11 Apr '12, 7pm

Marketing Plan: Solve a Problem, Then Spread the Word

Marketing Plan: Solve a Problem, Then Spread the Word

Sean Gallup/Getty Images Energy-efficient washing machines at a trade fair in Berlin. It’s no secret that how a product is marketed can make all the difference between success and failure. As I wrote, though, in my article — part of the special energy section in The Times on Wednesday — environmentally conscious marketers have only recently started hitting the sweet spot in positioning efficient televisions, appliances and other products for the home. At least on paper, the refined strategy’s two main tactics are relatively straightforward: First, sell the product as a practical problem-solver, with energy efficiency as a bonus instead of the main benefit. Second, use word of mouth and peer pressure to build trust and buzz. Easier said than done, of course, but green marketing experts like the New York-based Jacquelyn Ottman say the lessons from past chapters in “green mar...

Full article: http://green.blogs.nytimes.com/2012/04/11/marketing-plan-...

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