Green marketers have to now be a bit more careful in their campaigns. The FTC may shortly impose guidelines on how far a company can go in classifying themselves or their products as green. The article in AdAge details the proposed changes and the implications for marketers. One issue at hand is defining what it actually means for a company/product to be sustainable.
This recent movement is great evidence that being green is profitable for a company. There is a desire to brand oneself as green for profit purposes but the FTC is taking steps to ensure only truly sustainable businesses and organizations obtain the benefits of being environmentally responsible. There has been a great surge of green marketing campaigns occurring but new regulations will make it interesting to see how many companies can still truly call themselves green.
What can your business learn from this recent development? First, you can see that going green is a great marketing tactic for your business. If it was not, then the FTC would not be considering putting regulations on green campaigns. Next, you can see that it is crucial for your agency to be truthful about going green. Lying to consumers about your sustainability efforts taints your image and will eventually be revealed. Third, your business can realize being sustainable is important to consumers. Consumers want action –not talk. While it is true some consumers may shop green just to say that they are being green, the majority shop green because they want to protect the environment.
Tuesday, August 24, 2010
Tuesday, August 17, 2010
Finding Your Niche
In the last blog post, the importance of discovering trends was discussed. Once your business does discover a green trend it may be in your best interest to make that one particular item/product your niche. For example, if you discovered that there is a need for green office supplies in your area make that your niche. Start to brand your business as the sustainable business supply resource in your area. Whatever industry your business is in find what green products you can carry and become known for them.
The ultimate goal is that when consumers need a particular green product your store resonates first in their minds. This type of practice can be quite profitable for your business. If you are able to bring in a new market simply because of one product you have achieved great success with little effort.
Once you start to carrying the products, marketing to your niche target group is crucial. First, identify the types of media the group uses. If you find your target market reads a small local magazine then try to have your business featured in that publication. Use Twitter to follow people/companies that your target market does. Perhaps those that they follow may assist with your store’s promotion via retweets. Consult this blog post on social media for more ideas on how to use online tools to reach your intended group.
The ultimate goal is that when consumers need a particular green product your store resonates first in their minds. This type of practice can be quite profitable for your business. If you are able to bring in a new market simply because of one product you have achieved great success with little effort.
Once you start to carrying the products, marketing to your niche target group is crucial. First, identify the types of media the group uses. If you find your target market reads a small local magazine then try to have your business featured in that publication. Use Twitter to follow people/companies that your target market does. Perhaps those that they follow may assist with your store’s promotion via retweets. Consult this blog post on social media for more ideas on how to use online tools to reach your intended group.
Monday, August 16, 2010
Discovering Trends
If your business is looking into carrying sustainable products, it is important that you do background market research. There is an abundance of green products on the market. The issue, however, is that some products are more in demand than others. Rain barrels, for instance, may be an extremely green product but may not yield good sales. Before you make the decision to carry an eco-friendly item, make sure that it is in demand.
Furthermore, also ensure that a potential green product is of use to the community your business is in. Even if the product may be selling well in one part of the country, that does not mean it will sell well in your part. Each region has its own culture and behaviors – especially when it comes to sustainability. Also be sure to evaluate the greenness of your own market. Are your consumers ones who only follow the trends or are they extremely committed to sustainability? Based on what you identify, you will be able to better stock and market your items.
Beginning your search for the research can be challenging. First, investigate other stores in your area. See what types of eco-friendly products they are carrying. If you find that many stores carry similar products then that could be a good indicator that item is popular in your area. In addition, read articles on trends in green products. Consult green and business blogs, trade magazines and your own local newspapers. These will provide insight into what is in demand and the behaviors of consumers.
There will always be eco-friendly products which will catch on and slowly go away only to be replaced. That is why it is needed to watch the trends on sustainability – so you can best provide green products to meet the needs of consumers. Your business will also financially profit from being able to continually supply the newest and most relevant eco-friendly items to your community.
Furthermore, also ensure that a potential green product is of use to the community your business is in. Even if the product may be selling well in one part of the country, that does not mean it will sell well in your part. Each region has its own culture and behaviors – especially when it comes to sustainability. Also be sure to evaluate the greenness of your own market. Are your consumers ones who only follow the trends or are they extremely committed to sustainability? Based on what you identify, you will be able to better stock and market your items.
Beginning your search for the research can be challenging. First, investigate other stores in your area. See what types of eco-friendly products they are carrying. If you find that many stores carry similar products then that could be a good indicator that item is popular in your area. In addition, read articles on trends in green products. Consult green and business blogs, trade magazines and your own local newspapers. These will provide insight into what is in demand and the behaviors of consumers.
There will always be eco-friendly products which will catch on and slowly go away only to be replaced. That is why it is needed to watch the trends on sustainability – so you can best provide green products to meet the needs of consumers. Your business will also financially profit from being able to continually supply the newest and most relevant eco-friendly items to your community.
