Sustainability – The Key to a Successful, Resilient Business

In this day and age, sustainability is essential to the success of any business or enterprise. Has it been on your mind? Well the time is ripe for pausing to reflect to find out if incorporating sustainability into your business model might drastically improve your success rate. Here are some questions to ask yourself and explore through analysis if the answer is, YES.

“Is it the right thing to do?”

“Is it the financially rewarding thing to do?”

“Will bad things happen if we don’t do it?”

The Ultimate 10 “Whys” of Sustainability

To best answer these 3 “Whys” regarding sustainability, the Ultimate 10 “Whys” identified by Bob Willard author, speaker, and founder of Sustainability Advantage, must be explored.

  • Purpose activation: Will our company purpose, mission, and values be achieved if we improve our sustainability performance?
  • Revenue growth: How much will our revenue grow if we improve our sustainability performance?
  • Expense savings: How much will our carbon, energy, materials, water, waste, and other expenses be reduced if we improve our sustainability performance?
  • Employee hiring and retention savings: How will employee hiring and retention expenses be reduced if we improve our sustainability performance?
  • Employee productivity and engagement: How will employee productivity and engagement be improved if we improve our sustainability performance?
  • Bottom-line profit improvement: How much will our profit improve if we improve our sustainability performance?
  • ROI strength: Will the ROI meet our normal hurdle rate and payback period norms and by compelling enough to choose the sustainability initiatives ahead of other projects?
  • Balance sheet strength: Will the company balance sheet be improved if we improve our sustainability performance?
  • Stock market performance: Will company market valuation be improved if we improve our sustainability performance?
  • Risk avoidance: What will the financial risks will we incur if we don’t improve our sustainability performance?

On the journey towards sustainability, these questions are a resource to guide you towards building a more sustainable business venture. They will assist in the monetized assessment of all potential tangible and intangible benefit areas for each sustainability initiative and clarify how to best take the first step.  Business entrepreneurs face so many unknowns in this world, from changes in staffing, fluctuations in the economy to social and political upheaval in parts of the world.  Sustainability can be the framework to build and grow a business that is adaptable and resilient as well as one that not only generates profit but benefits people and the planet.

So what are you waiting for? Take advantage of this resource and go forth with making change for the “good of business.”

Source: Sustainable Brands



Find Your Tribe, Grow Your Tribe, Love Your Tribe, then Market to Your Tribe

Find Your Tribe, Grow Your Tribe, Love Your Tribe, then Market To Your Tribe from carolyn parrs on Vimeo.

When the head of marketing for a Big Green Brand asked me how I grew my Women Of Green audience so fast, I blurted, “I love my tribe, that’s how!” How unmarketing of me I thought at the time. But after writing literally hundreds of social media posts and articles for my tribe and my clients’ pages, and watching these tribes grow quickly, I realized how important this really was. Building your tribe has everything to do with resonance and passion. And when that’s strong within you, you’ll see that the more you give, the more you’ll get back.

Sounds like life, huh?

Well if this resonates with you, and you want to know more on how to build your tribe and reach your ideal audience, you are invited to my free webinar: Find Your Tribe, Grow Your Tribe, Love Your Tribe, then Market to Your Tribe. 

This is not another Marketing 101 class. I will be sharing my in-the-trenches experience and knowledge on:

  • Where to look to find the people that want to connect with you
  • How to capture their attention so you and your company are seen and heard through the marketing clutter out there
  • How to be a continual, trusted source that they tell their friends and colleagues about
  • Specific strategies and platforms to grow and market to your tribe without being perceived as a marketing machine

If you consider yourself a conscious marketer and feel stuck or bewildered on how to build it so that they will come, then come! I promise you will bring back some solid, tangible ideas and systems that can change your game for the better!

