Have you ever wondered how your company could make a larger environmental impact – in a positive way? Have you thought about incorporating “green” practices into your marketing efforts?
Aligning your company with green marketing practices is not only good for the environment, but it can also be good for sales by creating new, prospective opportunities.
6 Eco-Friendly Marketing Tips
Here are six, eco-friendly marketing tips you can inject into your marketing plan with little to no strain on your budget.
- Market your company as having low-energy solutions, such as a client portal, that helps reduce paper usage. Leveraging the cloud in your firm can be a huge draw for those who are environmentally conscious, as well as for those seeking 24/7/365 connectivity.
- Print on recycled paper. Most printing vendors offer this solution and the costs are getting closer to non-recycled paper.
- Online marketing versus traditional, print marketing helps to send the message that not only does your firm have a good grasp on today’s marketing trends, but it also has an eye on the environment. In many cases, it’s much cheaper to engage in online marketing than to leverage direct mail or printed advertising. One of the best ways to make this work is to invest in growing your email database to help reduce direct mail costs.
- Consider using local vendors whenever possible to help reduce carbon emissions. This helps demonstrate your commitment to the environment, plus shows your commitment to your community.
- Supporting environmental charities and events also goes a long way to demonstrate your company’s commitment to the environment. Encouraging staff to participate in events that help the environment and then sharing photos from those events on social media are a great way to increase social media engagement while subtly expressing your desire to help the environment.
- Digital outdoor efforts, such as billboards, are also on the rise. In the past, billboard signs were made of plastic, paper, and other materials. Today’s electronic billboards do not use those materials. Pricing is comparable, and may be reduced if you combine efforts with two or three other companies. For example, consider combining efforts with a client.
Why does it matter?
Suzanne C. Shelton, founder, president and CEO of Shelton Group, an advertising agency focused exclusively on motivating mainstream consumers to make sustainable choices, said in a GreenBiz article, “Millennials – the largest demographic group outside of boomers — are even more likely to consider a company’s environmental record before making a purchase. In fact, they are twice as likely to have chosen a product based on the manufacturer/supplier’s environmental record or practices.”
If your company’s leaders are looking toward its future, they know this group of people will wield as much consumer power as the boomers have for generations. Taking steps today could make a difference tomorrow.
What really matters in the end is that you and your staff walk the talk. Here are some tips from GreenBiz on what’s needed.
- A committed CEO who has a clear vision on how the firm will make strides in this area. This person should demonstrate a personal commitment to the effort as well.
- Education for staff on the reason why the change is needed and how they can get involved.
- Ensure the effort is reflected in the company’s core values and mission statement, remember to update the website with the change and the efforts the company is putting forth in this area.
These ideas are a great way to get started.
The magic bullet, however, will be how will your company leverage its efforts to gain a marketing advantage, while communicating your efforts in a way that your market cares?
- 3 Tips for Successful Green Marketing
- Top 10 Green Marketing Campaigns
- Green Marketing from the Small Business Administration
- Green Marketing Ideas to Promote Eco-Friendly Small Businesses
- Green Marketing Ideas for Sustainable Businesses
Disclaimer: This post originally appeared in the CPA Client Bulletin Resource Guide, © 2016, AICPA. Reprinted by permission.