May 10
7
How Green Marketing Can Save Your Money
In the beginning days of green awareness, recycling of limited raw materials was more expensive than being wasteful. And in some cases it is more expensive to use “go green.” Yet, there are some aspects of green marketing that are more than saving the environment-they are also saving companies mass amounts of greenbacks!
As someone responsible for marketing, you would do well to explore the possibilities of “going green” with your marketing for several reasons.
- To create a responsible and progressive Image for your brand.
- To do your part in preserving the environment
- To be smart in the use of your resources, including your marketing budget.
If you are smart about applying marketing dollars to the goal of greening your reach to clients and customers, you can save some money in one area and apply it to the other areas that are more expensive. For example, if printed catalogs are part of your marketing, there is a way to save hundreds of thousands of dollars by going paperless! How is this? There are now available incredible customized state of the art digital catalogs every bit as exiting and enticing as paper catalogs.
One manufacturer CEO I interview last week told me that his yearly budget for his catalog run was once $200,000, common in his industry. Now that he uses paperless catalogs and has trained his customers in using digital catalogs, he only spends $50,000 a year in paper catalogs. Next year, he said, he will only print $25,000 dollars worth of catalogs, and will be relying heavily on the digital catalogs that he has developed and trained his customer to use in the past couple of years.
Not everyone has so much invested in printed catalogs. However, there are other ways to go from paper to paperless, by combining different marketing budgets to accomplish several marketing goals at once. For example, it is possible to combine trade show giveaways with a paperless brochure in the form of a custom branded flash drive with software installed on it that collects marketing data from those who use it; as well as providing an electronic brochure. Combining 3 marketing tasks and budgets (trade show prospecting, marketing research, and brochure advertising) into one powerful green product could lower your marketing budget.
A savvy and knowledgeable green marketing consultant will help you understand the options. Green Marketing is not only the wave of the future, but properly executed can save your company money while going easy on the environment.
Original article by Deborah Catherine Nelson can be found here.
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