Do’s and Don’ts for Green Marketing
With Green Living serving as the hottest trend right now, every industry is jumping on the wagon to make the trip down Eco-Friendly Avenue. The automotive industry encounters more of a challenge in doing so, but is equally more pressed to be a part of the adventure, as we’re the ones who seemingly contribute much to the issue in the first place. But if everyone is riding down Eco-Friendly Avenue, we at least want them riding in something they drove off our lot, right?
Among all the ubiquitous marketing tools and promotions for green living, how does an industry like ours stand out? Even more so, how does an individual store grab hold of the green living phase and make a statement about its contributions? Here are a few tips for presenting (or marketing) our green side:
Stay clear of greenwashing. In other words, don’t proclaim green initiative in your store if you can’t, or won’t, live up to them. Ford, for instance, has been accused of greenwashing by a number of environmental groups for its marketing of alternative fuels and energy independence while maintain a relatively low overall mpg. It’s hard enough for customers to sift through all of the green information for them to have to question if you’re genuine or not.
Do the little things. There’s no way that every store can compete in the same ways that Mr. Lobb’s infamous new green dealership does. And they shouldn’t. But there are plenty of little things each store can do to add to its environmentally friendly ego. Change the light bulbs, recycle, and offer refreshing water in a glass, not in a bottle. These are the little things that can go a long way and make your customers feel like they are in a comfortable atmosphere that’s doing it’s best to make a difference—a nice advantage over the all new, high-priced green buildings. Your customers want to feel comfortable with their local dealers.
Make sure all of your employees know what makes your store green, from the light bulbs, to the inventory and back to how you recycle the water from your car washes. Do they need to know what specific brand of light bulb you use? No, but they should know that you use them. There isn’t a car shopper out there right now who isn’t at least concerned about low gas mileage, a conversation that can easily turn in to other green efforts. Employee knowledge is invaluable.
Keep taking chances and making changes.