Eieio
March 18th, 2011, 06:15 AM
Your Customers Will Go Green, If You Make It ‘Greenvenient’
While not exactly catchy, “greenvenient” is a word that may describe your customers’ attitude these days toward buying green plumbing and heating products. In plain talk, they want no-sacrifice, cost-effective products that make it easy for them to be green.
That’s the major finding presented by Jack Suvak, senior director of Moen’s Market Research and Consumer Insights, at a breakfast for builders and media members during the International Builders Show in January. Moen’s study, “What Shade of Green Are You? A Consumer Perspective,” examines the impact of the recession on consumers’ attitudes toward green products. The study’s recommendations apply equally well to an audience of plumbing-and-heating contractors:
* Embrace the current attitude toward green, which is, “How is it good for me, good for my family and good for the planet?”— in that order.
* Help consumers make informed buying decisions based on evidence that addresses the perceptions that green products are more expensive than and don’t perform as well as conventional products.
* Show your customers how they will get a direct return on investment from green products.
* Focus on women because they remain a viable market for green products in the home. Keep in mind that you must connect messages and offerings directly to tangible benefits to her, her family or both.
* Provide your customers with no-sacrifice, cost-effective options that make it easier for them to be green — or greener.
More on making green convenient : http://www.pmmag.com/Articles/Column/BNP_GUID_9-5-2006_A_10000000000001013655
While not exactly catchy, “greenvenient” is a word that may describe your customers’ attitude these days toward buying green plumbing and heating products. In plain talk, they want no-sacrifice, cost-effective products that make it easy for them to be green.
That’s the major finding presented by Jack Suvak, senior director of Moen’s Market Research and Consumer Insights, at a breakfast for builders and media members during the International Builders Show in January. Moen’s study, “What Shade of Green Are You? A Consumer Perspective,” examines the impact of the recession on consumers’ attitudes toward green products. The study’s recommendations apply equally well to an audience of plumbing-and-heating contractors:
* Embrace the current attitude toward green, which is, “How is it good for me, good for my family and good for the planet?”— in that order.
* Help consumers make informed buying decisions based on evidence that addresses the perceptions that green products are more expensive than and don’t perform as well as conventional products.
* Show your customers how they will get a direct return on investment from green products.
* Focus on women because they remain a viable market for green products in the home. Keep in mind that you must connect messages and offerings directly to tangible benefits to her, her family or both.
* Provide your customers with no-sacrifice, cost-effective options that make it easier for them to be green — or greener.
More on making green convenient : http://www.pmmag.com/Articles/Column/BNP_GUID_9-5-2006_A_10000000000001013655