Examining the marketing thinking behind environmental messaging
One the most significant trends in the
world of Promotional Products is the demand for items which are environmentally
friendly. But, environmentally friendly products made from recycled materials
or biodegradable materials tend to be more expensive than plastic based
products. So why spend the extra money? What do you get in return? This is not
a glib question and needs to be answered by each brand, so that you gain from
the additional expenditure rather than merely jump on a trend.
1. Because you are a ‘green’ brand
Some brands are entirely focused on their
environmental position. Lush Cosmetics, for example, are natural products with
an eco-friendly ethos running through the whole company. From the product, the
packaging, to the store lighting and the charities they support. For them, any
promotional item have to be made from recycled materials from leaflets printed
on recycled paper to gifts. To use anything else would be an anathema.
For some companies it is not really the
additional expense of environmentally sound promotional goods but rather there
is no alternative. But, you do not have to be in this position because…
2. Because you have an environmental message as well
We work with a number of brands who you
would not class as ‘eco’ companies who nonetheless have a message about their
Social Responsibility. Energy clients are a good example. Drax Power is known
across the UK for its large scale coal fired power stations. The power stations
emit huge amounts of carbon dioxide and so that puts Drax in the firing line
for the environmental lobby. But Drax has been changing to removing coal
from its power stations and investing in renewables. Their issue is that their
customers and potential customers do not know of their changes their issue is getting
that message out.
Drax is an example of a company which has a
message to communicate – one which unlike Lush is not immediately obvious.
Hence, it is more important that literature and promotional items push that
message out to clients, consumers and government.
3. Because we need no more plastic in the world
Other businesses may not have a particular
environmental message but they do not want to be seen as adding to the problem.
For them it is not a particular message that needs to be sent but rather part
of a wider Social Responsibility. Not trying to look like eco-warriors but not
looking to add to the problem either.
The rationale here may be more subtle – the
message may be that you care for the environment, society or feel a level of
social responsibility. Whilst the promotional item is important it must fit
within a wider marketing and communications package. Their needs to be a
consistency across all
forms of communication.
4. Greenwash
“I have heard there are lots of customers
to be won by saying you are environmentally conscious. Not sure what it all
means but if I can win more business then why not?”
Clearly the last statement was
somewhat tongue in cheek but not massively. We have been asked by plastic
polymer manufacturer for cotton carrier bags and have in the past been asked by
a well-known burger chain for sporting products. Beware, your consumer is not
stupid. There needs to be alignment. This applies to all aspects of marketing
and messaging but for some reason gets lost when discussing promotional
products.
5. ROI
So if investing in environmental
promotional products is more expensive can there be a more quantitative
justification than the arguments above. Measurement appears to be difficult
although regional A/B testing may be possible on a regional basis of your spend
is large enough. We also know of a company who presented two promotional gifts
at an exhibition to test responses. But this is not digital marketing with
masses of data. Whilst the evidence may be deemed little more than anecdotal a
glance at your social media feeds will indicate the feelings of your clients if
you get this wrong.
Author: David Platt Director of Pavilion
Group a promotional goods distributor, including environmental products at www.pavilionearth.co.uk
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