Green & Design - July/August 2009 - (Page 16)
consumer Growing Green Get a piece of the action with a clear environmental marketing strategy By Jim Groff Today, the green movement presents new and rewarding opportunities for growth. One study predicts that annual growth rates for green building products will hover near 20 percent over the next five years. But recent discussions with kitchen and bath industry professionals often contain variations on a frustrating theme: “We know linking a product or service to environmental benefits can be good for business. We just don’t know how to get started.” Developing a responsible green marketing plan that results in revenue growth can be difficult, but with the handful of strategies below, any dealer, designer, or manufacturer can begin to build the framework for an effective green marketing program. 2 Have a genuine understanding of green trends and issues. Keep yourself educated. Meet with vendors and business partners about new green products, research or marketing approaches. Also, consider building your own green advisory group of informed builders, designers or others your organization works with who can provide guidance and support on an ad hoc basis. Designate someone in your company as a green expert responsible for staying on top of policies and trends. This way, you maintain a “go-to” resource for customers and staff. Know your position in the marketplace. Most successful green marketing programs begin with research: How large is the market for your product or service, and how important are green messages and product characteristics to it? If you don’t have a large research budget, start by interviewing a dozen or so key customers. Also, knowing the green claims your competitors are making can help you better position yourself. 3 1 Create an environmental policy. Take a close look at your operations and programs, and develop a written policy statement that underscores your commitment to sustainability and details the specific steps you have taken to go green—consider everything from developing green products to focusing on recycling and energy efficiency. 16 www.greenanddesign.com | July/August 2009
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Table of Contents for the Digital Edition of Green & Design - July/August 2009
Green & Design - July/August 2009
Contents
Editorial
Is Carbon Neutral Possible?
Products
Growing Green
Firmly Planted
The Energizer Effect
Natural Wonders
Above the Fray
Northern Exposure
Industrial Chic
Walking the Walk
Green Building Goes Global
Here Come the Lawyers
Do You Have to be LEED to be Green?
Ad Index
Green & Design - July/August 2009
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