On October 7 at 1:00 pm PDT, I will be presenting the Opening the Door to Green Building Study on Green Expo 365. The following is another excerpt from the study...
While exaggeration and hyperbole is not uncommon in the practice of selling any product or service, it seems to be more prevalent now due to the marketing of “green” and “sustainability” throughout aspects of our daily lives. The Federal Trade Commission recently announced that it would institute tougher enforcement and environmental guidelines as a major part of the commission's agenda because many currently used green claims, such as 'sustainable' and 'carbon neutral,' were not common when the Commission last revised its Green Guides.
Perhaps recognizing some of these dynamics, 50% Product company respondents indicated that they have “changed” or “significantly changed” their approach to marketing due to the growth of the green building market. One of the paths to improving the effective communication of green building benefits lies in understanding the information and the value needs within the market.
Additionally, 82% of buyers identified Actual Performance Data as a key element to influence the green product buying process. Relative to the selection of professional service firms, 69% of buyers identified Actual Performance Data (relative to green building information) as an influence on their decision. While this type of data has been fairly common in the product market, it is a newer area for service providers to integrate into their marketing strategies. It would seem that performance function is leading form in how service firms must now differentiate themselves in the marketplace.
To read the entire study go to sustain-rhythm.com
To register for the October 7 presentation go to http://tinyurl.com/2 3pjddj