5 steps to market your eco-offering
By Sharole Lawrence and Jeanette Miller, published in the May/June issue of MOMPRENEUR Magazine
Pink and blue, you’ve got competition. To get moms’ attention these days, it pays to be green. Green products and services seem to have superpower strength to justify their cost at a time when families are cutting back their discretionary dollars. It’s not hard to see why: green products are usually perceived as safer, higher quality and environmentally friendly – things that make moms proud to part with hard earned money.
Not only do green products and services find their way into tight budgets, moms love to share their finds with family and friends. Leveraging “word of mom” is invaluable. On her blog, greenandcleanmom.org, The Green Clean Mom says:
“When I love a product and company – I don’t shut up. I keep telling you about them and telling you their specials, where to buy them and supporting the company however I can because I want you to experience what I experience – it’s a love thing.”
The market is growing for “sustainable” and “socially responsible” products and services. If your company has shades of green, consider these five steps when marketing and promoting your eco-offering:
1. Educate
Green knowledge varies among customers. While some customers are still getting onboard the green trend, those who are savvy may be on guard for “greenwashing”, examining green claims closely to determine if what you’re saying about your product or service is truly benefiting the environment. Make sure your educational materials specifically outline your green benefits, such as being produced locally or using non-toxic substances, to meet various levels of understanding. You can promote these messages in many ways depending on your product or service, including point-of-sale displays, strategic package design, workshops, e-newsletters and online videos. A word of caution: the medium is the message so be careful that your educational materials aren’t considered wasteful or excessive.
2. Advocacy
Putting your money where your mouth is increases credibility with customers. Demonstrate your company’s commitment to being green by getting involved with green causes. This will prove to your customers that you are not just following the eco-chic trend, but that you are actively involved in being green. Make sure you research your chosen cause well and then incorporate your involvement with the promotion of your product or service. There are many green not-for-profits to choose from, including Evergreen, a national charity that seeks to make cities more “livable” and has several programs that encourage local involvement.
3. Get social
Birds of a feather flock together, and green customers are no exception. Green forums continue to sprout on the internet and online communities help spread the word on green products and services. Take the time to review green websites and social media and then join the conversation. Truly get involved in the discussion and casually mention your product and service when appropriate, or include your website address as part of your online identity. There are flocks of potential customers that may be interested in your offering, but just yammering on about your product or service will scare them away.
4. Branding
To market your company well, being green isn’t enough. The market is getting greener every day, and to get noticed, you need a strong and likeable brand personality. First impressions are vital, so ensure that your brand and product or service look green. Many packaged goods have missed the mark by being too modern in their design that the look overwhelms or confuses the green message. Bona fide green products sometimes have packaging that says “industrial strength”, defeating the safe and natural feeling the product is trying to convey. Invest wisely in your branding and packaging by testing your concepts with potential customers to ensure your message is loud and clear before going into production.
5. Buzz
Third party endorsements provide both attention and credibility to your product or service, and timing can be everything. Earth Day on April 22 and Environment Week in June are opportunities to pair the promotion of your green company with positive media interest in the environment. Many editors are looking for unique story angles, including new green products and services, to highlight at these times. In addition to local news media, there is a plethora of green focused publications, columns, and blogs that need space filled with information on green products and services. Pitching the benefits of your product or service to these forums can increase your chances of filling that space.
You’ll need to develop a target list of media and online contributors to approach for coverage on your green company. Make it easy by having an online press kit prepared, and if applicable, product samples to distribute for review. Keep deadlines in mind as you approach media – while magazines have a three to five month lead time, blogs and mainstream media required only a day or two’s notice to cover your product or service. You can also pitch your green product or service around Christmas, Mother’s Day, and other notable days for media wanting to promote eco-angles in gift giving.
Whatever approach you take, match it to your audience. Green children’s products are promoted during the ABC Kids Show in Las Vegas in a segment dedicated to natural products. Epic is a living expo in Vancouver dedicated to the education and promotion of sustainable companies – wholesalers can create buzz by launching their products at an industry or consumer trade show.
Finally, let your customers have their say. Give customers the ability to provide ratings on your green product and service on your website, and use that opportunity to provide special offers in return.
It’s good to be green in today’s market. Leverage your green product or service to make the most of this trend, and your efforts.
Bios
Both Sharole and Jeanette specialize in marketing to Moms. Glow is western Canada’s leading marketing consultancy specializing in marketing to Moms and limelitePR is Canada’s only boutique PR firm wholly dedicated to creating a buzz and connecting brand with Moms across Canada and the USA. They have both leveraged their clients green practices in order penetrate the marketplace and create a sustainable business model.
Sharole Lawrence is President of Glow Marketing
www.glowmarketing.ca
Jeanette Miller is Principal of limelitePR
www.limelitePR.com
June 4th, 2009
