Fresh Thinking - June

Published June - July 2008

Marketers rising to the challenge of dealing with eWaste

eWaste is a new developing ‘area of conscience’ that consumer electronic marketers are having to decide to tackle head-on given the huge increase in the need to recycle old TV’s, computers and other devices.

In the US, obsolescence and trading up in consumer electronics generates up to 1.9 million tons of discarded electronics per year, according to the Environmental Protection Agency.

Until recently consumer electronic marketers have been unsure about how to address this issue, as it offers both perils and opportunities. However, many seem to now believe that they have little option but to ‘front up’ because, if they don’t, they fear they will be ‘fingered’. 

As a consequence many are trying to turn a negative into a positive, and in the process creating a ‘green halo’.  And while the perception of greenwashing is an ever-present danger, so far consumer reaction has not been negative in this area.

Sony was one of the first to take the plunge. It is running a series of events around the US with its "Take Back Recycling Program" inviting consumers to leave behind their unwanted devices at no cost when they upgrade. It is supporting this with a national ad campaign promoting recycling by re-running old ads for their once cutting-edge products.

Hewlett-Packard is involved in a "Green is Universal" initiative and its kickoff event featured the NBC Today crew hauling in junked computers and cell phones for recycling.

Office Depot is also offering in-store recycling bins, which gives the retailer a chance to engage the consumer in its line of green office products like recycled printer ink cartridges and printer paper.

Source: www.brandweek.com

Encyclopaedia Britannica embraces web

Encyclopaedia Britannica,has embraced social media, moving away from sole reliance on its traditional 32 volume print approach which, until now, had stood the test of time.

Now for US$70 a year, Britannica can be accessed on the web. It has also introduced a host of social media gadgets to distribute content across the social web such as Delicious, DIGG, FURL, Reddit, among others.

It has also launched a daily “tweet” via Twitter, http://www.twitter.com/EBWebShare featuring a link pertinent to the day’s news.

Furthermore, in the face of competition from Wikipedia, people such as bloggers, webmasters, online journalists and anyone else who publishes regularly on the Internet can now get free subscriptions to Britannica Online.

Publishers of web content can also get free subscriptions to Britannica Online and link to its premium content from their sites for the benefit of their readers.

Source: www.advertisingage.com

Cause campaign hits the right spot

A US pest control company showed how choosing a cause with a natural link to the company’s products can make marketing sense and create extra opportunities for leverage.

Recently Orkin Pest Control launched a cause campaign, ‘Fight the Bite’, with a goal of raising $100,000 for 10,000 insecticide-treated mosquito nets for use in Africa.

Orkin partnered with the United Nations Foundation and the Centers for Disease Control on the project, which seeks to cut down on the number of malaria-related deaths in Africa.

The idea came out of a brain-storming session after Orkin’s Chairman had challenged staff to come up with a big idea.

The five-month campaign is targeting consumers with a Web site (nets.orkin.com), an e-mail blast, and city tours in conjunction with the UN's sister campaign, Nothing but Nets.

It also promoted the campaign at World Malaria Day in New York April 25. Customers can contribute $10 online to help purchase a net and teach its recipient how to effectively use it. Additionally, Orkin committed to donating one net for every mosquito service it sells this season. 

Orkin internal campaign launch included a closed-circuit television announcement, an event at the company’s headquarters in Atlanta, and a special section on their intranet for employees.

Source: www.prweekus.com

H&R Block uses social media tools

H&R Block in the US has introduced a broad range of social media communication tools in recent months.These include tools such as blogs, twitter, Facebook, Myspace, YouTube, Second Life avatars, rss feeds, chatrooms and websites. 

Showing how the web allows marketers to take a more educational role with consumers, the tax preparation marketer has also introduced several widgets including “The Deductor” a fun approach which allows consumers to learn about tax deduction allowances that are often overlooked.

Source: www.ragan.com

Network PR, publishers of PR Influences, is the first Australian pr agency to provide online pr, including search engine optimisation. Contact Network PR to find out how you can integrate online pr into your communications mix by starting with an Online Health Assessment.