Marketing Home Products

Today’s consumers are constantly being inundated with news-related information about the environment and how to live a healthier, more fulfilled lifestyle. It seems that everywhere you look, more and more consumer products are being labeled eco-friendly and environmentally-safe. But are the products really safe? Are they a health hazard for our kids? Or are companies just capitalizing on the peaked consumer interest in this latest trend?

Contrary to popular belief, the marketing of green products is not dead. Take for example, a recent article in The New York Times highlighting the new “Detox Your Home” campaign that was launched last week by Method Products, maker of biodegradable cleaning products.

“Inspiring people that small changes can make a big difference” is a powerful call to action…one that probed me to comment on the importance of effective green marketing, not just claiming your product or service is beneficial to the environment.

Method Products’ new marketing campaign offers consumers a chance to clean up their homes by using products that are both healthy for their families and the environment. And their slogans, both previous – “people against dirty” – and current – “detox your home ” -  resonate well with consumers…why? In order to successfully market green products, there are a few things you should know, and that includes having a clear understanding of today’s consumers.

Appeal to their senses
Do you know anyone that wants to live in a dirty home plagued by chemicals or consuming substantial amounts of energy? Probably not which is why engaging consumer emotion is imperative. Focus on lifestyle versus selling a product. Ask the questions: Do your marketing materials focus on how your product will make a difference in the life of the average consumer…or are you turning off your audience with boring statistics and facts about the environment? Translate your messaging into something consumers can relate to. How will your product or service positively affect their lives?

Be a green advocate
Don’t focus on your product or service only. Add a link to your Web site where consumers can learn more about the green movement. Education and empowerment is key in today’s informative universe. This may include informing consumers on the how to save energy – “top ten ways to decrease your energy bill,” “tips on how to become a better humanitarian,” etc. Don’t push your product in their face. The majority of the time you will win consumers over by becoming their source for reference and knowledge.

Method Products does an excellent job of being an activist for the green movement. When asked about competitors creating environmentally-friendly product lines, the company stated they are not daunted by the larger rivals because “we are excited about the competition…it means people want to live a greener lifestyle, and we are all for that.”

Take consumers’ priorities into perspective
Although eco-friendly has taken on a whole new meaning after the continued increase of gas prices, modern-day consumers are still looking for products that allow ease-of-use and are cost-effective. Remember when marketing your “green” products to focus on the eco-friendly aspect only after highlighting your products’ expedient and high-quality attributes. Demonstrate the benefits and cost equivalents of your product versus a competitor’s non-environmentally-friendly product. Your priorities aren’t always the same as consumers’. Remember to focus on what they’re looking for, first and foremost… then bring in the “green.”

Illustrate a positive impact on life
Whether it’s cost savings or just the feeling of aiding the future preservation of the environment, show consumers the benefits of choosing your product or service. Answer those questions in your marketing materials. Spell it out in plain English. How will your product enhance their daily lives? What is the total amount of money they’ll save? Draw a chart: demonstrate the impact on the environment if everyone were to choose your product or service. Basically, answer all of the questions you think consumers will ask before they actually do. Today’s consumers do their research first, and mostly on the Internet. Chances are, if they’re questions are answered up front, they’re more likely to buy.

Join “green” organizations and exhibit at tradeshows
Show consumers you genuinely care about fate of the environment by taking an active role in organizations and collaborating with other industry leaders with similar environmental goals. If you’re passionate about “being green” it will show you’re selling a healthier lifestyle, not just trying to make a buck. There are a multitude of green industry shows and conferences in which to both participate and attend including GreenBuild, The Inaugural Green + Design Conference and Expo, among others. Becoming involved in the green community will show your dedication to a better way of life.

Lastly, create an opportunity for consumers to identify with your product or service. Prove that simple choices will create big change…that one person can really make a difference.

Other related green articles: Embracing Lite Green Aspects…

Just as the brand name Starbucks resonates prosperity and the feeling of needing “celebrity cash” to purchase a simple cup of Joe, companies worldwide are carefully selecting company brand names and aligning themselves with other companies that equate their brands with their target audiences.

Moving away from the coffee world, wondering what brands are rocking the home channel? Last week, Donald Trump announced the launch of Trump Officeâ„¢, a collection of executive chairs designed exclusively for Staples by the Trump brand. Inspired by the lifestyle of Donald Trump, the new line of chairs offers affordable luxury and quality from the boardroom to the every day office. Capitalizing off of his hit show, “The Apprentice,” Trump has taken his realm to a whole new level – now you can take getting “fired” sitting down. If power and success could migrate through the leather of Trump’s office chairs – his money, prestige and not to mention his supermodel wife! – then who wouldn’t want a Trump executive chair for their office? And that’s exactly what Trump is selling. But it’s the way he’s marketing, and the company he’s aligning with – Staples – a brand known for quality and affordability, that makes this business move exceptional and foreseeably profitable.

