Green advertising - Part 2

In the last post, we talked about mailing frequency, paper type and inks. Now it's time to look at the mediums you're using for advertising.

Are your customers on-line?

A newsletter, weekly or monthly flyer or a catalog are all excellent ways to catch potential buyers' attention. But if a significant percentage of your shoppers or clients are web-savvy, you can provide the same advertising for less online. An e-mailed newsletter or flyer eliminates almost all paper use, cutting both waste and costs for your business -- a big plus in troubled times.

Of course, this might not work for all businesses or even for all customers within a business's client base. Some customers may not be net-savvy. Others may prefer a paper catalog or mailing. But offering the choice could reduce your costs and your un-green marketing.

Piggybacking your advertising

When little thought was given to green issues, putting a dozen separate inserts into a newspaper or magazine was common. Each of these papers was for a different company, and even though most ended up in the trash (or on the ground in front of the newspaper box), the ROI was good enough to make the cash outlay worthwhile.

Factoring in the green issues changes that. What are the costs to the earth for all those separate papers?

There is no doubt that paper inserts and mailers can be effective. But a concept called co-op advertising allows businesses to work with related but non-competing companies to make one paper into two ads.

Some example of good co-op advertising include a travel agency and a luggage store, a pet supply store and a dog training company, or perhaps a car repair shop and a gas station.

More tomorrow! Happy Thanksgiving, everyone!

Europe ahead of US in green business practices

European businesses have been leading the way when it comes to green business innovation. That's drawing traditionally U.S. companies into the more profitable European green market.

In October, the Miami Herald reported on Office Depot's expanded European market share. The company, which has suffered losses domestically despite several years of green product development and promotion is experiencing large and profitable gains with European businesses and consumers who are more willing to seek out and pay for environmentally friendly products and services.

In Frankfurt, Germany subway station escalators are equipped with sensors so they run only when someone approaches or is on-board.

By the mid-90's, all new construction through-out Europe had to adhere to mandated levels of energy savings. And many European architects make sustainability a central theme in their work.

So why is the U.S. lagging behind?

Some analysts theorize that the high level of E.U. involvement in environmental issues has pushed green consciousness to a higher level. Others believe the profit-driven corporate power structure behind lobbying efforts in the U.S. has quashed green development as unprofitable and therefore undesirable. Others cite the material abundance which has typically characterized American life in contrast to the relative lack that existed in some parts of Europe only a few decades ago as an explanation for a more sustainable lifestyle.

Whatever the reason, U.S. businesses need to work harder to convince consumers to buy green and live green, especially when cheaper non-green choices abound.

What has your experience been as a business owner, employee or manager? Are American less enamoured with green products than our European cousins? How can we break that trend? I would love to hear your ideas and experiences!

Casual dress could make your company's botton line greener...and cheaper

The way your employees dress can affect the overhead costs...and the energy use...at your company!

Consider traditional business attire...

Suits.
Jackets.
Long-sleeved shirts.
Wool trousers.
Pantyhose.

People who are "dressed for success" are also dressed for air conditioning. Lots of it. Turn that thermostat even a few degrees warmer, and you'll have overheated employees. Keeping the temp lower indoors becomes a necessity.

And then in winter, women's business attire can be too chilly for keeping thermostats down. Skirts, even with pantyhose, are hardly warm. So the temp can not go too low, or employees will be shivering instead of working.

Now consider a workplace without a "dress for success" dress code.

Employees could dress in jeans. T-shirts when it's hot. Sweatshirts and hoodies when it's chilly outside. The thermostat can now be moved to a more economical setting, without affecting employee comfort.

A savings for you, and for the earth. But wait, it doesn't stop there!

• Employees who can dress causally for work don't need to spend as much on work clothes. That a big help to everyone in these times of super high energy costs. Less financially stressed employees are better performers, according to a recent Florida State University study.
  
• Casual clothing tends to involve more cotton, and less synthetics. Synthetic fabric manufacturing can involve major pollutants. Cotton is not only natural, but can even be grown organically.
  
• Sneakers are a natural choice to go with casual clothes. They are also a healthier choice than business shoes, especially the heels most women wear with business attire. That could save your company money on health insurance and even reduce sick days!

Going green -- and helping your bottom line -- doesn't always have to mean big things like new equipment or changing your manufacturing process. Sometimes the little things like a pair of jeans and some sneakers can make a big difference, too.

Rewards for creating a green business

when you made the decision to make your business a green business, you probably thought of a few rewards that would come with the process:

• Reduced energy use and energy costs
  
  
• Less wasted paper and other office supplies
  
  
• A reduction in employee stress with the addition of telecommuting
  
  
• A cleaner earth

But did you know that there are financial benefits beyond the savings realized from cutting energy use and paper waste? There are federal, state and local programs that will reward your business for greener practices and more environmentally sound decisions! Some are designed for large corporations, some for small businesses and some will reward enterprises of any size for greener business practices.

Here are a few of the programs that might make going greener an even better choice for your business.

Business.gov

The mother of all clearing houses for environmental grants, loans, incentive programs and information about government rewards for green businesses, this site has dozens of ways to get started in funding and reaping financial benefits for your company large or small. They even include a state and local list for energy efficiency grants and assistance programs.

Federal Solar Energy rebates

This one only has a short time remaining if you want the full 30% rebate, (it drops to only 10% after 31 December 2008), but in the meantime it's a great way to get almost a third of the money back you've invested in solar power and fuel cells. There are also state programs that may add to your rebate, including the California and Arizona programs for energy efficient construction and remodeling of commercial buildings.

TIAP Coalition

An association of governmental and non-profit groups, they provide up to date information on tax incentives, rebates and rewards for the installation and use of energy efficient power sources and consumption reducing technologies.


These are just a few of the resources out there/ I'll be adding more to the list on the right as I find them. And please let me know about the resources you find so i can add them to the list.