Register: Here



Get Brand Ready – Free Webinar with Carolyn Parrs

GET BRAND READY. Free Webinar with Carolyn Parrs, CEO of Mind Over Markets

Do this before you brand anything

A well-designed brand and position can put you light years ahead of everyone else your market. But before you invest a dime in creating a brand or going through a rebrand, listen to this video on how to GET BRAND READY. I explain what you need to do before hiring a brand professional, graphic artist or your cousin so that you can avoid the costly mistakes so many businesses make.

In my free webinar “GET BRAND READY: The 5-step process that marketing experts use for creating a high-impact brand that cuts through the clutter you will learn:

  • How uncovering the “why” beneath your brand is the most important first step you can take.
  • How to get to the heart of your brand message so you are not another me-too product or service.
  • The key ingredients to a creating a killer slogan that captures your unique value and sets you apart from the rest.
  • The importance of the “look and feel” of your graphic mark or typography in communicating your brand’s personality and mission. Yes, a picture is worth a 1000 words.

Click here to sign up for my free webinar “GET BRAND READY”.

Whether you are branding a product or service  – or yourself (I have done all three), don’t miss this content-rich webinar to learn how to effectively prepare so that you create a powerful, memorable green brand that cuts through the clutter and delivers!

Register Here


“Carolyn and Mind Over Markets have provided outstanding insights into the fast growing market of sustainable business for our members. Her counsel often means the difference between success and failure in this very competitive market.”

—Allan Oliver, Former CEO, New Mexico Green Chamber of Commerce

 

“A golden recommendation for Mind Over Markets. They took our company to new heights. Their work is wonderful, creative, responsive, resourceful, and very reliable.”

–Amrita Reitz, President, BioShield Healthy Living Paints


Register Here



The Art of Collaboration Webinar Today!

There is nothing like finding the right partnerships and collaborations to expand your reach fast. If you do it right, you not only increase your influence dramatically but your income as well.

Within a matter of weeks, by partnering with a local non-profit that was close to my heart, my company, Mind Over Markets, won a 24K Branding contract from one of their members. And that’s not all. Soon after, I was invited to speak at an event produced by the non-profit. My 45-minute presentation resulted in a robust marketing project a few months later.

Yes, Collaboration Is Currency!

Come to my free webinar “Art of Collaboration: Creating Successful Partnerships to Expand Your Reach and Advance Your Vision”. I will share with you how I did this with my business – plus other successful collaborations so you can:

•   Get clear on what you want to achieve in order to attract the ideal partnerships for your brand

•   Identify the brands or organizations that can expand your reach and align with your vision

•   Leverage your social, relational and non-monetary assets to create cost-effective collaborations that achieve your goals

•   Spread your ideas across multiple marketing channels for the greatest impact and numbers

Click here to sign up for my free webinar “The Art of Collaboration: Creating Successful Marketing Partnerships to Expand Your Reach and Advance Your Vision”.

Collaborations and partnerships are one of the most affordable and easiest ways to expand your reach and align yourself with other companies and non-profits that share your vision. Don’t miss this content-rich webinar to learn how you can successfully do it too.

 

mom_logo_FB           WOG logo final 2016

Photo Source: !anaughty!/flickr



The Art of Collaboration Webinar: Creating Successful Marketing Partnerships to Expand Your Reach and Advance Your Vision

 

For those of you that know me well, you know that my main mantra is “We’re All In This Together”. That exact phrase has helped me win marketing partners and lucrative contracts for several years now. Why?

Because I deeply believe this. And so do others.

In fact, more than 60% of small businesses today are working together to find new customers because it can be one of the most effective and cost-efficient ways to grow a business. Actually, I feel we women are naturally wired to connect and collaborate. To work in community. To know we’re all in this together. And can do something about it.

But some of the mental roadblocks I often hear are “How do I find the right partners to work with, Carolyn? And then when I find them, how do I collaborate in a way that’s true to my brand while advancing my vision?”

