Month: September 2010

By Posted on Posted in Demographics/Psychographics, Diversity, Energy & Sustainability, Marketing Techniques and Philosophies Tagged with , , , , ,

Would you use the same marketing strategy to sell a Lexus and a Smart car? I certainly hope not! Market segmentation, and then marketing differently to those different segments, is a pillar of marketing strategy and has been for more than 100 years. And in our technological era, it’s so easy to do, you’d be a fool to try any kind of one-size-fits-all marketing.

This is equally true in any sector of the Green market. Example: the affluent suburbanite who shops at Whole Foods is going to have different wants and needs than a just-getting-by urbanite who’s a member of a food co-op for economic reasons…or the rural farmstand shopper who values the freshness and health benefits of just-picked organic produce. And with each of those slices, you want to slice again: a parent of young children needs a different approach than an elder living alone. Market to them differently, or fail to market.

Just as in B2C (Business To Consumer) marketing, in the B2B world, you have to understand not only your own motivations, but those of your clients. Are they motivated by a desire to lower carbon footprint, a desire to reach the Green market themselves, an EPA mandate to clean up their act, or simply a desire to shave 30 percent off their energy bill?

There’s a good article on the Strategic Sustainability Consulting blog on this, which I found through Carolyn Parrs’ blog.

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By Posted on Posted in Corporate Social Responsibility, Energy & Sustainability, Marketing Techniques and Philosophies Tagged with , , , , ,

The latest research proves the need. In a wonderful article for Sustainable Life Media, “Measuring the Value of CSR Communications,” Perry Goldschein notes that “80% of consumers had no idea that sustainability leaders (e.g., HP, Intel, Cisco, Unilever) were participating in any sustainability practices at all.”

If the sustainability efforts of these leading companies are so under the general public’s radar, what does that say about the rest of us and our visibility?

This is why I wrote my eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), why I do Green marketing consulting and speaking, and why I’m starting an international trade association for Green marketers: to provide the tools businesses need to tell their Green story to the world, and to take full marketing advantage of the edge that gives them if told properly.

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