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The healthy sensibilities of organics buyers extend into other product and service areas. These buyers also are likely to purchase natural household cleaning products, eco-tourism, nutritional supplements, organic pet care products, gardening products, natural personal care products and organic clothing.
Cultivating Customers
“Based on my experience, direct mail has proven itself as the best marketing medium to obtain new customers,” says Lisa Teele, sales director at The List Experts, which manages the Organic Food for Life file. “E-mail is a good medium for staying in touch with current customers, and upselling products or services, but not the best way to make an initial sale or develop a new relationship,” she adds. Frank Leeds suggests partnering with other green businesses to do co-op marketing to the target audience.
People who buy organics and green products are highly networked and “evangelical,” according to Sherry Nusbaum, marketing director of Ogden Publications, which publishes Mother Earth News, Herb Companion and Natural Home. “An advertiser’s overall impact far exceeds the buy,” she says. “Our studies show that, on average, these individuals have networks that easily exceed 100 people.”
Even more important than the medium is the message. “The organic consumer is very savvy,” says Frank Leeds. “You have to be sure your message is full of integrity. They understand the issue and will know if you aren’t being truthful.” According to Frank Leeds, key phrases that resonate with a green audience include: 100 percent organic; safe for home/family/pets; locally grown; manufactured sustainably; certified; and fairly traded.
If you have a product or service that’s healthy for people and the environment, craft a compelling message and reach out to the world of green.
Linda Formichelli is a freelance writer. She can be reached at linda-eric@lserv.com.
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