If you are considering becoming a greener marketer - that is, shifting your current business to a greener project in order to attract clients interested in green issues - it is important that you understand whether or not your current customers really enjoy the environment. If not yet, they might be around the corner if you lead the way in shipping and set a good example of how you can get more greener.
What is green marketing?
Green marketing is concerned with the marketing of products and services that can be considered greener than what is available in the market at present. For example, if you were going to open a green dry cleaning company, you would use less hazardous chemicals, recyclable plastics, reusable hangers and shirt boxes, etc.
You will also need to educate consumers about why green dry cleaning is as good, if not better, than the current dry cleaning. By explaining the difference, you can justify any price difference related to the new green product line.
Studies have shown that customers have indicated their willingness to spend 10 to 20% more on a green product versus a conventional product - provided it gives the same level of performance, if not better, than what they usually use.
Green Business Administration
Green marketing is also about being aware of the waste in the business and trying to have the least possible carbon footprint in running the business.
The easiest place to drive the graphics here is to stop creating paper catalogs and other paper sales materials. Instead, create an online catalog containing full details of all your products, and keep it updated frequently. Get people to the site with classifieds ads in local newspapers or industry-related or related magazines.
Make the most of your email marketing listings to remind people to come to the site and see what's new. Regularly launching and promoting products on social media and online press release distribution services. In this way, it will spread the word about your new green products and services, but without having a major impact on the environment.
Around the office there are many things you can do to make it leaner and more environmentally friendly. This way, you can show your target customers that you are not only trying to make money on the green, but that you really care about the environment. For example, use recycled paper in the printer, along with soy inks. Use recycled toilet paper, napkins, and paper towels as needed.
For paper towels, consider purchasing and washing cotton hand towels regularly instead of using lots of paper towels. Use cups instead of disposable cups. Use your regular coffee maker instead of a Keurig so these little plastic bags don't litter the planet.
Use a reusable stainless steel filter in the coffee machine basket so you don't even have to waste paper on coffee filters. Buy water filters and filtered water jugs to reduce your bottled water usage. Use BPA-free (or stainless steel) plastic water bottles and travel mugs to reduce litter and plastic in the environment.
There are many things you can do to educate your clients about green issues. But first you have to learn yourself. Once you do, you can take a 360-degree look at your products, services, office, and vendors. This way, you will be able to clean your company and make it environmentally friendly, and convince clients who are interested in green matters.