In my last blog post, we talked about Shell being put on trial for in New
York accused of playing a role in the killing of Nigerian writer and activist
Ken Saro-Wiwa. If you missed our discussion, see my two prior posts below this
one.
In the past month, since we’ve rolled out some new green marketing assessment
tools, I’ve been asked what makes companies and corporations successful in
marketing green products, services or green initiatives.
The reason my company originally developed green marketing assessment tools
was to help organizations, corporations and companies determine if their roll
outs would be successful in the green arena. I realized quickly that everyone
needed more education and then rolled out my Creating Authentic Green Value
Webinar series,
http://www.marketing-insider.com/secrets_of_green_brands_webinar/
There is so much to learn in this ever changing green and sustainability
marketplace. One thing is for sure, though, certain rules still apply.
• Education is paramount to make customers aware of what you mean when you
indicate a product, service or brand is green/sustainable. The more education,
the better in my opinion.
• Knowing your customer and that not all green consumers and business think and
act the same
• Knowing how to effectively position your message, when to say what, what to
say in general
• Determining where you can position your company in the over-crowded green
marketplace to allow it to rise above the clutter and not be one of the “me too”
generations
• Knowing what else you need to work on internally to be successful in launching
a green campaign and how your message should follow your greening process
• Knowing what the trends are in the marketplace, which are here to stay
What doesn’t work: