As discussed before, greener business practices are possible at any office. And we know that Internet Marketing is a powerful alternative to traditional marketing practices such as posted solicitations, or as known by consumers “junk mail.”
What if you are marketing products that are not so eco-friendly? If you work for Dasani, for example, what would you do with the mass environmental campaigns that are now denouncing the purchasing of bottled water? For companies going paperless, how would you convince them to use your printing services?
Here a few simple guidelines to ease your company’s transition into a greener market.
1. Use your unique selling point (USP).
While going green often has its share of benefits, there are still some advantages that your product may have that does not yet have a viable green alternative. For example, physical cards and paper letters are still more formal and more appropriate for certain situations. Bottled water offers convenience for those who do not tote around a reusable bottle for water drinking. Traditional light bulbs offer softer, more attractive lighting than compact fluorescent ones. Think about how your product still has relevance in today’s market.
2. Expand your products or services.
Marketing is not an island department. Product Development and Marketing should be communicating with each other, with PD updating Marketing on new upgrades and products and Marketing taking feedback from customers and taking it to PD. If green concerns and are conflicting with your client’s ability to use your services, how can you re-mold current models or expand upon them?
If you’re a printing company that has created a lot of revenue from producing polished Annual Reports, why not offer a company video instead? Depending on the size and capabilities of your company, you can go from being a printer to a communications/media producer. Or, if you’re a smaller business, consider using materials that are better for the environment, and use this new development (and attitude) as an angle for your marketing.
3. Offer Carbon Offsets
Carbon offsets are units of measure that reflect investment into projects that reduce greenhouse emissions. These investments go into curtailing environmentally harmful practices such as pollutant-spewing transport and shipping methods, or contributing to ventures that are attempting to protect the climate.
For example, in 2007, the organizers of the Academy Awards stated that they were all going green with carbon offsets. Vail Resorts Inc. claimed that all of their chairlifts and lodges are completely powered by wind. A smaller company, in contrast, may purchase carbon offsets whenever using air travel for business. Mentioning carbon offsets would be an effective part of a company’s image when it comes to environmental concerns. This would be especially helpful for companies that offer products or services that contribute to greenhouse emissions.
4. Broadcast Newer and Better Business Practices
In relation to some of the points above, remember to let your customers and clients know that you are making changes. Whether you are instituting a new widespread policy at the office or if you are donating money to organizations raising ecological awareness, don’t let it go unmentioned! At least your target demographics will know that you are making an effort, and it can help boost your company’s image.
For the long-term, however, it is best that you are continually making efforts to reduce your impact on the world. Product development and expansion must strive for products that address the concerns of a more aware public. Marketers can contribute from the beginning by continually listening to customers and keeping up-to-date with news in technology developments.
