Environmentally Friendly POP Strategies
Many retailers are constantly looking for ways to reduce their overall carbon footprint – from electricity to recycling programs, it has become mainstream to have some form of an environmental conservation program in place.
POP programs are not – or at least should not be – any different. While it is true that many POP programs rely heavily on printed materials, there are many things that retailers can do to help with their overall environmental impact:
• Take an overall approach. Once you get into the full environmentally friendly concepts, you will find a much larger world of ways to make a positive impact. Transit distance to store locations, ink compositions, material selections all make a difference. Ask a lot of questions.
• Recycle Everything. Put in place programs at the stores that make is easy for store personnel to recycle old signage, cartons and all other materials used during a campaign.
• Know your stores. Print only what you need. Many POP providers demand overage printing – increasing costs and environmental impact. Leverage technologies to ensure you are printing only what your stores need.
• Use both sides. If you can plan promotions ahead, you may be able to use both sides of your printed material for different campaigns, reducing overall materials usage.
• Review your marketing plan. Eliminating one sign will of course help – but if it’s that easy to remove a sign, you need to review your marketing plan overall. Work with a POP supplier that can suggest permanent or semi-permanent fixtures using changeable copy or similar methods. These reduce re-print costs in the long term and may reduce your carbon footprint as a bonus.
• Document success. One of the main errors many retailers fall victim to is a “implement and forget” mentality. Most programs require at very least some form of regular follow up. Practices change, knowledge improves and as time goes on, you need to tailor the overall program to suit your company’s objectives.
• Re-use the signs. Donating old signs to schools to be used for kids art programs (make sure that the promotions on the sign are for kid-friendly products)
Making an effort is what counts on environmental issues. Small but impactful steps will go a long way to improving your carbon footprint while increasing awareness within your organization and marketplace.