Is Your Green Marketing Campaign Trying to Be Too Broad?
Austin, Texas: When it comes to green marketing, sometimes trying to be all things to all people serves your target audience wrong.
Your target audience is not EVERYONE.
It is a nice goal–but 100% unrealistic.
What audience can you have the most impact trying to woo or persuade?
That is where you should spend the bulk of your green marketing efforts. Then as that reach expands through your efforts and grass roots marketing, you can try to broaden that audience.
For cities and utilities looking to reduce energy or water usage, find the influencers–and work backwards.
Those influencers can be teachers and ministers.
It can be manufacturers and local club or civic leaders.
Reach out to them to help you spread your message.
If you are a business providing a green product or service, then who are your influencers?
Mothers of young children or babies?
Dual income adults with no kids?
Know who your specific target audience is and work backwards.
As a business to business provider of eco-friendly promotional items, I get calls all the time from organizations asking me to advertise in magazines or go to trade shows that do not fit my target audience. Sure, it would be nice to go to consumer trade shows and talk to moms and kids about the environment. But that just is not my target audience and my advertising and marketing budget would soon be wasted and used up.
I prefer business to business marketing forums where I can speak to my potential clients — then I try to pare it down more specifically.
You should do the same.
Not all marketing events are for you — no matter how good it feels.
Learn who your target audience is and then find those influencers that you can specifically target to maximize your campaign’s efficiency and improve your return on investment.
Happy Green Marketing!
Robert Piller, President of Eco Marketing Solutions, has over 33 years of experience in running and implementing promotional marketing campaigns and is a leader in the recycled promotional products industry, including offering one of the largest selections of organic promotional products, imprinted bamboo promotional items, imprinted live tree seedlings and plant gifts, seeded paper promotional items and recycled imprinted pens and pencils in the country.
In addition to being a noted writer on issues of social and safety compliance, Robert Piller has recently completed his CAS degree and BASI degree — one of the highest honors in the promotional products industry for his years of continuous education and certification.
His company’s website, EcoMarketingSolutions.com, features over 250,000 eco-friendly promotional items in all price ranges, for any business or organization interested in going green and promoting environmental stewardship. The site’s handy search tool helps you easily find organic and recycled imprinted promotional items in your price range and time frame.
Eco Marketing Solutions has a strong Code of Conduct as they carefully vet and qualify all their suppliers.
You can also reach him by email (robert (at) ecomarketingsolutions.com) or comment on his blog postings at GreenSpotBlog.com or below at his Twitter link.
Ask us Your Green Marketing Questions Anytime at Facebook.com/ecomarketingsolutions- and join the conversation.