Monday, August 9, 2010
Public Education
Public outreach is a central component to promoting sustainability in your community. As a business who is becoming responsible, it also becomes your duty to educate others to be green as well. There is much public relations value in focusing on public education. Your image will enhance, your business will be credible and it helps your overall sustainable business plan.
Public education can come in many ways. Perhaps, your business could hold a seminar in the community on how to reduce energy in their homes. Or, your business can provide public education through informational e-mail newsletters sent out to your database. Think of public education as the perfect opportunity to also promote your business. For instance, if you are a store which sells rain barrels, maybe hold an informational night on gardening and conserving water. Find a way to nicely tie your product into your evening. After the presentation, be ready to hand out business cards or better yet sell your products to audience members.
You may think it can become difficult to attract a large enough audience to hold an informational night. You may be shocked, however, to find how many will turn out for your presentation. Going green is becoming important to consumers and many are seeking ways to learn more. To help with having a large audience, partner with a library, a Chamber of Commerce, or a green festival. Offer to present at one of these facilities/events. Most likely, the agency you are approaching to present at will be happy with your offer and will assist in making the presentation of value to your business.
Public education can come in many ways. Perhaps, your business could hold a seminar in the community on how to reduce energy in their homes. Or, your business can provide public education through informational e-mail newsletters sent out to your database. Think of public education as the perfect opportunity to also promote your business. For instance, if you are a store which sells rain barrels, maybe hold an informational night on gardening and conserving water. Find a way to nicely tie your product into your evening. After the presentation, be ready to hand out business cards or better yet sell your products to audience members.
You may think it can become difficult to attract a large enough audience to hold an informational night. You may be shocked, however, to find how many will turn out for your presentation. Going green is becoming important to consumers and many are seeking ways to learn more. To help with having a large audience, partner with a library, a Chamber of Commerce, or a green festival. Offer to present at one of these facilities/events. Most likely, the agency you are approaching to present at will be happy with your offer and will assist in making the presentation of value to your business.
Friday, August 6, 2010
Choosing a Certification Program
Certification programs for green businesses are very important. They assist an organization to become more sustainable and visibly provide acknowledgment to the public that your business is in fact being green. Certification for being green can cover many areas. It can include just the building (i.e. LEED) or simply the operations. In addition, numerous organizations offer certification programs that are designed for only certain types of businesses. Some just focus on one specific industry such as the Green Restaurant Association while others such as the Illinois Green Business Association focus on small to medium sized businesses in an array of industries.
When choosing a certification program, one wants to make sure that the organization facilitating it is reliable. Ensure that their standards are challenging enough for your organization. In addition, evaluate the personnel in the organization and any corporate sponsors of the group. Trained professionals in the organization and the support from leading corporate partners are good indicators that the certification program is sound.
Furthermore, it is important to evaluate past businesses the organization has worked with. See what type of successes they have had. Look through the media to see if the news has covered the organization offering certification. Check blogs and other sources too to discover if positive feedback is being said. If so, you can become confident that the group is reputable and is seen as a trustworthy certification program.
When choosing a certification program, one wants to make sure that the organization facilitating it is reliable. Ensure that their standards are challenging enough for your organization. In addition, evaluate the personnel in the organization and any corporate sponsors of the group. Trained professionals in the organization and the support from leading corporate partners are good indicators that the certification program is sound.
Furthermore, it is important to evaluate past businesses the organization has worked with. See what type of successes they have had. Look through the media to see if the news has covered the organization offering certification. Check blogs and other sources too to discover if positive feedback is being said. If so, you can become confident that the group is reputable and is seen as a trustworthy certification program.
Thursday, August 5, 2010
Keeping Your Consumers Informed
Being sustainable merits keeping your public continually informed of your green practices. Your audience will be interested in hearing the latest updates and it is important for your business to show that being green is ongoing. Below are 5 ways your business can continually reach consumers with your green message:
1. Have a green e-mail newsletter- Give consumers the option of signing up for your green newsletter when they make a purchase at your store. Have your newsletter go out every other month which highlights new sustainable practices in your business. This method is a great way to build an e-mail list while at the same time promoting sustainability and your business.
2. Twitter updates – Update your Twitter when new business practices are made. Also post links in your tweets to pictures showing off your newest updates.
3. Hold an annual green open house – Once a year, hold an open house which showcases sustainability in your business. You will find that consumers will begin to look forward to this event and it is a good way to personally display your green efforts.
4. Have strong media relations – Your public will read the local paper so it is important that you maintain a good relationship with the media. Try to have the media cover your newest initiative or better yet try to have yourself do a monthly segment on the news on green business practices. Even though it may seem like a stretch, you never know what opportunities may occur once you build a good relationship.
