Strategies for Stepping Up to Green Marketing
How to get there?
- Get into the minds of your customers and stakeholders to truly understand their environmental and social beliefs and values and develop a plan to align with them.
- Move from the concept of “green” products to “greener” products—design and manufacture products that balance quality, convenience and affordability with minimal adverse environmental and social impacts throughout the product life cycle.
- Developing a “greener” brand that engages consumers and stakeholders in ways that reflect the important issues in their lives.
- Establish credibility for your efforts by communicating your corporate commitment and striving for complete transparency.
- Exceed customer and stakeholder expectations that they should do more to solve environmental and social problems.
- Build a sense of community—using whatever platforms are at hand—with your environmental and social stakeholders.
- Improve the use and “end of life” for your products; for many products, the true environmental costs are not in the manufacturing of products, but in the use and disposal of them.
So what does this have to do with printing? You, Mr. or Ms. Printer, are a service provider. These are the strategies, tactics and issues that your customers are focused on. Get inside your their heads and know their businesses as well as your own.
Regardless of where you start on this path, take the first step.
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.
Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.