Selling Green To Those Without
A new study shows that 43% of retailers will focus their advertising and marketing dollars on “green” products – which is up from 37% last year. That’s fantastic! But, wait. Citizens of the United States, we have a problem.
Where do we get the “green” to buy these “green” products?
That’s the $1 million dollar question and will remain so until this enervated economy removes itself from this gripping nightmare. But we should be thankful. We have our health.
Nearly a third of the survey respondents (chief marketing officers) indicated their holiday marketing and advertising budgets have been cut this year. Only 25% cited increases in holiday advertising budgets. It’s difficult marketing to a massive segment of people who have been affected by the economy, either by higher cost of living expenses, wage freezes, layoffs, bankruptcies or any other dreary fiscal-related term.
According to the study, most retailers (57%) will spend the majority of their advertising and marketing budgets on print advertising, while 21% percent will focus on broadcast outlets and 19% on Internet advertising, including social networking sites. The retailers in the study were among the largest in the country, excluding automotive dealers and restaurants, each carrying annual revenue of more than $100 million.
With all the doom and gloom that has shadowed us in 2008, here’s hoping for a brighter, happier and more prosperous 2009 for everyone!