That is what my free Art of Collaboration webinar is all about: Creating Successful Partnerships to Expand Your Reach and Advance Your Vision.

In my webinar, you will learn how to:

  • Get clear on what you want to achieve in order to attract the ideal partnerships for your brand
  • Identify the brands or organizations that can expand your reach and align with your vision
  • Leverage your social, relational and non-monetary assets to create cost-effective collaborations that achieve your goals
  • Spread your ideas across multiple marketing channels for the greatest impact and numbers

Click here to sign up for my free webinar “The Art of Collaboration: Creating Successful Marketing Partnerships to Expand Your Reach and Advance Your Vision”.

Successful marketing collaborations can quickly move your movement light years ahead when you join forces through a shared vision. Join me next Wednesday and learn how you can do this too.

Here’s to the game changer in you!

– Carolyn Parrs

Carolyn Parrs-Mind-Over-Markets

Carolyn Parrs has been working with game changers her entire life. She has trained them, coached them, launched them, and marketed them through numerous vehicles such as Mind Over Markets, her strategic marketing communications and design company that builds brands and a better world. For over a decade, she has helped emerging and established purpose-driven businesses and organizations excel in messaging, brand presence, social media, marketing communications and more.

Carolyn is also the founder of Women Of Green, an robust online community and multi-media blog dedicated to “Turning Up the Volume” of the feminine voice in green. And most recently, she hosted and co-produced the global online summit “Women As Game Changers” featuring 27 powerful women who are changing the game on the planet for good.



4 Simple, Yet Profound Practices of Women Game Changers

 

Women, this is our time. The “Game Changer” in all of us is arising. Strong and powerful. Smart and Passionate. Vulnerable and willing. I love what’s unfolding for us.

So, I made this FREE 3-part video series for you. 

It was inspired by all the powerful women of our “Women As Game Changers” Summit. After listening to their interviews, I saw an overarching theme in each of them. And here it is:

When you grow your business or organization from what you love most, you transform yourself – and the world.

That’s right. Women game changers are out to transform the world, and in the process they are transforming themselves! Now that’s paradigm shifting.

When I dug in even deeper to the interviews, what I also discovered were 4 simple, yet profound practices women game changers do without fail. In this video series, I bring to light each of them and show you how to weave them into your daily life.

Click here to get my FREE 3-part video series “The 4 Simple, yet Profound Practices of Women Game Changers”.

Here’s what you will learn:

  • The most important practice every game changer needs to learn to have the greatest impact on the planet.
  • Simple rituals that game changers like Oprah, Obama and Lady Gaga do to fill themselves up with light and love so that they can be as powerful as possible.
  • How to strengthen the game changer in you so you can accomplish the important work you are meant to do.
  • The inner and outer game of game changers – and how to integrate the two.

I know you have game changer seeds sprouting within you or you wouldn’t be reading this. So go ahead and click here now to get my FREE 3-part video series “The 4 Simple, yet Profound Practices of Women Game Changers”

“I didn’t classify myself as a game changer until I started working with Carolyn. I knew I was affecting change in the lives of people known and unknown, however, Carolyn’s coaching has greatly expanded my perception of the vastness of what I am already doing and the breadth of further possibilities. Within just three months the game and the “joy of playing it” has changed for me and those I serve.  Thank you, Carolyn!”

— Karen Marie Jones Meadows, Artist & Entrepreneur, One Purpose Productions


Carolyn parrs mind over marketsCarolyn Parrs 

Carolyn Parrs has been working with game changers her entire life. She has trained them, coached them, launched them, and marketed them through numerous vehicles such as Mind Over Markets, her strategic marketing communications and design company that builds brands and a better world. For over a decade, she has helped emerging and established purpose-driven businesses and organizations excel in messaging, brand presence, social media, marketing communications and more.

As a certified Marketing, Business and Life Coach, she works one-on-one and in groups with entrepreneurs, thought leaders, and small and large companies to make profound change in the world.

