Five Smart Green Marketing Strategies

Posted on June 7, 2010

1. Be sincere

The green market is estimated to reach $1 trillion in the next five years. To get noticed in this highly competitive field, you have to understand your audience and appeal to their desire for facts, figures and data. Dressing it up with overblown claims or flowery text is not going to impress the green crowd, in fact, they find it a turn off.

2. Highlight your green practices

Since the field is so competitive for emerging green technologies, it is crucial to employ multiple avenues to generate the right kind of interest in your product or service. If you have a commitment to green practices in your factory or office, be sure to document and highlight your efforts to reduce waste and align with ecologically sound policies. If your company contributes goods or services to disaster victims or participates in community programs, find ways to work such information into your website copy, press releases and advertisements. It can make the difference in a consumer’s mind when he is faced with a close decision.

3. Design ads that create desire

As advertising expert Leo Burnett once noted, “Good advertising does not just circulate information. It penetrates the public mind with desires and belief.” To create an effective ad campaign, you need develop a strategy that creates a desire to have the product or service that you have to offer. Determine an unique aspect of your green product or service to set it apart from similar items and craft your presentation to make that aspect desirable to the consumer.

4. Create campaigns — not ads

If you notice, most successful long-playing ad campaigns have a theme or story line that connects them, like Geiko’s talking gecko or the lonely Mayflower appliance repairman. Green consumers are just as susceptible to a well thought out storyline, so don’t make the mistake of designing ads one at a time, develop a long range strategy that builds anticipation in the consumer and makes your product or service develop a new dimension of desirability.

5. Tell the truth

The bottom line in dealing with the savvy green consumer of the 21st century is to be honest, which means you don’t want to use hard sell techniques or extravagant claims. As advertising genius William Bernbach pointed out, “The most powerful element in advertising is the truth.”

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