Wizard Tip: Get Those Green Partnerships Rollin’

What a crazy week it has been for Kiwano Marketing! We’ve been flying around like busy bees to setup strategic partnerships with mentors, business coaches and visionary entrepreneurs. But why are these partnerships so fundamental to any business?

Perhaps I should take a step back. In the course of our December’s strategy meeting, we noticed that one of the key differentiators between a thriving start-up and a gloomy small business is the type of community they’re able to build around their organization. Looking back at now exciting companies such as FundRazr, we can clearly point out how they got their foot on the door to success.

Strategic partnerships allow you to:

1. Tap into market niches that you’d never be able to get into without an “insider contact”.

2. Access a wealth of information and powerful resources, already tested by other companies similar to yours – saving you time, effort and frustration along the way.

3. Grow brand champions and more effectively get the word out.

The green industry is definitely one of those markets where it’s fundamental to know someone inside before-hand. With “green” as the new fad, this industry is overwhelmed with lightweight companies greenwashing their way, leaving the earnest businesses suspicious regarding whom to do business with. Green companies heavily rely on their networks and business associations when shopping for products or services – and a strong, grounded green network will go a long way in supporting your marketing and sales initiatives.

A great example of how green partnerships can benefit businesses help the environment while becoming more relevant to a whole new customer segment is Fairmont’s Green Partnership Program. Fairmont has partnered with the U.S. Environmental Protection Agency (EPA), the World Heritage Alliance for Sustainable Tourism (WHA) and with the World Wildlife Fund (WWF) in order to position themselves not only as a premium hotel destination, but as one that is ahead of the environmental curve. This is how Fairmont describes their initiative:

“Fairmont strives to foster high-profile partnerships and accreditations that help promote environmental issues, and to share our stewardship message. Fairmont’s relationships with external partners are pivotal in addressing global environmental issues and remaining current with developing policies and protocols. It is also essential to align Fairmont with credible external partners to continue to share environmental messaging as well as to demonstrate the authenticity of the program.”

When it comes to defining a successful green partnership, our fellow green marketing colleagues really hit the nail:

• Authenticity: Businesses must have genuine intentions to be greener and back this up with clear results.

• Corporate Transparency: Ensure full disclosure to your consumers, critics and the financial community.

• Alignment with the Right Partner: Companies should make sure that the green organization that it aligns with can credibly speak on behalf of all of a company’s critics.

Whatever you do, remember to be patient and flexible. There is no single way to create a successful collaboration, green or otherwise. And also, don’t be afraid to have fun and enjoy the people with whom you are working! We can all learn so much from each other if we remain open and positive. If you have fun and enjoy the people involved in the collaboration, it won’t seem like work at all.

If you’re interested in partnering with Kiwano, leave a comment below or contact us.

Recommended reading:

- Green Marketing: What Works, What Doesn’t

- Who’s Your Next Brand Ambassador?

- Avoiding The Greenwash: Best Green Practices for Small Businesses