Even if your business has recently become green, that does not necessarily mean that it’s the best time to launch your green marketing campaign. Like any other form of marketing, certain times and places may work best to convey your message to the public. For instance, do not launch your green marketing efforts at the same time a competitor of yours is doing so. Even though you may be tempted to compete with them, the public will be skeptical of your behavior. It may appear that you are simply going green just because the competition is. Wait a bit and then start positioning yourself as green once the competition’s green marketing slows down.
In addition, green marketing may be best done in particular seasons. Your consumers are thinking about the environment most during spring and summer. Messages concerning taking care of the environment will resonate more with them during this time of year than during the winter months. This is not to say don’t be green during the winter, but do your heaviest promotions in other times of year.
Finally, it is always good for your green marketing to be timely with sustainable movements in the community. For example, if your area just launched a community wide energy saving program, start your green marketing then. The area will be receptive to the idea and it is a great way for you to show your support for the cause. Remember that consumers are bombarded with messages and are selective about which ones they pay attention to. Make sure your message stands out and reaches consumers at a meaningful time and place.
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