<<< back to list
Greener Marketing: The Medium is (Part of) the Message
When people talk about green marketing, the focus is usually on the message. But what about the medium in
which the message is delivered? Marketing greener includes communicating your message in a more sustainable
way.
In this issue, we'll look at the big picture in greener communication. Our next issue will
consider more sustainable choices in print production.
Print vs. Electrons
It's easy to assume that marketing materials on paper are inherently bad from an
environmental viewpoint, while electronic marketing (email, websites, blogs, social
media and electronic newsletters like this one) is environmentally good. However, that's
not quite true.
With the right practices, the environmental impact of print materials can be significantly
mitigated (in our next issue we'll talk about how). At the same time, electronic
marketing is not environmentally pure (all those servers use energy, and the almost
non-existent cost of an incremental message means that millions of messages are
transmitted--using more energy).
Electronic media are greener when they will help you reach your specific target
audience and achieve the results you want.
For example, with a large, targeted email list, emailing can save both trees and direct
mailing costs, while linking customers directly to your website or blog. However, with
documentable email open rates averaging less than 20%, a small list may not produce
satisfactory results.
You can't email a brochure during a face-to-face conversation, but you might want a
print piece in that situation to build credibility. Print is also an effective medium for
driving traffic to your website.
The Right Piece for the Purpose
When you choose to use print materials, be thoughtful about fitting the piece to the
purpose. Throwing away ineffective marketing material is not green and it's not good
business.
Think about how you will you use the piece in your marketing process. Will it be read
by CEOs or by unit managers? What are the hot-buttons for targets at each
organizational level? Is the voicing and look of the piece appropriate for the audience
and your organization? When you create the print marketing piece you actually
need, your using resources--both your own and nature's--more effectively.
Less is More
Using a high volume of print material is both expensive and not very green, but not
using any material may be bad marketing. Your strategy for using print material needs
to be "just right."
For example, at a trade show or conference attendees are not very discriminating
about what they pick up at a booth--so don't feel compelled to display every possible
piece of print material. Use the signage and your computers to grab attention and
demonstrate your product or services. Consider using one overview print piece that
includes links to materials on your website.
You can keep other print material behind the scenes and give it only to those who you
judge to have a real interest. Or you can distribute material on USB drives, or send
personalized follow-up emails with links to relevant PDFs on your website.