Marketing for Green Companies
If Your Positioning Depends on the Environment......
Green companies or companies that have gone green pose a special challenge for marketing personnel. The traditional brochures or print advertising can be viewed as hypocritical, even if printed on recycled paper!
Advertising
Green companies must rely on the Internet and driving traffic to a site much more than traditional businesses. All web-based collateral must point out the company's contribution to the environment, and contrast and compare its services to that of traditional polluting enterprise.
If you must use print media, use double-sided recycled paper with a high percentage of recycled consumer content.
Public Perception
Price positioning is especially important, as there are two perceptions that must be overcome:
- Green businesses are more expensive, and the benefits don't equal the additional cost
- Green businesses offer somewhat compromised product quality, as only technology can offer the best product.
How to overcome these issues? Network with other green businesses to get ideas on how they have addressed these issues and point out any advantages your product or service has over the traditional approach. Quantify the benefits to the environment if at all possible!
Practice What You Preach
If you sell a green product out of a warehouse that has zillions of incandescent blaring lights, or a neon light outside, you are also being hypocritical. Switching to fluorescent lighting, adding solar panels or just adding power strips to all site appliances may allow you to use your monthly power bill as a marketing tool.
If you are a travel agency, consider becoming a "carbon neutral" agency that contributes a percentage of profits to agencies that work to remove carbon emissions in an equal amount to that your travelers have added.
Become an Activist
Set up classes, blogs, and white papers that help to educate the public not only about your company's products and environmental benefits - but also about the issues surrounding the product and eco issues in general. These are not only great marketing tools, they have a much wider social benefit!
Partner with Other Green Businesses
If you become part of a "green network" , it is more likely that eco minded consumers will find you and purchase your products or solutions. It is even better if you can combine products or services to provide a package, bundled deal for your customers.
Watch Greenhouse Gases
Make sure there is a bike rack outside your place of business, and offer customers special deals on public transportation. Incentivize your employees to drive fuel efficient or hybrid vehicles, and allow telecommuting days for employees whose work can be done anywhere.
Remember, the Earth is our home and it is time to take care of her. Not all inhabitants of our great Earth realize this yet, it is up to us to help them!
