The Forest and The Trees

Kate Harrison, CEO Green Bride Guide

[email protected]

The Forest and The Trees: Connect with Eco-‐Conscious Couples

and Earn More

Introduc*on

• Masters of Environmental Management

• JD in Environmental Law

•  Author of the best-‐selling green wedding book

• Founder of premier green wedding website www.greenbrideguide.com

Introduc*on

• 35,000 couples a month

• Growing at 14% a month

•  Ideas, Weddings Shop, GiS Shop, and Registry

• Directory with 1,400 approved green vendors

•  100 CerVfied Wedding Planners (USA & Mexico)

www.GreenBrideGuide.com

Today

• Who is the green bride and what does she want?

• Top green wedding trends

• 10 ways to get in the game and earn more!

2.2 million weddings a year

160 guests

350 million people

300 million people

American Weddings

Average 400 lbs of garbage

Average 63 tons of CO2

320 million lbs

50 million tons

8.3 million cars

Environmental Impacts

What is a Wedding Green?

In pracVce, a green wedding is any wedding where the couple tries to decrease the impact of their event on the environment.

Some couples only want to include one or two elements while others want to be as green as possible.

Example: Aisle Runners

Every Choice Makes a Difference!

A Quick History of Green Weddings

-‐ Green weddings are not “new” per se.

-‐ UnVl the 1960s women oSen wore their mom’s gowns and had weddings at home

-‐  During recessions many families make their own food and create their own flower arrangements. “DIY” and recycling go hand-‐in-‐hand.

A Quick History of Green Weddings

-‐ “Green weddings” as a concept emerged in the 1990s

-‐  Originally counter-‐culture (vegan, in the woods, hippie weddings)

-‐  In early 2000s the idea of “Eco-‐chic” began and eco-‐weddings moved mainstream.

-‐ 78% of couples are looking to include green elements in their weddings this year

-‐  26% plan to use locally sources products

-‐ 25% want to use recycled materials

2009 2010 2011

A Growing Market

Green is The New White

•  Green weddings are a Top 5 Global Wedding Trend.

•  When wedding spending dropped 25%, green wedding spending increased 6% (The Wedding Report).

•  CelebriVes are embracing green weddings!

76%

8% 5%

10% 1%

Green Values Dominate Spending Decisions

Buys some green

Buys mostly green

ss

Meet Our Brides The Green Bride Guide ajracts well-‐educated, eco-‐savvy consumers who want informaVon on how to make greener choices for their weddings. • 95% of our visitors are female • 90% are between 20 and 35 years old • 65% earn more than $50,000 per year • 90% are college graduates • 35% are looking for green giSs for friends • Plan to spend 50% of their total wedding budget (~$15,000) or more on eco-‐friendly alternaVves

Meet The Green Bride

Her Mo*va*on

There are three primary reasons why couples want to have a green wedding:

Environment Money Future/ Values

No majer what the reason, you can help them do it!

Her Concern: Greenwashing

85% of couples are concerned about “greenwashing” – the passing off of convenVonal products as eco-‐friendly.

Examples from the wedding industry: o  ConvenVonally produced cojon gowns o  Balloons with plasVc strings o  Wildflower seed paper made in China o  Bridesmaids gowns “you can wear again” o  Hand painted or assembled products that are

convenVonally produced o  Anything that is “recyclable” o  Regular petroleum-‐based candles

-‐ Though some of the green opVons available today sVll have an “organic” look and feel, many other choices are indisVnguishable from their convenVonally produced counterparts.

-‐ Today couples are not just going for a green aestheVc, but are also looking to have their weddings embody larger environmental and socially conscious themes.

The Green Aesthe*c

What is a Green Wedding Professional?

-‐ A “one stop shop” for green weddings with everything they need to plan a hassle-‐free green event

-‐  Someone who can recommend green products and services for any “look” and can protect them from “greenwashing”

-‐ Someone who understand the how and the why of what they are doing. An ally.

Today




Invita*ons

Rings

• Heirloom and vintage rings

• Recycled Gold Rings

• Conflict-‐free gemstones

Aisle Runners

Skipping disposables in favor of creaVve and personalize opVons

Favors

Tree and seed favors – plantable paper, bulbs, small pojed plants

Favors

Edible favors: Local, organic and fair trade with a DIY flavor

Gowns

Eco-‐friendly gowns with color

Gowns: Peace Silk by Chrissy Wai-‐Ching

Accessories

Hats with royal appeal

Accessories

• Colorful vegan shoes

• Fair trade wraps

• Eco-‐friendly jewelry

•  Retro accessories

Men’s A[re

• Vintage

• Linen, Wool & Hemp

• Green Dry Cleaning

Food

Food trucks offering internaVonal, vegetarian and vegan opVons

Food & Drink

Local and organic opVons

Utensils

Colorful compostables and eco-‐disposables

Cake Toppers

DIY and retro style

Flowers

IncorporaVng food

Flowers

Bujons and brooches

Images available at hjp://pinterest.com/greenbrideguide

Venues

RusVc chic : Barns, museums, vineyards

Registry

• Charity registries

• Cash registry

Registry

Registering for eco-‐friendly home goods

Reselling, Recycling & Dona*ng

Crea*ve Reuse

Floral Expressions Cards

Today




Tip 1: Get on the List Sign up for the Green Bride Guide vendor newsletter

Free Green Wedding Webinar Tonight!

