How To Market Your How To Market Your Green (Eco Friendly) Green (Eco Friendly) ProductProduct

Presented by: Presented by: Maryanne Conlin (MC Milker)Maryanne Conlin (MC Milker)

Eco Marketing ConsultantEco Marketing ConsultantLead Writer: Lead Writer: www.Ecopreneurist.comwww.Ecopreneurist.com

State Of The Green State Of The Green MarketMarket

It’s A $200 Billion MarketIt’s A $200 Billion Market We’re Nearing The Tipping PointWe’re Nearing The Tipping Point Green Goes Mainstream – Major Green Goes Mainstream – Major

Manufacturers in the MarketManufacturers in the Market Consumers Increasingly SkepticalConsumers Increasingly Skeptical Going Green Is Not OptionalGoing Green Is Not Optional

The time is right for those who understand the The time is right for those who understand the new green market…new green market…

Ten Steps To Greater Ten Steps To Greater Green SuccessGreen Success

1.1. Be CredibleBe Credible2.2. Know Your MarketKnow Your Market3.3. Know Your CompetitionKnow Your Competition4.4. Know Your ProductKnow Your Product5.5. Get CertifiedGet Certified6.6. Package GreenPackage Green7.7. Find Your Price PointFind Your Price Point8.8. Craft Your Green MessageCraft Your Green Message9.9. Seek Out PartnershipsSeek Out Partnerships10.10. Promote Your Green ProductPromote Your Green Product

Be Credible Be Credible

Good Green Entrepreneurs Don’t Good Green Entrepreneurs Don’t GreenwashGreenwash

Triple Bottom Line – People, Planet, Triple Bottom Line – People, Planet, Profits,Profits,

Check Everything – Ingredients, Check Everything – Ingredients, Sourcing, Manufacturing, Packaging, Sourcing, Manufacturing, Packaging, Shipping…Work with Green SuppliersShipping…Work with Green Suppliers

Make Sure Your Product, Your Office Make Sure Your Product, Your Office and Your Life is Sustainable and Your Life is Sustainable

Know Your MarketKnow Your Market

The Many Green MarketsThe Many Green Markets The LOHAS (Lifestyles Of Health And The LOHAS (Lifestyles Of Health And

Sustainability) MarketSustainability) Market

Know Your MarketKnow Your Market

LOHASLOHAS — Deep Green Concerned Consumers (16%). — Deep Green Concerned Consumers (16%).

NaturalitesNaturalites — —PersonalPersonal Health and Wellness Health and Wellness

Consumers (25%).Consumers (25%).

Where To Find More Information: http://www.lohas.com

Know Your MarketKnow Your Market ConventionalsConventionals — Practical Green Consumers — Practical Green Consumers

- Interested in Green Products That Save - Interested in Green Products That Save Money too. (23%). Money too. (23%).

DriftersDrifters — Hipsters - Not Too Concerned — Hipsters - Not Too Concerned About Environment, But Like “Be Seen” in About Environment, But Like “Be Seen” in Whole Foods (22%). Whole Foods (22%).

UnconcernedUnconcerned — Won’t Buy Because it’s — Won’t Buy Because it’s Green - Buy Products Strictly on Price, Value, Green - Buy Products Strictly on Price, Value, Quality, and Convenience (14%). Quality, and Convenience (14%).

Know Your CompetitionKnow Your Competition

Know What Your Consumer Currently Know What Your Consumer Currently Buys Buys

Understanding Substitution Is Key!Understanding Substitution Is Key! Know Your Competition’s Products Know Your Competition’s Products

Where To Find More Information: http://www.businessgreen.com

Know Your ProductKnow Your Product

What’s Special – What’s UniqueWhat’s Special – What’s Unique What is Important for YOUR Consumer to What is Important for YOUR Consumer to

Know About Your Product..Know About Your Product.. Your Unique Selling Proposition is NOT Your Unique Selling Proposition is NOT

“We’re Green”!“We’re Green”!

Get CertifiedGet Certified

Myriad of Certifications- Which One Is Myriad of Certifications- Which One Is Right For Your Product?Right For Your Product?

EPA’s Energy Star programEPA’s Energy Star program USDA OrganicUSDA Organic US Green Building Code, US Green Building Code, Green Seal, Green Seal, Green-e, Green-e, Forest Stewardship Council. Forest Stewardship Council.

Where To Find More Information: http://www.greenerchoices.org

Package GreenPackage Green

What is Green Packaging?What is Green Packaging? RecycledRecycled RecycleableRecycleable ReusableReusable

Avoid Over Packaging - Be CreativeAvoid Over Packaging - Be Creative Both Consumers Both Consumers && Retailers Are Looking Retailers Are Looking

Where To Find More Information: http://www.packagingdiva.com/

Find Your Price PointFind Your Price Point

Does Price Matter?Does Price Matter? Is Demand Elastic or Inelastic? Is Demand Elastic or Inelastic? What Will Your Consumers Pay for What Will Your Consumers Pay for

Green or Healthy or Hip?Green or Healthy or Hip?

Craft Your MessageCraft Your Message

Your Green Message to Your Green MarketYour Green Message to Your Green Market

Work on your message – What Was Your Work on your message – What Was Your USP?USP?

Come Up with a Message – Check Come Up with a Message – Check Everything You Do (Product Everything You Do (Product Name/Slogan/Package Copy) Against It.Name/Slogan/Package Copy) Against It.

Seek Out PartnershipsSeek Out Partnerships

Work With A Non-Profit – Get InvolvedWork With A Non-Profit – Get Involved Pursue Industry Partnerships To Reduce Pursue Industry Partnerships To Reduce

WasteWaste Team Up With Complementary ProductsTeam Up With Complementary Products

Where To Find More Information:http://www.epa.gov/partners/

Promote Your Product Promote Your Product

Be Creative; Be Everywhere; Have FunBe Creative; Be Everywhere; Have Fun Use The WebUse The Web Look for Key InfluencersLook for Key Influencers Use Social MediaUse Social Media Conduct PR Conduct PR Make a VideoMake a Video Think Outside The BoxThink Outside The Box

Where To Find More Information:

Visit Our Website at:www.ecopreneurist.com

Email me at: mcmilker@gmail.com