Sending the right message to the right decision maker
What type of decision maker are you trying to reach? Each type of decision maker has unique concerns that need to be addressed and will have particular green benefits that appeal to them. Each group needs a targeted message that resonates with them. Here are the various green building decision makers and examples of how to reach them:
Resource conservers These are the early adopter green owners, architects, engineers, and developers involved in the decision process. Resource conservers have a core value of making a low impact on the environment. Decisions are tested against a core value of what it will do to the environment. They are more likely to risk a new concept or process to gain an environmental advantage. Summary case studies are sufficient for this group, but detailed case studies are useful in areas new to this segment. The message to reach a Resource Conserver might be "Do well by doing good". Many in this sector are already greening their buildings and likely to be using LEED certification. They need increasingly detailed technical information and products. Preaching to the choir here is unnecessary.
Value seekers This group of decision makers is looking for the numbers to work on a green project. Value seekers want to minimize risks at every opportunity, but are willing to try new concepts and processes, especially if a successfully green project has already been completed. Good detailed case studies are particularly helpful with the segment. The message to reach a "Value Seeker" might be "Green - Your competitive edge in the market" or "high performance green buildings bring in more revenue and sell for more". This is the segment most likely to change to green practices and this is the best segment to market to.
Hassle avoiders These decision makers are hard to reach - it is expensive and time consuming. "Hassle Avoiders" often pretend to be "Value Seekers". Any perception of risk will keep "hassle avoiders" from participating. They will ask for more analysis, more engineering, more economics, and more payback analysis. Hassle Avoiders will question every assumption. When push comes to shove, this group will typically back away from greening using excuses such as "it's too much hassle, too much risk, too time consuming, or too uncertain". Find out early if you are working with a "Value Seeker" or a "Hassle Avoider". The message to this group might be "Are you stringing me along or are you serious about greening this building?"
Green resister This segment cannot be reached. Don't waste your time and money. Instead, find "Value Seekers" and "Resource Conservers" to work with. At best, you may be able to neutralize a "Green Resister" enough to allow a project to proceed. The message to the "Green Resister" might be "This won't hurt you".
The best marketing stays focused on the reachable decision makers in the market. In this case, the Value Seekers are reachable. Resource Conservers are already actively greening buildings, while the Hassle Avoiders and Green Resisters may be better reached through regulation rather than marketing. 
Profile of various decision makers
Applicability:  High  Medium  Low
| Greening Decision Maker Profile |
Resource Conserver
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Value Seeker
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Hassle Avoider
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Green Resister
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| Value of 10 Easy Green Starter Projects |
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| Value of Summary Case Studies |
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| Technical Experience |
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| Ease of Getting Needed Expertise |
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| Green Product Availability |
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| Have a Marketing Message for Architects/Designers |
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| Have a Marketing Message for Engineers |
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| Perception that Incentives Available |
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| Understand the Benefits of Green Building |
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| Value of Comprehensive Case Studies |
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| Value of Green Building Studies |
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| Willing to Risk on Green |
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| Ability to Overcome Barriers |
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| Institutional Support |
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| Regulatory Support |
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| Value of Green Building Brochures with Examples |
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| Have Overcome Risks of Going Green |
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| Overall Greening Experience |
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| Have a Marketing Message for Clients |
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| Have a Marketing Message for Developers/Builders |
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| Integrated Green Design Team Experience |
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