The number and variety of green product certification programs has proliferated over the past several years, and many manufacturers have enjoyed the benefits. The right certification can bolster a brand and provide a short-hand “seal of approval” for end-users and others along the supply chain.
But, in fact, the emergence of hundreds of certification programs has also created problems for manufacturers. For every legitimate, standards-based program, there are others that are far less rigorous – and therefore far less meaningful to the end-user.
Even those manufacturers who do achieve certification still face pitfalls. Through vague message development and poor planning, some manufacturers fail to maximize the marketing value of the certification they’ve worked so hard to earn.
To capitalize fully on certification, a company must make a strategically sound choice when selecting a certification program, develop meaningful messaging relating to the certification, and properly integrate product certification into all marketing communications efforts.
Choose Wisely
Some certifications are far more meaningful than others – both in their rigor and in the minds of the decision makers. Before pursuing certification for any product, a manufacturer should research several different factors. First, align your certification review with your product’s unique selling points. Focus on the most credible programs that dovetail with your product’s attributes: energy savings, recycled materials, or sustainability, to name a few.
Next, explore the available certification programs: What organization runs the program? What standards does the certification signify? How complex – and costly – is the certification process? Finally, manufacturers should make an effort to identify which certifications carry meaning in your marketplace. For some, this may be readily apparent. Others may want to perform research or survey a handful of their customers to determine which product certifications have some resonance with them.
Bring Focus to Your Message
Selecting a program and achieving certification are only the first steps. Demonstrating the value of certification to your target markets will involve more than adding a certification logo to your website. A manufacturer should develop messaging that brings depth to the product certification it has earned: what standards a product has achieved, what the certification indicates about a product’s performance or impact, and how the certification can help others along the supply chain sell the product.
In addition, if certification provides an advantage over competing products, the manufacturer will want to convey that in all communications. By crafting specific, detailed messages that focus on the marketplace value of certification, a company can create a solid foundation for all its marketing communications efforts.
Amplify the Value of Certification
The best marketers will develop an ongoing plan that integrates certification into all aspects of a marketing program: the Web, sales materials, public relations, advertising and more. Likewise, the best plans include a timeline of implementation that helps to orchestrate communications and ensures that no element is neglected.
For example, a company may plan an announcement about a new certification to coincide with an important industry trade show. This may be coordinated with a news release to key publications, an announcement to customers and prospects, and a special section on the website. Moving forward, the most astute companies will provide training and materials that provide their sales force and their partners along the supply chain with the tools to communicate the value of certification. Finally, a full communications audit – a review and assessment of all marketing materials – could ensure the incorporation of certification logos and messaging into all future revisions or updates.
Product certification can be a valuable marketing tool for any manufacturer, but only when the process is supported by a prudent, market-focused strategy. With thorough marketing follow-through, the right certification can support sales throughout the channel and strengthen a company’s brand as a responsible environmental steward.
Baublitz Advertising, a full-service marketing firm serving the building materials and construction industry, is one of the few marketing firms that belongs to the U. S. Green Building Council (USGBC). B•Green is the company’s environmental marketing program.