What obstacles might a company face with an alternative or “green” product or service they would like to raise awareness of?
Learning curves, misperceptions, misinformation and other factors such as an inability to attribute product claims to a scientific body of research are among the issues facing alternative and green product/service marketers. While the news media, particularly beauty reporters and editors, covet “scoops” on the latest products before they reach the trendy phase, other news personnel, particularly those covering medicine and the sciences, are often hesitant to report on new personal products with ingredients they are unfamiliar with. As consumers become better educated about green and alternative products, the news media will be forced to stay one step ahead in terms of news, information, trends and industry developments. Green marketers are painfully aware of how mainstream companies can outspend them in terms of advertising and public relations dollars; innovative, whimsical approaches to making an impact with a marketing message are critical to a product or service’s success, particul
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