Green Initiatives Grow Sales and Profits
"We cost share the ad with them 50-50 up to a certain cap," said associate project manager Mark Michalski. "So on a $1000 ad, we'll pay out $500. We look for very straightforward messaging. Bold, declarative sentences like 'good for the environment,' and we like it when they get product specific."
Rick Weinberg, VP of Merchandising for Appliances at Nationwide Marketing Group, has followed the Energy Star initiatives closely over the years, always keeping an eye out for how retailers might benefit.
"Different utilities or power teams or local co-ops responsible for power or water have gotten together with governments and said, 'Our resources and our grid are being taxed,'" he said. "So they've come up with incentives to allow consumers to keep enjoying the many electric items they have in their homes."