It’s been an interesting couple of weeks in terms of local events. There was the GreenFestival in DC and more recently Sustainable Loudoun’s Energy Summit.
What struck me was which green marketers were doing a good job of messaging their brand and which weren’t.
Generally the exhibitors fell into two camps:
- Camp one I’ll call Direct Replacements - these vendors sell environmentally friendly items that are direct replacements for less friendly goods (hybrid vehicles, cosmetics, light bulbs, etc.).
- Camp two I’ll call Behavior Amenders - they promotes items or services that are not direct replacements and require the buyer to change their behavior habits (solar panels, rainwater storage systems, environmental assessment services).
For the Direct Replacement group the message was pretty consistent and pretty easy: Instead of using your traditional thingy, use this more environmentally friendly one. Pretty straightforward, and assuming you are the only environmentally friendly thingy in your category, pretty effective when selling to this audience. Of course this will change as category competition grows because the “I’m more environmentally friendly than the next guy” message will ultimately only go so far. But still on the whole this group did a great job of explaining the benefit of their product and how their company was positioned in terms of its green profile.
For the Behavior Amenders the messaging was consistently insufficient. Generally this group highlighted the technological differences between themselves and their competitors - there was no clearly illustrated consumer benefit. There was also very little communication of where these companies fit in terms of their green profile. Admittedly this group has a much tougher road to hoe - it is painfully difficult to get consumers to change their behavior because it involves a lengthy communication process (Awareness, Engagement, Education, Goal Adoption, Action). But to move a consumer from Awareness to Engagement, there must be the promise of some sort of benefit. If the vendor doesn’t make it past this first step their chance of a successful engagement is frightfully low. Remember, nobody cares about what we are selling - people only care about what they are buying.
For companies selling products and services that are Behavior Amenders my suggestion would be:
- Shorten the path to adoption.
- Position your product or service as far away from a behavior change as possible.
- Position your product or service in a Direct Replacement context.
- Do’t talk about photovoltaic panels.
- Do talk about reduced utility bills.
- And make sure your benefit is clear to the consumer.
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For the Behavior Amenders the messaging was consistently insufficient. Generally this group highlighted the technological differences between themselves and their competitors.
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If the vendor doesn’t make it past this first step their chance of a successful engagement is frightfully low.
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Tags: green branding, green business, green consumers
