The second large market consists of people who live
in places that face drought frequently, and where the
culture has shifted in favor of flushing less—as it has
in many parts of California, for example. Those folks
are already letting the yellow stuff sit, and they would
welcome such a simple solution to the problem of
odors and stains.
Getting the Sale:
Target your appeals to each of these audiences. For
green homeowners and tenants, saving water is
enough of a reason. For the industrial bathroom
owners as well as the well and septic crowd, a purely
economic argument will work better. And for those
already not flushing because of drought, an appeal
based on a clean, germ-free house and a toilet that is
once again easy to clean should close the sale.
These four different markets are going to congregate
in different places—and be attracted to different
message points.
To reach green consumers, exhibit at green festivals,
demo products in stores, do radio interviews,
advertise
in
demographically
appropriate
publications and radio shows, seek out product
reviews in green publications and websites.
Articles in trade magazines and targeted direct mail
would effectively reach the industrial users. To reach
homeowners with septic systems, rent customer lists
from septic pumpout companies, and seek out print
media interviews. And reach people in droughtcentric cultures through mass-market media.
Green/social change business profitability expert Shel Horowitz, “The
Transformpreneur�ᵐ�” shows you how profit by greening your business,
turning hunger and poverty into sufficiency, war into peace, and
catastrophic climate change into planetary balance, and marketing these
commitments. Adapted with permission from Shel’s 10th book,
Guerrilla Marketing to Heal the World (with Jay Conrad Levinson;
Morgan James Publishing, 2016).
http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-theworld/ To discuss your next project with him or schedule a no-charge
15-minute strategy session: http://www.greenandprofitable.com
Strictly Marketing Magazine May/June 2016
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