Guide to Green Marketing

Green marketing and advertising has exploded in recent years and the trend is still going in an upwards direction. In a 2008 study by Mintel, a market research company, 36% of adults said they bought green products regularly. In late 2006, only 12% of adults could make the same claim.

As green products become more mainstream, so do the marketing campaigns. Whether you sell green products or not, you will benefit from a green marketing campaign. Consumers are more likely to buy products from a company considered socially and environmentally responsible when given the choice.

Your green marketing campaign will depend on several factors including your product, your customers, your location and your budget. You should think about hiring an eco marketing firm when:

1. You want to attract more customers - the ones who are actively looking for green products or looking to buy from companies who are environmentally responsible.

2. Your company is going green - marketing your environmental policies is important to the future of your company.

3. You want to launch a green product and you need a green marketing company to help you.

Action Steps
The best contacts and resources to help you get it done

Take a crash course in Green Marketing 101 - it starts with you

You can't just slap a green label on you and your products. While there are no government agencies watching, consumer associations and activists are. Before you embark on your green marketing campaign, it's important to 1. Research green marketing tips and strategies; 2. Identify your own goals; 3.Clearly define your intent and what you need to achieve as a business.

I recommend: The American Wind Energy Association has an in-depth article on the "Principles of Green Marketing," which includes the advice to use renewable energy at your business. It's extremely important for you to practice what you preach when you are embarking on a green marketing campaign. EnviroMedia Social Marketing is one consumer advocacy site that holds companies accountable for their green claims. Environmental Reader reports on a study that shows "people are sensitive to a disconnect between glossy ad campaigns and tangible operating practices."

Green your business and then let the world know

You've done your homework and have made an effort to implement environmentally conscious strategies like recycling, buying eco-friendly products for the office and reducing your energy waste. Now it's time to let the world know.

I recommend: Porter Novelli is a global PR firm that has extensive experience in green marketing. For smaller companies, choosing a boutique firm from PR Boutiques International might make more sense. They have members like Lang/Pan/Chan Public Relations, which works on environmental campaigns.

Market your green product with a green advertising campaign

There are many reputable green marketing companies that serve small businesses all the way up to huge conglomerates. Visit some sites, talk to some people, get some numbers and then get going on your campaign.

I recommend: Jacquelyn Ottman develops green marketing strategies for companies launching new or improved eco-friendly products. The Green Products Alliance is a network of marketers of natural personal care products and may prove useful to your small company looking for resources on green marketing. Watch this great video on how to market your green products to green consumers on VideoJug. The #1 piece of advice? Make the greenest product you can, with facts to back up your claims.

Tips & Tactics
Helpful advice for making the most of this Guide

• Viral marketing is often the best way to reach niche audiences. Market your green company or green product on environmental blogs and social networks.
• There's such a huge demand for green products, that "greenwashing" is a problem. Make sure you are being ethical and honest in your green marketing campaign. For instance, avoid advertising in print publication. Internet advertising doesn't require cutting down trees to make paper for magazines or newspapers.

The official source of Green Marketing is the Green Marketing page at Business.com