Shelton Group’s expertise in green marketing promotes sustainability and your bottom line. Click here to visit our homepage and learn how.
Green Marketing Expertise
Think green marketing is a quick ticket to higher sales? Think again.
Green marketing may seem like a trend-of-the-moment, but the majority of mainstream consumers are open to purchasing green products and services. Green marketing isn’t just about spouting scientific facts and lessons about the environment, though—it’s about finding a way to position your product so that it satisfies the unmet needs of your consumers while also actually being sustainable or green.
That’s where we come in. Shelton Group has focused on green marketing for clients who bring sustainable products or services to consumers since 2003. And our clients know that choosing an advertising agency for green marketing means choosing an expert in the green mindset.
For example, while other utilities danced around the motivations behind consumers wants and needs, we took Vectren’s conservation-oriented brand campaign as an opportunity to focus on what really mattered to their consumers—their wallets. Vectren didn’t want just another green marketing campaign. So, the brand campaign we created revolved around the tagline “Avoid Bad Bill Reaction,” with ads featuring the disgruntled faces of energy customers who had just opened a monthly bill—an honest and relatable experience for customers. ABBR’s supporting message was that Vectren could help prevent this feeling by showing customers how to save energy. It was a perfect one-two punch to complement Vectren’s conservation campaign that was already running. “Conservation Connection” followed a do-it-yourself theme and an overall message of empowerment. The brand campaign raised awareness that energy costs were increasing, and Vectren and its customers could do something about it together; Conservation Connection delivered on that promise by offering specific tips and rebates. Vectren’s separate brand and conservation campaigns came together with the common theme—Live Smart.
When BP Solar was looking for an expert in green marketing, they had one specific goal—to build their brand. After we uncovered key insights, we became BP Solar’s agency of record and applied those learnings to an overarching strategic plan and brand development. Those insights directly fueled the development of “Today I will” as their campaign, a brand position that directly spoke to the underlying drivers of their target—a desire for a sense of control and empowerment.
See? Green marketing isn’t as easy as yelling “Go green!” and assuming you’ll be heard. Still confused? Check out our portfolio to see how we unlocked the minds of more of our clients’ consumers.