Tip 2: Green Your Office Swap out bulbs, cleaning products, and paper products

Tip 3: Recycle

Tip 4: Green Your Mission Tell your visitors that you care!

Tip 5: Join Your Green Community • Green Drinks • Local Green Business Associa*on • Local Fes*vals and Events

Tip 6: Give Green Top Billing

• Mission Statement

• On Your Website

• Media Kit/Cards

• Promo*ons/Ads

• Press Release

Tip 7: Join Our Directory

Join Our Vendor Directory

Local, National &!Featured listings available.

Save 10% with code “WMBA2012”

sign up at: www.greenbrideguide.com/add-listing

Directory Snapshot Sample Listing (Standard, Featured & National)

Longer descripVons

Video & More Pictures

Directory Snapshot Sample Listing (Featured)

Default results are by leaf raVng, but “featured” comes first for geographical search (and has green backdrop)

The real value of the featured lisVng is the search placement – perfect for local vendors who want a leg up

AddiVonal Benefits Additional Benefits: Available to all levels

o  Green Bride Guide badge for your website and markeVng materials

o  Co-‐branding opportuniVes through our affiliate program

o  Wholesale purchase prices for The Green Bride Guide book

o  The opportunity to submit Real Green Wedding stories, photo shoots, expert blogs and more for publicaVon on the Green Bride Guide site

o Press release template for local media

12 Ways to Green Your Business

7) Offset your carbon. Business travel and shipping create greenhouse gases. When these activities cannot be avoided, purchasing carbon offsets funds various types of greenhouse gas emission reduction projects, such as alternative

energy creation and reforestation.

8) Reduce energy consumption. This is easy to do if you purchase Energy Star appliances; work in a LEED certified building, or have your utility company perform a free energy audit.

9) Use alternative energy. Many utility companies offer “green power” generated from renewable energy sources for a nominal additional charge.

10) Green your commute. Use public transportation, create carpools, drive a hybrid vehicle, or bike to work to reduce the carbon footprint of your business and encourage your employees to as well.

11) Recycle outside the box. In addition to recycling everything that can be recycled, think green when buying or replacing items. Consider purchasing used or vintage office furniture instead of brand new pieces, and choose longer lasting items, such as refillable whiteboard markers and rechargeable batteries.

12) Utilize green web hosting. Green hosting sites take part in a variety of activities,

including using renewable energy, planting trees, or buying carbon offsets to mitigate the environmental impact of running their servers and infrastructure.

! BCorp! Green Hotels

Association! BnBScape! Green Restaurant

Association! Green America

! Green Globe! Demeter Certified

Biodynamic! Green Seal! Fair Trade Federation! Rainforest Alliance

4) Use post-consumer waste paper-products. 100% PCW paper-products are made entirely from used paper and fibers. This process uses 45% less energy and creates half the waste of traditional paper-making. If 100% is not available, look for options with as much PCW content as possible.5) Use biodegradable cleaners. Using natural, biodegradable cleaning products reduces your exposure to harsh toxins and other chemicals, and reduces the introduction of these substances into the environment.6) Use compact-fluorescent (CFL) or LED lights.Both types of bulbs last significantly longer and use much less energy than incandescent bulbs.

1) Have an environmental mission statement.Many companies claim to employ “green” practices, but having a mission statement that explicitly outlines your environmental commitment gives consumers confidence that you are not “green washing”.2) Sell handmade items. Handmade items create relatively less waste and pollution than mass-produced ones, and small businesses generally put more resources back into the community than large-scale industries.3) Get certified. Being certified by or partnered with a green organization provides resources to help your business grow within the green community, and gives your business credibility. The Green Bride Guide is currently partnered with:

www.GreenBrideGuide.com [email protected]

Take $10 off your order of $50 or morefrom the Green Wedding Gift Shop!

Use coupon code: 10off50 at check out

Tip 8: Take a Class

Tip 8: Take a Class

•  4 Week Online Course •  FREE upgraded lisVng in the directory ($540 value) •  Badge for your site and printed cerVficate •  30% discount on addiVonal adverVsing •  Worth 2 ABC points • $1100 Value only $395

Live Courses Organize a group and host a live course

Tip 9: Join Our Affiliate Programs

• 10% commission • Unlimited “cookie” • Many banners to choose from

Email [email protected] for more details

hjp://www.greenbrideguide.com/product/pocket-‐guide

Tip 10: Co-‐Brand With Us The Green Bride Guide Pocket Guide is a Hit!

hjp://www.greenbrideguide.com/product/pocket-‐guide

Pocket Guide Details

• $25 for 20 books

• Includes $500 worth of giS cerVficates

• Fits a standard business card

• You earn 10% of every giS purchased for your brides

• It’s an easy and affordable way to stand out as a green vendor!

Vendors are raving about our new product!

Kate L. Harrison [email protected]

QUESTIONS?

Connect with 350,000 green couples today!

The Forest and The Trees

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Transcript of The Forest and The Trees