Market the Outcome, Engage Your Audience
This seems fairly obvious. But when you look at the marketing done by most companies interested in sustainability, what are they talking about? How, when, and why their product is better than all the others. Better at what?
- Better at sequestering carbon?
- Better at reducing waste?
- Better at conserving resources?
- Better at encouraging a circular economy?
These are great but do any of them solve a consumer problem? I’d argue they are all features of a sustainable product, but not the primary benefit that triggers a consumer to buy.
The sustainable industry is doing a bang-up job of talking about all the ways their products are good for the planet. But, let’s face it, consumers buy because a product tastes, feels, or looks good in the moment. And it’s at the right price point.
A Successful Business Outcome requires Focus
What is the Focus of Your Sustainable Marketing Plan?
What should sustainable product companies be focused on? What their target market is saying they want or need. How a sustainable product gets from processor to consumer isn’t as important, initially, as that it is exactly what that consumer is looking for.
This is my list of what a sustainable product should be better at:
- …identifying the problem a consumer is trying to solve
- …telling the story of the product
- …engaging the consumer in product development
- …developing a loyal fan base for the next great product you launch
Knowing who you’re marketing to is crucial. The buying habits of Gen Zers are different from Baby Boomers and that determines your marketing campaigns. Your goal is to solve their problem in a better way than any other product out there. Do your research.
The Story hints at carbon sequestration, resource conservation, and circularity. It also lets the consumer in on the failures and setbacks. Hey, companies are run by people – and people make mistakes. How often have you heard that the “back story” is an interesting part of a product?
If your market is Gen Zers, involve them in product development. Ask what your market, on an individual basis, really is looking for. Your product may deliver on that, but you never thought to position it in that way. Or., with a few tweaks your product offers exactly what your audience is requesting. Either way, you’ve got a win.
How better to create a loyal fan base than to involve them in the creation of the product? You’ve got consumers who feel a sense of ownership. Don’t you think that would make them loyal consumers?
How to Be the Changemaker
Meeting my list of “better ats” may mean changing up your marketing. It may mean tweaking your packaging or presentation. It may mean using channels you’re uncomfortable in. Getting comfortable with uncomfortableness is the first step to success in business.
Are you ready to be BETTER AT engaging your target market and creating sustainable growth for your business? Contact me at mich farm gal or go here.