Posts Tagged ‘green marketing’

Starbucks Introduces Reusable Cup

steveparkhurst | January 12, 2013 in Advertising,Green Marketing,Promotional,Visual | Comments (0)

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Starbucks is at it again. Sometimes it seems like Starbucks has so many things going on it is tough to remember what is what. This time the offering is not a new coffee blend or a new brewing system. Their latest promotion has a lot of potential and is doing some good in the meantime.

The new offer is their reusable plastic Starbucks cup. The cup only comes in one size. It comes with a reusable, recyclable plastic lid as well, though the standard Grande lid also fits the cup (this comes in useful if you need to use a stopper). The cup looks like a standard Starbucks cup, complete with the check boxes for your preferences, it is just made of a sturdier plastic.

From a consumer standpoint, this cup pays for itself with your 10th purchase. The cup will set you back $1 initially, but with the 10 cents you save on each purchase, by the 11th visit you are home free.

Starbucks has a history of innovative ideas and trying to do good things, so this is nothing new. This is however, something tangible that a Starbucks customer can actually wrap their heads around. Every time a customer uses this plastic cup instead of a paper cup or two, they can see the number of cups that are keeping out of landfills.

From a marketing standpoint, this should not be a tough sell to a good majority of the Starbucks clientele. One particularly genius aspect they have employed is mentioning “you” as their new partner in reducing cup waste. The store displays are simple, and not very colorful (see the picture below, taken by me). But I would argue the displays are very effective, with a real cup on them, and some artwork on the display itself to demonstrate harmony, or community. If you have seen the display, what were your first thoughts?

Starbucks Reusable - The Parkhurst Group

Do you own one of the reusable cups yet? If not, why not? If so, why was it important for you to buy one?

Eye Doctor Advertising Can Be Simple

steveparkhurst | April 29, 2011 in Advertising,Green Marketing,Marketing,Promotional,Visual | Comments (0)

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Wow. Eye doctors have it really easy don’t they? When they need to display a message with just a visual, a pair of glasses works just fine.¬†Universally, if someone needs to indicate a schedule or something timely, they can use a calendar or a clock. In this case, a pair of glasses lay on a calendar and viola, there is a great, effective visual.

So, the optometrists and other doctors among us, probably have it the easiest.

This optometrist went an extra step with the “printed on recycled paper” postcards. A good example of green marketing. These postcards aren’t glossy, they aren’t bulky or too thin, but they convey a message with enough color and depth to be effective. The fact the optometrist was willing and able to use environmentally friendly cards was a nice, smart touch. In all likelihood these cards are only being mailed to return clients, so finding a less expensive way to reach that group of clients makes sense. Not that you want to treat your client base badly. Remember, it costs less to keep a client than to get a new client.

Eye Exam postcard - The Parkhurst Group

This is a very effective postcard. Many could learn from this simple design. Remember, using more words does not always mean you’re saying more. This powerful postcard only uses six words, which only serve to reinforce the visual display.