October 13, 2009
Marketing green products and services can seem like a simple quick-fix way to reach new customers and grow your business.
However many businesses damage their brands instead of building them when their marketing strategies aren’t positioned properly.
A lot of money can be wasted if your marketing efforts that don’t send the right message to the right customer.
Send the right message
The message you send to the extremely eco conscious consumer who has fully embraced a green lifestyle should be quite different from the message you want to convey to the broader market.
For the purpose of today’s post we’ll focus on marketing to the broader market place.
In a recent survey conducted at retail venues, thousands of shoppers were asked if they think it is important to purchase products and services that benefit or do not harm the enviroment. 95% OF THOSE CONSUMERS RESPONDED – YES.
Of those 95% only 22% of those consumers actually bought a product with eco friendly benefits.
Bridge the Gap
The goal of of your marketing strategy should be to bridge this gap between consumer intentions and actions.
Developing your marketing messages around the following ideas can help position your products and services properly:
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Tags: green marketing, green procurement, Green products, Plant your Tree
