You may not keep up on Paris Hilton's daily life, but I would be astonished if there is a single person left in North America who does not know who she is. She has made the term “hot,” hot.
I would like to discuss “Niche” marketing with you. Paris Hilton is a Niche entertainer. She has found a way to capitalize on her targeted market. I want to help you capitalize on your targeted market with Niche products.
We are going to start with the Green Niche: green technology, green products, green marketing, green selling!!!
Why is Green so “hot”?
Financially green products tend to save money by way of reducing consumption of costly resources like energy and water.
This in turn appeals to Environmentalists who want to conserve those very same resources. Socially, this is a respectable goal.
Green solutions are also becoming a Legally hot Topic. Governments are legislating green initiatives left, right and center. This may be to exude a progressive persona to the global environment, or simply to save depleting resources. It doesn't really matter why, so long as it is “hot”.
So how can you capitalize on this “hot” trend?
Well, for starters, you can talk about all the Green products you carry and services you offer. Make sure that all your employees know and understand why each product line is environmentally friendly and that they can compare the efficiencies of various products / services.
Try living green, at least within your company. Invest in re-usable bags (which can be personalized with your logo and / or company information to increase your marketing efforts at the same time!) Do you have a coffee
station? Offer to donate the grinds upon request for fertilizer in your customers gardens. Advertise yourself as a recycling facility for customers who don't have a neighborhood pickup.
You can also “Feature” green products with designated displays, galleries, and signage. Better yet, you can organize a “GREEN SECTION” within your store.
Why not start teaching it? Offer seminars and educational sessions about the importance of going green. This will give you the opportunity to focus on specific product lines; I recommend emphasizing how it will benefit the
consumer, of course. Perhaps you can have a “Green Day” every week, or a “Green Week” every month.
You can offer digital materials comparing product lines. Get your employees to wear green; bring in green cupcakes, blow up some green balloons. You get the picture.
Let the Green begin!
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