Are You Marketing Your “Green”?

By | November 23, 2008

Have you ever noticed how everyone these days is pushing the green angle to their business? There is a reason for it. To some extent, it’s because it’s just the thing to do and it’s an excuse to get another press release out there. But it’s also because there are customers who really do care about their social responsibility. If you can’t hook them on features, benefits, or price, try green! This is yet another angle that might get their attention.

Recently, on The Inspired Economist blog, I wrote:

When I look at my email inbox, it seems that double-digit percentages of incoming emails now have something to do with green. Manufacturers, retailers, service providers — they are all finding green angles to their company announcements. . .

This leads me to wonder—what’s YOUR green twist? Marketing studies repeatedly confirm that consumers are looking to buy from companies that care about the environment. At a corporate or business level, are you looking for ways to let your customers and prospects know about your commitment to green? If not, you should be.

This post was inspired, in part, by the tagline used by St. John Associates in an industry discussion group on LinkedIn.  I was impressed that the company used this platform to promote its commitment to environmental sustainability to anyone reading the posts — and it promoted, not recycled paper and FSI certification (as we see so often), but the company’s accomplishments in wind power and carbon credits. Every time someone opened one of these posts, there it was. Interesting use of real estate! Kudos.

What are YOU doing to position your company for green?

Read the original Inspired Economist post.

Read all of my “Greening Print Marketing” posts.

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3 thoughts on “Are You Marketing Your “Green”?

  1. Digital Printer

    This is something that I have definitely noticed when checking my inbox recently. It seems that everyone is looking to jump on the ‘green’ bandwagon. This isn’t a bad thing, but it becomes questionable when the only reason they jump on that bandwagon is for PR reasons.

  2. KateC

    It is nice to see companies using the “green” angle, but I whole heartedly agree that if it isn’t real, and only a marketing ploy, it will get old pretty quick.

    What I am curious about, and maybe someone out there has some insight into this, is why aren’t American print providers, who actually produce their work on American soil, and provide American’s manufacturing jobs, promote this aspect of their operations? With more and work industry being moved to other “cheap” countries, why not promote to your clients that by buying from you they are getting the quality that they demand, a at competitive price from “green” aware and locally operated company.

    I hate to sound nationalistic, but a strong manufacturing sector here in the US is a crucial part of our economy. If we can market this value to print buyers, perhaps this could help stem the loss of more our our industry to other countries.

    So what am I missing? Why isn’t this more heavily marketed?

  3. Heidi Tolliver-Nigro

    Hi, Kate.

    It’s for the same reasons that printers are only minimally marketing their “green,” or their ability to improve marketing effectiveness, or anything else. Printers are just learning to be marketers — and that includes their own services.

    When I created the Marketer’s Primer Series (primers on digital printing, 1:1 (personalized) printing, personalized URLs, and Web-to-print), the intent was for printers to purchase these reports as marketing and educational tools to distribute to their customers. The reports have sold very well, but instead of selling licenses to distribute these reports, I’m selling single-user versions — for a single user at a time.

    I’m glad that I’m selling a lot of reports, but the entire point of the series is getting missed. It’s not to be sat on printers’ desks. It’s to be licensed and distributed to the people who need them most — their customers.

    It’s just that whether it’s marketing green, marketing nationalism, or anything else, I think it’s all just part of a paradigm shift that—just like the acceptance of digital printing, 1:1 printing, and other major conceptual shifts—could actually take decades to happen.

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