Now is definitely a time of economic uncertainty, or at least that is how many people feel. I believe that although the current economic climate may seem uncertain, there are so many things you as a hotelier or a CVB can do to influence the consumers who are still traveling to your area. And if you are a green or environmentally friendly establishment, you have even more opportunities to tout your green credentials in the right way to consumers who really care. I’m going to make this a two-part series since there are so many strategies and tactics you can include.
As budget belts keep tightening, you may think there is no room for expansion of your marketing or communications efforts, but believe it or not, you need to make room. Much research has been done about companies who continue to market and promote themselves during a recession. Not only do they rise above the clutter (in your case, green clutter), they also continue to pull out in front even after the recession has ended.
When your budget belt has tightened, you need to realize you need to be more creative and targeted with the dollars you already have. And you need to know, not guess, what works and what doesn’t regarding your advertising budget. My company, The Marketing Insider, conducted in-depth research on what influences green and LOHAS (Lifestyles of Health and Sustainability) consumers to purchase, and it’s not what you might think. For example, although LOHAS consumers are avid radio listeners, they indicate they are not as strongly influenced by radio as they are by other vehicles.
LOHAS Consumers Driven by Values
One thing you do need to know is that LOHAS consumers are driven by values. If they are aware of your brand and believe your values and philosophies, then they’ll support you. The way they work is to first become aware of your products and services, try them to see if they like them, then find a way for them to fit into their healthy, green lifestyle.
Think about what you offer as a hotel or destination that would appeal to them and focus on this messaging in your public relations, ads, and message. Do you have an organic restaurant on the premises or are you affiliated with one? Tell people about it. Tell them why they should care. What is in it for them? It’s really not enough to just tout features such as being green; you have to explain what sets your hotel or destination apart from the rest. Is your staff trained on how to ensure they cater to LOHAS travelers and understand their needs? Is it the tour packages you offer for people who want more eco-friendly adventures, or is it the fact that you offer yoga tapes and blocks in the rooms or offer nearby trail maps so they can stay healthy while traveling? This is your opportunity to create your differentiation.
Remember, for LOHAS consumers the decision to buy has three critical points:
• Pre-purchase. Is this a company and brand whose mission and values I support?
• Point of purchase. Does this product or service meet my needs for the right price?
• Post-purchase. Are the profits from my purchase going to be used ethically and responsibly?
In order to keep travelers loyal to your brand, you have to make them aware that your brand is environmentally friendly and that you are the real deal. LOHAS consumers want to make sure you haven’t put your marketing strategies ahead of your internal company policies.
More Helpful Marketing Advice
Here are some additional tips to help you get out in front even during the present economic climate:
• Talk about your environmental commitment publicly and often to the consumers who value it the most. Public relations is one of the most effective strategies for educating the green and LOHAS consumer and telling your story. One study suggests that a well-planned and well-executed public relations strategy can deliver an ROI of up to eight times the initial investment, far more than traditional advertising.
• Focus on optimistic stories and positive solutions. In times of economic uncertainty, consumers want to hear stories of hope and opportunities—what’s possible. They hear plenty of negative stories about how bad things are.
• Focus on green and health success stories from real people. People want to know how real people stayed at your hotel, resort or destination and what they experienced. Did they learn about an environmental problem from a tour or from your hotel? Any imagery you can use helps people see that a real person is actually being quoted.
• Go beyond awareness and show people how to get involved. People want to know how they can get involved to help solve an environmental, health or social challenge. Show them how your hotel or destination is getting involved, and what they can do to get involved—how their participation or stay makes a difference. Are you planting a tree for every X number of stays to offset the emissions generated?
• Host a green meeting at your hotel or destination and let the media know about what you did that was different and unique. Did you provide a guidebook for green meetings? How many green meetings have you held? What was the environmental impact?
• Cross-promote your product to the customers of other companies who target the green and/or LOHAS consumers. For instance, 57 percent of consumers are concerned about being overweight and 80 percent of LOHAS consumers understand that being 20 percent more than their ideal weight does affect their health. Knowing this, you could cross-promote your product or service that helps them solve this particular issue or maintain an eco-friendly, healthy lifestyle on the go. Maybe you’ll talk about how your tour includes stops at restaurants that offer organic, lighter fare or that your store in your hotel offers healthy items that can be eaten on the go.
• Build a brand that helps people feel good and you’ll be more successful in attracting more of these green travelers to your area.
Colette Chandler is president of The Marketing Insider, is an expert in consumer environmental and health trends, and helps companies understand the consumers driving the trends. She consults, trains and speaks nationally on how to create authentic green brands. Sign up for her newsletter at www.marketing-insider.com. She can be reached at (614) 776-1416 or at cchandler@marketing-insider.com.
