When it comes to people, it is useful to know if they are "dark", "green" or "Basic Brown" is in their attitude, but with so many environmental issues, products and labels may be more relevant to the understanding of branding and communication, their personal interests in green.
Letter: For environmental organizations are not members of our audience is made up of (The Appalachian Mountain Club or Greenpeace)? What types of holidays they take (or walk) on the beach? WhichEnvironmental laws magazines and websites, or visit them? (Sierra or Animal Fair?) What types of products they buy? (green or energy sipping ways of bulbs)? That eco-labels that are looking for ( "USDA Organic" or "Energy Star")?
When you look at the green consumer in the last twenty years, my colleagues and I have found that questions like these companies to choose among four parties, which we have christened "Conserver resources may be different," "health fanatics", "Animal Lovers"and outdoor enthusiasts. "Of course there is some overlap between these groups, but to find that sub-segment of customers, especially in autumn, you can refine your marketing campaign. The following descriptions are generalizations, but captures the spirit of every type of consumer.
Waste hate Conserver Resource. Should (I know. I'm a.) Spot wore a classic style clothing, fabrics, carrying shopping bags and drinking water from reusable bottles. Avid recycler of milk jugsTide bottles, come from the old Best Buy Electronics. Read news on-line at saving trees, and are quickly using their Reynolds Wrap. Always ready to save your "drop" and "W", which is installed low flow showers and compact fluorescent lamps with brand products EPA Energy Star and WaterSense label. Avoid over-packaged products have only lights when you turn and simply connect their devices to intercept power strips when they go to work.
A bit 'ofOpportunities for using conserver resource:
1. Select the cheap, durable and reusability benefits of products.
2. Provision of services that allow them to save recycling, composting and energy.
Fitness Fanatics excessive concern about the sun, the fear of pesticide residues on products and the federal government on environmental pollutants in children's toys. They apply sunscreen, Scout of natural food stores for organic food more recent just buy natural cosmetics and have the care of animals, andon toxic cleaning products for the non-toxic under the sink. They look for products bearing the "USDA Organic" seal of approval or EPA Design for the Environment logo.They check websites such as Michigan-based Ecology Center and HealthyStuff.org HealthyToys.org scored to get the skinny on toxic substances in products from cars to school supplies. Find them on the membership rolls of Beyond Pesticides, Organic Consumers Association, and regular readers of NaturalLife Magazine.
Some of the ways the use of health fanatic
1. Concentrate on the life, health, confidence, transparency and natural ingredients.
2. Cross-promotion with organic farms, or non-toxic cleaning products or sponsoring a site like OrganicConsumers.org or advertising in Natural Life Magazine.
Animal lovers are likely to be vegetarian or vegan, including those for the Ethical Treatment of Animals (PETA), and a boycott of tuna productsreal fur. Are you looking for products "cruelty-free", Salmon Safe, Dolphin or security labels. Try plastic bags and jackets in faux fur and promote the faux-meat options in restaurants. You wake up to messages with the animals that need to manatees and polar bear wandered into their neighborhood, and probably volunteer at the local animal shelter. The concern for marine life, which eschew the plastic bags. Start reading Animal Fair Magazine and Vegetable NewsMagazine.
Some ways to appeal to animal lovers:
1. Do one of cause-related marketing campaign by PETA program for friends or business partners with the ASPCA.
2. Advertising in magazines and feet Animal Fair magazine, or online through the WWF. Org
Outdoor enthusiasts spend their free time, camping, mountaineering, skiing and hiking. They vacation in national parks and plan their next outdoor adventure with hints of the magazine. Whether buying Dr.Bronner's Castile soap to reduce the impact of washing dishes while camping, and armed with reusable bottles, such as Kleen Kanteen to avoid dirtying the street, trying to minimize the impact of their activities for leisure. When shopping, look sustainable harvested FSC () labels for their products, outdoor equipment probably made from recycled materials, such as PCR Synchilla made post-purchase (consumer recycled polyester) from Patagonia.
Some remedies outdoorFans:
1. Conduct a joint promotion with National Parks or the manufacturer of shoes, bottles and trail mix snack.
2. Advertising in Sierra Club magazine or online at Backpackers.com.
As you can see the green segment of customers? And how this affects the marketing strategy?
ไม่มีความคิดเห็น:
แสดงความคิดเห็น