When Lake Norman electrician and plumber David Douthit needed to differentiate from competitors, he turned to PRstore of Huntersville. Franchise owner Carissa Roman had the perfect branding solution: Go Green.
Homeowners in the affluent Lake Norman area have joined the eco-friendly trend. A drought in 2007 has led to water restrictions there, and energy efficiency has become a fashion statement as energy prices soar.
PRstore launched a “Power Up More Naturally” marketing campaign. Magazine ads and animated postcards positioned Douthit as the go-to source for energy saving tips and water-conserving home upgrades. Douthit even bought two new domain names: PowerUpMoreNaturally.com and LoseTheBucket.com.
He also started a catchy new promotion: Get a free evergreen sapling with every Douthit service call. Giveaways are always effective, and this one offered environmentally aware homeowners a chance to make a lasting difference.
Looking for ways you can cash in on the Go Green movement? Here are a few tips:
- Become an energy auditor
Contractors hit by the housing slowdown can create a new niche by conducting home energy audits. After you’ve installed weather stripping and new energy-efficient windows, the homeowner may choose you for other home improvement contracts, as well.
- Show off your low carbon footprint
CarbonFootprint.com offers a free Small Business Carbon Footprint calculator. Are you a low-emissions company? Use a press release or blog to let your customers know you’re being environmentally responsible.
- Let customers make you green
Here’s a great chance to communicate directly with customers: Ask them for suggestions for “greening” your business. You’ll get valuable feedback, raise brand awareness, and might even generate positive publicity for being so open to your customers.
- Launch environmentally friendly products
Even better than marketing yourself as environmentally responsible is actually being environmentally responsible. Creating a new eco-friendly product will open up a new sales opportunity and will position your company as a socially responsible leader.