| Eco-Friendly Marketing Ideas For Green Fingered Businesses

Posted in Small Business at 9:00 AM by Loftis Consulting

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With over 70% of millennials willing to pay more for an eco-friendly product, it’s no wonder businesses are going green. But wait because there’s more. It turns out governments are handing out grants and tax cuts to get organizations on board. Plus, green technology is getting better and reducing costs for businesses of all sizes. Let’s face it – you’d be mad to miss out.

There is one potential pitfall, however, and it centers on marketing. Not to be cynical, but customers won’t know you are helping the environment if they are unaware. So, the business has to promote the fact unashamedly. However, it has to do it strategically because arrogance and smugness are turn-offs. Also, the customers need to know you’re not doing it to make money.

It’s a delicate balancing act and one which establishments struggle with daily. Thankfully, there are solutions. These are the marketing tricks which businesses can use to promote their good deeds.

 

A GSP

GSP stands for green selling proposition. Every product or service has a unique feature which customers love. For the most part, the marketing strategy should exploit the products and services best attributes. Instead of focusing on a non-green USP, the plan should incorporate a green selling point. Take appliances as an example. Customers are not angels and want to go green because it cuts costs in the home. Household appliances, especially kitchen ones, are the main culprits due to their inefficiency. A seller who promotes their goods use a small amount of electricity will get alot of interest because the feature is high on consumer lists. The great thing about this tactic is the natural selling proposition. It doesn’t look out of place and customers won’t see it an inorganic.

 

Renewable Energy

Realistic renewable energy methods include wind power and solar energy. There is no way better way to reduce CO2 emissions than to produce energy without fossil fuels. Not only does it help the environment, but it also cuts cost and makes money in the long run. Seriously, some governments pay businesses a pretty penny for the energy they put back into the grid. From your point of view, there is another pro to renewable energy: size. Solar panels and wind turbines are big and bulky and easy to spot from a mile away. Even the small and sleek versions are large and conspicuous. The reason this is good is that customers should see your commitment to Mother Earth. When they walk down the street and notice solar panels on the building, they will log the info. The same goes for a wind turbine or any other source of clean energy.

 

Recycled Goods

One small and effective way for the company to do its bit is to recycle. Simply put, you take materials such as plastic which is bad for the planet and put it in a different bin. The same goes for glass and anything else which isn’t biodegradable. The marketing flaw is evident here because it isn’t easy to promote your recycling effort. However, using salvaged paper is a fantastic place to start. The benefits of reusable paper are twofold (excuse the pun). Firstly, the feel of the paper is different to “normal” dead wood. Just by touching it, it is possible to work out the old trees have been around the block. Never underestimate the intelligence of customers because they don’t need spoon feeding. But, if you want to put it on a plate, you can do just that with recycled paper. Lots of vendors promote the fact their paper is from salvage and don’t turn off the consumer. Logging is a major talking point around the world and the public is not averse to saving trees. Telling customers you recycle appears unnatural unless it’s with paper.

 

The Explanation

Of course, the business can be upfront with its base and explain the process. It goes without saying that the financial aspect doesn’t need mentioning. However, the part about helping the planet and cutting costs and CO2 emissions is fair game. The next time you surf the web, look out for how many sites utilize this tactic. It’s by no means conspicuous because the homepage should be interactive and engaging. But, the “about us” tab is a perfect place to explain the transformation. Don’t be afraid to mention the customer’s contribution, either. A smart way to promote your strengths is to give other credit for the conversion. Just say the customers demanded greener products and services and you listened. A couple of sentences is all it takes, so don’t feel the need to write an essay. People who read the section will get the gist without an in-depth account.

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Art of Subtlety

The idea of putting your heart and soul out there for everyone to see is unappealing. No one likes to be vulnerable, and it may backfire if customers think it’s corny propaganda. A more subtle method is best in this case, and logos have a perfect solution. Have you ever seen the eco-friendly labels on green products? A green house or building in a leafy ball? Wherever you are in the world, everyone knows what these symbols mean. So, adding them to a piece of recycled paper or the bottom of a landing page is logical. And, it gets better because the logos are small and unobtrusive. In many cases, they are hard to spot among the crowd of text and video content. Still, they have a knack of standing out and catching the eye. For extra subtlety, try and place them near significant landmarks on the page. For instance, people will search for contact details because they need to know how to get in touch. Putting a symbol next to the company phone number is a simple way to raise awareness.

 

Online Links

It’s fair to say customers who read about eco-friendly products will get lost along the way. The industry is a lifesaver, but it doesn’t know how to interact with people in an uncomplicated way. Some people think there is no point guiding them through the process because they don’t care. All they want to know is that the firm has gone the extra mile to provide green products and services. Well, even if they don’t care enough to do the research, a link never hurt anyone. Say the page mentions power factor correction and no one knows what it means. A simple hyperlink gives the reader an opportunity to learn more. Rather than be lazy, you can be proactive and engage with the audience. Who knows? A handful of people may fall into a rabbit hole and spend thirty minutes studying your processes. If this happens, they are more likely to engage with the company’s methods.

 

Tag, You’re It

Businesses are jumping on the eco-friendly bandwagon, but some companies are up at the front driving. And, credit to them because they saw the revolution coming before anyone else. Nowadays, they are the ones who are synonymous with green products and services. Customers even look to them for validation. Because marketing is a patience game, it will take years to challenge their dominance. Thanks to their foresight, they are the market leaders. But, as the saying goes, if you can’t beat them, join them. By going into business with the big dogs of the eco-friendly world, you can piggyback off their success. Just by being partners means your base and theirs will see you as a legitimate friend of the environment. The more prominent firms may not be on the same page, but local vendors are different. As you know, SMEs are always looking for new revenue streams, and your proposal may be ideal.

 

Green Vehicles

Depending on the size of the firm, the company assets may include cars. Plenty of businesses use company cars for the sake of their employees. For example, the insurance comes included, which is one less payment for the worker. Plus, a car gives the employee a chance to generate leads and complete transactions while promoting the firm. It’s a win-win for both parties, especially when the car is good for the environment. As soon as a passer-by sees the motor, they will instantly link it with the company. Even better, some makes and models are known for being green. It goes without saying, but the Toyota Prius is at the very top of the list. Just make sure it isn’t a Volkswagen or a diesel engine after the emissions scandal.

 

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Charitable Donations

Finally, the company can donate money or services to charities which focus on helping the planet. Organizations such as Greenpeace are both reputable and legitimate. Therefore, there is no reason worry about the donation being fraudulent. Also, charities tend to disclose their contributors in emails or monthly newsletters. As a result, there is no need to boast about the pledges to your customer base. The charity will do it for you, and that makes the donation even more organic.

There are plenty of reasons to green a business in this day and age. Being able to promote the fact is one such cause. Thanks to the tips above, now you can without turning off your customers.

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