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11

Aug
2010
Comments Off on Why invest in an environmental marketing strategy?

Why invest in an environmental marketing strategy?

How much time and effort should be dedicated to developing an environmental strategy for your company? I would say just as much effort as in product, price, promotion, and distribution strategy. Here’s why:

Whether you are in product or service marketing, your customers are defining the way your company is positioned in the marketplace. It’s no longer a competitive advantage to focus strictly on price, service, quality, speed of delivery or other factors.

Customers also want to see you as an environmental leader, a company that is sending a message that you have a concern for our limited natural resources and is taking positive steps to make a small difference.
How do you get started by developing and executing an environmental marketing strategy? Clients we have developed marketing materials for start with clear-cut reasons for this strategy, then expand. For example:

  • Meeting the triple bottom line: environmental, social, financial
  • Opportunity to set yourself apart as an environmental leader within your industry
  • Immediate and positive on employees, customers, stakeholders
  • Demonstrate corporate responsibility in multiple ways
  • Greater customer loyalty = increased revenue
  • Provides outstanding opportunities for significant public relations exposure
  • Constant interaction with public, customers, employees, media and community
  • Continual promotion of reduce, reuse, recycle.

The above criteria then become a basis for your environmental mission statement, which I will discuss in a future post.

Jim DiFrangia,
Copy Contact Account Executive/Green Initiatives


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