PACE Conference News 2009 - Getting the Most From "Going Green"

Joel Hamberg
President, Joel Hamberg Painting, Inc.

Portland, Oregon

Coatings manufacturers continue to introduce environmentally-friendly products tot he market as the demand exists as "going green" becomes the norm. Customers are not as hesitant to spend more on green products, instead seeing the long term benefits outweighing initial cost increases. This hold true for paint contractors as well, according to Joel Hamberg during his "Marketing 'GREEN'" session on Monday morning.

Hamberg encouraged the audience to be a truly green business, and reap the benefits of making that commitment. "People are calling themselves a green company when they really aren't," he said. "There is a real problem with greenwashing - a term that means they say they are green, but don't really know what they are talking about."

Recognizing that going green is not an easy program to institute, Hamberg assured the audience that the benefits will make the effort a good investment.

"There are a lot of challenges but also there are a lot of rewards," he said. "Green is getting to be mainstream - you want to be a leader in your area on going green."

Using marketing pieces that highlighted environmentally-friendly products and services - from both coatings manufacturers as well as other industry - Hamberg encouraged the audience to look for any type of press or publicity available to promote their green practices.

Among key phrases to use in advertising copy are "eco-friendly," "health," "nature" and "clean air."

"'Sustainable' is even a better term than 'green,'" he said. "And using images such as animals, children or trees, along with earth tones, is big. Incorporate these onto your web site as well. Distinguish yourself as green."

Keeping your web site up to date with your green-related activities will let your customers know how you are truly a green company. "Customers are looking for you via the Internet," said Hamberg. "Start a blog to share information on your projects, industry news and new products available."

Incorporating discounts into your advertising materials will also catch a reader's eye. "Offer a discount to those who select green products for their project," he suggested.

Networking is also another avenue to use in marketing efforts. "Network through your trade association," he said. "Get on your manufacturers preferred provider list - which could require certification for some products."

Hamberg also encouraged the audience to establish a company culture for employees to implement in their daily lives - another way to support your goal of "going green!"