green marketing

Reduce Your Carbon Footprint + Increase ROI

Green printing processes and the latest in Internet marketing can not only reduce operating costs, but also improve the overall ROI of marketing programs.

Here are a few examples of how this can be achieved.

Internet Marketing: Increase lead generation through online marketing and reduce the harmful environmental impact of print based marketing

The vast majority of marketers continue to rely on print based ‘push’ marketing such as direct mail, trade ads, brochures and data sheets to generate the majority of their leads.

But in reality, Internet based ‘pull marketing’ such as Search Engine Marketing, e-mail marketing, Webinars and a variety of other Internet marketing programs are providing a higher ROI with less adverse impact on the environment. [For more about Internet marketing ROI, see the KnowledgeStorm report - Turning Clicks Into Leads]

So is this the case of having your cake and eating it too? Not exactly, Internet marketing is not all green, it increases the consumption of electricity and toxic electronic waste. But it is a more efficient and sustainable process for buying and selling goods and services.

Green Printing: Reduce your carbon footprint by utilizing earth friendly print process.

First, consider a few stats: 68 million trees are consumed each year to produce the direct mail Americans receive annually and nearly half of this is thrown out unopened. Paper manufacturing is the third largest use of fossil fuels worldwide, the single largest industrial use of water per pound of finished product and waste paper is America’s single largest export by weight [statistics provided by American Forest and Paper Association and the AIGA: Print Design and Environmental Responsibility].

Green printing is not just about the recycled content of paper, it’s about how the paper is harvested, how it is made, the energy used to make it, the printing processes used to produce the final product as well as how targeted the distribution is, how much of the final product is thrown out and how much of the wasted product is recycled.

Green printing does not have to be complicated. It’s actually really easy, since organizations such as the Forest Stewardship Council have come up with certification processes that make paper and printer selection easy.

If you would like to learn more about how to implement a green marketing program, please contact us.