Dimdim & The New School of Green Marketing


Dimdim has figured it out. The popular online meeting platform is free to the average consumer and offers an incredibly stable and user-friendly solution. I had been using Dimdim for slightly over a month when I was struck by a particular piece of copy that I read over and over:

Every Dimdim web conference saves money, time, energy and CO2 emissions.

"That’s it,” I thought. The perfect example of the “new” green marketing. I decided to give them a call.

According to Dimdim’s Community Manager, Kevin Micalizzi, “the green marketing theme has been there since the start.” Helping to conserve natural resources fit perfectly with other lofty ambitions, like the “democratization of communication”. Such ideals have given the Dimdim team focus, but they have helped to generate accelerated rates of adoption and customer loyalty.

How?

“People feel better if they feel like they are doing something good with the choice that they made,” Kevin tells me. I can certainly relate. In fact, as I told him, the environment had nothing to do with my initial attraction to his platform. I wanted to save money, and nothing beats free. It was only after I had used the product that I started to notice the green "angle". The true power of Dimdim’s green marketing strategy lies in its ability to connect going green with saving money. It’s the association game played perfectly. More importantly, it’s the truth. Take another example from dimdim.com:

Dimdim makes it easy to save some green while being green. Feel good, save money and the planet all at once.

Sounds good, but where are the numbers? Right here:

In fact, a typical 30 minute virtual Dimdim web meeting with 5 attendees can eliminate about 1.3 metric tons of CO and save $810 in expenses required to attend face-to-face. Feel great about saving some green while being green.

Kevin and I discussed how easy it was to actually quantify these savings. Data abounds with regard to average miles traveled for business trips, average fuel consumption and CO2 emissions, and typical costs associated with such travel. It was just a matter of connecting the dots. If you are thinking about marketing your business as green, back it up with numbers.

  • How many trees do you save by using mobile flyers?
  • What is the combined average carbon footprint of the homes you sold this year as compared to the average American home?

If you can find numbers to relate these green savings to monetary savings, you’re ahead of the pack. All you have to do is dig a little. If you don’t find anything, maybe it’s time to think about taking steps toward less impactful business practices.

This is the New School of Green Marketing. Now more than ever, according to Kevin, “There are so many situations out there now where the green approach makes sense.”

I’m willing to bet yours is one of them.


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