Take a look at KB Homes’ Martha Stewart houses as another premier example of collaborating with another company to increase popularity, revenue and brand name. Despite the housing downturn and reporting an unusual quarterly loss a few weeks back, KB Homes’ buyers are still “buying Martha.” These branded homes are in such high demand that KB Homes, the seventh largest home builder by market value, can’t even keep up with requests. And what exactly is a Martha Stewart home? Home prices range broadly from $148,990 to $500,000, are modeled after Stewart’s current and former New York, Connecticut and Maine residences and include approximately 64 floor plans for buyers to choose from. 

KB Homes’ Martha Stewart homes represent uniqueness in the marketplace linking to two very successful brands. Homebuyers are confident in the Martha Stewart homes’ quality, style, resale value, and most importantly – brand name. And what does Stewart get in return? A haven of venues to showcase her bedding, colors, magazine and TV show…sounds like a marketing match made in heaven!

Sur La Table also recently collaborated with Ratatouille – one of the top grossing debuting films of 2007 ($47.2 million first week of its release) – to bring the screen to the table. Sur La Table offers Ratatouille dinnerware, flatware, aprons, pot holders, a children’s cookbook and even a “Remy the Rat Spat!”

So, I bet you’re thinking – how do I align with a successful name for my company, service or new product launch? And, how can I effectively reverberate my brand with my specified demographic?  Well, first you must look at your particular target audience. Ask some market research questions: what does my target market enjoy, how do they live, and what does my product/company offer to enhance their lives? In addition, you may want to thoroughly investigate other companies that you can collaborate with that will resonate with your target market. It’s never too early. Sur La Table didn’t think about creating a line of Ratatouille kitchenware until the success of the movie was publicized. And although KB Homes’ Martha Stewart line only accounts for less than five percent of its home building production, the potential growth of this section and exposure in the media alone, will pay dividends in the long run.

Your creative ingenious and intuition may not manifest a brilliant branding name or opportunity at the drop of a hat, but by identifying your target audience, embarking on some market research and collaborating with other companies and a marketing agency that can offer you an outside perspective, you’ll be sure to have your target marketing buying.
 
Feeling overwhelmed? Just begin by looking for creative and innovative ways to increase your profits. You may find yourself asking “What’s in a name?” Needless to say – everything! 
 

The lazy, hot days of summer are the perfect time for strategic planning. These months at the majority of marketing agencies tend to bring about planning fever, and with that, an in-depth analysis of what was and was not effective in regards to business development. I always tell my clients to retain about 80 percent of what worked, throw out the other 20 percent, and come up with fresh and innovative strategies to substitute for those that didn’t pan out as well.

Ongoing company development, implementation and comprehensive planning are critical steps to long-term success; ironically, it’s also the one activity that is the most neglected. Why? Because it gets ignored for other pressing activities deemed more essential. It also demands a substantial amount of hard work, dedication and concentrated effort; and you’re just too busy, right? If you said yes, it’s time to begin a new way of thinking.

In order to run a successful business, you must be careful not to let daily, mundane tasks inundate your time in exchange for strategic thoughts about the development of your company. What you’ll be sacrificing if you continue this behavior is your company’s overall success and future achievement. Make sure you’re working within the larger context of a well-thought out business plan.

On that note, please put to rest the myth about only start-ups needing a business plan. As an existing or transitionary company, you want to ensure that you are best positioned for continued growth and development. You may have had an excellent plan in the beginning, but like most things, change is inevitable. Don’t become reactionary. Look to accomplish definitive goals, not respond to obstacles or events. If you’re looking to maintain your success you need to proactively plan for things that will inexorably come your way.

And have you ever considered that you might change? The way you envision your company may be impacted by numerous events in your life. Don’t discount regularly updating your business plan. This continued dedication will assist in moving your business in a forward direction while maintaining consistency of your company’s evolving brand.

Wondering how to get the business planning ball rolling? Well, lucky for you, there is a plethora of information at the tips of your fingers. Some of my favorites include software that allows for the creation of a legacy whereby you can control your future performance. Measuring current progress against past procedures will build a strong foundation of company best practices. At my agency, we use Clients & Profits, a database program that allows employees to track their time against both billable and non-billable time. This allows us to strategically analyze both qualitative and quantitative metrics against specific programs, projects and internal agency development.

In addition, participating in organizations that include your peers provides you an outside perspective when evaluating your company. Many of today’s organizations audit and compare your business model – specifically costs and margins – with those companies within your peer group. This allows you to assess where you stack up against your competitors.

Lastly, positioning people in key managerial roles with significant responsibilities creates sustainability within a company. Remember to include these employees in your business planning. They possess valuable insight and have a vested interest in where you company currently is and where it can go in the future.

Although you may believe you can have a thriving company without incessant strategic analysis, if you fail to take the time to plan, you will fail to succeed. Vince Lombardi once said – “The difference between a successful person and others is not a lack of strength, not a lack of knowledge… but rather a lack in will.”