How to Tell Your Green Story Even When Times are Tough |
| Veröffentlicht von () am 10.02.2009 |
How to Tell Your Green Story Even When Times are Tough
by Colette Chandler
Although the current economic climate is uncertain, there are many things you as a hotelier or a Convention and Visitors Bureau (CVB) can do to influence the consumers who are still traveling to your area. And if you are a green or environmentally friendly establishment, you have even more incentive to tout your green credentials in the right way to consumers who really care. I’m going to make this a two-part series since there are so many strategies and tactics you can include.
As budget continue tightening, you may think there is no room for expansion of your marketing or communications efforts. You need to make room. Much research has been done about companies who continue to market and promote themselves during a recession. Not only do they rise above the clutter, they continue to pull out in front even after the recession has ended.
When your budget belt has tightened, you need to be more creative and targeted with the dollars you do have. And you need to know - not guess - what works and what doesn’t regarding your advertising budget. My company, The Marketing Insider, conducted in-depth research on what influences green and LOHAS (Lifestyles of Health and Sustainability) consumers to purchase, and it’s not what you might think. For example, although LOHAS consumers are avid radio listeners, they indicate they are not as strongly influenced by radio as they are by other media.
LOHAS Consumers Driven by Values
One thing you do need to know is that LOHAS consumers are driven by values. If they are aware of your brand and believe your values and philosophies, then they’ll support you. LOHAS consumers tend to learn of your products and services, test to see if they like them, and then find a way to fit them into their healthy, green lifestyle.
Think about what you offer as a hotel or destination that would appeal to these consumers and focus on this messaging in your public relations, ads, and message. Do you have an organic restaurant on the premises or are you affiliated with one? Tell people about it. Tell them why they should care. What is in it for them? It’s really not enough to just tout features such as being green; you have to explain what sets your hotel or destination apart from the rest.
Is your staff trained on how to ensure they cater to LOHAS travelers and understand their needs? Is it the tour packages you offer for people who want more eco-friendly adventures, or do you offer yoga tapes and blocks in the rooms or nearby trail maps so they can stay active while traveling? This is your opportunity to create your differentiation.
Remember, for LOHAS consumers the decision to buy has three critical points:
Pre-purchase. Is this a company and brand whose mission and values I support?
Point of purchase. Does this product or service meet my needs for the right price?
Post-purchase. Are the profits from my purchase going to be used ethically and responsibly?
In order to keep travelers loyal to your brand, you have to make them aware that your brand is environmentally friendly and that you are the real deal. LOHAS consumers want to make sure you haven’t put your marketing strategies ahead of your internal company policies.
More Helpful Marketing Advice
Here are some additional tips to help you get out in front during the present economic climate:
Talk about your environmental commitment publicly and often to the consumers who value it the most. Public relations is one of the most effective strategies for educating the green and LOHAS consumer and telling your story. One study suggests that a well-planned and well-executed public relations strategy can deliver a return on investment of up to eight times the initial investment, far more than traditional advertising.
Focus on optimistic stories and positive solutions. In times of economic uncertainty, consumers want to hear stories of hope and opportunities. Tell them what's possible. They hear plenty of negative stories about how bad things are.
Focus on green and health success stories from real people. People want to know how real people stayed at your hotel, resort or destination and what they experienced.
Go beyond awareness and show people how to get involved. People want to know how they can contribute to solving an environmental, health or social challenge. Show them how your hotel or destination is getting involved and how their participation or stay makes a difference. Are you planting a tree for every X number of stays to offset the emissions generated?
Host a green meeting at your hotel or destination and let the media know about what you did that was different and unique.
Cross-promote your product to the customers of other companies who target green and LOHAS consumers.
Build a brand that helps people feel good and you’ll be more successful in attracting more of these green travelers to your area.
Colette Chandler, president of The Marketing Insider, is an expert in consumer environmental and health trends, and helps companies understand the consumers driving these trends. She consults, trains and speaks nationally on how to create authentic green brands. Click here to order her latest webinar series, Creating Authentic Green Value. She can be reached at (614) 776-1416 or at cchandler@marketing-insider.com.
Quelle: Responsible Travel Report
The Sustainable Tourism e-Newsletter
Vol.7 No. 1, January 2009
Zuletzt geändert am: 10.02.2009 um 10:43 PM
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