This should really be titled “21^st Century Marketing 101”, since this seems an obvious point, include your web site URL on all of your marketing communications vehicles including package, flyers, outdoor (billboards) and, of course, print ads.

Yet, a survey found that 70% of Print Campaigns Ignore the Multi-Channel Reality, and do not include a URL. This seems counter-intuitive in this age of digital reach. It ignores the reality that between 50 and 70% of consumers, depending on the category, research products online. This is true even of ordinary grocery items which half of consumers than go on to purchase OFFLINE.

So even if your product is one which consumers rarely purchase online, the need for access to your web site remains.

While this is surely important for traditional businesses, it’s even more true for green businesses. Why? Because as the green market has reached a Tipping point and consumers are bombarded by green claims - they’re looking for validation of your eco friendly claims.

There’s only so much you can out in a print ad or on your package. With more and more products claiming certification, the value of that certification is in question. Not everyone, particularly newer green consumers, is familiar with how rigorous the requirements are for, say, the Forest Stewardship Council certification. A link to their site, and a discussion of why it’s better than say, an internal company certification is a powerful way to differentiate your product.

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