3 Ways to Green your Promotional Marketing Campaign

3 ways toIt’s spring and everywhere we look there are promotions going on. Here in NYC (where you can find Shoplet’s headquarters!), flyers come, well, flying at us from all directions. Offers from various businesses run the gamut from sales to free samples. Marketing campaigns are notorious for their bottomless consumption of paper materials- reason being that ideas are most quantifiably communicated through printed flyers. However, once a flyer is distributed to a passerby, within moments, it’s often tossed in the trash or just dropped on the floor….but it doesn’t have to be this way! Here are some approaches that your business can follow to green your promotional marketing campaign.

Choose Green Giveaways, Apparel & Paper Products:

Have you ever thought about the environmental impact of printer ink? Most people haven’t. Conventional printing ink is hazardous to the environment and our health, producing volatile organic compounds or VOC’s, which reacts in the presence of light and nitrogen oxide. This chemical reaction contributes  to smog formation and lower level ozone layer thickening. Yep! You guessed it. It’s super bad for you, and all other forms of life for that matter. Never thought there was so much to that one little flyer you tossed out this morning, now did you?? Greenprinter.com is a great alternative for all of your paper printing needs. They are a certified sustainable company and a market leader in the green printing sector.

When it comes to giveaway items and apparel, keep your eyes peeled for products that are organic, biodegradable, recycled, or reusable. Choosing products that are both nice to the environment and useful to the end user will increase your campaign’s staying power, which will, ultimately, benefit your business.

QUALITY Over Quantity:

Let’s be honest here. It’s not always about how many flyers you hand out. How many people look at those things anyway? The only uses most people have for a promotional flyer is to stick their gum in it or fan themselves on a hot day. Not sure how you can avoid that pesky flyer? Here’s how.

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Instead, when running an outdoor promotion, create a memorable experience for your potential customers, rather than a “drive by” flyering campaign. Train your brand ambassadors well and hire people who can do the job right.

Ford Motor Company  issued a report detailing the top influencing consumer behavior trends for 2014. According to this report, consumers seek to secure intimate connections with retailers and service providers- they’re hunting for meaning behind the products and services that they consume. On the environmental front, the report states that there is also growing concern for the planet’s water source.

By shifting your marketing focus to meaningful B2C relationships, while communicating what environmental benefits your business has to offer, your efforts will succeed in forging lasting impressions in the minds of your target audience. Not to mention, promotional items have a higher retention rate when the consumer understands what they are looking at and who your company is. This ultimately allows you to use less promotional marketing collateral AND waste less paper (phew!); thereby, saving your business more money AND the environment!

It’s much more impactful to give consumers something they can use + keep for a long time, like cool branded lip balm, than it is to just toss them a meaningless flyer.

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Stand for Something:

Sir Richard Branson of Virgin Records advises, “do good, have fun and money will come.”

Social and environmental initiatives engage both staff and consumers, which ultimately contribute to growing your business. Helping others and doing good will boost public perception of your brand and serves as an example of your company’s core principles. Let people know what cause your company stands for. Does your business sell green products? Do you donate to, or have your own charity initiatives? Does your staff volunteer their time? How about sustainable business practices?  Showcase what you are doing and how you are making positive strides towards your company’s philanthropic goals, but be careful.

Starting a philanthropic endeavor for the wrong reasons can also backfire. Using charity solely as a promotional tool can damage your company’s reputation if you do not deliver on the promises you make. Make sure your choices make good business sense. In the digital age, it’s not hard to track a company’s sincerity.

  • Consumers are becoming more eco-friendly. If you are known for littering the street with flyers, you could get a bad reputation. There are plenty of other ways to get the attention of your target audience.