Five Ways To Attract Green Customers – From Yahoo Green
Green entrepreneurs, like any business man or woman, are constantly seeking the best way to attract new customers. In the eco friendly arena, these customers come in a variety of rapidly changing consumer profiles. As I wrote about in my post, How to Reach Green Consumers - Using Psychographics To Define Your Target Market, green consumers range from the super committed LOHAS who are very progressive on environment and society, to the Drifters who not too concerned about environment, figuring we’ve got time to fix environmental problems.
Trying to reach these varied consumer groups can be challenging. Advice is always welcome.
So some interesting information from Yahoo Green, a website launched last year by the venerable internet giant, sheds some light on the best way to do that. Yahoo managers have been tracking click-throughs, purchases and eyeballs on their new site. Incremental changes in the sight have revealed nuances not considered before and at the recent Sustainable Brands Conference,Erin Carlson, director of Yahoo’s social responsibility department, went over a few.
1. Consumers don’t want doom and gloom. They want to hear about optimistic innovations – to hear about what’s possible. For example, a story on an air-powered car proved a powerful draw
2.There’s a lot of skepticism about celebrities’ green endorsements. “People want to know if there’s been a back-room deal signed to promote that star’s image,” Carlson said. “Green and celebrities are not necessarily a good match.” Imagery of real people making a difference is much more effective.
3.Consumers love surprises. Some of last year’s biggest clickthroughs? An article about a woman who lives in an 84-square-foot house, and a feature on the Pope adding environmental degradation to list of sins. “People want to be able to drop these tidbits at the next cocktail party,” said Carlson.
4.What’s in it for me? Consumers are interested in new gadgets that save money and products that offer health benefits.
5.There’s a shift from awareness to action. Top-searched environmental term in 2006? “Climate change.” Top-searched in 2007? “Recycling.”
Reported in Sustainable Brands Weekly, the advice provided by Yahoo Green is applicable for both web based and more traditional, bricks and mortar companies.
Carlson’s advice to online marketers? Piggyback green promos on traditionally high-interest categories (remember all those consumers that are curious about green products and services, but only if they’re served up on a platter). For example, Yahoo’s holiday gift guide last year featured a green product alongside the latest hot gadgets and toys – and traffic on those products went through the roof.
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Hmm.. that is quite helpful. I think.
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