Small Business Marketing Guide - DIY (do-it-yourself) BRAND MARKETING STRATEGIES to HELP YOU GROW YOUR BUSINESS

It’s no secret that consumers today are increasingly embracing all things green–green products, green services, anything that promises to be more environmentally sustainable than the options of days gone by. In fact, recent data shows that even during these tough economic times, 82 percent of consumers are still buying green products, despite the fact that they may cost more.

While an “eco” focus may not be part of every company’s mission–at least not yet!–it’s also a mistake to ignore the trend altogether, especially when you’re creating paper-heavy marketing materials. All other things being equal, the competitor with a greener image will likely win the sale.

So how can you create a greener image? First of all let me say beware of “greenwashing”–that practice of making yourself sound more eco-minded than you are. Customers will catch onto that in no time!

There are, however, choices you can make to show that you’re mindful of the environment, whether or not it plays a key role in your business strategy. Of course, if you are eco-focused at your core, these recommendations become requirements!

1. Using recycled paper  is a basic step you can take, as is choosing sustainable, soy-based inks when you are outsourcing your printing or buying pre-printed materials. Recycled paper and other office materials are available from the Recycled Products Cooperative, among many other places. At least as important as using such products, however, is proclaiming those choices with a clear statement right there on the materials: “Printed using soy-based inks on 100% post-consumer recycled paper,” or whatever the details might be. If you don’t tell customers about your efforts toward sustainability, they may never know.

2. “Eco-iconic” elements. Going a step further, it’s easier to broadcast your eco-efforts when those choices speak for themselves. Just as hybrid vehicles often look dramatically different from other cars, a growing number of products of every kind are incorporating paradigm-busting “eco-iconic” features into their design that leave no doubt of their eco-credentials. What’s available for marketing materials? Here are just two examples:

• Swedish Whitelines is a carbon-neutral writing paper that uses white lines against a light grey background instead of the bleach-dependent reverse. The paper has won several innovation awards, and its different look practically screams “green.”

• There’s even a green-minded font available that uses as much as 20 percent less ink than traditional ones do. Available for Windows, Mac OSX and Linux, the Ecofont is free to download from Spranq, its Dutch developer.

Whatever you choose here, the point is to make it obvious–no explanation needed–that you’ve embraced something green.

3. One envelope, not two. If you send out reply mail, consider using reusable envelopes, such as those offered by ecoEnvelopes. Besides the reduced need for paper, using one envelope instead of two also means savings of 15 percent to 45 percent on envelope and related mailing costs as well as increased direct mail response rates, ecoEnvelopes says. Again, make sure you tell customers about your decision!

4. Eco-guerrilla branding. Rather than spending money on mass paper mailings or traditional ads, a greener–and often less expensive–branding option is what you might call “eco-vertising,” where the medium itself is sustainable. Specifically? Think your company’s logo mowed into the grass by the side of a busy road, literally washed onto a dirty city street, or imprinted onto the snow at a busy intersection. They’re green, they’re relatively inexpensive, and they can make a lasting impression for your brand.UK-based Curb and Street Advertising Services and Netherlands-based GreenGraffiti are companies that have caught our eye for specializing in such clean-vertising methods.

It may be tempting to let any green efforts slip until economic conditions improve, but that kind of short-term perspective is a sure way to let your brand slip as well. If anything, the eco-focus will increase in the coming years; don’t let yourself get left out in the cold!