It is the desire of any entrepreneur to see his/her business grow with each passing day. In this light, many marketing strategies are employed to make this a reality to the entrepreneurs who embrace online marketing strategies.
Green marketing is a marketing strategy that enlightens entrepreneurs on how to go about Online Marketing. It brands one’s marketing message so that it attracts or appeals to a wider market by giving particular attention to people’s willingness to choose products and services that are environmentally friendly. That is, the products or the services generally give rise to environmental benefits. One needs to think about the attributes of a commodity, the policies, systems and processes employed by a firm to manufacture and sell the products .If consumer finds a product or service to be “green” as a benefit, it will determine if they will purchase it or not (an assumption of green marketing). However, it is uncertain if consumers would be willing to pay more for green products or services as compared to the less-green alternatives. Like any strategy, Green Marketing has some rules or laws that it abides to. Let us dig in into the six laws of Green marketing.
1. Authenticity vs. flash
This law ensures that producers actually meet the claims of what they say their products do. Misrepresentation of the product is highly forbidden.
Honesty is of utmost concern. It is wise to state any challenges the firm is facing, be it environmental, financial or even social goal setbacks. Consumers will respect that. One’s honesty pays off.
3. Consistency and commitment
Can your customers depend on you? That is a question to keep in mind as you produce your commodities. Customers want to be sure they can depend on the quality of the products at any given time. Therefore, one should venture into sustainability measures and techniques to ensure this productivity; regardless of whether the measures are known to public internally or externally. By doing this, the public and stakeholders can be able to easily trust the firm.
4. Targeted communication
It is important for the producer or entrepreneur to know his/her niche so that it is clear of the customer base targeted. That will make it simple to identify the consumer’s preferences. It is important for the producer to identify what the consumer’s concerns are. Could it be to reduce on cost? Or social difficulties? Environmental concerns maybe? Let it be clearly outlined.
5. Execution is king
The systems, process or policies employed in attaining the stated sustainability is to be highly observed. This is because this will determine if the stakeholders or clients at large can trust you. You can be sure if you sabotage their trust, you are up for a big fail!
6. Measure success and continual improvement
One should plan for foreseen obstacles by using applicable metrics, which can track the steps followed to reach the sustainability level. This calls for continual upgrading of commodities and consequently, continual success.
Three key issues to consider for Successful Green Marketing
These 6 laws of green marketing can be put into 3 major laws. Using a case study where a firm decides not to use plastics bags, as they are not environmental friendly, then, One’s claims should be genuine and verifiable, by avoiding the use of plastic bags in any of the production procedures.
Educating your customers; Let the customer understand why the use of plastic bags is hazardous and not eco-friendly. It said that informed consumers are loyal consumers.
Giving customers a platform where they can participate in the conservation of the environment; when the customers agree to purchase at one’s shop, they are supporting the initiative of keeping the environment friendly and thus an opportunity to support the noble cause.
About the author
Diana Maria is a blogger by profession. She loves writing on technology and luxury. Beside this she’s fond of books. Recently an article on Mac apps attracted her attention. These days she is busy in writing an article on Macbook air accessories.