Marketing

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

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

Environmental Concerns in a “Throw Away” Culture Most consumers have greater knowledge of environmental issues than in the past 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” 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 Consumers want to make minimal changes in their lifestyle to accommodate environmental concerns

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

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

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