Tag Archives: green marketing

Green Marketing

Adding A Splash Of Green To Your Marketing Campaign Can Help You Hit The Right Target Market

What makes marketing a green product or service different from any other type of marketing campaign? In some ways, nothing; in other ways, green marketing can be a different animal. In addition to selling a product or service, green marketing seeks to change the way the buyer thinks about the product or service, encouraging a change in behavior.

Everything from building products and services to automobiles to apparel are now going green. As a result, marketing managers are now faced with the challenge of not just getting target markets to want their product, but also helping them to see value in changing their behavior. But how do you create a marketing campaign that will compel the public to change its view?

Tips to influence change

Don’t just tell how your product is better for me — show me.

It’s not enough to tell your audience your product conserves water or reduces energy. You have to visually demonstrate how it benefits the user. The green company PeopleTowels does a great job of showing its environmental benefits with an image of eight industrial-sized garbage bags filled with paper towels representing the average amount of paper towels a person uses each year. The visual effectively denounces excessive paper towel use and promotes the company’s brand of eco-friendly, on-the-go cloth towels.

Make benefits tangible

We’re asking people to voluntarily change their behavior for the greater good. Make the benefits of doing so too obscure and you’ve lost them. Consider the popularity of the Toyota Prius. In 2010, this hybrid car landed a spot on Forbes’ list of “high in demand” cars. So what is the tangible benefit to driving this eco-friendly cruiser? The annual cost of gas is only $846, which is especially low compared to other cars on the list that ranged from $1,510 to $4,745 annually.

Keep it positive.

Don’t tell your audience what they are currently doing wrong by using other products; show them what they can do to make an impact. People are less likely to listen to your message if you are scolding them. Make the message motivate your target market to do the right thing.

Make it relevant.

Create an emotional connection with your audience that communicates the importance of using your product or service. That communication can take several forms. The company Grass Roots Environmental Products does this by offering products for children and moms alongside other green products to express their interest in child-safety. This allows them to connect with their customers on a deeper level.

The key to a successful green marketing campaign is to appeal to the target audience through messaging that encourages them to take action. Developing a buzz can be an effective tool for influencing others. Building a sense of community — we are all in this together — and showing how your product or service can help, not only provides a reason for change, but the desire to be a part of that change.

Energy Efficiency

Green News Roundup – Energy Efficiency, Green Organizations & More

Welcome to our weekly green news roundup. This week we’ve gathered stories about energy efficiency auditing, promoting your company as a green organization and more.

Please feel free to send along any interesting stories you’d like to see in the roundup to kasia@azbigmedia.com. Also visit AZ Green Scene for informative articles about sustainability efforts in the Valley and state.

REEis Provides Independence From High Energy Costs
REEis, a local Valley company that specializes in energy efficiency auditing and contracting is hosting an Independence Day promotion in hopes to get more efficient homes on our streets. Utilizing low cost, energy efficient improvements to our homes and commercial buildings can greatly reduce energy consumption and our dependence on oil and foreign energy sources. “America’s Energy Independence Day Promotion” will be offered for one week starting June 26. REEis is also offering Arizona homeowners a $29 comprehensive energy audit if booked by July 4th. If interested please call (480) 969-7500 or visit the company’s website at: reeishome.com

Is it Energy’s Turn Now?
The New York Times Green Blog looks at the possibility of energy and climate change legislation being in the works for the government. As the financial regulation nears completion, some Democrats are hopeful that this next challenge can be met before Congress leaves town in August.

June Education Forum: Green Marketing
The Phoenix Green Chamber of Commerce is hosting their monthly education forum at Rio Salado College on Monday, June 28th at 5:30 p.m. The topic for this month’s forum is exploring best practices for promoting your company as a green organization. Learn about effective strategies to maximize your green marketing efforts and minimize impact on the environment. RSVP to the event here. For full details visit: www.arizonagreenchamber.org/Phoenix/

First U.S. offshore wind energy project faces lawsuit
Environmental groups plan to file suit in federal court against the Obama administration regarding the Cape Wind project in Nantucket Sound. The groups accuse the administration of violating the Endangered Species Act with the approval of the project. The suit states that the project, which calls for a set of 130 wind turbine generators to be installed on Nantucket Sound, would fail to protect endangered birds and whales. Yikes, don’t know how this will pan out but I hope the Obama administration finds a way to work this out amicably.