Marketing Strategy
It’s safe to say that most companies devote some amount of their marketing budget to producing and printing tangible materials, whether it’s pamphlets, leaflets, business cards or coupons.
On occasion, printing materials can reap major rewards. However, in a world embracing eco-friendly practices, it’s a good idea to keep on the right side of consumer demand by taking strides toward waste reduction. One great place to start — if you haven’t already — is to revisit your marketing campaigns. Read on for five tips to reduce marketing waste at your business.
1. Think About Timeframes
Marketing materials often have a short lifespan, be it for a special promotion or a one-time event. If a promotional piece has a limited run, revisit to see whether elements of this particular marketing campaign can be moved online. Otherwise, try to see if you can fold multiple campaigns into one print run.
2. Shred Old Materials
When the time comes to dispose of old materials, shredding them with a local company that has a robust green policy is an effective way of doing so. With the environment in mind, looking to a local team is your best option. For example, say you’re one of the 230,000-plus companies in the Greater Toronto Area. Finding a shredding service in Toronto that can come to you is your best bet.
Further, recruiting shredding services versus simply placing items in the recycling bin means that old marketing materials don’t end up in the wrong hands. This can cause confusion and leave you on the hook for expired offers.
3. Only Print What You Need
Host regular stock checks to see how many brochures, posters, and leaflets have been successfully distributed and, by default, how many you have left.
Over-ordering can be detrimental, both to your ROI and your green mandate. Your corporate colors might get an overhaul; a team member may leave, making certain materials obsolete; or materials might get damaged during an unexpected leak. By ordering limited amounts, you’re saving your company from potential losses.
4. Move Online When You Can
Some marketing materials are most effective in paper form. Tangible copies are more desirable to certain demographics, too.
For example, a study asked older participants to complete a survey offered online and on paper. Researchers found that without the option of a paper copy, a small yet vital group would not respond, skewing survey results.
That said, review re-allocating some of your marketing materials budget to online campaigns on a trial basis if it’s not something you’re familiar with. You might find that dedicating a portion of your marketing materials budget to social media advertising, for example, could return more substantial rewards.
5. Partner with Environmentally Friendly Printers
For the physical materials you still need, look for a local eco-friendly printer: one that uses recycled paper and soy-based, biodegradable inks. This service will likely cost more than your average printer; however, the quality and eco-friendly message will speak volumes.
The Takeaway
Crafting an environmentally sound marketing campaign or strategy that requires paper copies is no mean feat. However, by taking a few of the steps mentioned here, you’re going a long way toward making your marketing materials as green as can be.
