate a deeper connection between customers and your brand. Here are some specific ideas on how your company can best showcase your greenness while making a lasting impact on your clients and consumers.

Social Networking

Regardless of size, your business can create a social networking area to serve as an important component of your website. Social networking areas provide a forum for employees, customers and citizens to discuss your products, environmental issues, and what your company is specifically doing about them. This gives your green community the opportunity to be involved and a part of your company, creating a stronger attachment between them and the brand.

Some existing social networking sites let you post information about your business. Dotherightthing.com is a site committed to showcasing socially and environmentally aware companies with the “core mission to help drive more sales, talented employees, and investments in companies that do the right thing.” Submitting information to sites like dotherightthing.com helps to make those already concerned about green topics aware of your company.

Change.org is an example of a successful environmentally focused social networking site. People gather on this site and find others concerned about the same issues they are. Non profit organizations raise awareness by signing up on the site and building online communities around them, where people can chat about causes, donate money and be actively supportive from their computers.

Blogging

Blogging directly involves your clients and potential clients in your brand. Create a blog that centers solely on going green, and assign the employee who has headed your green movement to maintain the blog. For blogging to be effective, it must be fluid and continuously updated. You must take an aggressive approach to promoting the blog via your website, email and online campaigns and setting up reciprocal links with other green blogs.

With a blog, your company creates a personal tie with the readers and participants. They feel like they are connecting with the company, the author and the other bloggers. This connection gives the participants a reason to use your product or services (other than lowest price or convenience). Your blog posts communicate that your business believes in what it is doing. Simply put, blogs build company loyalty and a desire to use your product or service.

Short Message Service (SMS)

Chances are everyone you know over the age of 10 has a mobile device. Short message service, also known as text messages or SMS, is a tool that keeps your company on the minds of your target market.

Once you have a mobile phone number database established, you can involve those individuals by sending out monthly tips on how to stay green, conduct polls and present special offers to the green SMS subscribers. Text messages, with coupons attached to them can be sent out, requiring recipients to only bring in their phones, show the text message and get a deal. SMS serves as a company reminder every time a message is received that your company is green, and recipients are more likely to think of and use your business when appropriate. Additionally, SMS lets your customers know you care and appreciate their dedication to the cause and loyalty.

Special Offers

Build campaigns that reward individuals for being green. MAC Cosmetics rewards customers by giving them a free lipstick with the return of six empty primary packing containers to recycle. Every time a MAC customer uses up a product, he or she thinks green and sets aside the waste rather than throwing it away. This conscious effort reminds customers that MAC cares about the environment and is willing to reward them for also caring. This simple gesture costs MAC little, yet it builds brand equity and creates an emotional attachment to the brand, as customers feel that their purchases and product usage ultimately help the environment.

Consider creating similar campaigns within your own company. When green events are going on, ask customers to show a ticket from the event and then give them 10% off in return. Trade a certain amount of recyclables for a free product or service. Special offers and rewards are a double whammy, with clients and consumers feeling good because they are saving money and helping the environment.

Warning: Be Credible

The green consumer is knowledgeable and sensitive and will react negatively if he or she feels green claims are inaccurate. Be sure to explain the value of your green products and services. (Does is save energy? Is it biodegradable?) Explanations can be put on packaging, on the website or be done in person. If your product is more expensive is there a reason for it? If so, let the consumer know. Energy saver light bulbs, for example, are more expensive, but their life expectancy is significantly longer than typical light bulbs. Ultimately the cost is lower.

There are official guidelines and stamps of approval available for being green. Use these to your highlight your benefits. You don’t want to be accused of “greenwashing” (misleading consumers about the environmental practices of your company or the environmental aspects of a product or service). Use third-party certifiers to increase your credibility. Look for stamps of approval from EnergyStar and the Federal Trade Commission. Follow the guidelines of groups such as Friends of the Earth. The approval of these organizations lends authenticity to your company’s greenness, an important factor when dealing with as passionate a crowd as the green one.

Start Internally

Commit yourself and your employees to going green, not just in products or services, but in internal practices as well. If you sell green products and services but don’t implement green business practices internally, you risk losing credibility. Look at your company and ask if the products you use or the companies you are work with are green. If not, could they be?

It’s also important for your staff to be excited about the green movement. Sponsor in-house promotions and events dedicated to boosting the green morale. Host an office-wide “Bring Your Old Batteries to Work Day” and hold a friendly competition to see which department brings in the most. Create an office carpool. Be sure to clearly post why certain changes are taking place, in order to keep your staff informed.

As your workforce gets more excited about helping the environment, not only will they be more motivated and have more respect for the company, but they will show their excitement when pitching or discussing green products and services with current or potential consumers.

What Marketing Greenness Means for You

The marketing strategies presented in this article are intended to involve your target market and create an emotional and legitimate connection between your company and them. This is a group of “do-ers,” and the presented tactics tap into this by requiring action. By creating a more environmentally responsible and active client and internal base, these individuals are more likely to be loyal to the brand and the company.

CESSON is looking for its next Public Relations Queen or King, an individual who will be able to relentlessly interact with online and traditional media for our growing list of clients.

What you will get from us:
- Plenty of learning opportunities
- First hand experience on how a marketing agency works
- Friendly and supportive work environment
- Have your name listed on Press Releases

What we are looking for:
- Energizer Bunny
- Willing to learn
- At least 15 hours a week

This is an unpaid internship.

Jr Account Manager

CESSON is looking for its next Marketing star, an individual who will be providing exceptional marketing support and creative ideas to our growing list of clients.

What you will get from us:
- Plenty of learning opportunities
- First hand experience on how a marketing agency works
- Friendly and supportive work environment

What we are looking for:
- Imagining tantalizing marketing campaigns, both online and offline
- Providing client support including weekly summaries and office support
- Orchestrating graphic designers, copywriters and printers
- At least 15 hours a week

This is an unpaid internship.

CESSON is a marketing agency where Visions.Delivery.Results is more than just a slogan. It is how we do business.
Our clients are small to midsize businesses and start-ups, primarily based in the San Diego area. Find out more about us at www.cesson.com

Please call us at (619) 955-7555, send us an e-mail at sebastian@cesson.com, skype us at pcesson or fax us at (619) 819-9929

In the aim to inform you about CESSON’s current activities, a blog is opened at your disposal.

Thank you for your support.