In today’s discussion, we’ll talk about my six steps to marketing green. I shared some of these in an article I wrote for Enterprising Women Magazine.
Be seen as credible when marketing green, when you follow these steps:
1. Determine your goals and who you want to reach. If you are looking to reach the green leaders who have stronger green values, you’ll want to concentrate on publications that speak directly to them such as Utne or Mother Earth. If you are looking to reach more of a mainstream consumer who is just getting interested and some LOHAS consumers, you could focus on the Discovery Channel.
2. Tell your story. Green consumers need to be able to identify with your company’s brand and the products and services you represent. By telling your story, they’re able to tie in their values with yours making your message better resonate with them.
3. Be real and authentic. Disclose everything everywhere—on your website, in your collateral material, in your conversations, etc. Even if the truth about products and services you offer is not-so-pretty, disclose it anyway. It will prevent you from becoming greenwashed (The practice of companies making their products appear to be environmentally sound when they are not.)
We’ll cover the final three steps in my next post. Until then, stay true to your green message and initiatives.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
