Green Marketing is alive and well among those that know how to use it. Green marketing will continue to grow and blossom if you remember one important fact. People want to know what the immediate benefit is to them. Immediate means right here and right now, if you lose sight of that fact you will be lost and your competition will fill the need for your customer. If you think your green initiatives will drive customers to your doors you are looking at people needs upside down, snap out of it quickly before it’s too late!
Regardless of the economy there is a very specific order to people’s needs. Survival is at the top of people’s needs, things like breathing, food, water, sex and sleep trump saving a tree. In a down economy people are much more aware and concerned about affording groceries than saving the planet. Morality, self actualization, and all that feel good, fufu crap is a polar and absolute opposite to food on the table. If your headline focuses on fufu and your competitor focuses on addressing basic human needs, what do you think the outcome will be? “Umm… bankruptcy?” Ding, ding ding! Correct answer!
I know, it sounds like green marketing and doing good is a losing proposition, but bear with me for a few moments, and I’ll try and break it down. Green marketing addresses the complete product life cycle because sustainability done right, creates sustainable profits. Sustainable profits help you build a successful brand with staying power. The benefit to the planet is you learn to do more with less and you help others by serving as an example. People like people that do good things and help them, so they buy more from these folks, creating more business, earning more money so they can do more good. Marketing promotes your brand, green marketing builds your brand for the long haul.
Don’t ignore human nature, it never changes. Good, green marketing accepts human nature and works with it to inspire action. Action can be purchasing your product or people modeling your success; that is how big changes happen. Good, green marketing starts with a single step, stay focused and come up with one thing that you can do to increase customer service and satisfaction while increasing profits and not hurting people or planet. You might be stumped at first, but give it a moment, the ideas will come. Usually the ahaa moment is when you realize an increase in customer service and satisfaction creates repeat customers, which is the quickest way to growing your business.
- Big Promise: Determine how you can make your customers life better right now. What do you do better than the competition? What is the big promise that your company is founded on? How do you help them survive and prosper?
- Safety: Provide reassurance that doing business with you is a good choice. You are the safe choice and the right choice.
- Bonding: Welcome them to the growing family of customers that chose to work with you. People desire a sense belonging, when they join your team they will tell others.
- Respect: Point out how the decision they just made will earn them respect and esteem from others. People like to be respected and want to feel good about their buying decisions. Why will their boss, coworker or spouse be happy about the purchase?
- Doing the Right Thing: Finally, reassure them that they are doing the right thing. They are buying a quality product or service made by hardworking, caring people that receive a fair wage for their efforts. The world is a better place because of their decision and together you helped solve a global problem while inspiring morality and creativity.
Steve Schappert is a certified energy and marketing expert and can help your business lower energy use and increase sales. Steve serves as The President of The Green Marketing Company and publisher of The Good Word. Contact Steve today for a free marketing consultation and a 20% discount on advertising on The Good Word. 203-994-3950 Email