The eco-friendly frenzy has created incredible opportunities for businesses to simultaneously save the environment and boost profit. Unfortunately, most businesses miss the boat when it comes to green marketing. Simply stating that your company has adopted green business practices or that your products are green/recycled/organic is not always enough. It's true that many customers will choose a green company over a non-green company – in fact, a survey by The Body Shop found that 39 percent of Americans purchase based on the ethical reputation of a company (as reported by John McIntyre). But at the same time, more and more companies (i.e., your competitors) are going green, reducing or eliminating the competitive advantages of going green. Once green business is the norm, it will no longer be an effective marketing point. I imagine the “Green Wars” – an era in which companies compete to see who can be the greenest. All the while, traditional marketing points cannot be ignored: Price, quality, ease of use, aesthetics and other factors still weigh heavily in consumer purchasing decisions, and that is not going to change. Remember that going green is a feature, not a benefit. Simply say you're a green company or you're selling a green product, and I say, “So what?” You have to demonstrate the specific benefits of your green product, especially if your price is higher than your competitors. Don't just say that your washing machine saves 1,000 gallons of water annually. Communicate the benefits — how much money this will save your customer and what the specific environmental impact is. Be honest. Don't say your product will save money if it will not. AOL has a great article titled “Top Five Green Products Not To Buy” that sheds light on misleading green statements. Of course, if your product will save money — leave the reader with no ambiguity. Customers care about eco-friendly products, but they also care about what they will get in return. Eco-friendly and economic values sometimes clash, so you have to highlight your benefits to remain competitive. If a home solar power system is not going to pay for itself over a lifetime, most consumers will remain on the power grid whether the electricity is generated by coal or wind or hydro power (evidenced today). So, share your green story. Answer the question: So what?
So You're Going Green. So What?
May 4, 2009
January 07, 2016 03:21 am
The two of us have now really been looking into solar power for about a year or so and my partner and i conclusively made the actual decision based primarily on the pairing of the governtment incentive programs not to mention exceptionally economical credit. The two of us have actually already been looking into solar for nearly a couple of years and the two of us eventually made the actual commitment mainly based on the blend of governtment incentive plans and exceptionally cost-effective financing. I essentially couldn't comprehend how inexpensive it was and thus my spouse and i will have been a new solar powered household for about one fair amount of time in addition almost everything seem as though it is working out excellent. We can essentially view how much power we aer conserving every night and also it is in fact pretty extraordinary. I alway thought that solar must have been supported by a large amount of hype nonetheless We may well tell everyone the fact that the product is in fact the real deal. We wish my partner and i had implemented it years ago.
Brian January 07, 2016 03:21 am
Thank you for your thoughtful post. Please understand that the point I'm making is not that going green is a bad idea (I believe the opposite), but that it is a bad idea for businesses to brand solely on the concept of being green. It's a bad business model because, in my humble opinion, eventually every company will be green, and so that key selling point will be lost. Companies must prepare for that day - not abandon their green initiatives.
Leave a Reply
What is the PsPrint Blog??
The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.