Marketing

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Marketing
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Marketing strategies

• Much of todays advertising is still in print
  format
• Posters, Business cards, brochures etc are all
  heavy consumers of paper
• Use the Internet - Besides web pages, use ad
  banners on other sites, e-newsletters and e-mail
• Use on product advertising
• Develop customer loyalty through common interests
• Focus on consumer relations over advertising
• Communicate simply - avoid environmental jargon

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Marketing Strategies

• Take advantage of charitable events
• Create useful items that carry your message
• Use long term advertising. eg. Bus shelters
• Direct your marketing efforts - avoid the
  scattergun approach
• Develop complementary marketing techniques
• Use interactive marketing strategies
• Take advantage of eco-labeling
• Develop strategic alliances

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Environmental Concerns in a Throw Away Culture

• Most consumers have greater knowledge of
  environmental issues than in the past
• Unlike in the past, consumers have become
  accustomed to the comforts of a throw away
  culture
• Consumers want to make minimal changes in their
  lifestyle to accommodate environmental concerns

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Considering the Environmentally Aware Customer

• Many are willing to spend a little more
• Most are looking for minimal effort demand
• Most prefer to purchase green products in places
  where they normally shop
• Many consumers are cynical about environmental
  claims in advertising
• Green products must be comparably priced
• Commercial sales may be subject to green
  procurement rules

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Demographics Green Consumers

• Late thirties and early forties
• Executive professionals and college graduates
• Higher than average incomes
• More women than men
• Young adults are most responsive to green
  marketing
• Green consumers make up about 40 of the Canadian
  market

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Other Considerations

• High profile of environmental concerns including
  climate change and contaminated soils
• Shortage of resources
• Concerns about waste
• Greater accountability for advertising claims
• Environmental education programs
• Quality and the competition
• Investigative and scientific television programs