When I say greentech needs digital media, I do not mean organizing environmentalists to attend rallies at the Copenhagen world climate change conference.  What I mean is that digital media is going to be instrumental in getting information to the consumer, especially when there is a muddled message or conflict of interest at the point of sale.  This “need” for a direct line of communication was most apparent with recent trips to auto dealerships while considering the purchase of a hybrid for my mom.

My mom is in the market for a new car, so I asked her to consider a hybrid and took her to a few dealerships in West Palm Beach during the Thanksgiving break.  I was surprised to find that Florida has a limited supply of hybrids and shocked at the level of anti-hybrid sentiment on the part of the car salesmen.

The only rationale I can think of trying to convince someone to not buy a hybrid who specifically went into the dealership to look at hybrids was because the sales margin or commission on hybrids was much lower than traditional gas vehicles.  (I clearly understand why for the guys who did not have any hybrids in stock.)  With the exception of a Toyota dealership that had the Prius in stock and the Lexus dealership that had the Lexus hybrid in stock, most sales guys were anti-hybrid.  Ummm…Ford/GM, you’ve got a real problem.

My point is that misinformation, especially at the point of sale, is going to be a big problem for green companies trying to sell to consumers through traditional retail channels.  If someone can be convinced that there is no science behind global warming, that smoking is not really that bad for them, or even that there is a magic pill that allows them to eat all the carbs they want, then it will be easy to say that hybrids are a waste of money or “hybrid just means more expensive.”  All it took was a few scumbucket sales guys and my mom was convinced that hybrids were “actually” not that practical.  Also, these car salesmen made these cases to my mom when I was not in the vicinity.  Wow.  As if she would not tell me exactly what they said to her.

This is a reflection of sales channel conflict that is a primary challenge for many greentech companies.  In addition to developing their own sales channels, separate and distinct from traditional sales channels, greentech companies need to develop one-to-one relationships with consumers.  Digital media is the most cost-effective media vehicle to make their case.  In this case it was a hybrid car, but in other cases it could be a multi-million commercial lighting program for a new skyscraper or G Diapers.  Yes, someone told me that Pampers and G Diapers were the same for the environment.  People will say anything for any reason and, therefore, controlling the message is a critical element to success for this sector.