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What’s Your Green Twist? Are You Positioning for Green?

When I look at my email inbox, it seems that double-digit percentages of incoming emails now have something to do with green. Manufacturers, retailers, service providers — they are all finding green angles to their company announcements. Even opening a Twitter account is an excuse to say marketing is going green by reducing the amount spent on print.

As I was participating in an online discussion as part of an industry discussion group, I was pleased to see that a regional lettershop, St. John Associates, was also promoting its sustainability efforts. At the bottom of its posts, as part of its company signature, it included the following:

We are an EPA Certified Green Power Partner!

We buy enough monthly Wind Power RECs to offset 50% of our electricity usage and enough monthly Carbon Offset credits to cover 100% of our direct emissions!

Want to know more about our environmental efforts? Visit our website at . . .

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I was impressed. This company wasn’t just promoting “the usual” green efforts. These were real, tangible efforts toward sustainability. (Unfortunately, when I went to visit the company’s website to find out more, I couldn’t find the additional information, but this in no way diminishes its accomplishments.)

It was also interesting to see how St. John chose to incorporate its green positioning into its social media posts. It chose to make these green initiatives part of its identity, just as others might market their top products or services.

This leads me to wonder—what’s YOUR green twist? Marketing studies repeatedly confirm that consumers are looking to buy from companies that care about the environment. At a corporate or business level, are you looking for ways to let your customers and prospects know about your commitment to green? If not, you should be.

Don’t just let your green consciousness absorb information from great sites like IE. Turn that green consciousness around and point it at your customers!

Written by Heidi Tolliver-Walker

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for nearly 20 years. She is known for her meticulous research and no-nonsense perspective. In addition to having written thousands of industry articles for top industry publications, she and Richard Romano have been the face of the well-respected industry research firm The Industry Measure (TrendWatch Graphic Arts) for many years. In her more than 13-year tenure with the firm, she has written countless reports on digital printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other hot industry applications. She is also a long-time contributing editor and columnist for Printing News, for which she writes two monthly columns, including "Personal Effects," which features monthly analysis of 1:1 (personalized) printing case studies. She is also the author of three titles for the National Association of Printing Leadership: Designer's Printing Companion, Ink & Color: A Printer's Guide, and Diversifying Via Value-Added Services. As a small, niche publisher (Strong Tower Publishing), she is active in utilizing these technologies in her own business, as well.

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