How to Properly Market Green Products and Services

Green consumerism is on the rise, and in turn so, is green marketing. As more and more manufacturers tout their sustainable products, and dealers use sustainable operating as a way to attract environmentally conscious customers, proper green marketing is essential. With the increase in businesses marketing their sustainability, green marketing is not as simple as it once was. You cannot just slap the word "green" on your marketing materials and stand by as the sales sky-rocket. More consumers are calling claims of green products and operations into question. If you are forthright in your marketing message, you can reap the benefits.

Honest marketing
It is important to keep your level of green marketing in line with your actual green operation. You should always avoid "greenwashing", or overstating the environmental benefits of a product or service you provide as well as the level of sustainability practiced in your operation. Give customers a clear view of your products and operations so they can see the bad with the good. For example, let them know that while you might use energy-efficient bulbs in the dealership, you have not quite reached paperless status. If that is your goal, share that information with them. Tell them why it is important to you and how you wish to achieve it, and by when.

Know your green customers
Before you start marketing your green products and services, you should know who your environmentally conscious customers are and what level of marketing is required to attract them to your green offerings.
To learn more about who your potential green customers are, conduct surveys inquiring about their green-buying habits. What do they look for in a business that claims to be sustainable? Learn their desires so you know best how to communicate the benefits of dealing with your business to them. You may also learn new ways that you can improve your sustainable efforts.

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