What does green really mean?

With Earth day almost upon us, I thought it would be appropriate to discuss the ever-popular topic of green marketing. While many of us in the marketing industry have been branding and positioning products that are biodegradable, energy-efficient and/or all-natural, for example, for many years, the environmental bandwagon now applies to nearly every industry imaginable. By following these simple tips, your company can effectively position these types of products and services all year round.

Choose the Right Words
Try actually refraining from using the word “green” to describe your company’s products and services if you feel your audience will be more receptive to specific language describing environmental benefits. Perhaps “biodegradable” or “all-natural” might resonate better. Many of your customers continue to be bombarded with these claims everyday, so using the word “green” may drive them away and position you as an unreliable source.

Know Your Audience
It is important to know your audience in order to help you better position your products and services in the marketplace. Take the time to research what phrases or keywords speak to your audience and drive them to take action.

Provide additional benefits to customers beyond going green
Knowing the product your customers are buying contains green qualities often makes people feel good about their purchases. But the ideal situation is to go the extra mile to provide an additional benefit—a health incentive, reduced maintenance or something that helps the customer save money in addition to a product’s low environmental impact.

Consider Appropriate Design Elements
When creating design elements associated with your company’s products or services, be sure to incorporate images that support your marketing messages, but also steer clear of clichéd images. Consider exploring earth tones instead of going right for the green, or use images that represent other aspects of the earth instead of the proverbial leaf image I can be viewed as overused.

In following these tips, you will find that the most interesting part of the green marketing phenomenon is its versatility. Give us a call and let us help you develop a green marketing plan that showcases your company’s environmental benefits and encompasses a strategy that is executed with sensitivity and integrity.

Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com