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Riches in Niches: Connecting to Green Customers

February 11, 2009 By Denise Hopkins
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Behavioral Greens feel there are not enough eco-friendly products on the market and are more likely to make a purchase from an environment-conscious company than the rest of the population. They like to do business with companies that both act with the environment in mind and support environmental causes.

Behavioral Greens, however, still rely on and value newspapers and radio to keep informed. While they typically find television ads useless, they will arrange their schedules around programming.

Marketers looking to reach this group would be best served with traditional newspaper advertising. To reach them through broadcast outlets, marketers should consider options like product placement within shows geared toward this target.

For those Behavioral Greens who "go green" for financial reasons, reaching them with offers for products and services designed to save money, through reduced energy costs and tax breaks, or with a promotional money-saving offer will connect with them.

In addition to marketing environmentally friendly products to Behavioral Greens, consider noting the eco-friendly practices your company employs. A note about the use of compact flourescent light bulbs in corporate offices and warehouses, or the implementation of flex hours and telecommuting to reduce employee travel and the company's carbon footprint, sends a message that resonates with Behavioral Greens.

Next week, we'll review another green segment, the Think Greens, and offer suggestions on ways you can reach them as they take a more active interest in being green.

Denise Hopkins provides customer-centric data solutions to marketers. She is the vice president of marketing and product development for Experian Marketing Services and can be reached at denise2@experian.com.


 

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COMMENTS

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Most Recent Comments:
Denise Hopkins - Posted on February 17, 2009
Your response pointing to the evolution of traditional media channels is very appropriate. As marketers we are all challenged to appropriately apply our segmentation and communication strategy during a time when traditional media, such as newspaper, are undergoing a fundamental disruptive shift. The basis for the newspaper recommendation was made from the segmentation and touch points that we see indexing the highest within the Behavioral Green population and then mapping those segments to their current, most dominant media channels.

While as a percentage there are still more males within the Behavioral Green segment, females are over-indexed as compared to the national average population. Additionally, the Behavioral Green population are oriented more toward retired households with a higher level income than the national average. What is primarily orienting more of the media preference recommendation is the dominance of the Affluent Suburbia, Upscale America and America Diversity Mosaic segments within the Behavioral Green population. While I would also expect that these segments are starting to migrate their media channel preferences, they still tend to consume traditional media channels as well. A blend of multiple channels may be the most appropriate strategy as we all integrate the changing media landscape into our communication strategies.

andy giordano - Posted on February 11, 2009
Excellent article and look forward to reading the remaining 3 segments.
However, recommending the use of traditional newspaper to reach the target is off base. As you know, the circulation of traditional newspapers has been in a free fall.
People who are more likely to go green tend to be younger and female, and that is not the typical newspaper reader.
However, you might suggest using the online component of the newspaper as an alternative.
in addition, for true green followers, you should suggest alternative media that does not impact the eco-footprint. that means using online / digital media and avoiding media that is printed and distributed via traditional channels.
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Archived Comments:
Denise Hopkins - Posted on February 17, 2009
Your response pointing to the evolution of traditional media channels is very appropriate. As marketers we are all challenged to appropriately apply our segmentation and communication strategy during a time when traditional media, such as newspaper, are undergoing a fundamental disruptive shift. The basis for the newspaper recommendation was made from the segmentation and touch points that we see indexing the highest within the Behavioral Green population and then mapping those segments to their current, most dominant media channels.

While as a percentage there are still more males within the Behavioral Green segment, females are over-indexed as compared to the national average population. Additionally, the Behavioral Green population are oriented more toward retired households with a higher level income than the national average. What is primarily orienting more of the media preference recommendation is the dominance of the Affluent Suburbia, Upscale America and America Diversity Mosaic segments within the Behavioral Green population. While I would also expect that these segments are starting to migrate their media channel preferences, they still tend to consume traditional media channels as well. A blend of multiple channels may be the most appropriate strategy as we all integrate the changing media landscape into our communication strategies.

andy giordano - Posted on February 11, 2009
Excellent article and look forward to reading the remaining 3 segments.
However, recommending the use of traditional newspaper to reach the target is off base. As you know, the circulation of traditional newspapers has been in a free fall.
People who are more likely to go green tend to be younger and female, and that is not the typical newspaper reader.
However, you might suggest using the online component of the newspaper as an alternative.
in addition, for true green followers, you should suggest alternative media that does not impact the eco-footprint. that means using online / digital media and avoiding media that is printed and distributed via traditional channels.