They outgrow their competition and success seems to come easy.
So let’s take a closer look into the field of sustainable and green products and services. We will locate what these over performers have in common and try to discover what separates them from the rest of the field.
We based our research on information that is accessible online for everyone. With information available via the web it’s easier than ever to research best practices and learn from competitors who have already mastered a certain virtue or task. But you should also be aware that this opportunity is also part of the problem. There is so much wrong information out there that it is sometimes difficult to separate a signal from the noise.
In this post we have put together 5 major trends we have found with the best and most successful and rising ethical or green brands and/or services.
Dominate one Niche
Swedish Denim brand Nudie dominates organic denim, German label Armed Angels rules for organic T-Shirts, French sneaker brand Veja is on top of Ethical Sneakers while Warby Parker is the eyewear brand. If a buyer or a consumer thinks about buying a product or adding a new brand or product into their portfolio, you can bet that these are the brands that have the highest chance- to be chosen.
Is your brand able to dominate a category of your market? Think about it for a moment. If there is a clear leader in your field you should not compete in the same field. Clever brand strategists pick a niche within a niche and aim to dominate this tiny area. Consider the search rankings at Google; the first 3 results get 90% of all traffic. That’s why SEO specialists aim to rank in the Top 3 results for a small number of relevant Keywords. They are not going broad and rank for a large number of different keywords. Focus. Then Focus again and regard what is left. This strategy seems simple enough, but a lot of brands don’t get it right because there is too much of one simple thing: Opportunity. Brands that have mastered the first stages of growth suddenly see opportunities everywhere. They jump from one thing to another and often lose their focus. They get overconfident and suddenly everyone in the company is overwhelmed and unsure about what to concentrate on next.If you are in the early stages of your brand’s development you should focus and narrow down to the niche of your choice.
Yeah, you are just as good as your conventional competitor and in addition to that, your product is organic. Well, sorry, but chances are that this is not enough. Remember the saying:
„It`s not difficult to get a new idea into the consumer’s head, but it is very difficult to get an old idea out.“
Most people like to stick with the things, products and brands they already use and know. If you want them to switch to your brand or product you need to offer something more. Think about what’s in it for the customer. What can you add, other than your ethical, fair or sustainable added value? Take a look at brands like Hardgraft, Reformation, Pozu or Abury. Try to determine what makes them unique and what they are offering their customers. (If you click on the link you will find interviews with the founders on our podcast)
Sometimes it’s difficult to make your design innovate on product or design. That’s why new brands such as Everlane or Warby Parker changed the mainstream business model and used E-Commerce to cut out the middlemen and offer wholesale prices for the consumer. Opportunity
Check Business Model Generation or BMfiddle and learn to think about Business Models.Greenblut also offers workshops on how to develop your business model . Take a look at Video 1 and Video 2 where we explain how you can start to think about your company’s business model.
Integrate Sales & Marketing
So you found some agents or reps in diverse markets and you hired a Marketing person. Chances are that you are missing a huge opportunity. Market leaders in many areas are great in integrating Marketing Efforts and Sales.
Modern CRM systems are highly integrated with marketing tools. Together they offer amazing opportunities. Today’s buyers need 6-8 touch points on average before they finally buy any product or service.
Opportunity The journey often starts with social media activity or content created by the marketing team and expands to a personal contact via the sales team. Market leaders understand how to integrate sales and marketing channels and use the most relevant tools to make it easy for all team members to work with the same data.
Use Inbound Marketing
Buyers have changed the way they buy stuff. They no longer wait for your sales person to call to get information about a product that may help them do their work better. In fact, they may no longer even visit your company’s website as the first stop in their buyer search. They look to social media and content sharing for information to frame their decisions.
Learn the Inbound Marketing method and start to design your company’s sales funnel. If you are not sure if Inbound marketing makes sense for your company, then subscribe here for our Free Marketing Review