Hundreds of articles, webinars and materials have focused in the last few years on how marketers can become more environmentally friendly. While many organizations want to be considered green marketers with a reputation as good stewards of a healthy environment, are green goals really a driving factor behind marketing?
Founding Proximity London partners Duncan Gray and Elly Woolston, along with planner Steven Dodds, have founded United, an agency catering to clients looking to have a positive impact on society in addition to commercial success.
A shopper marketing program helped Procter & Gamble drive incremental sales while driving awareness of its Future Friendly platform, which aims to educate consumers on the sustainable use of its existing products
When a company promotes itself as "green" or "environmentally friendly," a common reaction from consumers is probably, "Who isn't?" Or as the Los Angeles Times puts it, "many businesses that say they're green are more interested in greenbacks."
Verizon has launched the 'Great Paper Escape' sweepstakes and integrated campaign to promote its online billing service and overall environmental efforts.
Marketers don't need to have the most exciting products to reach consumers, as long as they tie those offerings to consumers' passion points. For instance, just in time for Earth Day, April 22, online file-sending service YouSendIt is using e-mail to promote its services as environmentally conscious.
Consumers seek products that are good for the environment, as long as green choices don't make a dent in their wallets.
Environmental technology manufacturer GE Analytical Instruments has chosen search marketing agency 90octane to increase international awareness of its redesigned site, www.geinstruments.com.
UPS is using an e-mail marketing effort to promote an initiative to offset carbon dioxide emissions generated by the transport of packages. The shipping company is targeting environmentally conscious consumers and businesses with the campaign, which launched October 6. UPS began offering some US shippers the opportunity to pay a small fee to offset the environmental impact of their shipments this week.
Nonprofit marketing company SmartPower and environmental online community Climate Culture are conducting a PSA effort promoting the America's Greenest Campus contest. The PSA stars hip-hop mogul Russell Simmons and drives viewers to the initiative's microsite, where users can enter the contest.
World Wildlife Fund (WWF) is conducting an integrated public awareness campaign asking voters in five states to urge their senators to support climate-change legislation. Developed with Core Strategy Group, the campaign consists of a two-week TV ad buy in Alaska, Indiana, Maine, Montana and North Dakota. It also includes a microsite, ActForOurFuture.org, as well as search engine marketing, telemarketing, e-mail, social media and online banner and video ad components.
Marketers are excited about consumers' engagement with social media and on blogs, but measuring social media buzz is still a challenge. For the Organic Trade Association (OTA), which ran a blog-based campaign, the goal was to create buzz about organic foods for people who are not already organic converts.
Whether retail or b-to-b, the economy and rising print and postal costs are crunching the catalog sector. Our experts assess what the future holds for the popular sales channel.
In a strategic move intended to make it easier for clients to access the agency's experience in sustainability-related issues, Ogilvy & Mather Worldwide has expanded its global sustainability practice, unifying multiple offerings into a new entity called OgilvyEarth. The new cross-discipline practice will be focused on helping businesses deal with the communication of sustainability, from both cultural and business perspectives.
Toyota and its AOR Saatchi & Saatchi LA are launching a nationwide, integrated campaign to promote the new, third-generation Toyota Prius.
As the new digital AOR for premium eco-friendly home care products brand Method, agency Euro RSCG San Francisco will be looking to make digital a bigger part of the brand's customer communication efforts.
Premium eco-friendly home care products brand Method has named Euro RSCG San Francisco its digital agency of record. The agency is tasked with developing a new Web site and a holistic online consumer experience for the brand. The team at Euro RSCG will also develop branded promotion ideas in the digital space to drive awareness and encourage trial.
Reducing your company's negative environmental impact can be cost-effective and efficient if you choose the best strategies. Four industry experts discuss the top ways to wise up and eliminate direct mail waste
The US Postal Service has approved the first two-way postage indicia for mailers using reusable envelopes.
As the country anticipates Barack Obama's inauguration this week, wondering if he can turn the economy around, marketers touting environmental messages wonder what the new presidency will mean for green marketing.
Rodale's Organic Gardening magazine is upping its rate base from 235,000 to 260,000 as of its February/March 2009 issue. DMNews chats with publisher, Chris Lambiase, about the rate base bump, cross-marketing at Rodale, and, of course, organic gardening.
Wellpoint's dimensional mailer targets health benefits managers; direct mail unlocks protected Internet resources for AstraZeneca; and Wet International's digital campaign gets personal.
Many companies in the mailing industry are integrating sound environmental practices, but the industry, as a whole, needs to get greener, speakers at the World Environment Center roundtable on sustainability in the mailing industry said. They also agreed the industry needs to do a better job of telling its story.
Consumers are increasingly interested in information about organic and all-natural foods - and marketers are responding with education-oriented campaigns.
HP executives focused on how the company will capitalize on what they called the transformation of print from analog to digital, and announced key partnerships with brands such as MTV, MySpace and others to help achieve HP's goals, at the company's annual Imaging & Printing Conference in San Diego.
DMA head Greco discusses DMA08, legislation and more.
Chevron Corporation launched a public education campaign last week to promote energy efficiency. The "I will" campaign features print and television ads, as well as an updated microsite, www.willyoujoinus.com, which provides energy conservation tips and information.
Mindful Mama, a magazine for moms focused on health and sustainability, will launch on a semiannual schedule in November. Editorial content in Mindful Mama will focus on pregnancy, birthing and family advice for the lifestyle of health and sustainability (LOHAS) consumer segment, defined as those who actively choose to purchase green, sustainable and health-conscious products and services.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.