Posted in Marketing & Strategy Articles, Total Reads: 2408
, Published on 25 September 2012
Can we really imagine a sustainable world, given the rate at which we are consuming our resources?
Yes, we can, but only with a lot of unanticipated efforts. One big way of making this happen is through revolutionizing “Green marketing” & that’s what needs to be discussed.
The face of our planet is changing, so is the scope of Green marketing. Traditionally, Green marketing has referred to the marketing of environmentally safe products (courtesy American Marketing Association). Philip’s advertising campaign of its CFL is a perfect example.
The scope of Green marketing, though, has evolved substantially over the years. Viewers have matured. At the same time, marketers have got clever; they promote their products in the name of “green” & sometimes also charge a premium for it.
So is this article about the controversies surrounding the use of green marketing? No, it’s certainly not. It’s about how environmental consultants (especially those organizations that enter the filed from the industry or the corporate side) can, not just promote their own services, create a brand name for themselves, but also make people more conscious about environmental concerns & drive the world towards sustainability.
The focus now shifts towards the marketing strategies & techniques that environmental consultants can adopt to achieve the aforementioned objectives.
Following are a few marketing techniques that environmental consultants can employ (along with a brief methodology), within a tight constrained budget:
SOCIAL MEDIA MARKETING:-
Social networking is the practice of expanding the number of one's business and/or social contacts by making connections through individuals. While social networking has gone on almost as long as societies themselves have existed, the unparalleled potential of the Internet to promote such connections is only now being fully recognized and exploited, through Web-based groups established for that purpose.
Almost 2/3 of the global internet population visits social networks and visiting social sites is now the fourth most popular online activities (ahead of personal e-mail). This gives us the clue how popular social sites are. Thus, social networking is one of the most sought after mode of marketing because it involves less investment and high involvement of people.
Social networking sites thus help an organization to increase their brand awareness and brand recall.
Viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses.
Most popular mediums of viral marketing are Adwords and Youtube.
Google AdWords offers pay-per-click (PPC) advertising, cost-per-thousand (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
Following is the manner in which the organization can create viral marketing content:
Message: A message related to sustainability or environment can leave a long lasting impact, thus can help in increasing the brand recall. So in-order to leave an impact on the viewer we must have a strong message.
Entertainment value: High entertainment value to ensure people forward it and we have maximum number of viewers. Thus high entertainment value increases brand awareness.
Brief description of our track record: This step is very necessary, as it increase brand loyalty of the organization.
Environmental consultants may choose from any of the following platforms for viral marketing:
Associating with one or more than one of our channel partners or customers is termed as co branding. This technique is often used by various organizations and has proved to be mutually beneficial.
Through co-branding, the organization can reach different audience through their customers and can also build strong loyalty by demonstrating their successful past.
EXHIBITIONS & SYMPOSIUMS:-
Exhibitions will provide the environmental consultant an opportunity to market its solution and also allow new business opportunity. The organization can either conduct an expo on its own or can participate in exhibitions taking place around the country.
Following is a proposal:
ISO 50001 CERTIFICATION:-
It establishes a framework for commercial, institutional, government facilities & industrial plants to manage energy. ISO 50001 gives an organization the requirements for energy management system, provides solutions and helps achieve benefits for almost all sectors. It also spreads knowledge and enables conformity of assessment practices.
Increased Trust & Reliability.
Brand Recognition (in the long run).
Diversified source of revenue.
Improved business opportunities & bigger pool of potential clients.
Through all these (low cost) marketing techniques, environment consulting firms can not only market their own offerings, but also make environmental concerns heard & drive the world towards sustainability.
Hence, a revolutionized approach to Green Marketing would not just be the way to go for Sustainable Development (S.D.), but also come as a shot in the arm to make the environment safer.
This article has been authored by Bhanu Pratap Singh fromSymbiosis Institute of Management Studies (SIMS), Pune.