Carolyn is also the founder of Women Of Green, an robust online community and multi-media blog dedicated to “Turning Up the Volume” of the feminine voice in green. And most recently, she hosted and co-produced the global online summit “Women As Game Changers” featuring 27 powerful women who are changing the game on the planet for good.

In her home town of Santa Fe, she has a strong local presence as an environmental leader and advocate — and has been the past President for 3 years and Board member of their Santa Fe Green Chamber.

Her most important role however is being mom to her two children and pups, Heart and Soul. She loves to play hooky in the winter months to snow ski in the magical mountains of Santa Fe.



5 Ways to Infuse Soul into your Brand

Want to keep your customers happy? Want to keep them coming back? Infuse some soul into your brand. Toms Shoes knows how to do it. So does Southwest airlines. They have taken the top-down branding model and turn it sideways. So instead of being in a hierarchical relationship like manufacturer/buyer or airline/customer, they have created a reciprocal relationship with their customers, or as I like to call them, their “tribe”. This brand mind-shift can happen when you infuse some soul into your brand.

What do I mean by soul? Seeing your customers as partners instead of someone to sell to. Becoming “one force with a common goal”. This mind-shift opens a whole new world for brands. This, in turn, helps you become meaningfully different in the marketplace. But remember, this is not a brand strategy or tactic, it’s a paradigm shift.

Here are 5 ways to begin.

1. Serve don’t sell

When I started my career on Madison Avenue, I worked for one of the largest advertising agencies in the world. I was a young copywriter in the creative department working on brands like Brim Coffee, Vicks vitamins, Zest, Ivory Shampoo, Tropicana and the list goes on. The agency’s motto: It isn’t creative unless it sells. Every commercial had to have 8-9 “copy points” crammed into a 30-second spot in order to sell, sell, sell the brand. The result: A culture that’s sick of getting sold to.

Smart marketers today know how much that can be a turn off to their customers. So instead of the sales pitch, they find ways to serve them instead. How can I really help you? What can I serve up to make your life easier or solve a problem? What can we do together? When a brand reframes their relationship as service, instead of selling, soul happens.

2. Give to give – not to get

This is a hard one for marketers. We were trained from the beginning that “if we give you this, we want that in return”. But just like in a relationship with someone you love, if there are strings attached, they know it. Now I am not saying that you give it all away all the time. What I am saying is when you give, let it be just that. Giving. That creates soul. And that’s a customer turn on.

The beverage company, Naked Juice, created a campaign asking their tribe to take a photo of themselves with their favorite fruit or vegetable and post it on social media. In turn, they would donate 10% of produce to charity. No strings attached. This campaign was wildly successful and engaged over 56K fans. Soul is good.

3. Engage, engage, engage

Social media has changed the game. Brands that stand on their ivory tower and drip out corporate messages in a silo, will be obsolete. Customers want to engage with brands. And the brands that create a community-like space to encourage that, get big benefits.

From the get-go Growstone, a growing medium made out of recycled glass, did that. They engaged with their tribe by asking them for help with naming products. Or giving away free t-shirts and encouraging growers to take a photo of themselves wearing it in cool places around the world. In under 3 years, their Facebook tribe went from 0-40K passionate fans. Why? Every communication we created was about eliciting a conversation, an idea, feedback, or a better way to do something. Our customers became brand advocates on their own. What could be better than that?

4. Commit to a cause or purpose

A Global Research Study called Brand Sustainable Futures polled over 30K people and revealed that 80% of consumers expect companies to play a significant part in resolving societal problems, from jobs to donations to minimizing pollution. Yes, people want brands to contribute to a meaningful purpose.

Now drive that home by taking this to a whole new level and become a purpose-driven brand. That means purpose, the “Bigger Why” you exist in the first place, is built right into your company’s culture. There are 7 essential questions to ask yourself to get to your Bigger Why. Stay tuned for that in right here in this column.

