I help sustainable businesses connect with their audience by teaching them how to produce affordable, eco-friendly advertising campaigns.
Niching Contest Participant Comments:
I like this! Although it is too long for the contest, I like that you make it extra clear the clients can do it themselves. Teaching says that too of course, but I think this appeals even more.
I agree the term “sustainable businesses” could be a bit more specific as to its definition. Love the idea of advertising in an eco conscious manner very much.
9/10:I love this! I don’t fully understand what makes a campaign eco-friendly. Green web hosting? Built using renewable energy? I looked at your website to discover it’s more guerilla marketing using natural materials? Very unique. We need to connect.
9/10: I agree with Tad’s point. A business could consider themselves (maybe) sustainable if they have enough money to make ends meet. Maybe environmentally focussed businesses, or green businesses like you said? Dont know if green has become a buzzword nowadays though and lost its meaning
9/10: Was also wondering about sustainable. Guessed it meant eco friendly as well but not sure.
7/10: I get your audience, although Tad’s comment that it could be more specific would help. What’s confusing for me is the ad campaigns: Internet is affordable and eco-friendly, as is email marketing. So I would like it to be more clear about the ad campaigns. Do you mean, like, mugs & hats with the company name on it? Pens?
5/10: What makes a business sustainable? Is a business itself a niche? My business uses very little in the way of carbon footprint, but I don’t know if “sustainable” makes sense as a descriptor for what I do. Are these online businesses or primarily IRL? So many questions left.
10/10: As a prior owner of an organic farm, I have an understanding of sustainability and eco-friendly that is meaningful to me so I believe I understand both words. I like it and will keep your information. All best to you!
9/10: I really think it’s good. I agree with the comment about not being sure what makes a campaign eco-friendly
9/10: Wow, well done! It’s fairly straight to the point. I just wonder about the industry you target — what types of businesses? Any that consider themselves sustainable? Or ones that work in producing sustainable products and services? That’s a bit of a buzzword, so it’s a little hazy. Otherwise, SPOT on!
9/10: Connecting with your audience is key, and very much a challenge – particularly for startups. Clear and focused message.
Same questions about sustainable as others above. Seems clear otherwise and yes very important!
9/10: Very clear niche. I would just get a little more specific on who the sustainable businesses are. Love the friendliness portrayed in the photo. This gives the impression that you would be a very approachable and understanding person to work with. Best of luck.
10/10: Tad said ‘sustainable businesses” feels fuzzy, but I think that’s the point. You want to reach a broad spectrum of businesses that are part of the sustainability movement. Advertising know-how is universal in my eyes, so even though it’s a vague niche on the surface, I think you’re approaching it the right way. (Keep your options open, right?)
9/10: It’s clear to me who you are generally marketing to – even the name of your business aligns, and I like the name. “Natural Media.” Awesome. I am also curious about who fits in sustainable and whether you do design work. In either case, you look like a fun person to work with.
9/10 It’s really clear to me. I do like your search for better wording of sustainable and advertising campaigns in your other comments. I also like we’re practically neighbours.
I like the openness of your niche. If I consider myself a sustainable business, then you have caught me. If you narrowed it down much more, I think you would be cutting out too much.
9/10: Personally I don’t know what sustainable businesses are but I’m not your target audience so I”m not sure if that matters. I like the clear visual aspect of this and I like that you added the words eco-friendly.
10/10: Has to be 10
7/10: sustainable business is so generic. What do you mean?
10/10:. Very clear and a nice picture.
9/10: It took me a few minutes to find a criticism about this. So bravo! 2 iffy things: 1) is your ideal client one who has a company committed to environmental sustainability, or one that has a sustainable business plan? and 2) I’m unsure as to whether you help with the designs for advertising materials or just with the materials/use of materials. Great job.
8/10: As others said, sustainability is tough to quantify for me. I love the “what” you do though. Incredibly clear and easy to figure out.
8/10: I love your image and message. Would love if you narrowed down the who specifically you help, then it would be a 10.
9/10: Not sure what sustainable biz vs unsustainable biz is but the rest is very very solid
Love this! Very Clear to me!
8/10: Very direct. What about the ‘effectiveness’ of the campaign. I wonder if there’s a way to shorten what you have and get that concept in with one additional word?
10/10: Very clear.
Dear responders, THANK YOU! for your very insightful comments. I often ask myself the same questions.
If I may try to answer some of the questions perhaps you could help me figure out how to make this better.
First the disclaimer. No business or business activity is 100% ECO-friendly though a lot of people claim this. Impossible! Business has a negative impact. Is Natural Media perfect? Not by a long shot but I do think it is better than the dreaded “less bad” label.
The problem. Each week in Europe alone outdoor media consumes 3 million square meters of paper (not counting vinyl or new plastic films just paper) that is a one meter wide piece of paper that wraps our planet 3.9 times each year! It has an average life cycle of 12 days and then is thrown away (too much ink saturation to recycle it). If you took all of the billboards in the USA and stitched them together it would cover an area the size of Rhode Island. Also short life cycle and most of this is vinyl.
Companies are trying to reduce their environmental footprint but when it comes to advertising- especially outdoor, they have few to no choices. How can it be that such as huge industry is not providing any alternatives? How can it be no one is even talking about this?
“Natural Media” are a collection of techniques. One of the most popular is called reverse graffiti. This uses only a template, water and a power washer to literally selectively clean a message out of the dirt. No ink, no paper or vinyl and very little waste. Precious water? Yes but 1/15th the amount it takes to make a piece of paper of the same size. Many companies are funding water projects to compensate for this. Sand printing uses sand and some natural binders you find in your kitchen. Milk and chalk paint are also biodegradable and generate very little waste. Grass, moss and other natural materials are what we use to create messages.
I produced over 650 campaigns for brands like Nike, Heineken, Sony LG, Keen Footwear, Becks Beer but also for many SME’s NGO’s and municipalities. INatural media can be used by any company and I would not refuse to work with any company as long as they were authentically trying to reduce their negative impact. But a niche can not be every brand. And if I think about who I want to work with, it is not ad agencies or media bureaus it is people who really care, are like minded and ones I can help the most. This is why I am no longer hoarding my knowledge but actually sharing it. It is why I like the idea of teaching others how to use these simple techniques themselves. All of these techniques are old techniques used in a new way. All are really easy to use if you have some basic tools and know how.
I am also a small business and I know I can rarely afford advertising and marketing. So I see a real need for people and companies like mine. Does that mean I may make less money? Yes, but I am not driven by money and I have no desire to be a media mogul.
I would like to help others promote their businesses. I would prefer to work with people like myself who I can really add value to.
So how in the world do I take what is now about 1500 word post and condense it down to only a few words? It is very challenging.
My new business is the result of my old business GreenGraffiti.com failing but if you want to see what natural media is all about, check out my old site.
If you would like to see my dream check out my TedX talk .
I am trying to define my niche. But honestly, I am not sure there is enough business in my new direction to pay my bills. Tad has been helping me see if this new direction I would like to take will make for a sustainable business financially.
I deeply appreciate your comments and please feel free to ask me anything as this is the community I would like to work with more than any other.
The Revised Niche:
I help “dark green” businesses connect with their audience by teaching them how to produce affordable, eco-friendly advertising campaigns and providing them with the tools they need to do it themselves.