If you want your company to go greener, make it a goal for each department. Marketing is one area where there are significant opportunities to “green up.” Even a few, gradual efforts will be noticed and appreciated by your customers. Here are some good places to start:
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Direct mail—Direct mail is effective, but it can be challenging to keep campaigns green, since it’s a marketing tactic that typically uses significant amounts of paper and other materials. Start by working with a printer who knows about greener paper choices. Today, there are many kinds of environmentally friendly paper available. Recycled paper has undergone a complex process and has been reincarnated as new. If you go this route, check on the level of old paper that is actually being recycled and aim for a higher level of “post-consumer” waste paper. Another option is paper certified by the Forest Stewardship Council (FSC), which means the paper was produced in a way that ensures forests are replenished, biological diversity is maintained, and the rights of workers, indigenous people, and surrounding communities have been respected. If you can, try selecting paper that is both recycled and FSC-certified.
You may also want to reexamine your use of plastic in direct mail. Try avoiding those envelopes with little plastic windows. Even a small move like this can go a long way. If you absolutely need a window envelope, look for those with biodegradable plastic.
And, it’s not just all about the paper products. When ordering direct mail printing, check your printer’s ink choices. Soy ink is often preferred over petroleum-based inks. Most newspapers now use soy ink already because it tends to be more economical, the paper can be deinked and recycled more easily, and colors are typically brighter.
Of course, cleaning up your mailing list will help avoid wasting mail pieces on the wrong target audiences. Think about refining your segmentation techniques or trying predictive marketing that can help determine the demographic characteristics of customers who will be most receptive to your marketing effort.
Promotional products—Marketers can’t seem to live without promotional products, but how many plastic chip clips, sunglasses. and figurines does your company need to purchase? Instead, work with your promotional vendor to experiment with environmentally friendly promotions, many of which are currently quite popular. Reusable shopping bags are a necessity for some areas where plastic shopping bags are no longer allowed. Or, try reusable water bottles, recycled paper notebooks, and solar-powered flashlights.
Think local—Some organizations believe the best advertising and marketing agencies are in big cities. While it’s true there are many great agencies in metropolitan areas, consider more local partners. It could greatly reduce travel and shipping expenses, as well as signal an investment in your nearby community. If that’s not possible, try shrinking your carbon footprint by reducing corporate travel and holding more video conferences.
You may also want to think local when considering your next big corporate affair. Make use of local food suppliers as well as local beer and wine makers. Also at the event, avoid disposable materials such as napkins and plates and try something different from fresh cut flowers as centerpieces. Colorful fruits, vegetables, and potted plants add interest to an event and can be reused by guests who bring them home. Consider also how guests should be encouraged to arrive. Organizing carpools is green-minded and starts the conviviality sooner.
Marketers are known for innovative thinking, so encourage your marketing team to start sprouting greener ideas. There are efforts—big and small—that can make a difference. Tomorrow we’ll discuss one of the toughest issues to tackle for marketers—product packaging.