{"id":1774,"date":"2010-03-26T14:12:43","date_gmt":"2010-03-26T14:12:43","guid":{"rendered":"http:\/\/ietransfer.wpengine.com\/?p=1774"},"modified":"2010-03-26T14:12:43","modified_gmt":"2010-03-26T14:12:43","slug":"report-greening-print-marketing-a-practical-guide","status":"publish","type":"post","link":"https:\/\/inspiredeconomist.com\/articles\/report-greening-print-marketing-a-practical-guide\/","title":{"rendered":"Report: Greening Print Marketing: A Practical Guide"},"content":{"rendered":"<p><a href=\"..\/files\/2010\/03\/Green_Q1-2010-Cover.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Green_Q1 2010 Cover\" src=\"..\/files\/2010\/03\/Green_Q1-2010-Cover-231x300.jpg\" alt=\"\" width=\"231\" height=\"300\" \/><\/a>I hope you\u2019ll indulge me and let me get on my soap box for a minute. I recently released a new report in my Marketer\u2019s Primer Series, \u201c<a href=\"http:\/\/www.digitalprintingreports.com\/marketer_primers_green.htm\" target=\"_blank\" rel=\"noopener\">Greening Print Marketing: A Practical Guide<\/a>.\u201d One of the most surprising pieces of feedback I\u2019ve gotten from printers is, \u201cMy clients don\u2019t care anymore.\u201d<\/p>\n<p>With all the media discussion about green these days, my first question was, \u201cAre you sure?\u201d<\/p>\n<p>People <em>do <\/em>care about the environment. In fact, studies show that consumers are committed to green products even in a down economy. In addition, they are often willing to pay more for them. It\u2019s a hot topic in the news media and B2B world. How can clients not care? Of course they care. So what\u2019s going on?<\/p>\n<p><!--more--><\/p>\n<p>In the raging debate about what\u2019s greener than what, it\u2019s become confusing. There are real solutions, but it\u2019s just too hard to know who\u2019s telling the truth. One company says this. Another says that. They all contradict one another. So why even try? It\u2019s easier to throw your hands up in the air and forget about it. If green evangelists on every side are going to make it this difficult, we\u2019ll just tune it out completely.<\/p>\n<p>Does this sound familiar? Most likely, it does. But rather suggesting that clients don\u2019t care, it suggests they are simply paralyzed into inertia.<\/p>\n<p>What if you could offer them a way to green their print marketing that nobody can argue with? What if it actually cost them less money and made their marketing more effective? Now you\u2019re talking, right?<\/p>\n<p>Here is it, and it\u2019s not rocket science.<\/p>\n<p>Targeting marketing and personalization are green printing. How? By their very nature, they reduce unnecessary print volumes. (Key word here is \u201cunnecessary.\u201d) Why sent a 64-page booklet filled with irrelevant information when you can send a 16-page brochure with targeted, relevant material? You make your marketing program more effective while saving the planet at the same time. Or how about this? Cleanse your database on a regular basis. Run it through NCOA. Why mail to people who don\u2019t live there anymore?<\/p>\n<p>Is this the end-all, be-all for greening? Of course not. But greening and personalization go hand in hand. If you\u2019ve been looking for a way to move your clients into targeting and personalization, this is another reason to get them to do it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I hope you\u2019ll indulge me and let me get on my soap box for a minute. I recently released a new report in my Marketer\u2019s Primer Series, \u201cGreening Print Marketing: A Practical Guide.\u201d One of the most surprising pieces of feedback I\u2019ve gotten from printers is, \u201cMy clients don\u2019t care anymore.\u201d With all the media [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[38,40,47],"tags":[],"adace-sponsor":[],"spectra_custom_meta":{"_edit_last":["13"],"tweet_this_url":["http:\/\/digg.com\/u1Rk3g"],"dsq_thread_id":["156746301"],"_jetpack_related_posts_cache":["a:1:{s:32:\"37550b67d263a3ce789993dc25046c5f\";a:2:{s:7:\"expires\";i:1688471177;s:7:\"payload\";a:0:{}}}"],"_uag_page_assets":["a:9:{s:3:\"css\";s:263:\".uag-blocks-common-selector{z-index:var(--z-index-desktop) !important}@media (max-width: 976px){.uag-blocks-common-selector{z-index:var(--z-index-tablet) !important}}@media (max-width: 767px){.uag-blocks-common-selector{z-index:var(--z-index-mobile) !important}}\n\";s:2:\"js\";s:0:\"\";s:18:\"current_block_list\";a:2:{i:0;s:14:\"core\/paragraph\";i:1;s:10:\"core\/image\";}s:8:\"uag_flag\";b:0;s:11:\"uag_version\";i:1713657651;s:6:\"gfonts\";a:0:{}s:10:\"gfonts_url\";s:0:\"\";s:12:\"gfonts_files\";a:0:{}s:14:\"uag_faq_layout\";b:0;}"],"rank_math_news_sitemap_robots":["index"],"rank_math_robots":["a:1:{i:0;s:5:\"index\";}"],"rank_math_og_content_image":["a:2:{s:5:\"check\";s:32:\"293c1c8facfe17494cd426e1464b250b\";s:6:\"images\";a:0:{}}"],"rank_math_internal_links_processed":["1"],"_uag_css_file_name":["uag-css-1774.css"]},"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"adace-sponsor":false,"adace-sponsor-2x":false},"uagb_author_info":{"display_name":"Heidi Tolliver-Walker","author_link":"https:\/\/inspiredeconomist.com\/author\/htollvr\/"},"uagb_comment_info":0,"uagb_excerpt":"I hope you\u2019ll indulge me and let me get on my soap box for a minute. I recently released a new report in my Marketer\u2019s Primer Series, \u201cGreening Print Marketing: A Practical Guide.\u201d One of the most surprising pieces of feedback I\u2019ve gotten from printers is, \u201cMy clients don\u2019t care anymore.\u201d With all the media&hellip;","_links":{"self":[{"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/posts\/1774"}],"collection":[{"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/comments?post=1774"}],"version-history":[{"count":0,"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/posts\/1774\/revisions"}],"wp:attachment":[{"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/media?parent=1774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/categories?post=1774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/tags?post=1774"},{"taxonomy":"adace-sponsor","embeddable":true,"href":"https:\/\/inspiredeconomist.com\/wp-json\/wp\/v2\/adace-sponsor?post=1774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}