Posts Tagged ‘sustainable marketing’

Expect to see it splashed across all elements of Americana over the next few years.  Denim on denim, american work ethic and a “cowboy” get-er-done mentality.  The twist I am seeing is this approach with an environmental conservation twist.  Gap is now asking people to bring in their old, tired jeans and get money off for a new pair.  They will then turn the old jeans into insulation for houses.  Read about it here. It’s working people.  The tide is shifting from the take, take, take of the culture we grew up with and is now intermingled with feel free to take (buy) as long as you are putting something back, or being responsible with what you are taking.

What does this mean for marketing?  3 tips for a greener marketing campaign:

1. Tie your campaign to a non-profit of some sort.  Our clients have been seeing great success when doing this, and feeling good about what their selling because a portion of it is going back to the community or doing good for the world at large.

2. Consider recyclable paper for direct mail campaigns, or don’t use paper at all.  There are a plethora of ways to get the message out without using paper.  The obvious being email, social media, word of mouth, parties, but a colleague of ours in Minnesota at Element Six is doing some amazing green marketing efforts.

3. If you must insist or need to do a traditional marketing campaign, add some sort of message that points to sustainability, or some sort of green tip that applies to your target demographic.

It’s fun to discover what happens when you start to think outside of the box and put a limits around your campaign.  Most often you come away with a much more memorable campaign that is exponentially stickier.