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Green All Over: Matching Messages with Practices.

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Green All Over: Matching Messages with Practices

Scot Case

In the first part of this two-part series, the emphasis was on the importance of internal communications in the success of an environmental program. This second part of the article focuses on the steps to take in developing a successful external marketing and communications campaign.

Customers with a good experience tell three people. However, those with a bad experience tell 50 people.

This is not news to most professionals in the industry, but some might not be aware that customer expectations are changing. In today's market, customers are increasingly demanding Green products and services. They are also sophisticated about how to define Green and are demanding higher levels of accuracy and accountability for the claims being made.

In a 2007 EcoMarkets market research study (see "Research Initiative), janitorial and sanitation products and services ranked second (after paper and paper products) for attracting the most environmental scrutiny. Customers are examining claims more closely so it is especially important to avoid potentially misleading Green marketing.

Define...

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