1. Green is not positioning
-People are primarily driven by personal gain, “what’s in it for me?”
-What do your green solutions add to the real customer needs of your targeted audience?
-A green product reinforces the brand values of your company?
2. Find a new, wider audience
-“Green” is no longer a niche
-Shift the focus from the “old-green customer” to a broader audience
3. Stacking product benefits
-Do not compromise on the key features (quality, convenience,…)
-“Green” as one of the benefits of a product often enhanced the attractiveness
-Try a logical link between product characteristics and performance and sustainability
4. Ensure adequate availability
-Do not build barriers for the availability and information of your product
-Work together with chain partners and so embrace ‘point of sale’
5. Green relies on trust
-Sufficient knowledge to build your company on the durability of your product
-Make sure you reports are based on rapports from conformity testing service
-Block prejudices that perhaps exist at your audience
-Cooperate with research organisations
-Understanding and changing perceptions about sustainability, to keep this up!
6. Develop an appealing concept binding
-Analysis don’t sell, make it simple and tangible
-Ensure that the support of your product speaks to the imagination
-Make it a positive choice!
7. Light good for the customer
-Shows where your company stands for, be transparent
-A customer is often a layman and cannot understand your product, so work to win and deserve their confidence!
-Manipulation does not work, the customer is well informed
-Ensure active involvement of the customer and ensure a dialogue with your customer, before that they write bad and negative pr in blogs etc.
-Educate the customer especially if you want to create awareness among customers
8. Communicate in the right tone and style
-Relativise, do not be too serious or pedantic, ensure a wink
-Lower your voice or talk slower so that the customer can understand you
9. Leverage the sympathy on sustainability
-Relatively easy to get free publicity in various media
-In BTB marketing: get the attention of customers, they often want to be part of a business by being and ambassador for it
10. Don’t do it if…
-Your company pollutes the environment
-You produce a dangerous product (green is not secure)
-If you barely have a greener product than your competitor
-You can use only false or irrelevant claims
-No evidence of performance