It is easy for a company to measure the economic success of going green. Just a quick look at water and electric bills could indicate if investments were sound. But, it is a little more difficult to measure success of one’s green marketing. Businesses are challenged to discover if going green actually made a difference in bringing consumers into the store.
There are some good ways to measure if going green has benefited your marketing mix. First, simply look at the numbers in your store. Are sales up more in this month than they were at the same time last year? Look to see if there are any reasons which may have caused an increase. If not, perhaps your green efforts have paid off.
In addition, simply talk with those in the area. Network and see if they have heard about you going green. This measure shows that the community is recognizing your business as responsible. This type of measurement does not lead directly into a sale for your business, but it increases your image which will eventually pay off. Also be sure to save all media clippings your business has been featured in. The more media impressions your business has received the more value going green has given you.
In a previous blog post, it was mentioned to hold an open house to showcase to the community your efforts. At this open house, collect e-mails from those who visit. An increased direct e-mail list is extremely valuable for your business to have. It allows you to interact quickly and easily with potential customers. For many, this alone is worth going green.
Even if you believe going green has not yet paid off, do not be discouraged. Keep looking for other creative ways to promote your business as sustainable. It may take some time but the marketing benefits will start happening!
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