Earth day is upon us again, and it’s a great time to look at how Green Marketing can be a useful way to capture the fancy of environmentally conscious consumers. This is not only a sensible way to conserve our precious natural resources, but it has turned into a hot political and social topic in our communities.
The obvious reason to embrace Green marketing is to manage our available resources with an eye toward good stewardship. Nonetheless, you would be wise to keep your business’s public image in mind simultaneously, because the image it projects can be a deciding factor for many people these days. Many will opt for an eco-friendly choice over another company that doesn’t exercise Green marketing on principle alone.
How can you attract socially conscious consumers?
Getting the word out in your normal media is an important path for many companies to stress your green practices, improve your public image, and generate overall good will. As outlined by a report by D S Simon Productions, “media initiatives with a corporate social responsibility focus generates 35-50% more positive media coverage on television, radio, web and social media than comparable programs without the CSR hook”. Developing “green teams” within your business can get employees involved and help brand your business as one that truly cares about conservation and the green initiative. Organizations like EarthShare can help.
How Arya Cleaners parlayed their green initiative into brand awareness
Arya Cleaners, a dry cleaner in Chula Vista CA, went all in for green marketing and it paid off handsomely. Updating their natural gas burning water heaters with a new technology that transfers heat from the boiler to their commercial laundry machines, upgrading their company vehicle with a fuel efficient clean burning delivery van, and by using wet-cleaning technology that reduced their use of PERC (perchloroethylene), a harmful chemical solvent used by dry cleaners, by 90%, are a few of the steps they took.
This led to Arya Cleaners being named a CoolCalifornia.org Small Business Excellence Award Winner, becoming a Certified Chula Vista Clean Business, and receiving the Mayor’s award for excellence in 2009 for green friendly business practices. Arya has gotten it. Branding themselves as an eco-friendly business in a business where there are few who are doing so made a big difference. Make a plan to embrace green marketing today, and see if it doesn’t have a positive effect on your bottom line!
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