Are you concerned about 'green' marketing?

[joshwcw]

Hi, we are in the direct marketing industry, where there's been lots of angst and concern recently over the environmental impact caused by wastage in direct mail campaigns (and some pressure from government too)

We just wanted to know what smaller businesses outside our industry think about this?

Would you decide not to use or reduce direct mail because of the environmental impact? Or ae other isues more important to you instead.

Would be really intereseting to hear some views.

Josh

[cookielady]

Hi

From another perspective I work for a bluetooth proximity marketing company and the use of this technology is obviously very green indeed, we have found companies who use this marketing strategy are having a significantly higher take up via offers and information sent free by bluetooth, think stats were 15% take up on bluetooth to direct mail 1% as the consumer can choose to accept or decline the information also increeases as more people have bluetooth on their mobiles and other devices.

However I feel that this technology will eventually in some way take over the direct leaflet marketing simply because more and more local councils are adopting measures against carbon footprints and business are now charged for waste management and recycling and this IS saving trees at the end of the day.

On the flip side although bluetooth marketing is relatively new in the marketplace, I am very interested in how do you see this in your line of business and how do you think you will adapt to this type of marketing.

Cookie

[Natsoi]

Originally Posted by joshwcw

Hi, we are in the direct marketing industry, where there's been lots of angst and concern recently over the environmental impact caused by wastage in direct mail campaigns (and some pressure from government too)

We just wanted to know what smaller businesses outside our industry think about this?

Would you decide not to use or reduce direct mail because of the environmental impact? Or ae other isues more important to you instead.

Would be really intereseting to hear some views.

Josh

I think that it would be more to do with who your client is selling to and what their customers expect from them in terms of social responsibility regarding paper waste.

I don't know where you’re from but here a lot of small green grocers butchers etc use direct mail and to be honest as a consumer I'm not too concerned about it. I mean I already recycle it so it just goes in with my newspapers. I don't think people expect small business to bear a large part of the responsibility in reducing waste. If they’re a large firm where other forms of advertising are available and can easily be used then I think there would be some mandate to reduce paper waste. Perhaps you could put a "please recycle" label somewhere on the pamphlet where people will see it, even near the business logo or title to convey that social responsibility?

So IF I were a small business I'd not be too concerned about it I think most consumers understand there needs to be a balance between enviromental needs and the need to advertise.

[simonr]

Hi Josh - to be honest, direct marketing annoys the hell out of me. Not only does it waste paper but it wastes my time because it's often so badly done. Do I want to buy baby clothes? No.

I guess one useful marketing gimmick/niche you could think about is the green-sourcing of your paper and/or inks etc. That might help you stand out in the marketplace, too.

S

[j68edna]

Hi Josh,

I must say I prefer e-marketing personally but I still believe direct, paper marketing has its place.

Rosie

[bubblewrap]

Originally Posted by joshwcw

Hi, we are in the direct marketing industry, where there's been lots of angst and concern recently over the environmental impact caused by wastage in direct mail campaigns (and some pressure from government too)

We just wanted to know what smaller businesses outside our industry think about this?

Would you decide not to use or reduce direct mail because of the environmental impact? Or ae other isues more important to you instead.

Would be really intereseting to hear some views.

Josh

Paper-based marketing! Annoying as hell!

My point of view on this is only 3% of what I actually receive in paper marketing, be it at a business event or seminar of some sort, or the rubbish I get everyday at my home will be read. Is destroying our environment for our present and future generation worth that 3% possible income. How many of those 3% I actually read do convert in a sell? For me, most likely 0.5%.

And if their pizza is so good and at such a bargain price that I've got to keep on ordering from them, I keep the brochure. But is there really a need for them to keep on wasting our green heritage on a weekly basis?!!?!! NO !

I say, bluetooth, mobile, email marketing, all the way. I don't care if my e-mail inbox is full. If I no longer want communications from any given email marketer I can simply block them or unsubscribe.

I think technology has its place for saving our once green planet.

Elie aka bubblewrap
pandakoo.co.uk

[ivertise]

Joshwcw, it's good to know that you are taking "going green" into consideration - tells a lot about someone who places value over their social responsibilities. Just out of curiosity, how effective is direct mail campaign? What other services come with direct marketing?

[roy]

One of my long terms clients recently has been the company that started EcoSwitch and EcoAudit

The work we have done with these suggests that there are two camps:

'Brown Rice and Sandals' who want everything to be as green as possible and probably do the job properly as in 'Make do and Mend' rather than replace at every opportunity. They want to eat sleep and breathe green and will object to the tiniest form of waste.

'Everyone Else' who feel guilty about their carbon footprint, think it's a damn good idea to save the planet - but only if it suits their lifestyle and doesn't stop them jetting off to the far east for their holiday or going to work in their car rather than that 'orrible public transport.

These are obviously broad statements and tongue in cheek, but if you are selling to the second lot, your paper based missive will be deemed as an envirionmental disaster if it's inapproriate and treasured if it answers their burning question or desire.

So there's nothing new then!

Make sure, if you are going to send paper, that it is highly targeted and has a fantastically strong sales message and call to action. That way the green issues won't even be mentioned in most cases.

[BIZAL]

Hi

The simple answer is NO

The simple reason is.... I am paid to find the most cost effective methods of lead generation and if that means sending out 10 million flyers every day for 5 years and it compares well to other methods i.e. SEO/PPC Prospect profiling then none of my clients have cared.

Sorry but it is an honest answer even if it is not the one you would like.

[Vinsomelosesome]

In the short term - no. In the long term, it matters. As long as businessmen are planning to remain competitive, green marketing will matter. Because of new legislations that will be in place soon, marketers who ignore the environment will have to price their products higher what with Carbon Tax and Evironment Tax slated to be in place.

Since success in business depends a lot on foresight, I believe that businessmen with vision -- big or small, must already have their environment strategy in place. Those who do not should start working on it right away lest a whammy hits them in the guise of a bureaucratic policy and disrupts their competitiveness.