- Do the homework –Ensure that the green claims of the business, product or service are true and consistent with wider business activities. Example: A large cosmetics company were promoting their fund-raising for breast cancer research, but were attacked by activists for including carcinogenic substances in its products
- Be honest and humble – Nothing is perfect and honesty goes a long way. If the business or company is not 100%, don’t pretend it is. By acknowledging the areas of products or business that are not yet green and show commitment towards addressing some of the concerns, there is a better chance that stakeholders will trust the claims that are made. A small modifying word can often do the trick. Example: Carlsberg’s longstanding “Probably the best beer in the world” – is almost impossible to dispute
- Provide documentation – The information and further/relevant details should be made accessible to the public. Are green claims certified based on established eco-labels, methods or experts? Companies should make it easier for customers to be able to understand and check on green claims being made. Example: M&S have an extensive website documenting and explaining all in-store claims
- Consult stakeholders – Engaging with stakeholders, both internal and external, in a dialogue on green marketing – is invaluable. It shows the company’s good intent, willingness to want to improve and its concern for the views of their stakeholders. This in itself is not only good practice but inherently a good branding opportunity. Companies can take the opportunity to find out if their green claims are acceptable to their staff, suppliers, customers, NGOs and the community and check on whether they are on the right track or seen to be greenwashing. Example: Several alcohol producers now have stakeholder panels who comment on whether their advertisement is ethical
Tag Archives: green marketing
Hot & Easy Tips to Marketing a Green Product
There are many ways to market a “green” product, like ENSO plastics. Whether you are an established brand just now going green or a new company developing a brand, there are different routes you can go. Budget is a huge factor in the marketing process. If your company is trying to keep the cost down, the internet is a great way to create a green presence and an exciting hype among consumers without breaking the bank. My recommendation to new brands is to invest in your packaging, and creating that unique image that will draw consumers to your product in any store. Developing your brand is key because it is how consumers perceive your product. Think about it, why should consumers buy your product over some other brand? If your product is very similar to theirs, how can you differentiate yours? As a consumer I can honestly say that in a first time purchase, the design and packaging of a product can make the sale. If the product does not live up to its packaging, 99% of the time I will try a different brand. Pricing is another key factor, this varies depending on the product but consumers are willing to pay if the product is outstanding…however we all have are limits and consumers need to feel that we are getting our money’s worth. When asked 62% of shoppers say that green product options can impact unplanned purchases, 50% of all shoppers are willing to pay a premium for green products and 79% of shoppers are more likely to pay a premium for green in Grocery Stores. Regardless of income, age or gender the influence of GREEN marketing on actual purchases and upsells was largely consistent. Let me give you an example. A beverage product that has come to a competitive marketplace recently has differentiated themselves greatly by their packaging, the quality of the beverages, the emotional benefit you receive from each product and a slightly lifted price or $2.49 in most stores. While they are not the cheapest beverages on the market, they have branded and differentiated themselves outstandingly. Regardless of the fact that they are not necessarily a “green” brand…the concept of creating your brand and the perception consumers take in is relevant. Once you have your green product, your general plan, and your website and are ready to launch there are a couple of recommendations I have.
- When you sign up with ENSO, we share the cost of a joint Press Release. You can spend a lot of money on these because they get great coverage and give the opportunity to educate consumers and the media about your product and your packaging. With ENSO, get two for the price of one to really launch your new, green brand.
- Second, make sure you know and understand the habits of your target market. It is important to find the right person to handle your social media accounts because they need to know how to connect with your consumers and potential customers. Giving consumers incentives to return to your social media pages is vital if you want to build your brand recognition. To build your presence online try designing and selling branded apparel or conduct unique giveaways that will get consumers involved.
- Identify a cause your brand can get behind. For instance “Earth Friendly Plastics”. Integrating a cause to your marketing strategy could potentially be huge for your company’s success. In a survey, 88% of those asked say it is acceptable for companies to involve a cause or issue in their marketing, 85% have a more positive image of a product or company when it supports a cause they care about and 80% are likely to switch brands, similar in price and quality, to one that supports a cause. Not only are consumers willing to switch among similar brands, they are also willing to step outside their comfort zones. When a brand supports a cause: 61% of Americans say they would be willing to try it (even if it is unfamiliar to them), 46% would try a generic or private-label brand and nearly one-in-five consumers (19%) would be willing to purchase a more expensive brand.
- Like it or not, your customers live in a digital world where people are plugged in. Finding popular “youtubers” and bloggers that fit your target demographic and contacting them to review your product can be as effective as pay some high dollar “celebrity”. Utilizing Google ad-words and facebook ads can be a great way to experiment in driving traffic to your site and to your facebook page but be warned: they can be expensive…hiring a professional consultant is advisable.
The final important tip that I am going to give you is vital to marketing a green product: You must always think of your consumers and potential customers because after all, they are buying your product. Educate consumers about the “greenness” of your product as clearly as you possibly can, let them know that this is a premium feature of your product. Consult with the manufacturer you’re working with about proper terms and ways to educate your consumers without boring them. Establishing a portion on your site and your social media pages that is dedicated to educating consumers on your green technology not only builds trust with your consumers but makes them feel like they are doing some good by purchasing your product.
Green Marketing Can Win More Customers If You Do It Right
Show potential customers that you follow green business practices and you could reap more green on your bottom line. Green marketing isn’t just a catchphrase; it’s a marketing strategy that can help you get more customers and make more money. But only if you do it right.