Eco-Friendly Business Practices

There is an increasing global awareness to preserving the environment.  From the use of green materials in home construction including energy efficient appliances, solar panels and low flow water systems to mandatory curb side recycling, the signs are all around us.  How can this trend to “go green” translate to your business and marketing?  You can move toward a green business in a number of ways.

Walmart is currently the number one solar initiative company in America with more photovoltaics on their buildings than any other company and they also run some of their buildings with wind energy.  The hospitality industry as well as hospitals and other large offices use eco-friendly cleaning products which reduces the environmental footprint. Restaurants are taking advantage of local food sources adding fresh homegrown flavor while reducing the amount of miles driven by delivery trucks.  Organically grown foods are healthier choices produced with little to no pesticides. The printing industry offers recycled paper stocks and soy based inks. Health and wellness continues to be a growing trend in 2013 so targeting that segment of the market is key to business growth.

If you are making an effort to be “Green” your target market needs to know.  It is good marketing to boast that your business is eco-friendly.

If applicable to your business, add the green recycling symbol to your website and marketing materials. Print marketing materials on recycled paper.  Use eco-friendly promotional items for giveaways. Imprinted pens now come in biodegradable corn plastic and recycled cardboard.  Design menus to showcase entrees that feature locally grown items. Include a few lines in your marketing media that highlight how your business is helping to save the environment whether its on-site solar power, renewable energy, cotton imprinted wearables, lowering the office thermostat to conserve energy or the use of a simple green inspired business card. 

By acting on these and other “Green” marketing strategies you will not only be doing your part toward a greener environment but also adding like-minded customers to your customer base. Consumers trust companies that adopt eco-friendly business practices.  So, If making a difference is important to you then consider incorporating environmental business strategies into your formal marketing plan to create a competitive advantage. 

How small business start ups need to think Big Branding

Like it or not, if you own a business you wear many hats including  marketing. You may not have gone to school for marketing but your business growth directly depends on how you perform this inherited task. The first hurdle to overcome is how to look big.  Looking big instantly sends the signal that you are  not a "fly by night" company, are trustworthy and established. Who in their right mind would trust their money to a bank named Fred's Bank?  However, (and I hope this example isn't a real bank name) First Trust Bank instantly sets your mind at ease.  How our customers perceive us is key to establishing a loyal customer base.  Branding is just that; how customers perceive you. 

Let's take a look at some big name players.  The Target Bullseye ©  never wavers throughout print and digital media.  The color is the same red on TV as it is in the Sunday sale paper and it has become so well associated with the store that it can stand alone without the word Target appearing with it. The same goes for other well branded companies such as Nike. The key is consistency throughout all channels of media.


Small business start ups typically have limited resources to devote to design and building a brand. There is nothing wrong with starting out with a template website and a business card. However, the look and feel of both print and digital branding must convey " I am the same business".  This can be accomplished by using a well designed logo on both, the same color treatments throughout, the same fonts, and a consistent message, slogan or theme. Repeat the use of elements from an iconic or  graphic logo to add continuity which will start to build your brand.Your brochure should look like your website.  Your website should look like your signs.  Whatever you decide to use in your marketing plan, be sure to define yourself.  Your customers will feel at ease and you will look like you have been in business for years.  Don't neglect the one thing that will set you apart from the competition; your identity!

Internet Versus Print

 Stop asking yourself the question ‘Should I use print or online advertising?’ The answer is yes. "Yes" you should print and "Yes" you should use online channels. Both mediums should be employed if you want to attract new customers, increase sales, and encourage interaction with your brand. The real question is how to use paper and screen together, in harmony, to make your return on investment sing.”

"A good marketing strategy should always include both online and offline media. By only concentrating on one, you will exclude part of your market."
At Crigital, we continue to see a growing need for print as POP, Packaging and Direct Mail as well as a variety of other channels. Perhaps the fastest growing channels are those utilizing cross media with the integration of several traditional resources with new technology.
Call or email a Crigital Media Marketing Team Member today. We'll show you just how easy it is to get your marketing plan started and stay brand consistent with our unique mix of traditional and "new school" print and digital marketing products and services. 615.225.8509