Make it about the consumer ... This is one of the first conclusions of any marketing text, or classroom. You will not be sold drill, you're selling holes. This sizzle, not steak (sorry fellow vegans). Sell the benefits, not features.
When it comes to marketing green building techniques, sustainable products, high-performance home, organic food, natural products, or any of the whole host of green services, it all comes down to this basic truism of marketing - "It" is a must for consumers.
Also, many green business owners access to their customers in the assumption that people buy your product or service simply because that it is a responsible thing to do. Even if your product is the best possible environment, is the most socially responsible market, or the healthiest on the planet, you still have a frame work in marketing, packaging and positioning activities around the impact of each of these advantages are a person who would hold your wallet and make a final decision to purchase
With the exception of the relatively few deep-green consumers most committed to social and environmental choices, based mainly on the altruistic nature of your green product or service can not be successful marketing program.
Identify what you can do your client first. If you offer low-VOC painting services, you can forget about the prevention of ground-level ozone, the market for security products offer a family with a healthier indoor air quality. If you sell organic food, put the nitrate reduction in ground water back burner - talk about food without carcinogens chemicals and petrochemical fertilizers. Making "it" on the consumer's life and you have marketing message that works.
Example: Toyota Prius From the growing list of gas-electric hybrid vehicles on the lot is still king of Toyota Prius. Sales numbers of small-car range from 1.5 million units, most delivered to the U.S.. No other hybrid model has come remotely close to coordinate progress in market-making Prius, although other manufacturers continue to try to find a Prius killer. The problem that most of the hybrid car manufacturers have ignored the fact that they have not tried to compete against the Prius, according to its primary market forces - its uniqueness and image.
Prius is very fuel efficient medium size car with a reasonable creature comfort, cargo space and handling. Other manufacturers are developing hybrid cars with lots of same features (although not the car is aligned Prius fuel efficiency). Mistake that other manufacturers is that they use the existing car-body platform and the transition to gas-electric hybrid propulsion system. Edge of the hybrid badging was important aspect of this competing projects, which identified them as a unique environment. (One exception to this lack of uniqueness of the now retired The original Honda Insight design, which suffered from a strange style, zero cargo space, and only two cramped seats.)
Driving a hybrid form of individual notification of selection, the driver is done. Prius is responsible decisions, concerned about the world than one's own life, environmental management and optimism about technology and our ability to cope with our current environmental issues. Driving Honda Civic Hybrid makes none of these communications, because the car looks like a dozen other Econo-box vehicles. Driving Civic invisibility may be you can get.
With the new five-renew the environmental and economic problem, but the addition of Mix all practicality, that the original Insight was missing.
Both Toyota and Honda are now marketed products, which deal the consumer's interests first - the desire to take action against the guilt and concern about global climate change, while publicly taking credit for their actions.
In this case, the Prius, it helps that Toyota has developed a truly great little car. This product complies with a large the number of human needs, which are less economically and safely. It also calls for consumers in the form that has made a lot of them pull out their checkbooks.
Are interested in full disclosure, I should disclose that I have owned two Prius hybrids. Dang, that Toyota's marketing department is good.
Now, how can you make marketing messages for your green products or services are more about your customers?
0 responses so far ↓
There are no comments yet...Kick things off by filling out the form below.