PRINTER newsMay 2010
Print in the Mix
Marketers Find 'Green Marketing' More Effective
A newly released report, "Green Marketing: What Works & What Doesn't—A Marketing Study of Practitioners," says that marketers who have experimented with green marketing messages generally found them more effective than standard marketing messages.
The study is based on a series of surveys conducted by the trade publication Environmental Leader, along with trade publications MarketingCharts, MarketingVOX and MediaBuyerPlanner. Here are some of the key findings:
• More than 80 percent of the 370+ respondents indicated they expect their companies to spend more on green marketing in the future. Among manufacturers, that number is significantly higher.
• Close to 30 percent of marketers surveyed think green marketing is more effective than other marketing messages, compared to 6 percent of marketers who think it is less effective. According to the study, management is even more optimistic, with 46 percent indicating a belief that green marketing is more efficacious.
• Companies with smaller marketing budgets tend to spend more on green marketing. Firms with a marketing budget of less than $250,000 spend just greater than 26 percent on green marketing, while those with budgets of more than $50 million spend 6 percent on green marketing.
• The most popular mediums for green marketing, as reported by respondents who have spent money on this technique, are the Internet (75 percent), followed by print (50 percent) and direct mail (40 percent).
• Marketers that track marketing spend and its relation to sales believe consumers will pay more for green products. When asked if customers would pay more for green products or to a green company, it was the direct-oriented media that showed the more positive results. Of the people who used the two least trackable media, TV and outdoor, only 29 percent and 25 percent, respectively, indicated that customers would pay more. That compares to 44 percent, 42 percent and 46 percent for Internet, print and direct mail, respectively.
• Companies with decision makers who have a low regard for green marketing tend to be those with the larger marketing budgets, especially in the budgets between $10 million and $50 million per year, where more than a quarter indicated that their decision makers held green marketing in low regard. This indicates that smaller companies may believe green marketing to be more effective than larger companies do.
To read this Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
Two appointments have been made at Menomonee Falls, WI-based Arandell Corp. Michael Pedersen, most recently with Vertis, has been selected as the company's new vice president of regional sales. Todd Gawronski has joined as a national account executive. His last position was with Nahan.
The Printing Industries of the Midlands (PIM) has named Charles "Chuck" Kinzer, president and COO of Omaha Print, the recipient of the Nebraska Distinguished Printer of the Year award. Kinzer received the award at a banquet held Jan. 30 in LaVista, NE.
Franchise Services, parent company of the Sir Speedy and PIP Printing and Marketing Services franchise brands, has named Sandy Andreasen of PIP in Iowa City, IA, the recipient of the Don F. Lowe Salesperson of the Year Award. Andreasen received the award during the 2010 Sales Forum that was held in Dallas.
Proforma announced 10 new company owners within its network. New members include: Keith Abrams, Proforma Impact Print & Promo, Gilbert, SC; Tana and Bob Curtis, and Renee and Shannon Woolridge of Proforma All Star Marketing Solutions, Tucson, AZ; Suzanne Holler, Proforma Desert Promotions, Newark, TX; Peter Meyer, Proforma Meyer & Associates, Concord, CA; Suzanne and Robert Witenhafer, Proforma Arrow Solutions, Rockledge, FL; Nancy Cohen, Proforma g3 Solutions, Los Angeles; Jeffry Dunn, Proforma Apple Business Solutions, Pittsburgh; Irene Vance, Proforma iPrint Group, Calgary, AB; Scott Hendrickson, Proforma QFI Marketing Solutions, Louisville, KY; and John Lader, Proforma i.d. clare & co., Chicago.
Merced, CA-based BrightDart has chosen Rosie Avina as its new sales and marketing consultant.
Thomas Rizzi has returned to WorkflowOne, Dayton, OH, as vice president of promotional products. He now reports to Robert Abbonizio, senior vice president of customer solutions.
Scott Pelly and Andrea Pelly, who both formerly served at Generation Printing, have joined the sales team at Rhino Print Solutions, based in Richmond, BC.
Boston-based ABnote North America, a division of American Banknote, has selected Don Chamblin as its new vice president of global sales and business development. He reports to Jake Jacobs, executive vice president of sales and marketing.
Several appointments have been made at Sioux Falls, SD-based Bell Inc. Ben Graham has been tapped as the new president and CEO. He succeeds founder Mark Graham, who now serves as chairman. Ben Arndt has joined as executive vice president and COO.
New York University has named David Shea, chairman and CEO of Bowne & Co., the recipient of the 2010 Prism Award. The award will be presented during the 24th Annual Prism Award Luncheon on June 10th in New York.
Bartash Printing, Philadelphia, has hired Ken Marks as mail list/fulfillment manager to expand its subscription and circulation development services. Marks previously held direct mail-related positions at Maple Direct and Hatteras Press.
Tony Hoholik is the new vice president of sales at Minneapolis-based Imagine! Print Solutions. Hoholik formerly worked for Premier Card Solutions, The John Roberts Co. and Banta.
Four appointments have been made at Gaithersburg, MD-based Balmar Inc. Jim Morgan is now president and COO. Pat Peyton has been named director of fulfillment services. And, Quintin Martin and Benita Spinner have joined the company's sales team.
Sales team member Joe Trizza recently celebrated his 30th anniversary with Dallas-based Padgett Printing. A second-generation member of the Padgett family, Trizza's father, Dee Trizza, served as president for many years. Also, Johnny Ahrens has joined as a customer service representative. PI