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An Example of Trying to Be Too Green: Sprint
By admin | July 14, 2008
Here’s a great example of what I’m talking about. http://www.sprintenterprise.com/sprintingreen/?id9=Email_0708lnlcustomer_green. Sprint is turning "Being Green" into a marketing program. And they even ask for input from customers on how they should be environmentally responsible. Here are the options.
- Reduce our carbon footprint
Offer environmentally-friendly wireless devices
Expand our wireless device recycling efforts
Ensure that our office and network facilities are sustainable
Expand our e-billing and online store options
Shouldn’t they be doing this anyway? Don’t get me wrong, I’m all for a marketing concept that works, but this can come back and give them a nasty bite in the tailpipe. Especially if they make any of the answers public on a large scale. If they don’t , skeptical people are going to realize this is just a stunt anyway. It acts as a very short-term image boost. But then again, any company that doesn’t "keep up with Joneses" will just look bad. If the consumer really cares. We’ll have to see what the studies say about the success of this marketing tactic.
Well, at least they do have a cell phone recycling program where they will donate all proceeds to help support Internet safety for kids. Now that’s being green in a responsible way.
Topics: Advertising, Branding Strategy, Freelance Copywriter, Marketing, Marketing Opinion |