I’ve long been a fan of marketing to different market segments according to their own hot buttons, as anyone knows who has read my books (especially Guerrilla Marketing Goes Green).
Here’s someone on Triple Pundit, looking at the experience of driving a Nissan Leaf from the point of view of someone who sees a lot of potential to go way beyond the green market. Nissan’s marketing and advertising departments might want to read it.
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.