Green Options » cross-media http://greenoptions.com/tag/cross-media Posts tagged 'cross-media' Fri, 09 Jan 2009 21:53:33 +0000 http://wordpress.org/?v=2.5.1 en Greening Print Marketing: No Office Needs Six Identical Mailers http://inspiredeconomist.com/2009/01/09/greening-print-marketing-no-office-needs-six-identical-mailers/ http://inspiredeconomist.com/2009/01/09/greening-print-marketing-no-office-needs-six-identical-mailers/#comments Fri, 09 Jan 2009 21:53:33 +0000 Heidi Tolliver-Nigro http://inspiredeconomist.com/2009/01/09/greening-print-marketing-no-office-needs-six-identical-mailers/ I was browsing the blogs of one of my favorite marketing firms, Trekk Cross-Media, and was pleased to see that they are looking at print marketing in terms of maximizing its results while minimizing its environmental impact.

In its Creative Zone blogs, one of its company bloggers, MJ Anderson, made a not-so-humorous post about extra print volumes that really struck me and I thought I’d reproduce part of it here.

Today I received a direct mailer at work that on the surface was funny, but after some thought was pretty sad. As a service to our clients, we buy printing from any number of companies with varying levels of expertise. As a result of this, we also receive solicitation for services from all sorts of different print service providers.

In today’s case, the direct mail piece was intended to tell me about the company’s new “environmentally responsible” policy on paper and soy based inks. Sounds like a great idea, right? I thought so, too, until I realized that not only did I receive this mailer, but six other people in my small office received the same mailer. Most of the recipients are not in a position to procure, use, or influence the purchase of printing services. The piece in question was a pretty elaborate envelope and well-designed brochure, letter and insert.

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