Don’t even think about reaching out to people who care about the environment and clean energy unless you sell something that’s good for the Earth or advocate for a truly green cause.
“All natural” kids cereal made from genetically engineered corn? Chicken nuggets from cluckers pumped up with hormones? Fuggedaboudit. That’s greenwashing, and it can kill any hope for reaching green customers.
An indoor power meter that helps families control how much juice their appliances use? Jams and jellies from made from locally grown fruit? Tee shirts made in the USA from organic cotton portraying winners of this year’s Goldman Environmental Prize?
Now, that’s cooking with gas. Or, er, cooking with solar power.
If you have the truly green goods, then you’re half way to turning your customers into your biggest advocates, according to guerrilla marketing guru Shel Horowitz:
If you treat that customer right, if you make that person feel that you feel it’s a privilege to work together, if he or she feels special because of working with you, here’s the really great thing: customers like that start telling their friends. If you treat them well enough, they start bragging on you. They start insisting that their friends do business with you!
And since it’s much more expensive to acquire a new customer than to keep a current one, why not let your customers help you to do that hard work of reaching new people?