Roughstock Roundup: July 2007
Howdy Folks!
Of course I'm getting July's Roundup in just under the wire, but you know me—I like to live on the edge.
I'll spare the intro chatter this time, so...onto the Roundup!
In This Issue:
The Green Marketing Mistake
Blog! Lives
So Much for a Greener Apple
Quick Shots
The Green Marketing Mistake
I’ve had a lot of inquiries of late from folks interested in green marketing. The problem is that many of them don’t quite understand what that phrase really means. It doesn’t help that everyone from green advocates to eco-naysayers to the media all seem to mean different things when they talk about green marketing. Let’s clear a few things up, shall we?
Green Marketing Does Not Mean “Marketing to Greenies”
Many businesses incorrectly use the term green marketing to refer to conventional marketing practices aimed at those interested in environmental issues. The problem with this definition is that it often sounds like the marketer is somehow the green one in the equation, which is typically untrue. We don’t call marketing targeted to the LGBT community gay marketing, do we? The reason is obvious enough: the implication is that the descriptor applies to the marketer and not the audience.
Green Marketing is a Methodology
Marketing is a multi-step, multi-faceted process that may even incorporate multiple media channels. The very nature of such a process requires a cold hard look at how we take each step along the way.
Environmental decisions should be made early on at the concepting stage of a given campaign and should continue through the entire design workflow, culminating in a finished campaign that truly addresses its own environmental impact. This can be done by asking specific questions, conducting research and making clear decisions.
Green Marketing Should Go Beyond the Obvious
Choosing recycled paper for printed pieces has become de rigueur for many companies. But if that recycled paper just gets tossed in the trash without being read, what good has it done? We’ve still consumed valuable resources during the making, shipping and disposal of that paper.
It’s important to go beyond the obvious by asking questions like does it make more sense to take this campaign online? Do we need to print this many pieces, or can we narrow our target audience to make the campaign more effective overall? Let’s not accept the typical approach to marketing, because doing so often results in excess energy consumption, waste and pollution.
These aren’t earth-shattering insights, but they are often overlooked by marketers trying to tap into the green market or reduce their own environmental impact. If we all just stopped for a second and thought a little more carefully about the decisions we make every day, we might discover that green marketing isn’t so complicated after all.
What do you think about green marketing? Have you tried it? Thought about it? Take this quick five-question survey to let me know.
Blog Lives!
Yes, everyone and their brother has a blog. Hell, I had two until last month. But clearly, the internet isn't doing enough to inform us all of all the incredibly insightful insights we really need to run our businesses, live our lives and love our neighbors, so I figure it's time I step up to the plate and provide you with the (somewhat) daily insight you need.
So, yeah I've started another blog. Only this one's a Blog!, which means it's exciting and relevant and important. Seriously. Right now she's a bit unwieldy and not particularly pretty, but she'll be getting a full-blown makover come the fall, just like the rest of the site. Keep an eye out, folks!
So Much for a Greener Apple
In keeping with the notion that it's entirely possible to incorporate green practices into your marketing process without hurting your bottom line, let's take a quick look at a really good example of how not to do things. I recently wrote about the hypocrisy demonstrated by Steve Jobs and the entire Apple team upon release of the iPhone:
"After a rather lengthy and well-publicized attempt at demonstrating Apple's environmental policies, the computer giant goes and releases the iPhone all bundled up in superfluous packaging. This is a perfect example of not walking the talk...it's screamingly obvious to me that Apple's graphic design team suffers from overdesigneritis."
[Read the dissection at Small Failures]
Quick Shots
Dictionary of Sustainable Management | Brought to us by the Presidio School of Management, this expanding dictionary covers the vast terminology of sustainable business.
Michelangelo Antonioni | If you haven't seen Blow-Up, rent it now. Then rent 1981's Blow Out with John Travolta (really, it's pretty great).
Columbia GP3 | I've been enjoying my vinyl collection a lot lately, but in order to play records in my office, I have to rely on my trusty GP3 portable. Don't know if you can buy it stateside anymore, though. Lucky me!
That does it for this month, folks. Just remember that I love questions, comments, complaints and everything in between. Feel free to email me with yours.
