|
What Are Their Thoughts on Media?
The majority of Think Greens agree that media and advertisements play an important role in making people environmentally aware but feel that brands used in television shows and movies are not better, and such product placements do not motivate them to purchase. This group tends to be more receptive to traditional advertising.
Think Greens read newspapers and listen to the radio every day. They resist buying magazines and do not enjoy the ads within, and typically watch only basic television as they feel they do not need cable. They use the Internet to shop, work and fulfill their desire to learn and seek information, but they do not use it to socialize.
How Do You Reach Think Greens?
When trying to connect with Think Green consumers, marketers would be best served by a strategy that includes a strong education component. Providing information to this group while it is still early in the decision-making process is more likely to yield brand loyalty once it's moved to the purchase phase of the buying cycle. Educational messages via the Internet, as well as traditional media outlets, will fulfill a Think Green's desire to learn.
Reaching Think Greens with messages that are health-related will speak directly to their desire to make healthy decisions as they relate to lifestyle. Including messages that reflect Think Greens' obligation to be environmentally conscious, paired with a simplistic approach to being green, will pique their interest and desire to learn more about your company—a key step in building a customer for life.
Next week, we'll take an in-depth look at Potential Greens and offer suggestions on ways you can reach them to build a long-term relationship as they begin to adopt behaviors that are more green-friendly.
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.
Companies Mentioned:
 |
|
