Feeds:
Posts
Comments

Posts Tagged ‘Home Depot’

SpiroFlo discusses the struggle of marketing a green technology to the hardcore green crowd and how it’s important to find the Baby Bear of environmentalists: Those who are green enough to value everyday resource savings, but not so green that they aren’t widely accessible (by their beliefs about business or their frugal lifestyles).

SpiroFlo was recently invited to buy ad space on a general green living forum, but declined.

The main reason: The hardcore green crowd often doesn’t personally financially support businesses.

Some of them hate capitalism; others think if you’ve got a product that benefits the environment you should give it away (or stick a government entity with the bill). Regardless of the reasoning, it often seems like that crowd is more likely to jury-rig their own energy-saving devices than buy from a business. (Please don’t electrocute yourself installing your own tin foil solar panels.)

Granted, I don’t expect the everyday citizens to buy an oil and gas well improvement tool or an industrial biofilm removal tool from us, but for residential hot water savings, Average Joes can bring green benefits into their home with one SpiroFlo device installed at the outset of the hot water tank. Getting a better, eco-friendly shower faster, all while improving your morning routine (by not waiting so long for hot water at the shower) seems like a no-brainer, but Average Joe water saving benefits don’t necessarily apply to fringe green groups.

Note: Saying “fringe group” conjures up images of terrorism. I’m not suggesting fringe green groups are attacking people with organic fruit and solar-powered weaponry, rather just acknowledging that they are, in fact, way in the minority.

http://www.wayfaring.info/2009/03/20/ivrea-carnival/

They even have fruit fighter outfits!

Additionally, often times, unconventional people have unconventional homes. From the tiny house trend to the build-your-own-humanure-toilet crowd, sometimes the upheave-your-life green fringe crowd doesn’t even have the type of living space that could benefit from minor green savings. If they’ve already made a major shift to green living, a cost-effective, easy green device like SpiroFlo is in a different league. I mean, why own a shower when you bathe in the previously wasted fountain water at the park?

I kid, but I can tell you this much: a good chunk of the people who are actively involved in general green living forums—as in, the kinds of people who would see our advertisement there—are likelier to fall into the above categories, making the marketing dollars wasted dollars. Perhaps if the green forums were more specific to residential water savings, the ad would pay back its cost, but at this stage, there’s still a difference between marketing to a niche than an inaccessible fringe.

The key is to find people who are just green enough—with enough green awareness to care about environmental impact/resource savings (along with a better shower), but not so much that they’re beyond the benefits of the everyman water-saving SpiroFlo device—but guess what? Average people don’t hang out all in one universal area.

Whether it’s a small fringe group or the white noise of a large, carry-all home supply chain store, sometimes it’s hard to know where to speak your marketing voice let alone what to say with it. Regardless, good, simple green products need to get out there somehow.

Time for Occupy Home Depot?

***

Colin McKay Miller is the Marketing Manager for the SpiroFlo Holdings group of companies:

SpiroFlo for residential hot water savings (delivered 35% faster with up to a 5% volume savings on every hot water outlet in the home) and industrial water purification (biofilm removal).

Vortex Tools for extending the life of oil and gas wells (recovering up to 10 times more NGLs, reducing flowback startup times, replacing VRUs, eliminating paraffin and freezing in winter, etc.).

Ecotech for cost-effective non-thermal drying (for biosolids, sugar beets, etc.) 

Read Full Post »