30/10/2019 | Sustainability, Marketing, Environment, Green, Ethical, MRM, Promotion, Campaign

Achieving Sustainability & Effectiveness in Marketing Services

Sustainability in business is about meeting the needs of the present without compromising the ability of future generations to meet theirs. The point of creating a sustainable business is to mitigate environmental harm caused by the production and consumption of goods and services.  Businesses have a wide range of activities to undertake as part of green initiatives, commonly things like being paperless, recycling or the use of previously recycled products, and reducing the use of plastics, but there is a balance, and you don’t want your bottom line to be affected by your environmental responsibilities.

MRM seek to deliver sustainability every day by adhering to our core values, and applying the lessons of our previous work to future contracts bringing the three prongs of people, planet and profit together to help create effective and environmentally sustainable campaigns.

  • Pursuing excellence – making the effort to get it right first time, promoting quality management as ‘how we do what we do, not as an extra task and continually reviewing our processes and procedures in order to deliver ongoing improvement
  • Working Together – respecting policies and rules, and developing win-win partnerships with our staff, clients and suppliers
  • Being open and honest – complying with laws and regulations wherever we are operating, being honest, fair and having integrity
  • Being passionate – enriching our staff, clients and suppliers with our enthusiasm, commitment and character and acting as an extension of our clients, sharing the passion they have for their brand
  • Being innovative – looking for new and alternative ways of working ways of working through the development and improvement of our technology, processes, systems and people
  • Valuing diversity – Challenging unacceptable or unfair treatment in every instance

  • Working ethically – ensuring that our operating and purchasing practises are guided by our respect for the environment with the aim of reducing environmental impact, and auditing our suppliers to ensure they comply with our values concerning the environment, social issues and human rights

According to Wikipedia* a business is described as green if it matches the following four criteria

  • Incorporation of the principles of sustainability into each if its business decisions
  • Supplies environmentally friendly products or services, replacing the demand for non-green products and/or services
  • Is greener than traditional competition
  • Making an enduring commitment to environmental principles in its business operations

And this all starts with the planning and you need to include your marketing services partner, and in fact any supplier, in the early stages to ensure that your principles are being met.  Involve them later, and you risk losing time, wasting money, and having a negative impact on the environment in the context of your campaign.  The practise of being environmentally friendly can be introduced and facilitated all across your campaign, from ensuring the correct amount of stock is purchased and therefore minimising wastage to being guided on the disposal of any overs and the use of environmentally friendly packaging. Our focus is on getting it right first time and we strongly believe that sustainability can not only be a moral win, but can build effectiveness, here’s how we holistically deliver sustainability, from strategizing during the planning and procurement stage through to optimising deliveries to avoid wasted journeys and delays:

  • Objectives – tangible and emotional reward for purchase
  • Creation – fully recyclable packaging and/or reward
  • Awareness – environmentally friendly
  • Consideration – responsible brand behaviour
  • Acquisition – suitably packaged
  • Service – minimal wastage
  • Loyalty – reinforcement of brand values

So remember it’s not about making the bad better, but about getting it right first time. Don’t let the perception of your brand be damaged by not considering the environmental impact of your campaign.  Make sustainability part of your customer journey planning, ensure your Marketing Services partner gets it and involve them early

If you’d like more information, or would like advice on how to build a sustainably effective promotional campaign, give Caroline a call on (01858) 414 767 or email at caroline.jenkins@mrm.co.uk

 

*https://en.m.wikipedia.org/wiki/Sustainable_business#Six_essential_characteristics

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