Happy Earth Day! It’s Time For Your Marketing To Go “Green”
How Should I Paint My Business Green?
Don’t look now but Earth day is here again, and this might be a good opportunity to take a look at how Green Marketing could benefit your company by appealing to your environmentally conscious consumers. Green marketing is not only an excellent way to preserve our dwindling natural resources, but it is often a deciding factor with regards to consumer purchasing decisions. Beyond the benefit that Green marketing has for the environment, it can work magic for your company’s public image also! This really is turning out to be a critical factor for many people weighing where and who to purchase from these days. There are a growing number that will choose an eco-friendly choice over another company isn’t simply on that fact alone.
How can you attract socially conscious consumers?
Getting the word out in your normal media is an important way for many companies to stress your green practices, enhance your public image, and generate overall good will. Based on a report by D S Simon Productions, “media initiatives with a corporate social responsibility focus generates 35-50% more positive media coverage on television, radio, web and social media than comparable programs without the CSR hook”. Developing “green teams” within your business can get employees involved and help brand your business as one that truly cares about conservation and the green initiative. Organizations like EarthShare can help.
How Arya Cleaners parlayed their green initiative into brand awareness
Arya Cleaners, a dry cleaner in Chula Vista CA, went all in for green marketing and it paid off handsomely. Replacing their natural gas burning water heaters with a new technology that transfers heat from the boiler to their commercial laundry machines, replacing their company vehicle with a fuel efficient clean burning delivery van, and by using wet-cleaning technology that reduced their use of PERC (perchloroethylene), a harmful chemical solvent used by dry cleaners, by 90%, are just some of the steps they took.
These changes led to Arya Cleaners being named a CoolCalifornia.org Small Business Excellence Award Winner, being a Certified Chula Vista Clean Business, and receiving the Mayor’s award for excellence in 2009 for green friendly business practices. Arya has clearly succeeded in branding themselves as being an eco-friendly business. The methods will vary for each industry, but the results can be worthy of the effort!