Marketing Tip: Are you Green but tired of the word Green?

[Frank Gomez]

Green is here for a while. The latest is a push for green packaging headed by guess who? You got it! Walmart. If you didn't know this Walmart is going green mostly because it is smart business. Think about it. Big business has been using fluorescent lighting for decades because it saves so much energy and money it was worth doing from an economic point of view. I believe in being green for both environmental and economic reasons.

What does this have to do with marketing? If you are using 100% recycled paper, put a little recycled icon on your printed material or a statement on there that says "100% RECYCLED". People who care will notice. This alone might help them to decide to be loyal to you!

So environmentally conscientious people (including me) have been saying Reduce, Recycle, Re-use for decades. It is a bit more complex when referring to packaging. More like reduce, re-use, recycle, remove, renew. The first three are pretty much self explanatory, they are familiar terms.

"Remove" usually refers to removing a product's packaging from the waste stream. A package that is actually a container you keep the product in for example does not get thrown away as soon as you get the product home. I have a tool set like this where the package was a great storage container for all of the parts and pieces. An edible container is another example.

"Renew" there are many examples of this however what comes to mind for me is refurbished products. I've bought many of these because of price and because it feels good to buy something that would have otherwise been thrown away!

How can you make a difference as a producer of a product? Ask your graphic designer to design the packaging to minimize the size. Choose your materials carefully. Many products are getting more and more competitive with plastic and cardboard including recycled materials. Costs of plastic will rise as the price of oil will rise. Make the package functional or re-usable in some way. Think about weight and shape of packaging for efficient loading into bulk quantities. Larger size and weight makes products more expensive to ship.

Frank Gomez is a Sarasota graphic designer specializing in non-profits, small and green businesses and mind body spirit oriented businesses. His website is www.FranksDesigns.com

[Frank Gomez]

New post on marketing green from today:
http://www.mediapost.com/publications/?fa=Articles.showArticle&...

[Charmaine Tincher]

I to look at packaging labels and Buy Green. Just bought Green Paper Towel from Publix. I also buy Green for my printing paper at Staples and many more items...Going green is receiving your Utility Bills etc..online. To much junk mail these days and a huge waste of tree's. I am also Going Blue for YOU! Green for the Environment and Blue for your health. A huge Campaign that just won Best Product Campaign for 2009 by the Direct selling association. If interested in learning moore shoot me an email.. [e-mail] Lets save our planet and make it a healthier place. Great article!

Thank you, Charmaine