In my last post, I mentioned timing being a critical part of any marketing and communications effort, especially a green one. What I want to talk about here is green perception versus green reality. So, what do I mean by green perception versus green reality?
Green perception is that a product or service is being perceived as green. This could be because it is new to the marketplace and people have not investigated it yet. It could also mean that others have claimed it is green—possibly the press. It could also mean that it was rolled out in a marketplace newer to green products and consumers don’t know yet what they don’t know. Whatever is the case, the perception is that it is green.
Green reality on the other hand is just the opposite. It means that in reality your product is green. It doesn’t mention to what degree, but means that it has some green elements. Maybe it is biodegradable or recycled or even marketed in an environmentally friendly manner. Maybe 1% of the proceeds are going back to 1% for the Planet or another charitable organization. Whatever the case, the reality is that this product or service is green.
Why is this important?
There are so many times that I hear companies or individuals indicate that their green product is superior to another in the marketplace or it is greener. The question I always ask is, “What is the perception? What do consumers think?” Many times, consumers think that their competitors’ product is greener or superior and even though this may not be true, it is the consumers’ perception. As we know, perception is oftentimes 9/10ths of reality.
So what can you do about it?
First of all, I recommend you find a way to focus on your strength that is perhaps their weakness and “prove it.” Because the marketplace is flooded with goods and services that claim to be green, it is no longer just possible to say something is green, you have to prove it.
How can you do this?
By showing the product or service in action. For example, if you manufacture environmentally friendly bags that you feel uses a greener process, why not show your manufacturing process up close and personal. Offer live tours, walk people through the process on DVD and on your website pointing out your greener differences and why this matters.
Did you notice I mentioned, “why it matters?” People always need to know the benefits, “What’s in it for them. Why should they do it?” Always make sure to follow-up any discussion on features with answering the “why.”
We’ll talk more about that in my next post.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
