The 4GreenPs Approach:
The 4GreenPs Approach puts solid research and strategy ahead of execution, focusing on the 4Ps of Marketing (Product, Price, Place and Promotion). Before making any specific Promotional recommendations to Mr Beams, the 4GreenPs team studied the Mr Beams product attributes, pricing vs. competitors, place (distribution options including online reseller sites, retail outlets, catalogues and direct sales via the Mr Beams website), as well as current market conditions.
Among our findings were:
1. Mr Beams’ LED lights were superior in brightness, color (the highly desirable pure white) and long lifetime versus the competition;
2. The shrinking economy meant consumers were looking to get more value for their money—both for themselves and for those on their holiday shopping lists. Remember 2008? Forecasts were calling for the worst Christmas shopping season in decades – and indeed it was.
3. Mr Beams was not effectively targeting green consumers. Key search terms such as “energy efficient lighting” did not result in highly placed Google results for Mr Beams products, despite the fact that LED lighting technology is far more energy efficient than compact fluorescent lighting.
4. Mr Beams was responding to blogger inquiries, but was not proactively targeting the most influential bloggers, websites and e-zines that can sway eco-conscious consumers’ purchasing decisions.
After consultation with the Mr Beams Management Team, 4GreenPs used these findings to develop and implement a “fall push” marketing and communications plan. The plan included the development of new brand messaging emphasizing the energy-efficiency of LED lights and the value/cost savings. These two messages were important to the both the female consumers who drive 80% of all household purchasing, as well as to the growing eco-conscious consumer segment.
The 4GreenPs plan also included recommendations for website enhancements and the creation of media materials designed to target green consumers, as well as the two consumer segments identified by Mr Beams: senior citizens and home improvement enthusiasts.