Kermit the Frog was right – it’s not easy being green.
But if you’re determined to hitch a ride on the green marketing bandwagon, do it right.
First, define why you’re using green marketing. Is it a cost or image issue? Or do you feel you have a moral obligation? Making sure your products are “ozone friendly” or “recyclable” is just the beginning. In fact, the concept of green marketing incorporates a much broader range of activities. Check your production processes, packaging, distribution and marketing materials to make sure your green claims are accurate.
And keep the first rule of marketing in mind: know your customers’ needs. Environmental stewardship may not be enough to sell your products, so be prepared to promote their green benefits as a valuable secondary benefit.