How Do You Market Your Green Initiative?

Selling green or eco-friendly products is a great and profitable marketing model these days. Many companies are directly investing on different green social initiatives to promote their brand. After few years, you might find that it is no more a marketing gimmick. It is just like the packet of a product - a stapled item that every company is offering. I am not being too futuristic here, but someday marketers will start fighting to catch a bigger and more tangible issue to promote a brand

These things are fine. However, are you sure that the people (your target market) have enough knowledge about different social issues? Do they really have enough understanding about what really needs to be done and how you are participating in the cause? Do they really measure how much your company has actually contributed (financially or otherwise) to reduce the problem? How many people really crosscheck if what you are saying is true or not?

I know there are media watchers and activists who would come forward to make it a point in your target market that you are not standing up to your promises. Moreover, if this is the only selling proposition that have made your product different from your competitors, there are high chances that your sales volume would go down.

Anyways, different surveys point out that though 44% people wanted to spend on green gifts this festive season, only 21% people said that eco-friendliness directly affected their purchase decision. Only 7% could name the product

So, is this a very promising situation if you want to sell eco-friendly products?

What does a marketer or an advertisement agency do to promote a new product in the market? In the initial days of the product launch, they try to spread awareness in the market about the product and how it can solve certain problems in your life. The product is often as good as the result of your communication. If you can educate your target market properly, you can get that edge over your target market.

Now, what happens when so many companies invest their energy and resources on the same issue? For example, think about a situation where 25 companies under the same product category are investing on a social issue like global warming. They will genuinely promote this step in their advertisements for better branding. Now, how does the target market differentiate one product from the other if he or she wants to a product that supports a social cause?

Like any other business, the early starters will enjoy huge benefits for some time if they can work hard to promote the cause, the solution, and the initiative they are taking to solve the problem. However, if you want a sustainable benefit, you must work spontaneously to educate the target market about the issue. Moreover, you must develop your effort for the cause like another product under your brand. For example, in an ideal situation you must advertise and ask people to take an initiative for the cause (buying your product is secondary). Once people start believing your story, they will also start loving your product or they will start promoting your brand.

The market is ready and green marketing is not just an additional offering anymore.