We Wanna be Green

Companies all over the world are adopting green marketing slogans and attaching "built green" to everything from skyscrapers, cabinets, windows and a variety of other construction products.  Historically green products did not work as well as "regular" products so green may have unfairly been associated with second rate or not quite as high quality.  Showerheads in the 70's that had low water flow and similar products that never seemed top notch started the green marketing movement out on the wrong foot.
 
In addition to the perception of lower quality, green products these days now have to stand out from the massive amount of other products that are also calling themselves green.  And of course, there is always the challenge that green products tend to be more expensive.  To be a leader in the green arena, a brand must do something novel and do it consistently to separate itself from competition.

To create a green, or sustainable, marketing strategy, identify the company's core competency.   Working with senior management including members of the risk management team, assess if there are ways to streamline people, processes and procedures (the 3 P's).  Once this data has been collected, one should begin to look external resources that support a brand.  

A retail company could reach out to manufacturers and distributors to find out how vendors can offset electricity generation with renewable energy credits.  If the business sells a service, an idea may be to donate a percentage of the revenue stream to local causes that help to renew and beautify the surrounding area.  The donation is a tax write-off that also carries marketing benefits.  Regardless of the contribution, be sure to involve local media.  Press coverage will more than offset the investment and continue to raise brand awareness.

Once all of the analysis has been done, calculate potential cost savings and efficiencies for the company BEFORE making and presenting ideas.  It's recommended to avoid stating the desire to start company-wide a green marketing program.  Instead, emphasize the cost savings a program like this could generate as well as the PR benefits, so the decision-maker can understand the program goals in case they are not green savvy.

If creative, sincere and diligent, any company can deliver a successful green marketing program that will benefit their company and their customers.

Author: Chad Fisher