We had a pretty in-depth discussion in my last couple of week’s worth of posts on defining green marketing internally and externally. I’d like to take some time to carry that discussion to another level—alliance partners.
Many people do not consider that joint ventures/alliance partners as an expression of their brand—their company. Who they align themselves with tells people who their brand is and what they’re about. To define green marketing in this manner the right way only makes business sense and cents—it can make you money.
Think about it. If you define green marketing and your brand by aligning yourself with a company that is not truly eco-friendly, then what are you saying about your brand?
Are you saying it is okay to be wasteful?
Aren’t you telling consumers to trust you and trust what you tell them?
How can they when you don’t truly define green marketing and your brand with the right joint alliance partners? The reality is that they can’t.
This is why you need to take the time to really get to know any possible alliance partner with which you want to align yourself and your brand. You want to make sure they truly can define green marketing in their efforts and can make the connection with green and LOHAS consumers.
Remember, you can lose these consumers any step along the way, even after you make the sale.
Considering how expensive it is to acquire new customers, don’t you think it makes sense to keep them happy?
Define green marketing through your alliance partners.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
