Sustainable or Green Marketing Strategies for Winning Sponsors & Customers Trust
Green marketing is synonymous with sustainable marketing, where a business concentrates on environmental and social investments in their promotion campaign. Businesses have a bad repute for price markup, waste generation, and misleading ads. To thwart this kind of publicity more and more businesses are adopting a sustainable marketing strategy.
Green marketing allows building a good relationship with your consumers while exhibiting that they as well as future generations are important. People are seeking green products as a healthy alternative and save the environment. However, there is a ‘greenwash’ episode that intimidates the green marketing movement. Consumers are confused with misleading green claims. When marketers are unclear, they get labeled as ‘greenwasher’. Their marketing concept is termed as ‘greenwash’.
The label of greenwasher can damage the credibility of your business. Deceptive or unfair advertising even exposes marketers to legal penalties. Disillusioned customers can move their business to a more reliable brand. Authenticity plays a vital role in planning a green marketing strategy. For example, if you choose to give freebies at the trade show make sure that the promotional item chosen is environmentally friendly. Custom Earth Promos is an online destination to buy endless varieties of promotional products at reasonable rates.
Sustainable or green marketing strategies for winning sponsors & customers trust
Lead by example
A firm is seen as committed to sound and sustainable environmental policies when they lead by example.
- CEO and executives with clear vision associated with sustainability can build an emotional connection with their investors and customers.
- Encourage employees to adopt green practices and clean technology.
- Proactive companies uncover opportunities to introduce cost effective eco-solutions.
- Communicate your core values and institute an emotional connection rather than creating hard-selling advertisements.
Disclose as much as possible with consumers. Access to product details and corporate practice as well as being active in publishing progress reports allows scoring points with your consumers. Never ever hide bad updates. Consumers get frustrated when they discover that companies hid news.
Obtain third-party support
Third-party support includes –
- Eco-labels like Organic certification or Energy star rating can influence a purchase decision.
- EPDs or Environmental Product declarations offer the third party verified details of the impact of product life-cycle on the planet.
- Endorsements & awards from the third party help to crown brands aura and persona.
- Cause marketing, where a part of the profit made is donated. Cause-related promotion helps to differentiate your brand in this cluttered marketplace.
Promote responsible consumption during the products life cycle
Designing green products is one thing but reducing their life-cycle impact needs responsible usage and disposal. The corporate role is to offer such information on their labels or manuals, where consumers can check for information associated with the product’s environmental claims.
Concentrate on key benefits
Even if you avoid greenwash labels, eco-conscious consumers desire to know how your brand can personally benefit them. Therefore, concentrate on the key benefits, which involve environmental responsibility.
For example, if a washer uses 82% less energy and 70% less water means the readers get attracted to the claim because they save money. It also involves the environmental responsibility of saving energy and water.
Understand the green marketing strategy to build credibility!