Sanya Arts Space

A professor from India queried me this morning about this intriguing green marketing question: How are we going to serve the customer who is not at all worried about green? In India with the kind of population we have the awareness levels I feel India is going to be a tough market where people are more price concious than Environment.

Government may or may not provide any incentive to the green consumer.

My answer (and I hope it’s not too glib): Not to worry!  Most green products simply work better. So highlight the direct consumer benefits instead. The Toyota Prius launched with a campaign targetted to technology enthusiasts that underscored the quiet ride and new technology. Tide Coldwater focused mainstream consumers on the money to be saved on hot water bills. Each overlaid their campaigns with supplemental messages to green consumers.

And then there’s also the opportunity to educate consumers about the environmental issue that your product does solve as part of your marketing campaign. See my article on this website entitled, Five Simple Strategies of Green Marketing.

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NOW…Follow me on Twitter @jacquelynottman

A professor from India queried me this morning about this intriguing green marketing question: How are we going to serve the customer who is not at all worried about green? In India with the kind of population we have the awareness levels I feel India is going to be a tough market where people are more price concious than Environment.

Government may or may not provide any incentive to the green consumer.

My answer (and I hope it’s not too glib): Not to worry!  Most green products simply work better. So highlight the direct consumer benefits instead. The Toyota Prius launched with a campaign targetted to technology enthusiasts that underscored the quiet ride and new technology. Tide Coldwater focused mainstream consumers on the money to be saved on hot water bills. Each overlaid their campaigns with supplemental messages to green consumers.

And then there’s also the opportunity to educate consumers about the environmental issue that your product does solve as part of your marketing campaign. See my article on this website entitled, Five Simple Strategies of Green Marketing.

Click here to join our mailing list

NOW…Follow me on Twitter @jacquelynottman

A professor from India queried me this morning about this intriguing green marketing question: How are we going to serve the customer who is not at all worried about green? In India with the kind of population we have the awareness levels I feel India is going to be a tough market where people are more price concious than Environment.

Government may or may not provide any incentive to the green consumer.

My answer (and I hope it’s not too glib): Not to worry!  Most green products simply work better. So highlight the direct consumer benefits instead. The Toyota Prius launched with a campaign targetted to technology enthusiasts that underscored the quiet ride and new technology. Tide Coldwater focused mainstream consumers on the money to be saved on hot water bills. Each overlaid their campaigns with supplemental messages to green consumers.

And then there’s also the opportunity to educate consumers about the environmental issue that your product does solve as part of your marketing campaign. See my article on this website entitled, Five Simple Strategies of Green Marketing.

Click here to join our mailing list

NOW…Follow me on Twitter @jacquelynottman

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If
you’re a manufacturer, or part of another organization that deals with
“biobased” products (i.e., made out of agricultural, forestry, or
marine-based ingredients), you will be interested to know that our
client, the USDA is proposing a special eco-label for such products or
packages. Examples of products on the government’s “BioPreferred” list
include PLA-based plastics, vegetable oil-based cleaning fluids, and
soaps made from natural ingredients—but not food or fuel.

You have 60 days, (from now until September 29) to comment on this proposed “BioPreferred” eco-labeling program.

For more information:
     – Read the BioPreferred news release
     – Read the proposed rule in the Federal Register
     – Leave comments (First, click on “Search for a Proposed Rule” and insert “0503-AA35″ or “biobased” (no quotes) under “keyword.”)
     – Visit the BioPreferred Web site at www.biopreferred.gov

Feel free to contact us directly with any questions that you may have.

Click here to join our mailing list

NOW…Follow me on Twitter @jacquelynottman