Watch out for that bandwagon

Several months ago, this publication lamented the lack of creativity shown by all those marketers who chose to pilfer the well-known and successful "Got milk?" campaign for whatever they were peddling.

We continue to be subjected to all forms of "got" advertising that are neither clever nor attached to any obvious strategy. Whether it's a directive from someone down the executive hallway who thought it would be a clever way to jump on somebody else's bandwagon, or the last-ditch "solution" offered by a marketer whose idea well has run dry, it's still throwaway marketing at its worst.

Well, there's another bandwagon that is starting to sag under the weight of all those who are scrambling to jump on board: Going "green."

All of a sudden, companies in nearly every industry segment are looking for opportunities to claim that their practices are "greener" than their competitors. What makes this trend particularly interesting is that most of the segments that are taking part would hardly be at the top of the typical consumer's carbon footprint offenders list. That's when you know that this is a bandwagon strategy.

But, if you think about it, it goes deeper than that. Take, for example, the banking industry's push to have consumers switch to electronically generated monthly statements for their accounts, under the mantra of "go green."

This switch to so-called "e-statements" is definitely a green alternative...and much of that green shows up on the bank's bottom line.

By sending monthly statements electronically, the bank saves on ink, paper, envelopes, postage and staff time (no more stuffing envelopes)! Think that isn't so much? Multiply the number of pages in your monthly notice by a few hundred customers - or a few thousand - and you'll get a sense of just how much the bank is saving through this strategy of appealing to their customers' love of Mother Earth.

Make no mistake: Eliminating the unnecessary use of natural resources is a good thing. It's just that there are a few holes in the industry's self-proclaimed altruism here. And it's only a matter of time before someone in the media pipes up and says, "Hey, how about sharing those savings with your customers?"

If you're thinking about launching a "green" initiative, consider the following:

• Make it real. Be certain that your initiative is driven by a desire to make a difference in a "green" way, rather than a strategy looking for a hook. In other words, if someone says, "Hey, we could say this was our effort to 'go green,'" you're approaching it backwards.



• If you're touting it, make certain it benefits your customers. Meaningful, substantive green initiatives are good no matter what. But when you start promoting them, make certain it's clear why your customers and prospects should care - beyond just appreciating those who are good stewards of our collective resources.



• Be ready to hang in there. At some point in the future, the idea of "going green" will be old news (although one hopes that the practices will remain). Make certain your initiative is substantial enough to live on when the buzz fades.

The message: If you're going to think globally and act locally (which everyone should), make certain that those you plan to impress don't see it as anything more than an "act."