It does no good to promote a green agenda if your marketing department prints thousands of color brochures—killing many trees in the process! Marketing for a green enterprise has to be carefully thought out so that the promotion process doesn’t impact the earth and make your company look hypocritical.
First of all, ads on the Internet are seen by millions and these don’t kill trees. The use of Internet rather than newspaper or magazine print ads is cost effective and utilizes less resources. Drive traffic to your website and use it as the primary point of entry for new clients.
Many green businesses also face two challenges of perception that your positioning and messaging must be designed to overcome. Even among those who consider themselves eco-savvy, there is a perception that green products and services are higher in price and somehow inferior to "modern" technology. To combat this, try to arrange comparisons between your products and those in the traditional sphere. If you don’t compare favorably, then quantify your environmental benefits and show how a small sacrifice can create a large green gain.
Last but not least, network with other green businesses to share ideas. Other business owners may have developed an angle on drawing in new environmentally friendly customers that you have not yet discovered. Word of mouth advertising is also quite effective and expends no additional resources.
More from GLI:
Yes, posting key documents on a web site or e-mailing them is very good, but sometimes things need to be printed. Smart companies are designing print pieces that can be printed on-demand rather than in bulk. Loads of paper is saved, and the print piece can be as up-to-date as possible via on-demand printing. The other thing you need to consider when trying to save paper: is printing on two sides of a sheet really reducing paper if you need to use such a heavy bond of paper to allow two-sided printing? You might actually be using more paper fiber.
Regarding the positioning of \”green\” products, don\’t discount the value of the health aspects. People are willing to pay more for products they know are non-toxic or less toxic than traditional products. Ask any mother this: does she want to paint her new baby\’s room with traditional paint that outgasses toxic gasses in the form of VOCs? Or is she willing to pay a few more bucks per gallon to get high-quality, non-VOC paint that is sold as \”green?\” (And, in some cases, the green product is price-positioned similar to a traditional, high-quality paint.) Same for flooring, cabinets, etc.
Green isn\’t just good for the planet\’s health, it\’s also good or each person\’s health in his or her living environment.
This is the hardest part in launching a green business. balancing between paper vs. internet ads. Great insight.
Yes e-mailing or banner ads on the internet save paper, but has anyone compaired the cost of electricity to run the computers and if there are health hazzards of sitting infront of the computer? I\’m guessing it\’s still better for the environment and people to use electronics. Also if ads are on the internet people end up printing really important ones anyway.
I’m looking out for Green job in India / Telecommute job for USA or other world