Green marketing is a very effective marketing technique. However, you cannot just slap a green coat on your company’s operations and expect people to believe you. This is called “green washing” and when you are made out to be a phony, your business may suffer adverse effects such as losing your clientele to more environmentally aware companies. Taking advantage of green marketing requires carefully thought out strategies and coordinated efforts. Here are some green marketing ideas that you can employ to promote your company.
1. Change your branding elements
Changing the way you package your product or the logo of the company to something that looks eco-friendly is an important first step. You could use the company’s resources such as vehicles and premises as a marketing tool. Be creative about it too, make the designs as attractive as possible but don’t forget to bring out the eco-friendly side of your business.
In addition to that, you can utilize symbols such as the recycling arrow and the Energy Star Rating logo on your products to show that conserving the environment is one of your key policies.
2. Practice what you preach
As I mentioned earlier, the consumers have a knack of sniffing out phonies and once you are found out, no amount of good press will be able to clear your company’s name again. As the boss you are the first one to show that you care about the environment. Ensure your company employs energy saving methods in all its operations. Be the difference itself.
3. Make the switch to hybrid vehicles
Your company’s delivery and service vehicles still portray the company’s image. You will not see the company vehicle of a reputable firm looking the worse for wear or being towed away in a deplorable condition simply because this tarnishes the reputation of the company. Similarly, when you want people to identify with you as an environmentally aware company, using regular vehicles that contribute to carbon emissions and such does not paint a very convincing picture. Switch to energy efficient, low-emission hybrid vehicles to earn the trust of your clientele base.
Alternatively, you can encourage your employees to use the subway or ride bicycles instead of driving to work. It might seem like a small gesture but it will go a long way in securing the loyalty of your customers.
4. Move your operations online
A great green marketing strategy is taking your business online. This technique comes with a double advantage. Instead of utilizing paper made from the trees we are desperately trying to save, make use of the internet by making e-newsletters which you can easily email to all your clients at the click of a button.
Not only is it environmentally friendly, it will help cut down on costs by eliminating the need to purchase paper. Moving your consumer touch points online also a great way to stay in touch with your customers. This method is not only good to the environment, but it also makes your company more efficient in getting in touch with its clientele.
5. If you have to use paper, use recycled paper
It might require you to dig a little deeper into your pockets but it is a great way to subtly indicate your environmentally conscious ways. You can find printing vendors who avail the option of printing flyers, brochures and newsletters on recycled paper although it is at a slightly higher cost. You can even find cardboard brochure holders and displays that are recyclable as well. Despite the small difference, it is a great way to be the difference amongst your competitors.
6. Make charitable donations to environmental causes
Forget “save the whales” environmental campaigns. This is not to imply that they are not an important aspect of our environment but it is more effective to invest in making your local environment better. Plant trees, promote recycling campaign ads or directly make cash donations to the environmental organizations within your locale to help them do what they do best. After all, charity begins at home.
7. Utilize the local distribution channels
This is another cost-saving strategy. Make use of street vendors and local distributors to deliver your products around your locale. For example Josco Energy specializes in devising energy saving solutions for both commercial and home units in NJ. Since these local distributors can provide customized solutions, it is easier to set up energy saving procedures. This not only cuts down on carbon emission in the environment but in the process, you are also boosting the local economy. It is a win-win situation for everyone.
When it comes to employing green marketing strategies, you really have to walk the talk. Strategies will vary from changing the visual appearance of your company to shutting down operations that are detrimental to the environment. All in all, you should be entirely committed to making your company as eco-friendly as possible.
