Being an environmentally aware business doesn't mean you can take shortcuts with your marketing material. Perhaps back in the 70's and 80's you could get by on the goodwill of forward thinking consumers. Just being 'green' minded gave you a genuine point of difference. Unfortunately, these days of innocence are long gone.
A 2007 report by Mobium Group, 'Living LOHAS', stated that Australian consumers currently spend $12b on goods and services in the 'green' market segment. Furthermore, if current trends continue, the market is projected to reach $21b by 2010. This is no niche market.
Of the 26% of Australian adults who consider themselves 'green minded', only 8% are willing to embrace products or services 'just because they're green'. That leaves 92% judging you (at least) partially on the very same criteria they use to judge every other business.
Accordingly, a 'green' business set-up for success will need to exude professionalism on every level. Nothing cries 'I'm an amateur' more loudly than your basic marketing material. Fortunately, nothing gives you instant credibility more quickly than thoughtful, relevant, professional and targeted marketing material.
Here's a simple, yet crucial, checklist of green marketing essentials:
1. A business email address
Replying to a business email address that ends in @bigpond.net.au or @yahoo.com.au makes people instantly wary. There's a perception out there that a business using a yahoo or hotmail account isn't as professional. Why create doubt before you've even had the opportunity to present yourself? Set up a business account and take away any potential concerns.
2. Create a professional website
Did you know that, within two years, the internet will be the most popular media for everyone aged under 40. And did you also know that the majority of websites are poorly designed and are thus counter-productive from a marketing perspective. Instead of lamenting, look at it as an opportunity. A well-designed and savvy website can allow your business to compete with the big end of town. It's worth spending a little extra to have your site professionally designed by people who understand both the web and your market.
3. Develop your logo and your tagline
Sometimes you're so caught up in the day-to-day running of your business, you forget there are millions of people out there who know nothing about you. With this in mind, taking the time to create a striking logo and effective tagline can really pay dividends. In an instant, potential new customers will be impressed with your professional logo and know exactly what you do. Gold!
4. Professional business cards printed
Has this ever happened to you? You meet someone for the first time. They tell you a little about their business and what they do. You ask for their business card. You take it and instantly decide it looks amateurish - and you're no longer as interested. Do-it-yourself cards may save time and money in the short-term but they'll cost you business in the long term. Make the effort to have professionally designed and printed business cards to represent you. If you want to impress further, use FSC certified paper, and an Environmentally Responsible Printer. You'll be surprised at how little it costs. It also creates another conversation point - and enhances your credibility.
5. Create a simple email signature
An email signature sits at the bottom of every business email you send. It can be simple text, or incorporate graphics. Think of it as a cost effective electronic business card. At the very least it should include: your name, title, company, phone, email, and website address. Some people also include their postal/business address, logo, tagline and ABN. In effect, you're making it simple and easy for people to contact you, any way they see fit.
6. Have dedicated phone and voice mail
You're busy. You won't be available to answer the phone every time it rings. To project professionalism, take the time to create a scripted voicemail and answering machine message. It's also important to have dedicated business (preferably landline & mobile) phone lines. That way, when you answer the phone, you can always answer it in a business-like manner. Put simply, you maintain credibility with clients, potential clients and those seeking information.
7. A professional brochure
In this information age, many green businesses are doing without brochures. From a perspective of saving on costs and resources this makes sense. However, with FSC certified paper, and Environmentally Friendly printing techniques, you don't have to feel compromised. Furthermore, many customers and potential customers prefer to have a 'hard-copy' in their hand. When considering a brochure for your product or service, it's worth taking the extra time to have it professionally developed. In this way and, as in every other aspect of your business, you are seen as credible, reliable, trustworthy – AND, on top of all this, Green.
Article submitted by:
Leigh Marlow, copywriter and founder of Pure Green Copywriting - professional writing for the environmentally aware business.
Leigh can be contacted on 03 9486 0923 or via email
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Leigh believes that working alongside like-minded people provides inspiration for both parties.
"As a 'green' business, you're at the cutting edge of a market that represents around 26% of Australia's adult population. Understanding and reaching that customer is crucial to your business success."
"The way I like to think about your marketing material - it's a first impression. And if you don't pique interest with your first attempt, you won't get a second chance. Effectively, you're turning away customers."
Leigh works alongside environmentally aware businesses every day - to improve their marketing, communications and strategy.
Leigh's memorable quote:
"Before you speak, ask yourself: is it kind, is it necessary, is it true, does it improve on the silence".
Shirdi Sai Baba
Indian Yogi (1838 – 1918)
