Presentation Transcript
Marketing :Marketing
Marketing strategies :Marketing strategies Much of today’s 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
Marketing Strategies :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
Environmental Concerns in a “Throw Away” Culture :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
Considering the Environmentally Aware Customer :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
Demographics– Green Consumers :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
Other Considerations :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