How To Market Your Green Product


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Basics of Green marketing

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How To Market Your Green Product

  1. 1. How To Market Your Green (Eco Friendly) Product Presented by: Maryanne Conlin (MC Milker) Eco Marketing Consultant Lead Writer:
  2. 2. State Of The Green Market <ul><li>It’s A $200 Billion Market </li></ul><ul><li>We’re Nearing The Tipping Point </li></ul><ul><li>Green Goes Mainstream – Major Manufacturers in the Market </li></ul><ul><li>Consumers Increasingly Skeptical </li></ul><ul><li>Going Green Is Not Optional </li></ul><ul><li>The time is right for those who understand the new green market… </li></ul>
  3. 3. Ten Steps To Greater Green Success <ul><li>Be Credible </li></ul><ul><li>Know Your Market </li></ul><ul><li>Know Your Competition </li></ul><ul><li>Know Your Product </li></ul><ul><li>Get Certified </li></ul><ul><li>Package Green </li></ul><ul><li>Find Your Price Point </li></ul><ul><li>Craft Your Green Message </li></ul><ul><li>Seek Out Partnerships </li></ul><ul><li>Promote Your Green Product </li></ul>
  4. 4. Be Credible <ul><li>Good Green Entrepreneurs Don’t Greenwash </li></ul><ul><li>Triple Bottom Line – People, Planet, Profits, </li></ul><ul><li>Check Everything – Ingredients, Sourcing, Manufacturing, Packaging, Shipping…Work with Green Suppliers </li></ul><ul><li>Make Sure Your Product, Your Office and Your Life is Sustainable </li></ul>
  5. 5. Know Your Market <ul><li>The Many Green Markets </li></ul><ul><li>The LOHAS (Lifestyles Of Health And Sustainability) Market </li></ul>
  6. 6. Know Your Market <ul><li>LOHAS — Deep Green Concerned Consumers (16%). </li></ul><ul><li>Naturalites — Personal Health and Wellness Consumers (25%). </li></ul>Where To Find More Information:
  7. 7. Know Your Market <ul><li>Conventionals — Practical Green Consumers - Interested in Green Products That Save Money too. (23%). </li></ul><ul><li>Drifters — Hipsters - Not Too Concerned About Environment, But Like “Be Seen” in Whole Foods (22%). </li></ul><ul><li>Unconcerned — Won’t Buy Because it’s Green - Buy Products Strictly on Price, Value, Quality, and Convenience (14%). </li></ul>
  8. 8. Know Your Competition <ul><ul><li>Know What Your Consumer Currently Buys </li></ul></ul><ul><ul><li>Understanding Substitution Is Key! </li></ul></ul><ul><ul><li>Know Your Competition’s Products </li></ul></ul>Where To Find More Information:
  9. 9. Know Your Product <ul><ul><li>What’s Special – What’s Unique </li></ul></ul><ul><ul><li>What is Important for YOUR Consumer to Know About Your Product.. </li></ul></ul><ul><ul><li>Your Unique Selling Proposition is NOT “We’re Green”! </li></ul></ul>
  10. 10. Get Certified <ul><ul><li>Myriad of Certifications- Which One Is Right For Your Product? </li></ul></ul><ul><ul><ul><ul><li>EPA’s Energy Star program </li></ul></ul></ul></ul><ul><ul><ul><ul><li>USDA Organic </li></ul></ul></ul></ul><ul><ul><ul><ul><li>US Green Building Code, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Green Seal, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Green-e, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Forest Stewardship Council. </li></ul></ul></ul></ul>Where To Find More Information:
  11. 11. Package Green <ul><ul><li>What is Green Packaging? </li></ul></ul><ul><ul><ul><li>Recycled </li></ul></ul></ul><ul><ul><ul><li>Recycleable </li></ul></ul></ul><ul><ul><ul><li>Reusable </li></ul></ul></ul><ul><ul><li>Avoid Over Packaging - Be Creative </li></ul></ul><ul><ul><li>Both Consumers & Retailers Are Looking </li></ul></ul>Where To Find More Information:
  12. 12. Find Your Price Point <ul><ul><li>Does Price Matter? </li></ul></ul><ul><ul><li>Is Demand Elastic or Inelastic? </li></ul></ul><ul><ul><li>What Will Your Consumers Pay for Green or Healthy or Hip? </li></ul></ul>
  13. 13. Craft Your Message <ul><li>Your Green Message to Your Green Market </li></ul><ul><ul><li>Work on your message – What Was Your USP? </li></ul></ul><ul><ul><li>Come Up with a Message – Check Everything You Do (Product Name/Slogan/Package Copy) Against It. </li></ul></ul>
  14. 14. Seek Out Partnerships <ul><ul><li>Work With A Non-Profit – Get Involved </li></ul></ul><ul><ul><li>Pursue Industry Partnerships To Reduce Waste </li></ul></ul><ul><ul><li>Team Up With Complementary Products </li></ul></ul>Where To Find More Information: /
  15. 15. Promote Your Product <ul><ul><li>Be Creative; Be Everywhere; Have Fun </li></ul></ul><ul><ul><li>Use The Web </li></ul></ul><ul><ul><li>Look for Key Influencers </li></ul></ul><ul><ul><li>Use Social Media </li></ul></ul><ul><ul><li>Conduct PR </li></ul></ul><ul><ul><li>Make a Video </li></ul></ul><ul><ul><li>Think Outside The Box </li></ul></ul>
  16. 16. Where To Find More Information: <ul><li>Visit Our Website at: </li></ul><ul><li> </li></ul><ul><li>Email me at: </li></ul>