Marketing the Green Side of Your Business

By now you realize that Green is no longer a fad. One of the large demographic groups that is driving environmentally safe products and concepts is the mommy blogger groups. These are mothers of young children who want non toxic products for their families, for their home and for a better environment for their children. There are dozens of mommy blog groups and thousands of mommy bloggers who join these groups. They spread the news, good or bad, about products incredibly fast.

They are viral marketing to the nth degree. They review products and let the world know what they think. As far as I know, they are all volunteers in this intriguing web of women with similar values that use all the social networking tools to make their point.

The second group are the socially conscious baby boomers, who once used their purchasing power to buy environmentally safe brands and are now establishing on-line businesses that are directed to environmentally safe green products and energy saving devices.

It makes sense if you think about it. After all this is the generation that read the Silent Spring (1962) by Rachel Carson and started looking for alternatives to pesticides. Back then they wanted to change the world and they did with their numbers, their powerful economic spending and their healthy, energetic lives.

If you are one of those boomers who recently decided to pursue your passion that you tapped into during the 1970s and have started a green business, you also are in the right place.

If you have recently lost your job as a teacher, or factory worker or retail sales person you may want to consider starting an on line business at home that captures the essence of going green.

Do it yourself projects are once more in vogue. Energy saving devices saves everyone money which means more people are thinking about environmentally safe and energy saving products. Boomers connecting with their environments continue to drive the demand for organic solutions and finding other alternative solutions for natural lawns and flowers. It is a great market niche because consumers are looking to the fast and easy way to grow a tomato bush or carrots or some kind of lettuce.

Baby boomers have more time available with children out of the home but they still want the easy way to get the job done. Focusing on the needs, desires and passions of the emerging gardening and energy saving consumers seems so natural.

Today it is not only social conscious Americans that focus on green products and services but also business owners and clients who are looking to save some money. Since April is designated as the Green Month it’s not a bad idea to think of going green in your business and telling the world that you are doing it. Just think about President Obama’s Green Energy Agenda. That is additional support you can count on.

My first suggestion to achieve high contact rates with the green benefits of your business is to appeal to consumer thrift. If you do have a green product the first thing you do is to demonstrate how it saves your client money. If you do not have a product let the world know you are saving money too by going green. I am more likely to approve of someone who knows how to save money which means that person has my trust. Saving money and gaining trust; could you ask for more?

For instance, I am saving up to 75 percent on lighting costs since I outfitted the lights in my office and home with the compact fluorescents. Although the initial outlay is pricy, the electricity savings over the life of a bulb is a no brainer. I can post that information on a blog as I am doing now or talk about it in a teleseminar.

The fact is many products advertised as green or organic can sway purchasing decisions. Companies and consultants can also position themselves as socially conscious to attract customers.

Here are some tips for promoting your green efforts to your market:

Tell the truth. Many products make exaggerated claims and that can really destroy your credibility quickly. Tell the truth in all marketing efforts.

Make concrete claims. The words environmentally friendly or sustainable without providing solid examples to back up the claim do not work. If your packaging is made from soy based products say so. If you have managed to reduce your energy costs, brag about it.

Provide evidence. Explain how you are making the world a better place. Are you and your staff volunteering on a regular basis at a recycling station or talking to school children?

Get help. Your clients and customers are becoming increasingly interested in environmental issues and business responsibility. Many boutique marketing and advertising firms have sprung up that specialize in branding companies as environmentally friendly and socially responsible. Getting professional PR help may be costly but the rewards will be substantial.

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