Resurrecting “Green” Marketing
Posted by Steve Kleber on Jul 26, 2007
Todayâ€™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 â€œDetox Your Homeâ€ campaign that was launched last week by Method Products, maker of biodegradable cleaning products.
â€œInspiring people that small changes can make a big differenceâ€ is a powerful call to actionâ€¦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 Productsâ€™ 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 – â€œpeople against dirtyâ€ – and current â€“ â€œdetox your home â€ -Â resonate well with consumersâ€¦why? In order to successfully market green products, there are a few things you should know, and that includes having a clear understanding of todayâ€™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 consumerâ€¦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
Donâ€™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 todayâ€™s informative universe. This may include informing consumers on the how to save energy â€“ â€œtop ten ways to decrease your energy bill,â€ â€œtips on how to become a better humanitarian,â€ etc. Donâ€™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 â€œwe are excited about the competitionâ€¦it means people want to live a greener lifestyle, and we are all for that.â€
Take consumersâ€™ 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 â€œgreenâ€ products to focus on the eco-friendly aspect only after highlighting your productsâ€™ expedient and high-quality attributes. Demonstrate the benefits and cost equivalents of your product versus a competitorâ€™s non-environmentally-friendly product. Your priorities arenâ€™t always the same as consumersâ€™. Remember to focus on what theyâ€™re looking for, first and foremostâ€¦ then bring in the â€œgreen.â€
Illustrate a positive impact on life
Whether itâ€™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 theyâ€™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. Todayâ€™s consumers do their research first, and mostly on the Internet. Chances are, if theyâ€™re questions are answered up front, theyâ€™re more likely to buy.
Join â€œgreenâ€ 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 youâ€™re passionate about â€œbeing greenâ€ it will show youâ€™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 changeâ€¦that one person can really make a difference.
Other related green articles: Embracing Lite Green Aspects…