In the digital marketing world, ecoluxury is not a momentary buzzword. These businesses provide environmental and economic sustainability. So they’re about as permanent as the technology industry.
The trouble is that many people are not familiar with exoluxury as a concept. You hear that word, and it may conjure images of mud masks, quinoa salads, and outdoor retreats.
As it turns out, spa treatments, restaurants and catering, and nature recreation are part of the ecoluxury wheelhouse. But so are bathroom fixtures, hardware, and jewelry. It’s a mile-long gamut of products and services.
A few notable examples include:
Neo-Metro, a company that markets environmentally friendly luxury hospitality alongside custom plumbing fixtures designed to lower carbon footprints.
FAR Botanicals, a business that makes and markets earth-based skin products that beautify without harvesting elements that harm the earth.
Global Goods Partners, an eCommerce website that promotes a range of organic and natural products. From baby toys to jewelry, they work with a number of artisans. (Yes, they’re kind of like an eco-friendly Amazon.)
The uniting factor is the ecoluxury customer avatar. This group makes purchasing decisions based not only on the benefits and experience, but also on the statement the product/service makes.
Even though these businesses are wide-ranging, their unique customer avatar requires a specialized marketing approach.
How to Create Marketing Plans for the Ecoluxury Industry
Ecoluxury businesses require a tailored approach to marketing plans. They require the ultimate customer-centric form of marketing; however, there is a heightened exploration of features, not just benefits of a product.
Normally, this scenario is reversed. We tell entrepreneurs over and over again that benefits outweigh product features. In the world of ecoluxury, this dichotomy is more like a yin yang—two sides of equal importance.
With this fact in tow, leaders in the ecoluxury industry face a tricky task. If you find yourself in this position, you only need to follow these steps.
Define ecoluxury in your own terms.
Really, the term falls under “know it when you see it” category. Basically, the idea is that the services and products you offer don’t negatively influence environmental homeostasis.
But don’t forget the word “luxury” is in that term. More often than not, these businesses help people relax or enjoy a unique product. If your marketing content expresses authenticity, you’ll reach the most motivated audience.
Each email, newsletter, and social media post you send out must define ecoluxury in some way. It could be a tagline, an image, a statistic, or a short case study/testimonial. You aren’t expected (or advised) to beat your social consciousness into their brains, but the audience wants to know you’re committed.
Express why you chose the triple bottom line.
Many organizations (including Bright Planning) have adopted the triple bottom line approach. As a business, we feel we have a social, environmental, and financial responsibility.
Ecoluxury businesses stand on the frontlines of this initiative. Eco-friendly entrepreneurs remain financially solvent, while they work toward environmentally sustainable goals. In other words, money and kindness do not cancel one another out.
In your marketing plan, the audience will expect you to explain why you chose to take responsibility.
Ascertain why people want ecoluxury in the first place.
In other words, know your customer avatar very, very, very well. These businesses attract a very distinct buyer persona. While each individual holds a unique moral compass, not everyone places their ethics in the items they buy.
Ecoluxury customers do exactly that. They are so socially conscious that their values dictate their purchases—even if they’re buying something as commonplace as food.
In marketing terms, they’re looking for a company who understands that. They want you to tell their story. To the ecoluxury audience, their wallet is an extension of their voice. Buying from you means they’re making a statement.
Express the features in a powerful way.
Once again, benefits and features are two sides of the same coin. As the audience likes to spend money in the most ethical way, they are looking for product specs as well as an experience.
For example, there are a number of ecoluxury household items on the market. If you’re selling aromatherapy candles, the marketing needs not skimp on the experience element. The audience still wants to hear about how the room will fill with unforgettable scents that make their get-together extraordinary.
At the same time, the features deserve an equal spotlight. The marketing must express how the candle is made, where the source material comes from, and how that manufacturing constitution reduces our carbon footprint.
Create a lead magnet.
In ecoluxury, lead magnets are crucial. Lead magnets are digital or physical items that you give away in exchange for leads, or prospects. Typically this involves gathering some contact information in exchange so you give them the lead magnet and then market to them.
This audience studies before they buy anything, so it’s up to you to give them reading material.
It could be a brochure that illuminates how items are made, or a set of case studies that details service-based projects. Make your lead magnet available and visible on your website, and you can’t go wrong.
In the ecoluxury sales pipeline, the buyer persona will often spend a considerable amount of time weighing the pros and cons. At the same time, they’re seeing if your values coincide with their own.
Deploy a social media strategy.
Eco-friendly audience tend to be tribal (but not cult-like.) Their psychographic entails spending time with like-minded people, discussing issues, and doing everything possible to take care of our earthly home.
And they might not be able to do that with co-workers or during happy hour.
Nothing quite like a social media group to bring people together. When you establish a community, you create brand ambassadorship. Friends will tell friends, and the word will continue to spread.