Why Satellite Radio needs to go Green

Green is in right now. It's actually been hot for a while, but this year particularly "green" has taken hold in both the media and in commerce. And for good reason.

I'm not talking about the moral, ethical or even environmental benefits for going 'Green' - we should all be well aware of those by now. Instead I'm talking about from a pure business sense (y'know, the other side of "green" - the one that really sparks a social movement). Being Green is of course a marketing play for many corporations. One that positions a company as a responsible and socially conscious entity. That whole "we're people too" thing.

Green also targets a highly targeted, growing, and influential audience. They're not necessarily an affluent demographic (though those Prius sales figures might make it seem otherwise), but they are an actively engaged and passionate group. When a growing group people base their business decisions on whether a company is Green or not, it's a no-brainer which side of the fence to be on.

Plus it's newsworthy, because the media just loves to report on anything eco-friendly lately.

I know what you're thinking... "Now how the heck are Sirius and XM supposed to 'go green'? C'mon, satellites aren't somehow more environmentally friendly than terrestrial radio towers, are they?" - well, no probably not. Though, all those terrestrial radio towers might have killed hundreds of thousands of migratory birds (but that's entirely different post).

Instead, here's some ideas as to how Satellite Radio can help add to the Green movement, and maybe make a buck or two in the process:

1. Buy a radio, plant a tree. This one is easy. Do a "green week" (like say, around Black Friday?) where for every satellite radio sold, Sirius/XM will have a tree planted. At no costs to the consumer. Bonus: escalate from a "green week" to a "green all the time initiative" - those who are into the environment are pretty keen to the fact that a lot of it is marketing hooplah. So rather than a limited promotion, make it a company-wide initiative. Word will get around that you're dedicated.

2. Give free satellite radio service for every Hybrid vehicle sold. Or strike a deal with the OEMs to make satellite radio standard in all hybrids. Whatever it is, it needs to be a special "perk" for going with a more eco-friendly vehicle. Satellite radio has a symbiotic (or even parasitic) relationship with auto manufacturers. And no industry wants to ride the Green Wave moreso than the auto industry. Rather than sitting passively by, hop on board (and help them move those premium-priced vehicles).

3. Setup eco-friendly returns. This is even more niche, but that's not the point. When current subscribers are looking to upgrade their receivers, offer them a free recycling kit for their old radios. Help cut down on e-waste.

4. Green programming. Eco-conscious consumers don't just want to talk about the environment, they might want to hear about it too. Creating a green channel - or even a "green week" much like what NBC is doing this week - is something that will attract this audience and help make these influentials into hubs for your product. (For what it's worth, Live Earth was a bomb and not the right approach. It needs to be actionable, not just propaganda.)

I'm sure there's plenty more tactics that can be employed (maybe a little tongue-in-cheek messaging like "our satellites are powered by 100% renewable solar energy"?). But the bottom line is that both XM and Sirius actively are targeting the passionate consumer - and walking the fine line of broad appeal and niche segmentation.

And we're at a unique time right now where a previously niche interest like being environmentally aware is growing into a social norm. Capitalizing on that by actively participating in eco-friendly practices wouldn't just be good for the environment, it'd be good for business as well.