5. Be active in your area – Attend Chamber of Commerce meetings and other business associations. Become the expert on sustainability and offer advice to other businesses. The word about your business will spread and soon the word of mouth marketing will benefit your company.
1. Have a green e-mail newsletter- Give consumers the option of signing up for your green newsletter when they make a purchase at your store. Have your newsletter go out every other month which highlights new sustainable practices in your business. This method is a great way to build an e-mail list while at the same time promoting sustainability and your business.
2. Twitter updates – Update your Twitter when new business practices are made. Also post links in your tweets to pictures showing off your newest updates.
3. Hold an annual green open house – Once a year, hold an open house which showcases sustainability in your business. You will find that consumers will begin to look forward to this event and it is a good way to personally display your green efforts.
4. Have strong media relations – Your public will read the local paper so it is important that you maintain a good relationship with the media. Try to have the media cover your newest initiative or better yet try to have yourself do a monthly segment on the news on green business practices. Even though it may seem like a stretch, you never know what opportunities may occur once you build a good relationship.
5. Be active in your area – Attend Chamber of Commerce meetings and other business associations. Become the expert on sustainability and offer advice to other businesses. The word about your business will spread and soon the word of mouth marketing will benefit your company.
Tuesday, August 3, 2010
Employee Motivation
Without doubt your employees play a key role in making sure your business is sustainable. Top management cannot be the only ones who make green choices. As noted in previous entries in this blog, going green has to be done by the whole organization. What can your business do, however, if your employees simply do not care and are not assisting with your efforts? Nothing can be more discouraging for a business owner but some creative management techniques can be used to change behavior.
For starters, offer incentive programs for employees to encourage them to be green. For instance, for every green education seminar your employees attend, they may receive an extra $25 in their paycheck. However, a different approach may need to be taken. Some employees – even with incentives – still may not assist in making the changes needed for your business to be sustainable. You may have to take a stricter approach and give warnings out to employees who are violating policy. For instance, if an employee is caught not putting proper materials into a recyclable container that would be a strike. 3 strikes, for instance, may result in not being scheduled for a week etc.
You may be asking, why should my business spend so much time caring about the few employees who are not participating in being green? Remember the key parts to green marketing –be honest and have everyone in the organization be on board. You are, in essence, lying to your consumers if you say you are being green but have some employees acting counterproductive. Consumers will see this behavior and your credit and image will go down in the community. Do not let some in your business take away from all the work you have accomplished. Educate them, enforce policies, and be strict. This way you make sure your business is truly green.
For starters, offer incentive programs for employees to encourage them to be green. For instance, for every green education seminar your employees attend, they may receive an extra $25 in their paycheck. However, a different approach may need to be taken. Some employees – even with incentives – still may not assist in making the changes needed for your business to be sustainable. You may have to take a stricter approach and give warnings out to employees who are violating policy. For instance, if an employee is caught not putting proper materials into a recyclable container that would be a strike. 3 strikes, for instance, may result in not being scheduled for a week etc.
You may be asking, why should my business spend so much time caring about the few employees who are not participating in being green? Remember the key parts to green marketing –be honest and have everyone in the organization be on board. You are, in essence, lying to your consumers if you say you are being green but have some employees acting counterproductive. Consumers will see this behavior and your credit and image will go down in the community. Do not let some in your business take away from all the work you have accomplished. Educate them, enforce policies, and be strict. This way you make sure your business is truly green.
Monday, August 2, 2010
Technology and Marketing Benefits
Green technologies can be a sound marketing investment for your business. The energy savings for these pieces such as solar panels are known but they also bring in more value. A solar panel on top of a store catches the attention of your audience. It generates buzz and people start talking about what they have seen. This form of word of mouth marketing is quite valuable and enhances your image.
In addition, green technologies make your store look new and up-to-date. Consumers enjoy shopping more when it is in an updated space. In addition, these pieces generate curiosity among the public. You may find some people walk into your store simply to inquire about the solar panels, for instance.
Of course, one should make sure that marketing value is not the only reason to invest in these new technologies. Even though they benefit the marketing mix, that is not a primary benefit of them – rather a secondary one. First, make sure that the technologies are cost effective for your business and then take into account the marketing value. This way, your organization will be spending its money most wisely.
In addition, green technologies make your store look new and up-to-date. Consumers enjoy shopping more when it is in an updated space. In addition, these pieces generate curiosity among the public. You may find some people walk into your store simply to inquire about the solar panels, for instance.
Of course, one should make sure that marketing value is not the only reason to invest in these new technologies. Even though they benefit the marketing mix, that is not a primary benefit of them – rather a secondary one. First, make sure that the technologies are cost effective for your business and then take into account the marketing value. This way, your organization will be spending its money most wisely.
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