It looks like marketers in the business-to-business world are learning that adding the word ‘green’ to any claim or description of a product or service that might save energy, have fewer emissions or generally feel ‘responsible’ is not working.

Perhaps savvy buyers of these items are getting their own message across: ‘tell us what measurable benefit you can deliver’.

Energy 2008 exhibitors seem to be staying on message better than their peers at shows like the AIA Convention in Boston this May and in San Antonio last year. At those shows the words ‘green’ and ‘sustainability’ were thrown about like the Hershey’s kisses in the fishbowls on so many booths’ display counter.

A quick survey of Phoenix exhibitors revealed that more than half ‘tried’ to express energy efficiency as the key benefit of their product or service—a good approach for a Phoenix show attended by more than 2,000 federal employees, who are jointly charged with reducing energy use in government buildings 30% by 2015.

For a marketer it’s disappointing to see how many brands still think a product name or company name does all the hard work of convincing a passerby to stop and have a chat about it. Many of the entries below took interpretation to find out what they really wanted to say. Here’s the count:

  • Energy Efficiency: 76
  • No benefit message: 28
  • Sustainability: 15
  • Cost-effective supply: 14 (Often renewable energy)
  • Environmental: 6
  • Green: 5
  • 'Save the world, planet, etc': 4

Tags: Stephen Meder

Categories: Blog

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