The Do’s and Don’ts of Marketing Green Building Products

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The key to success in marketing green building products is gaining trust and keeping mind share with building decision makers. 

No matter how great your product is it’s the marketing that determines the sale. To build a successful company, you need a great building product. But having a great product doesn’t lead to success by itself. You can have the right product for the right market and still fail because no one knows you exist. You have to stay focused on marketing at every stage of your business.

Below I’ve assembled a list of do’s, and don’ts, to help reach your audience and gain trust with them.

Don’t Do This. 

Green promotion requires companies to be honest with buyers and not mislead them by over promising. An important piece of advice I’d like to share with you pertains to “greenwashing.” In this industry, the potential to confuse consumers of your products with misleading green claims is high. Green issues are highly technical, fast moving and complex. If your claims are unclear, then you risk being labeled a greenwasher, which can seriously damage your company’s credibility.

To avoid making misleading environmental claims, make a commitment to abide by the FTC’s Green Guides. Also, make sure the claims you make about your building products’ benefits are backed by third party testing. While the energy efficiency of a product is dependent on a building’s climate, size, location, construction, and other factors, make sure you do the legwork to provide an accurate estimate.

There are quite a few recent cases where the FTC fined business owners for making “deceptive and unsubstantiated” claims about the energy and cost efficiency of their products. The fines associated with these cases range from $150,000 to $350,000.

Do This. 

Since you know who is most likely to buy green building products, then you know where they go online, where they assemble in groups, etc. Below are what I consider to be basic prerequisites for marketing green building products.

Promote on Your Website.

Since so many buyers are self educating on the web, it’s important that your LEED certification information is easily accessible–by this I mean easy to find–on your website. You might consider producing a downloadable PDF that explains which LEED prerequisites and/or credits your product may be able to earn. This information needs to be clear and state why your building product is LEED-appropriate.

Participate in Green Building Conferences and Expos. 

Greenbuild International Conference and Expo is the largest green building conference in the world. It features three days of speakers, industry showcases, networking opportunities, LEED workshops and tours of the city’s green buildings. The tens of thousands of attendees include architects, builders/contractors, building owners, code officials, developers, engineers and other groups.

BuildingEnergy is a cross-disciplinary conference and trade show in the northeastern U.S. put on by the Northeast Sustainable Energy Association. It presents 10 to 12 areas of focus on renewables and high-performance building to thousands of attendees, including engineers, builders, developers, policymakers, building managers, manufacturers, installers and others.

For a complete listing of green building events, visit GreenBiz.com or BuildingGreen.com.

Get Listed in Products Databases for Green Building.

EcoScorecard is a web-based tool that helps architects and designers measure the environmental impact of products and materials against LEED, CHPS, REGREEN, Green Globes and the Green Guide for Healthcare on a credit-by-credit basis. The goal of EcoScorecard is to make the search for green products easier and more efficient for the consumer. It’s also free for users since manufacturers pay for EcoScorecard.

GreenSpec is BuildingGreen’s online guide that lists over 2,200 green building products that meet the guidelines described in Environmental Building News (BuildingGreen.com’s publication). The difference between GreenSpec and EcoScorecard is that product manufacturers can’t pay to list their green building products. GreenSpec editors select products to feature in the guide. You can submit a product suggestion, but there is no guarantee that your product will be listed.

Learn more about the FTC’s Green Guides here.

photo credit: http://www.flickr.com/photos/86530412@N02/8233501246

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