How do you stand out when consumers are bombarded with incessant bad news, stock market rollercoaster and a general doom and gloom attitude. How do you market green products in a recession?
Green and eco product stories
Successful marketing starts with the value fundamentals: a product that works well at the right price and promoted to the right customer. But green or eco products have an additional advantage: they have a story to tell. The problem with green and eco product is not performance, design or price in most cases but in promotion and communication of the green story. In order to successfully market green products we need to communicate how remarkable they are. Remarkable green products are a way to stand out and thrive in a downturn economy.
In the book, The Purple Cow (Portofolio, 2002) Seth Godin suggests: “ Remarkable marketing is the art of building things worth noticing right into your product or service..”. Green products are by design remarkable in the sense of being different and noticeable.
In 2005 we were asked to design for Cirque du Soleil a product line made from their recycled big top material. Big tops are large circus tents used during traveling tours. These tents are made of sturdy vinyl and Guy Laliberté, Cirque du Soleil owner and founder didn’t want to send them to landfills. We created a line of bags and accessories with a story.: A piece of Cirque du Soleil history and adventure with recycled and reusable materials.
Consumers want to be told the story behind a green product. How is it made? Where is it made? In a sweatshop–free environment or in
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