The MarCom Strategist: A Free B2B Marketing E-Newsletter

October, 2008
Published by Dianna Huff
Volume 8, Number 08

Welcome!

It seems like every day you hear something about going "green." My grocery store now sells cloth shopping bags, my son's school communicates entirely by email, and I'm reading more articles about companies adopting environmentally-friendly practices!

In this issue, my client, Audrey Ferrante, who helps companies with all aspects of their marketing campaigns, talks about what she is hearing from companies with regard to "green" marketing. Be sure to read all the way to the end -- because she's also offering a complimentary green marketing guide.

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Dianna Huff

"Green Initiatives" Bring Big -- and Better -- Changes to Marketing

By Dianna Huff

There's a lot of buzz in marketing today about social media, but there's another topic that's hot, hot, hot -- incorporating "green" practices into marketing campaigns.

"Wherever I go," says Audrey Ferrante, President of Ferrante & Associates, a Boston-based integrated marketing communications firm, "I'm barraged by 'green' offers and information.

"The printing industry is having a green media show right here in Boston. The USPS and Direct Marketing Association (DMA) both have extensive information about going green on their Websites. 'Green' is everywhere, including the political campaigns, TV, the Web, and advertising. However, despite all this information -- some call it 'hype' -- people have lots of questions."

One of the biggest questions concerns costs. Ferrante points out that while green programs have historically been more expensive, this is changing due to the growing acceptance of green mandates by organizations like the DMA and USPS.

More printers and paper manufacturers have become certified, so the cost of using green materials and processes has come down. And, thanks to variable digital printing (VDP), companies can now print a limited number of customized marketing communications aimed at specific target audiences.

"Another change involves mailing list management," says Ferrante. "More mail houses are reducing waste by implementing National Change of Address (NCOA) rules. Mail houses and the USPS are working together to ensure that address data is clean, reducing waste and duplication. Right now if you do direct mail, you're required to run your list through the NCOA if it's a first-class mailing. And in November, the USPS will require that all lists -- including bulk mail -- be subject to NCOA regulations."

For marketers interested in incorporating green into their marketing programs, Ferrante offers the following advice:

1. Consider the entire campaign -- When planning your campaign, review all elements. Can you incorporate offline and online tactics? Is your list clean? Will variable data printing help you save money? Work with your printer, marketing company or agency to choose the options that meet your green requirements and your budget.

2. Use environmentally-friendly materials -- Switch to windowless envelopes, choose uncoated paper, downsize your piece, and look for other ways to reduce waste in the design of your project. Educate yourself about certifications and ask your printer to use rigorously certified papers and non-toxic, vegetable-based inks.

3. Use a clean list -- And finally, clean up your lists. Eliminate duplicate names, update changed addresses, and remove undeliverable addresses. Maintain an in-house Do Not Market list. You'll reduce waste and improve your customers' experience with your company.

To learn more about green marketing, you can download Ferrante & Associate's complimentary report: Green Marketing 101: A Step-by-Step Guide.

What can Dianna Huff do for you?

Audrey Ferrante initially asked DH Communications to develop new copy for her Website in order to educate visitors about green marketing concepts. After a few months of monitoring her Google Analytics, Huff noticed an unexpected outcome: lots of people were using "green" search terms and finding Ferrante's site.

Based on this data, Huff recommended that Ferrante develop a lead generation campaign that included a green marketing report, landing page, email, and press release. (The campaign is just about ready to go live).

Says Ferrante, "Dianna helped me wrap my arms around what I offer my customers -- which is expertise. With my green marketing report, I have something tangible to offer clients no matter what their industry or campaign type. I'm very excited about this marketing initiative!"

My goal is to make your job easier -- and to help you succeed with your marketing projects and campaigns. To learn more, take a look at my B2B marketing communications copywriting and SEO services to see how you can put my award-winning expertise to work for you.