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Five Consumer Benefits You Need To Sell Green

Posted: admin on Aug 13 | Green Tech

All the talk about benefits vs. features in last week’s post, Green Consumers Pull Back- Now What? Recession Strategies For Eco Businesses, reminded me of an NAHB article on green homes in which William H. Kreager, an architect at Mithun Architects+Designers+Planners who specializes in sustainable projects, suggests that there is a “trifecta of benefits” builders can use to market homes to buyers:

• A healthy home (1: health and safety)
• Savings due to energy efficiency (2: efficiency and the related cost savings)
• Lower maintenance costs (3:performance and related cost savings)

Kreager is talking about a principle that all green marketers could stand to know: that customer satisfaction needs to be derived by meeting fundamental – not specifically green — consumer values. Green Marketing Myopia, which outlines the above three benefits plus two more, (4) convenience and (5) status (really making it a quintuplet of benefits), sums it up well:

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Technorati Tags: Architect, Consumer Values, Customer Satisfaction, Energy Efficiency, Green Consumers, Green Marketing, Health And Safety, Home 1, Maintenance Costs, Marketers, Marketing Myopia, Mithun Architects, Myopia, Nahb, Planners, Quintuplet, Recession, Sums, Sustainable Projects, Trifecta

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