Event Summary:

WHO: Shel Horowitz, green profitability expert, bestselling author, and international speaker

WHAT: No-cost lunchtime seminar, "Making Green Sexy: Framing the Message to Reach Green AND Non-Green Audiences" (bring your own lunch)

WHEN: Tuesday, April 30, 2013, noon to 1:30 p.m.

WHERE: Jones Library, Amity Street, Amherst, MA

ADMISSION: Free

SPONSORED BY: Amherst Area Chamber of Commerce

WHY: To help area businesses become more profitable through their green initiatives

AMHERST, MA: If you try to market a green product using the same "trigger messages" for both green and nongreen audiences, you'll fail with both, says Shel Horowitz. Greens want to be assured that they're doing the right thing for the world; nongreens want to know what's in it for them.

Using examples as diverse as toilet paper, the Empire State Building, ice cream, and a community organizing campaign, Shel's presentation, "Making Green Sexy," will look at the different message styles you need to move both these two very different markets to action. He will present to the Amherst Area Chamber of Commerce, Tuesday, April 30, 2013, from noon to 1:30, at Jones Library, Amity Street, Amherst, MA. The talk is free and open to the public.

"Green marketing must reach two audiences," said Horowitz. "You need to reach both 'deep greens' and what's-in-it-for-me consumers who won't buy just to do right but will buy for green advantages like higher quality, greater comfort, and lower price." Horowitz will show how to craft marketing messages that include trigger points to move both markets.

Horowitz, of Hadley, MA, is an international speaker and green marketing consultant. He writes the syndicated monthly column Green And Profitable, which runs on three continents. A multiple-award-winning author, his eighth book is the #1 Environmental category bestseller Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, co-authored with Jay Conrad Levinson).

Journalists: To interview Horowitz or to learn more about running his Green And Profitable column, contact him at 413-586-2388 (8 a.m. to 10 p.m. US Eastern Time) or email shel@greenandprofitable.com

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Contact:

Amherst Area Chamber: Joan Temkin, 413-253-0700, info AT amherstarea.com

Shel Horowitz: 413-586-2388, shel AT greenandprofitable.com