|
|
What Green Marketers Can Learn from Prius's Success
Hardly a week goes by without Toyota’s Prius making green marketing headlines. This week provides a welcome exception, giving us a chance to take a step back and analyze why this product has been so wildly successful, attracting a broad swath of consumers — and not just deep-green ones — like a powerful magnet, all the while creating a new definition of automotive cool.
Let’s start with the top reasons why Prius owners bought their car. As of the second quarter of last year the number-one reason was “Makes a Statement About Me” (57%), followed by “Other” (e.g., incentives), Higher Fuel Economy (36%), Distinctive Styling (33%), Lower Emissions (25%), and New Technology (7%) (source: CNW Marketing Research). If you’re surprised why fuel economy or lower emissions aren’t higher on the list, then you may be underestimating Toyota’s deftness at positioning this car for a mainstream audience.
Said another way, if they had simply focused on environmental benefits, sales would have gravitated to only deep-green buyers, and then only to those who could afford to pay a premium. But a look over the past five years of marketing communications shows that, at different times, Toyota targeted different audiences with appropriate messages. For instance, the $100 million multi-pronged marketing campaign kicked off with an appeal to early adopters of technology who would appreciate the car’s quiet ride. A supplemental campaign reinforced the car’s green bona fides and secured the green audience by talking about endorsements from such groups as the Sierra Club and National Wildlife Federation. Later on, when gas prices spiked to $3.00 and counting, the message shifted to fuel efficiency - where it remains today.
All along, distinctive styling acted as a moving billboard for the new technology, and appearances by Leonardo DiCaprio, Gwyneth Paltrow, and other Hollywood celebrities reinforced the car’s image as cool. And it didn’t hurt that various federal and state laws provided financial incentives and even preference for hybrid cars in high-occupancy lanes.
What does this mean for your green brand? As I've warned before, avoid the temptation to lead with environmental benefits. While this may help you pick up some market share among the deep greens or “LOHAS” consumers, identify the more direct, primary benefits of your products in order to draw in a more mainstream audience. Everyone’s an environmentalist at heart, so bring in the environmental benefits secondarily, because they can supply the net extra value that can break a tie at the shelf. While you’re at it, underscore your green credibility by using trusted eco-logos (Energy Star, USDA Organic, Transfair’s Fair Trade, and FSC are among the top). One last point — and it’s the one that put Prius over the top - invest in design. Nike’s Considered line, Method’s “Tear Drop” dishwashing liquid bottle, and Apple’s iPhone are examples of consumers responding to good design for products they consume in public, as well as at home.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
What do you think? Weigh in!
In the News This Week...
USPS-Approved Reusable Envelopes Cut Mailing Costs for Marketers
The U.S. Postal Service has approved the first reusable envelopes for use in the U.S. mail. Called ecoEnvelopes, the enclosures are being marketed as a way for direct mailers to use a single envelope for bulk mailings that require a reply. Read more...
For Eco-Marketers, Blue Is the New Green
Blue is fast overtaking green as the signature color of all things environmental, according to advertising firm JWT Intelligence. The palette shift is one of the company's "10 Trends for 2008." Read more...
More Sustainable Brands News & Tools...
We want to hear from you! Post your comments or questions below any SLM news story and we'll feature the best of them here.
| | |
Forward to a Friend!
Beware Those Corporate Weasel Words
While the widespread adoption of sustainability language is a sign that business is responding to criticism and to the growing calls for environmental responsibility, the massive growth in rhetoric is generating some unintended consequences - such as more cynicism, says strategy consultant Stephen McGrail. (The Age) Read more...
Top Headlines from Other SLM Channels
Southwest CEO Says Airlines Are Already Very Fuel-Efficient
Coke Expands 100% Recycling Goal to Include Aluminum Cans
Honda Tests "Heat-Harnessing" Hybrid Engine
Intel Tops CRO's 100 Best Corporate Citizens List
New Study Links Sustainability with Higher Share Prices
Philips' Green Product Sales Spike 33% in 2007
Michelin to Invest Millions in R&D for Fuel-Saving Tires
TXU Subsidiary to Spend $1 Billion on Coal-Plant Emissions Cuts
Institutional Investors Pledge $10 Billion for Clean Tech
Dallas Cowboys to Build NFL's First EPA-Compliant Green Stadium
SB'08 Plans Taking Shape!
A flurry of activity is taking place behind the scenes as plans take shape for SB'08, June 2-5 at the Hyatt Regency, Monterey. Check in for a sneak peek, and save money by registering today!
Find Peers and Partners
If you haven't already joined the fastest growing online sustainable business community, create a profile now and start connecting.
Advertise on SLM!
Become a Sustainable Life Media advertiser or sponsor and reach thousands of business leaders looking for product or service solutions to
help them build their sustainability story. Click here to learn more.
Have a story you want told? Send it to us!
Solution Providers
|
|
|
|
Sustainable Life Media is home for business professionals looking to build new value and competitive advantage by innovating more sustainable processes, practices and products. We bring you top stories related to the what, who and how of environmental and social innovation, and help you connect with thought leaders, peers, partners and solutions providers that can help you quickly reach your goals.
This work is licensed under a CreativeCommons License. Copyright Sustainable Life Media Inc. 2008
|
| |
