Green marketing is one of the latest retail trends. According to a survey from Environmental Leader and Watershed Publishing, 82% of companies polled plan to increase their spending on green marketing in the future, with the most popular medium being the Web (75%), followed by print (50%), and direct mail (40%). Moreover, 28% of marketers think green marketing is more effective than other marketing messages, the survey found. To help you successfully market your green products or services, Kiwano Marketing, based in Vancouver, British Columbia, offers these five tips:

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1. Back up your claims. Don’t position yourself as a green business if you’re not walking the walk. Today’s consumers are savvy and inquisitive, and a false claim will seriously damage your brand — and what people say about you. A company’s reputation is one of the most valuable assets an organization possesses. Bad publicity spreads quickly (it’s the most viral form of buzz there is), and it can take years to overcome.

2. Don’t position yourself as the green savior. Consumers look beyond the label and demand integrity from the companies from which they make purchases. You should communicate your environmental and sustainability efforts, but don’t overdo it. Adding a modest, sincere tone to your marketing message will go a long way. Give your business a personal, honest image and you will generate positive word-of-mouth.

3. Engage the whole team and communicate your efforts internally. This is one of the most important green marketing tips. Consistent communications and continuity are musts for any successful marketing program. It’s particularly important to engage your frontline employees: sales teams, the technical support department, and receptionists. Imagine how it would reflect on your company if your marketing department is promoting your environmental initiatives while the sales team is seen dumping dozens of still relevant brochures after a trade show.

4. Get your supply chain on board. Engage your partners and vendors on your green marketing efforts. Communicate the pros of green marketing and provide incentives for a faster adoption. Focus on the new joint marketing opportunities you’ll be creating for your partners and suppliers. After all, if your supply chain is also becoming environmentally sustainable, your suppliers will want to promote the new added-value and generate more business.

5. Don’t just focus on the green argument. Because the green marketplace is quickly evolving, it’s not enough to focus your messaging on the green added-value of your products or services. You need to develop your product positioning so that it’s a no-brainer for your customers to do business with you. That can take various forms, from communicating the quality of your product or service to focusing on the money your customers will be saving in the long term. The goal is not to focus on the green argument uniquely; position your company as an organization that appeals to more than dark green customers.

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