Targeting Green Consumers
It seems every major CPG manufacturer has jumped on the green bandwagon with environmentally friendly packaging, business practices and even new brand platforms. But does this flight to greener pastures actually return an investment? Is the brand reaching the right consumer and shopper demographic? Experian’s GreenAware servicehelps marketers answers these questions and more. Experian has developed a consumer segmentation around four tiers of “greeness”, allowing marketers to uncover opportunity areas and directly reach the greenest consumers.
It’s exciting to see very targeted one-to-one marketing make a big push in to CPG-land, but my experience to date is that not all CPG marketing organizations are very well set up to take action. Some very large manufacturers don’t have a central team that “owns” the database. Consequently, marketing programs deliver excellent, fresh consumer data that often goes stale. Conversely, some smaller, more nimble CPG marketing organizations I have worked with have the right people, tools and processes in place to scale relationship marketing programs. Scary, but true.
