Best Way to Improve Green Marketing, Sales and Branding Is With Outreach
Jul 13, 2011
Austin, Texas: I was asked at a panel discussion recently what would be the one best way for a green marketer to increase sales. I immediately responded with OUTREACH.
After some discussion and debate, I came to the conclusion that I had given the right answer.
Sure, everybody wants to increase sales, so they start planning creative strategies.
Visits with ad agency and or marketing departments.
New product features–gotta have them.
New ad campaign–a must to justify this campaign.
Sleeker packaging–why not?
The list goes on–products, features, benefits, etc.
All these are fine. But so what?
Why should customers care?
The base for green products is not growing at the same rapid pace it has for the past decade. The greenies are all on board, as I had mentioned in a previous post.
But what about the rest of the population?
If you are not doing outreach programs to promote green causes and the benefits of going green, you will not expand your market share. In fact, if every company in your field promoted a green product to the same base, your market share will dry up quickly, as competition for that segment will increase.
Set aside a good amount of your green marketing and advertising budget–and spend it on creating awareness for environmental issues:
- reuse of products
- carbon footprint
- cap and trade
- alternative energy
- pollution reduction
Your products and services should only be mentioned in passing — or as an afterthought.
Outreach should be done to create passion.
To build the base.
To inspire social change.
Can it be political? Sure. Will it create some negative impact among non-greenies? Possibly, so tread carefully. But if you are truly a green company, the positive will surely outweigh the negative. And, if you are truly green, those that are most offended are probably not going to be your ultimate target market any way.
At your next show, will you be touting product benefits–or building the base through outreach?
Outreach first. Sales will follow.
That is the best way to increase green product sales over the next decade–and beyond.
Let’s Make Every Day Earth Day