The Brainchild Group: Problem solving + timing in marketing
A special guest post by Aaron Schoenberger for Green Printer’s ‘Design Goes Green’ series.
A common misconception, one that I’ve seen a thousand times, is the idea that simply printing on recycled mediums, with soy ink, will make one’s marketing materials green. In essence, it’s not only the printing that makes a company green, but also the research and time spent identifying target markets, concocting copy that’s both precise and somewhat vague at the same time, limiting the want to send promotional material to everyone on the planet, and a host of other factors that, if not done properly, will result in a slap on the wrist from good ole’ Mother Earth.
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Who is your market, now really?
Properly identifying a target market will be one of the greenest, most eco-friendly steps a company can take. Ultimately, if marketing materials [brochures, business cards, etc.] are being sent to individuals or corporate entities that will have no interest in your product, thus resulting in swift disposal, you are wasting time, money, and paper. Step one is to properly research your target market, identify who exactly will find your product or service appealing, then precisely target such a group. Not only will you save the environment by eliminating mail or material deemed junk by the untargeted recipient(s), you will more importantly see a higher conversion rate and ultimately increased profits through a more direct, precise approach. Though not as apparent, this step is key.
Back to Basics - Start solving the problem!
Secondly, once a target market is successfully identified, research the market’s wants and needs and be sure to address these in your promotional material. Simply said, identify the problem and provide a solution. Fully understanding your market will ensure you not only know who to contact, but also how to contact them and with what information.
Timing is (almost) everything
Thirdly, pertaining to writing copy that’s both precise and vague at the same time, some may ask what the heck I’m talking about. Isn’t that an oxymoron? Well, no. I suggest creating marketing materials that are neither time nor date sensitive [when possible], which will enable them to be used in the future and eliminate the unsightly piles of outdated, unusable promotional material sitting in your office or storeroom. For example, if creating a company tri-fold, try to eliminate dates, deadlines, and any other information that may hint expiration. This, in all reality, will allow materials to be used for months or years to come as opposed to days or weeks.
In conclusion, though you may not be fond of the IRS due to their auditing, it’s now your turn to become “The Man” and perform an in-house audit on your marketing efforts. Identifying what’s working, what’s not working, and what can be improved will greenify your business by eliminating excess printing and bringing you more in-tune with your customer’s wants and needs. This, in the long run, will create a sustainable business as a whole.
Aaron Schoenberger is the President/CEO of The Brainchild Group – a marketing, consulting and design firm that prides itself in delivering functional, eco-friendly marketing, Flash website design, and all forms of print design including tri-fold brochures, business cards, and more. Additionally, Aaron Schoenberger is Co-Founder of Woven Pieces, which is a green portal that’s intended to educate, entertain, and engage green beings from around the globe.
Same issues as always in our business. Before you print or buy any promotional item, you have to first know who your audience is, have a defined budget, and a defined goal for the product you are creating, and the money you are spending.
Shotgun style marketing just is not eco-friendly, even if the items being used for that marketing are.
Greening practices is normally better and cheaper than greening products.
I agree with your first two points, but there are times when applicable-to-this-moment copy can really make your marketing piece stand out. There are plenty of print on demand solutions that allow marketers to limit print runs to what they need right now, and then refresh marketing materials before the next run. That’s not only better marketing, but is less wasteful and better for the environment too.