Selling Green? Follow The Prius Marketing Blueprint

May 31, 2008

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Toyota’s Prius has created a new definition of automotive cool, Jacquelyn Ottman writes in AdvertisingAge. Marketing, of course, has a lot to do with how that happened.

Here are a few points from the Prius marketing blueprint:

A $1-million marketing campaign appealed to early adopters of new technology and a supplemental campaign secured the green audience by talking about endorsements from such groups as the Sierra Club and National Wildlife Federation.
The car’s cool image was reinforced by celebrity appearances (organized by the Environmental Media Association) by Leonardo DiCaprio and Gwyneth Paltrow.
Toyota invested in a design that consumers have responded to positively – including a dashboard monitor that tells the driver how many miles per gallon they’re getting, making the environmental benefits tangible.

Although many new-vehicle buyers may want to purchase an environmentally friendly vehicle, just 11 percent are “very willing” to pay more to do so, according to the J.D. Power and Associates.

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