5. Let love lead the way

Now this may sound like the most unbranding thing to say, but it’s not. If you want to create committed, passionate, happy customers, love them up.

When I started my online community called Women Of Green, the Marketing Director of a green guide that showcased over 5,000 green brands asked me how I grew my tribe so fast. I immediately said to him, “Because I love them and they know it.” When your voice and heart are true, people know it. And that goes double for your clients or customers. They are human beings and can feel the difference between being talked at or talked with. Infuse your communications with a “feeling” of belonging, and you will infuse your brand with soul.

How do you bring soul to your brand? Share it on our Mind Over Markets Facebook page. Need some brand soul guidance? Email me here: cparrs@mindovermarkets.com.

Carolyn Parrs
CEO, Mind Over Markets, Buidling Brands and a Better World
Founder, Women Of Green, Turn Up the Volume
carolyn_parrs_on_couch

Carolyn Parrs is the CEO and Founder of Mind Over Markets, a strategic marketing communications and design company that builds brands and a better world. For over a decade, she has helped emerging and established green, sustainable, healthy, wellness and purpose-driven businesses and organizations excel in messaging, brand presence, social media, marketing communications and more.

She is also a certified Marketing, Business and Life Coach working one-on-one and in groups with entrepreneurs, thought leaders, and small and large companies to make profound change in their worlds.

Carolyn is the founder of Women Of Green, an robust online community and multi-media blog dedicated to “Turning Up the Volume” of the feminine voice in green.

She is the mother of two and lives with her daughter and pups, Heart and Soul. Carolyn loves to play hooky in the winter months to snow ski in the magical mountains of Santa Fe.



Purpose Equals Profit: How to Create a High Impact, Profitable, Purpose-Driven Brand that Can Change the World

Imagine if you could align your purpose with the work you do.

And imagine if that work resulted in a highly fulfilling, financially thriving business or organization?

Thousands of companies and entrepreneurs are doing just this — putting their missions where their mouths are and making money AND a difference.

You can too. Want to know how?

You are personally invited to my free online webinar, “Purpose Equals Profit: How to create a high impact, profitable, purpose-driven brand that can change the world.”

In this webinar you will learn:

  • What a purpose-driven brand is and is not
  • How to get to the why behind your brand and uncover your deeper purpose
  • How to transform your why into a compelling brand position and message that connects deeply with your customers
  • Case studies of how small and large companies are highly profitable from being purpose-driven

If aligning your deeper purpose with the work you do is paramount to you, don’t miss this content-rich webinar. It just may change your life.

Register for “Purpose Equals Profit: How to create a high Impact, profitable, purpose-driven brand that can change the world.”

Let’s change the world for the better!



How to Reach Your Ideal Audience: Master Class for Conscious Businesses

How to Reach Your Ideal Audience, Capture Their Attention and Create Lasting, Lucrative Relationships: A Free Master Class for Conscious Businesses

Are you having a hard time getting to your ideal audience or building your tribe? If so, you’re not alone. 70% of the conscious business people and entrepreneurs I surveyed recently said that was their Number #1 issue. And it’s no wonder, with all the marketing clutter and online noise out there today, it’s a miracle anyone hears us at all.

But it doesn’t have to be that way.

I have been dedicated for over a decade to helping enlightened entrepreneurs and conscious business people and organizations get really clear on their brand and then find the ideal audience that wants what they are offering. They are out there. And if you are struggling with this, you’ll DEFINITELY want to come to my free Master Class: “How to Reach Your Ideal Audience, Capture Their Attention and Create Lasting, Lucrative Relationships.”

