…not money, that is, rather “Green” or ecological friendly initiatives. I just read a blog entry from Drew Neisser, President and CEO of Renegade, a top notch design agency. His blog, Marketing for Good, talks about HSBC’s new green initiative. One of their greening efforts is turning online bill paying into a major green initiative. HSBC customers who pay three bills online get a “green kit” filled with coupons, energy saving light bulbs and more.
HSBC’s global agency of record JWT. JWT’s Trendspotting Group, has published a a “how to green” check list:
- Identify your target audience. Know whom you’re marketing and what green issues are most relevant to them.
- Be relevant. Choose a campaign that makes sense for your business.
- Practice what you preach.
- Educate and inspire. Help your target navigate by providing easy-to-follow information and tips.
- Be virtual. Save a tree and make collateral materials downloadable from your Web site.
- Make your campaign sustainable. Eco-friendly campaigns shouldn’t be one-offs; they should be ongoing.
- Create a green culture. Own your message and make it part of your corporate vision.
- Be consistent. Take your campaign to the next level, and work with other companies with similar values.
- Encourage customer participation.
For more, the article, published in Promo Magazine called “Green Street” can be found here.