Best,
Jess Sand
Principal
Of course I'm getting July's Roundup in just under the wire, but you know me—I like to live on the edge.
I'll spare the intro chatter this time, so...onto the Roundup!
In This Issue:
The Green Marketing Mistake
Blog! Lives
So Much for a Greener Apple
Quick Shots
The Green Marketing Mistake
I’ve had a lot of inquiries of late from folks interested in green marketing. The problem is that many of them don’t quite understand what that phrase really means. It doesn’t help that everyone from green advocates to eco-naysayers to the media all seem to mean different things when they talk about green marketing. Let’s clear a few things up, shall we?Green Marketing Does Not Mean “Marketing to Greenies”
Many businesses incorrectly use the term green marketing to refer to conventional marketing practices aimed at those interested in environmental issues. The problem with this definition is that it often sounds like the marketer is somehow the green one in the equation, which is typically untrue. We don’t call marketing targeted to the LGBT community gay marketing, do we? The reason is obvious enough: the implication is that the descriptor applies to the marketer and not the audience.
Green Marketing is a Methodology
Marketing is a multi-step, multi-faceted process that may even incorporate multiple media channels. The very nature of such a process requires a cold hard look at how we take each step along the way.
Environmental decisions should be made early on at the concepting stage of a given campaign and should continue through the entire design workflow, culminating in a finished campaign that truly addresses its own environmental impact. This can be done by asking specific questions, conducting research and making clear decisions.
Green Marketing Should Go Beyond the Obvious
Choosing recycled paper for printed pieces has become de rigueur for many companies. But if that recycled paper just gets tossed in the trash without being read, what good has it done? We’ve still consumed valuable resources during the making, shipping and disposal of that paper.
It’s important to go beyond the obvious by asking questions like does it make more sense to take this campaign online? Do we need to print this many pieces, or can we narrow our target audience to make the campaign more effective overall? Let’s not accept the typical approach to marketing, because doing so often results in excess energy consumption, waste and pollution.
These aren’t earth-shattering insights, but they are often overlooked by marketers trying to tap into the green market or reduce their own environmental impact. If we all just stopped for a second and thought a little more carefully about the decisions we make every day, we might discover that green marketing isn’t so complicated after all.
What do you think about green marketing? Have you tried it? Thought about it? Take this quick five-question survey to let me know.
Blog Lives!
Yes, everyone and their brother has a blog. Hell, I had two until last month. But clearly, the internet isn't doing enough to inform us all of all the incredibly insightful insights we really need to run our businesses, live our lives and love our neighbors, so I figure it's time I step up to the plate and provide you with the (somewhat) daily insight you need.So, yeah I've started another blog. Only this one's a Blog!, which means it's exciting and relevant and important. Seriously. Right now she's a bit unwieldy and not particularly pretty, but she'll be getting a full-blown makover come the fall, just like the rest of the site. Keep an eye out, folks!
So Much for a Greener Apple
In keeping with the notion that it's entirely possible to incorporate green practices into your marketing process without hurting your bottom line, let's take a quick look at a really good example of how not to do things. I recently wrote about the hypocrisy demonstrated by Steve Jobs and the entire Apple team upon release of the iPhone:"After a rather lengthy and well-publicized attempt at demonstrating Apple's environmental policies, the computer giant goes and releases the iPhone all bundled up in superfluous packaging. This is a perfect example of not walking the talk...it's screamingly obvious to me that Apple's graphic design team suffers from overdesigneritis."
[Read the dissection at Small Failures]
Quick Shots
Dictionary of Sustainable Management | Brought to us by the Presidio School of Management, this expanding dictionary covers the vast terminology of sustainable business.
Michelangelo Antonioni | If you haven't seen Blow-Up, rent it now. Then rent 1981's Blow Out with John Travolta (really, it's pretty great).
Columbia GP3 | I've been enjoying my vinyl collection a lot lately, but in order to play records in my office, I have to rely on my trusty GP3 portable. Don't know if you can buy it stateside anymore, though. Lucky me!
That does it for this month, folks. Just remember that I love questions, comments, complaints and everything in between. Feel free to email me with yours.
Best,
Jess Sand
Principal
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