Everyone’s talking about “green” this and “green” that, introducing new products, telling us how we can save on energy costs, recycle more, and save the planet all at the same time. But how can your company get in on the action? I decided to investigate how we could use the green trend to our advantage in the everyday marketing world. Here are some ideas:
1. Use green promotional products: I heard an advertisement on the radio for an Indianapolis-area bank who was giving away canvas shopping bags to new customers who signed up for an account. What a great way to conserve and promote your business! You can bet that shoppers everywhere will start to see the logo of that bank every time those bags are used. Since they’re reusable, that marketing dollar will just keep on giving. What other promotional products can you think of that will offer a similar benefit? How about logoed coffee mugs to replace your clients’ paper coffee cups? Even if you simply give away seed packets with your logo, or use a promotional product made of recycled material, you’re doing your part. I’m sure your local promotional products partner will have other ideas for you to consider.
2. Print on demand rather than ordering printed marketing material: I know local printers on this list will probably hate me for this idea, but why not design your printed pieces so that they can be printed on-demand or in smaller quantities, rather than in large runs? Although it might be more costly to do so, how many times have you ordered 2000 business cards because of the volume discount and then found that your address or phone changed, rendering them all out-of-date? Be wise when it comes to printed materials and think about how many you’ll actually use versus how many will get thrown away from the tradeshow floor to your prospects’ desk.
3. Use recycled paper or materials: For items where you must use paper, try to use the recycled variety. Order your next round of letterhead, business cards or the like on recycled paper. Every little bit helps. And don’t forget to recycle the paper that you do use, when you’re done with it! Check out eco-friendly services such as shredding, document storage and paper and electronics recycling.
4. Tell customers and prospects about your green practices: Use your green methods as a way to differentiate yourself from competitors. Did you switch your company cars to smart cars, or have you instituted an employee ride-share program? Are you donating a portion of each sale to an environmental cause? Did you plant trees near your office complex or participate in a Green event? Tell your customers in your marketing literature, on your website, in your press releases, in your email newsletter or at your trade show. People might be more willing to give their business to a company who cares about the environment, and not simply about taking their dollar.
Green marketing is not only good for your business but it’s also good for the world. It’s easy to be green, so start today!
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