The MadAveGroup Blog
The MadAve Blog (324)
Kermit the Frog was right – it’s not easy being green.
But if you’re determined to hitch a ride on the green marketing bandwagon, do it right.
First, define why you’re using green marketing. Is it a cost or image issue? Or do you feel you have a moral obligation? Making sure your products are “ozone friendly” or “recyclable” is just the beginning. In fact, the concept of green marketing incorporates a much broader range of activities. Check your production processes, packaging, distribution and marketing materials to make sure your green claims are accurate.
And keep the first rule of marketing in mind: know your customers’ needs. Environmental stewardship may not be enough to sell your products, so be prepared to promote their green benefits as a valuable secondary benefit.
Sure, it’s straight out of your Marketing 101 textbook, but the S.W.O.T. analysis is still a great tool that can be applied in many different ways. Not only is taking inventory of your Strengths, Weaknesses, Opportunities and Threats essential when developing your organization’s strategic marketing plan, it can also be beneficial when planning advertising campaigns, designing your new website or creating new collateral. Perform a S.W.O.T. analysis before brainstorming on how to improve the performance of a specific department within your company. Or you might even put yourself through the exercise if you’re trying to evaluate your own skills in an effort to move up the corporate ladder. Click here to access our free S.W.O.T. graph.
Does the “Contact Us” page on your website only allow visitors to reach you through an “[email protected]” email box? If so, consider adding a few more options.
Just as people prefer to receive information differently (visually, aurally or kinesthetically), we don’t all prefer to communicate the same way.
Current or potential customers who need immediate assistance or more information can become easily frustrated if your site doesn’t include a telephone and fax number, or even a physical address.
While you may be driving traffic to your website to reduce incoming phone calls, keep your customers’ needs - and apprehensions - in mind. They may not be sure when - or if - their important questions will be answered if they’re emailed to an anonymous employee. For the sake of winning and retaining more customers and improving their experience with your company, don’t hide behind an email address. Give people the option to communicate with you on their terms.
My wife and I attended a conference in Wisconsin in the spring of 2008. The goal was to learn about different ways we can improve our church. The main speaker during the two-day presentation was a pastor named Dan. Dan is very, very good at what he does. All weekend he told compelling stories about his church, his congregation and their experiences together, weaving wonderful lessons and life-changing ideas into the mix.
As great as Dan’s presentation was, I wouldn’t have cared a lick about it three years ago...before I started going to church. But now that my family and I attend services weekly, now that I’ve been baptized, now that I’m a deacon, I was more than interested in what Dan was sellin’. In a sense, I was a customer.
Now think about your customers. They like you. They trust you. They may even depend on you. They want to buy what YOU sell, just like I wanted the information Dan had. You may make the greatest product since pie, but convincing a non-customer to buy it can still be an uphill, expensive, and time-consuming process. So, while you still need to bring in the un-churched (new customers) don’t stop preachin’ to the choir. Never overlook opportunities to build stronger, deeper relationships with your existing customers by providing them with proactive input and valuable information whenever possible.
Can I get an Amen?