Recently, we have been discussing some key issues which could reshape the DNA of the marketing community. Our recent articles have discussed legislation, going green, junk mail, direct mail, and marketing email. If these three issues should collide, this perfect storm could send CMO’s reeling.
As we discussed, marketers will continue to spend millions of dollars on all types of marketing channels to promote their greenness, ecco- friendliness, or organic-ness! In fact, many products are already creeping into our homes with environmentally friendly labels that make you feel better about doing the dishes, laundry, and cleaning the bathroom. As the marketers propel their products into the green zone, awareness will continue to grow and consumers will demand green. Soon they will buy a majority of their products which make them feel …like a better “green “citizens. This is going to permeate in to all areas of our daily lifestyle. People will gain instant respect for driving an electric or hybrid cars, supporting alternative energy and recycling. In fact, many counties in New York already have recycle policies. It’s a simple, but time consuming process. Typically you place your washed plastics and glass into a clear bag and then your paper into another clear bag. Dispose of something incorrectly, that bag gets left behind. How much longer do you think consumers are going to spend valuable time sorting, shredding and disposing of unwanted mail? In fact, the 41 lbs of junk mail you receive may begin to, well, make you feel a little less green. In speaking to one of New York City’s top advertising litigation firms, stated that once the consumer views something as troublesome, like the “Do not call list”, something could easily happen; forcing either the state or government into action. Further, if each state passed individual legislation, then marketers would have to adhere to the rules of each state. Today, according to the FTC, over 157,000 Americans subscribe to the “Do Not Call list.”
The DMA has been very active on this issue and they suggest that advertising mail is a large and diverse economic engine creating $686 billion of economic activity annually that would be adversely affected by even just one bill becoming law. Businesses both large and small rely on advertising mail to provide consumers with information, announcements and savings opportunities. Additionally, millions of jobs are dependent on advertising mail and direct marketing – from copywriters in ad agencies to rural letter carriers in remote corners of a sparsely populated state.
Further complicating the issues are the lingering thoughts that email has become the new junk mail! Others are tired of “just deleting” and are now making a conscious effort to opt out. Again, this is hitting on the psychology of the Americans. Political rhetoric continues to redirect frustration to change as well as stocks tumble, financial community’s crash, 401K’s move to the red and wallets empty. Many are feeling helpless and frustrated against big business and government…responding by either becoming actively involved or just opting out.
The Can Spam Act and “Do not call” were all responses to a public outcry for assistance in eliminating pesky intrusion from intruding into our valuable yet fleeting time.
It’s almost ironic that flirting with “Green” could ripple and complicate other marketing efforts. What would the DNA of marketing be if legislation hits both the direct mail and email? We should be openly discussing these very real issues with our customers. It is best to prepare for the worse, and hope for the best; actively sharing the benefits of transpromo as the best safety net and the politically correct decision.
People might be interested in a recent conversation over at PrintCeoBlog that is focused on Do Not Mail. Warning: it’s pretty long. But it should give you a feel of how heated this discussion can get.
http://printceoblog.com/2008/05/new-website-targets-junk-mail-with-a-push-to-revolt
Sorry for the delay in responding, but there has been a lot going on!
First, let me put a stake in the ground that “green” could complicate, but it could also clarify. And that is what I am betting on. I don’t believe that “green” is the death of print, and I don’t believe that “green” is the death of marketing.
Let’s start with “green” as a term. I have learned that it means many things to many people, and they don’t all agree. For some it is a measurement of carbon footprint while for others it relates to recyclability or sustainability. Whatever your definition, the clear mandate for all businesses is to understand what they are creating and the impact of that creation on the environment, including what happens to it after it is delivered to the customer.
By the way, if that means you deliver only electronically and transfer the need to print to the end user, you are just cheating! If the customer has to print on their more expensive device on more expensive paper, then from a “green” perspective you’ve failed to create a “green” supply chain.
Now let’s come back to TransPromo and “green” and if they relate. I’d say there is a serious case to be made for consolidating the print communication around monthly statements, including the use of onserts to replace non-targeted inserts. I’d also contend that creating more personalized direct mail, and making it only as large and as often as needed can change the overall amount of print that gets into the mail stream, and hence the waste bin.
I can make a very good case that TransPromo, TransInfo and TransEd approaches to integrated customer communication are the green approach.
That’s my stand.
Pat