Green Marketing Tip Winners

When it comes to “saving the planet”, most people will say they are all for it. The confusion starts when you ask them how they will do it. Many companies have invented products that support the planet-saving initiatives, but are having a hard time marketing and selling them. Here are some key considerations when building your green brand’s marketing presence:

1)    Be personal: People tend to care more about green issues that affect them directly. Things like water contamination, air pollution and toxic waste will more likely illicit a response rather than a broad issue such as global warming.

2)    Power of collective effort: Many people think their individual efforts won’t make a difference, so give them a sense of the collective, quantifiable impact of their actions.

3)    Offer help: For example, retailers who offer to dispose of dead batteries and expired medication should see an increase in traffic, brand awareness and word-of mouth buzz.

4)    Educate: Green labels are often confusing so even more sophisticated shoppers don’t know the difference between “organic” and “natural”. Educating them is a double benefit – they become more receptive customers and you become a reputable go-to source for green issues.

5)    Tout ROI: In a tough economic environment, consumers care more about value than anything else. People will be more inclined to buy green products if they know it will save them money in the long run.

6)    Tangible benefit: Consumer studies have shown that health and wellness are powerful motivators for people to buy green products. If your product can contribute to their health and well-being, people need to know about it.

7)    Leverage policy: National and international green policy plays a major role in consumer engagement. Monitor and leverage policy when promoting your product.

8)    Run local: How can your product solve a local/regional problem? People tend to relate more on a local level.

In a world of ever evolving sophistication and specialization, in-depth knowledge of consumer behavior is the key to success. Dramatic shifts in the economy and the fact that consumers are savvier than ever when it comes to scrutinizing marketing messages underscore the importance of proving to consumers that green products and services are real, relevant and worthwhile.