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Being “green” is so important today that you often cannot be successful with a business if you don’t prove to your customers that you are aware of your responsibilities to the environment. Even if you do make great strides in becoming environmentally responsible, though, nothing happens until you actually market yourself as a green business.
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Knowing your customer base,[url=http://www.achbanker.com/homes.php]www.achbanker.com/homes.php[/url].
You can only market yourself as a green business if a large part of your customer base cares about the environment. For instance,[url=http://www.maximoupgrade.com/abercrombie.php‎]abercrombie[/url], what if you were to run a luxury health spa for upper class clients and try to market yourself as a completely green business? You could get LEED certification, get the green press to back you and be a darling of the environmentalists. If your well-heeled customer base is the fur-loving and private jet-flying kind,[url=http://www.hollisterhanesmorgan.co.uk]www.hollisterhanesmorgan.co.uk[/url], though, your greenness will fall flat.
A sizable portion of the market for luxury experiences simply doesn’t think much about being environmentally responsible,[url=http://www.mansmanifesto.fr]doudoune moncler[/url]. Some spas discover that marketing themselves as green businesses actually works against them,[url=http://www.achbanker.com/homes.php]hollister[/url]. They then try to simply draw their customers in with their luxury experiences and merely mention on the side that they are green,[url=http://www.vivid-host.com/barbour.htm]barbour sale[/url].
Know exactly what you call green
Every business, major or minor,[url=http://www.hollisterhanesmorgan.co.uk]hollister[/url], tries to market itself as natural and a friend of the earth these days. Such indiscriminate claims have cheapened the entire concept of corporate environmental responsibility. When people hear the phrase “eco-friendly” today, they simply roll their eyes. If you plan to market yourself as a green business, then,[url=http://www.vivid-host.com/barbour.htm]barbour outlet[/url], you need to invest yourself in it. You should be prepared to explain to your customers why you deserve the green title.
Consistency is important
Consumers and journalists can find practically any information about any company on the Internet that they want these days. If you market yourself as a green business because your business runs off solar power, you could have someone challenge your green credentials over something else.
For instance, many businesses that call themselves green forget about investing in the community – a core principle of the green theory. If you run a restaurant, for instance,[url=http://www.hollisterhanesmorgan.co.uk]hollister uk[/url], you should support local farming. If you have your organic produce carted in from another state,[url=http://www.maximoupgrade.com/abercrombie.php]abercrombie soldes[/url], you could lose your credibility as a green business over it.
Mere greenness isn’t enough
Even if you do have a compellingly green product and market yourself well, your success will depend ultimately on how well you compete with mainstream products. You can’t compromise on product quality or price competitiveness. As much as you hear about public concern for the environment in the press, people really don’t care much about it. Most green products fail if they are not priced competitively.
Whatever you do…
You mustn’t try to indulge in greenwashing – the practice of misleading the public about one’s green credentials. Large businesses like ConAgra are in trouble at this point for trying greenwashing (they’ve been calling their cooking fat natural even when it isn’t). A large corporation like ConAgra could survive such bad PR. Small companies never could.
Marketing Yourself As A Green Business Can Bring In The Green
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