Saving the Planet Won’t Save Your Marketing

A lot has happened in the green world in the last five years. Green went from a movement to a market and with it came tens of thousands of products and services with the marketing message of saving the planet.  A recent Google search for the phrase, “Saving the planet one (whatever) at a time” revealed more than 17,000,000 responses — with everything from “saving the planet one flush at time”  to “one hanger at a time” to “one  bag, one shower, one burger, one carpet, one idea…”  You get the idea.

If you want to break through the green clutter, that won’t cut it anymore.  With the recent economic downturn, the species most people want to save is their selves. There was nothing like the cost of gas skyrocketing to over $4.00 a gallon to drive the sales of hybrids through the roof.

It’s no longer viable to just be green, your product or service has to be great.  It has to marry ecology with economy. How much green does your green product save me?  It has to work. Will that green cleaning product actually clean my counter top?

We call this the 3 e’s of green:

•         Ecology

•         Economy

•         Efficacy

When your product or service has all three, now you have a green story that’s great. Tell it well and you are well on your way to saving your product in today’s competitive marketplace.

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