NBC says “Green is Universal.” The network kicked off a campaign this past week to promote greener living whenever possible and has scheduled a number of shows to reflect that purpose. Although some may think that sending Matt Lauer and Ann Curry to the opposite ends of the world is a good idea no matter what you are trying to promote, I personally think it is a fine and noble cause to get us, the viewing audience, to make some changes in the way we live.
The network website is featuring tips like “Stop adding waste – Instead of using a paper or plastic cup, invest in a mug and use that throughout the day.” Good advice. We can all incorporate small changes to make the world a cleaner, better place to live. Waste is a big deal, it’s a really, really big deal when your waste also involves money… your company’s money to be precise.
An increasing number of retailers and restaurants are involved in the marketing pitfall we like to call “Spray and pray.” Hip to the inevitable fact that direct marketing is crucial to getting their message to the masses, many companies are blanketing their trade areas with promotional pieces, coupons and “Grand Opening” announcements to virtually every address in the phone book. Waste… Many retailers share the cost by engaging marriage mailers to distribute their message with other retailers whose customers oftentimes look, act and spend their money entirely differently. More waste…
There is an answer to this global issue of unnecessary waste; use the power of customer analytics and Buxton’s comprehensive modeling strategies to identify the households who look, act and spend their money just like your best customers do. Don’t mail to everybody, just mail to everybody that has a proclivity to use your product. Save a tree. Save the planet. Save some money.
