Customers Care About Energy Efficiency – Make Sure They Know About Your
Commitment!
Last month we wrote about how energy
efficient businesses can trim costs from the bottom line while also benefiting
their customers. For additional information, see The U.S. Small
Business Administration’s energy
saving guidelines. This is a great resource offers tools to help you
calculate your business’ energy savings, efficiency upgrade information and
sustainable business practices.
This month we are looking at the ways a business can share
information about a commitment and strengthen their relationship with their
community and customers.
Share Your Commitment
to Energy Efficiency with Your Customers
Once your business has made energy efficiency upgrades, be
sure that you are clear on your objectives and the measureable results. Then communicate
your energy savings, new efficiencies and environmental commitment to your
customers. A recent study showed that 72% of consumers would
recommend a business or a brand that supports a good cause over one that
doesn’t. As they say, don’t hide your light under a bushel. Let customers know
that you actually “walk the walk” by sharing your commitment with the following
ideas.
- Create a “green” mission statement for your business and share it with customers, suppliers, vendors and the community. Share your story in an honest and direct way. Include the statement on your business’ website and with a link on e-mails.
- Create a printed version of the mission statement and display it in the business where customers will see it. If your business distributes printed materials, don’t shoot yourself in the foot by printing in a manner that’s not environmentally friendly. You will sabotage your message and lose credibility if you are sharing your “green” message via wasteful media and packaging.
- Use Social Media to engage with your customers while sharing information about environmental causes. Continue to report back on the results of your conservation efforts and efficiencies.This will create a dialog and enhance the identity and profile of your business.
- “Give something back” by aligning your business with a worthwhile organization that raises money and awareness for a cause that you want to support. If you choose to support environmental issues, consider creating engagement activities that raises funds for a specific cause while also strengthening your relationship with your customers. A combination of fundraising and participatory events could be scheduled for Earth Day on April 22 or Clean Up the World Weekend on September 19. Events focused around environmental actions can attract members of the community, raise funds and awareness for important causes while also placing your business at the center of the action. It’s something to think about!