The Eco-green Marketing Strategy Moving with the growing global trend!
Go green for health, safety and value for money. Green when linked to a healthy eco-system can become a powerful marketing strategy that translates into greater profits for businesses.
Healthy Lifestyle
The recent debates on healthcare cost in the United States has highlighted an important factor that reduces healthcare cost for individuals – “Prevention is cheaper then cure”. This is a factor that businesses associated with a healthy lifestyle can promote to increase sales while creating a positive image associated with the brand.
Ecology Profits
An ecologically balanced lifestyle means a healthy life. This impacts positively on the quality of living for individuals. Governments can provide the infrastructure to transport people into cities for employment and to enjoy the recreational activities available. An integrated electrical mass transport train system makes sense. This system can transport a mass of people in and out, as well as around the city with reduced pollution. But ultimately it is the companies promoting ecologically sound products and services within the city that generate profits and stimulates the economy.
Worldwide Shift
Worldwide, businesses are shifting to an ecological or green marketing strategy. Reducing the carbon footprint for a greener, cleaner planet is the right thing to do. This creates a feel good for customers of products and services and gives the brand a positive image.
Economic Value
There are several factors to consider in planning an eco-green marketing strategy. It is not just the form but the substance of the product or service that needs to be associated with the brand. It is necessary to go beyond merely using images such as plants or the recycle logo on the product or stationary.
An eco-green marketing strategy must integrate the economics of value for money for the customer with good profit margins for the business. Eco-green to be commercially viable is therefore about taking an ecological approach to the economics of sales and profits.
Health of Advocates
A good eco-green marketing strategy should promote the psychological and physiological health benefits of the product or service.
For instance, food products that contain no artificial colouring, flavouring and preservatives can highlight these facts. Publishing laboratory test results on nutritional and health benefits can lead to increased customer confidence that builds brand loyalty. Loyal customers can become brand advocates who help promote sales.
Service providers who use e-mails instead of snail mail can emphasize how this saves trees. An ability to deliver services efficiently should be associated with reducing stress and promoting psychological health.
Wealth of Customers
The fact that the business uses energy saving machinery and focuses on health and safety of its workers should be promoted as customers appreciate that a healthy workforce with quality tools produce quality products cost effectively. Letting the customer know that the business has invested in employee training and workplace safety shows that a company cares about people.
An effective eco-marketing strategy is a holistic strategy. It makes sure ecologically sound practices have been integrated into the entire supply chain from supply of ingredients to manufacture, storage and delivery of product to the customer.
The old adage, “Health is wealth” holds true with a good eco-marketing strategy. The customer gets wealthy with a healthy, positive experience while the company gets wealthy through sales to a satisfied customer who will come back for more.
Siddha Param
International Business ConsultantWinnipeg, Manitoba, Canada, North AmericaWorldwide Business Connection.com