In this online Master Class for Conscious Businesses and Organizations you will learn:

Exactly where to look to find your ideal audience that want to connect with you

How to capture their attention so your company or organization is seen and heard above the marketing clutter out there

How to be a continual, trusted source that they tell their friends about

Specific strategies to grow your tribe without being perceived as a marketing machine

If this sounds like what the marketing doctor ordered, please join me in my Master Class: “How to Reach Your Ideal Audience, Capture Their Attention and Create Lasting, Lucrative Relationships.” I promise, you will walk away with real tools and ideas that can take your business or organization to the next level of success in 2016.

I absolutely love helping change-makers who are dedicated to making this world a sustainable, conscious and healthy place to live. If that sounds like you, please come! The world needs you more than ever. Let me teach you how to reach the absolute right people that need and want what you are offering.

It’s simpler than you think!



How To Cut Through The Local Clutter

One of the biggest challenges for a small, local business is getting noticed. The truth is that local businesses have unique advantages over the big boxers, and if they are strategic about it, they can carve out a sweet piece of the market pie.

The Good News
In recent years, there has been a huge resurgence in customers wanting to shop local and support the community. Emarketer recently reported the following: U.S. consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the Number 2 reason U.S. internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%). What’s more, prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.

The truth is people are rooting for you to succeed! Here are 3 ways to help make that happen.

Don’t Put the Cart Before the Horse
One of the biggest and most expensive mistakes I see with small, local businesses is putting the cart (creating a website or ad campaign) before the horse (doing your core branding work so you actually know who you are and what you stand for).

Brands aren’t just for the Big Boys. For local businesses, it more important than ever to create a distinctive look and memorable message to cut through the clutter and stand out. This also includes rebranding your company if it’s stuck in the last century. Rebranding doesn’t have to be a big, time-consuming overhaul that requires a mega investment. It can be as straightforward as updating your logo or graphic look. Giving your website a facelift. Or revamping your message so it reaches more of your ideal customers or clients. All of this has a direct impact on your bottom line. What’s more, if you are thinking of selling your business down the road, your brand is what companies buy. Not what you make or serve.

Find Your Customers and Give Them What They Want
I just did a survey to my email list and asked them what are the 3 biggest marketing challenges in their business. Number 1: Reaching their ideal customer or client. No wonder. It’s noisy out there! How do you get to the people that want what you have? Do what I did: Ask.

Here are some questions to get you started:

  • Who is the perfect demographic for your offer? (Ex: age, gender, location, income, marital status, education level)
  • Who are the thought leaders, experts or celebrities in your niche that your people might follow?
  • What are the most popular books or magazines in your niche? Who are the most popular bloggers and podcasters in your niche?
  • Where do your people shop? What retailers or vendors do your people buy from (related to your niche)?

Think of tools, software, resources they might use that relates to your area of expertise.

  • What are the most popular associations or professional organizations in your niche that your people might belong to?
  • What Facebook pages are “liked” by your people?
  • What Facebook groups do your perfect people belong to?
  • What are the most popular online discussion forums in your niche?
  • What are the most popular LinkedIn groups in your niche?

Stay tuned! I will be giving a free Master Class on this very subject in the next few weeks.

Rinse and Repeat
Now that you have a distinctive brand and know where your customers hang out, it’s time to work it. What I tell my clients is that when you start getting sick of hearing your message, you are on the right track. Consistency is everything. It takes 7–21 times of seeing, hearing and meeting your brand in some form for a potential customer to make an actual purchase. So launching a cool website or Facebook page is just the beginning. Now you have to develop a strategic plan and implement it to get your message heard by the people who want to buy your product or service. Caution: Make sure your strategy is specific and doesn’t include every marketing vehicle under the sun. For local businesses, it’s more important than ever to go deep with 2-3 marketing tactics that you work over and over and over again, than going wide with 5 or more you kinda sorta do. But no matter what, make sure your strategy includes a digital presence. This is where a small business can look BIG.

Need help with that?

Email me at carolyn at mindovermarkets dot com for a free strategy session to create a clear, powerful and focused strategy for your business in 2016. 

 

marketing-mastery-with-carolyn-parrs