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Greening Print Marketing: A Practical Guide Q2 2011
DigitalPrintingReports.com, May 2011, Pages: 65
These days, it's all about going green. For some people, it's a personal and philosophical commitment. For others, it's an important brand image. Whatever your reason for greening, the question is the best way to go about it. This report will look at some of the key issues as they relate to print marketing.
One reason many businesses hesitate to “go green,” however, is because a dedicated effort toward greater sustainability seems too time-consuming and overwhelming. It's not that marketers don't care. It's that, with all of their other responsibilities, it seems like too much.
Just the thought of measuring the environmental impact of your business from measuring the carbon output of every office copier to the impact of the transportation methods of employees is enough to send the poor manager tasked with the job into apoplexy.
But while going green may seem overwhelming, in reality, you don't have to convert to wind power, add solar panels, and purchase hemp fiber carpets to make a difference. It can be as simple as being a little bit smarter and less wasteful in your next direct mail campaign.
This might include the use of better materials sourcing policies;
- focusing on greener print production and more environmentally conscious print suppliers;
- use of personalization and targeting to reduce the volume and wastefulness;
- smart use of databases to reduce waste and increase the effectiveness of marketing projects;
- minimizing use of non-recyclable and hazardous components like heavy metals, non-recyclable laminates, and foil;
- ordering via print-on-demand and just-in-time Web-to-print (or Web commerce) workflows to reduce print volumes, among others.
Going green doesn't have to be overwhelming. It starts by taking even small steps, one at a time. It doesn't have to hurt.
This report is broken down into nine sections.
- Section 1 look at what “green” really means and how it looks as issues across the entire lifecycle of the product. “Green” can mean cost savings, as well.
- Section 2 answers the question, “How green is print?” The answer may be different than you think, especially as it compares with electronic media. This section separates hype from reality.
- Section 3 looks at the impact of paper, including the importance of (and differences in) types of recycled content.
- Section 4 looks specifically at digital printing, including dry toner, liquid toner, and inkjet, and how these technologies fit into a green print marketing strategy.
- Section 5 looks at the applications driven by digital printing (although some can be driven by offset) and how they can make a real, measurable difference both in greening and the bottom line.
- Section 6 looks at the green consumer and how going green can capture the loyalty of some very important customer groups. Greening is good for the planet, but it can be good for the bottom line, too.
- In Section 7, we take a brief look at packaging, both design issues and recyclability cautions, to keep in mind as you plan your strategy.
- In Section 8, we address environmental certifications, what they mean, and the most practical way to use them.
- In Section 9, we draw conclusions and list some best practices for greening your print marketing, regardless of print process.
Welcome to “Greening Print Marketing: A Practical Guide,” part of the Marketer's Primer Series.
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