Next to Come: New Eco-Friendly Developments for the New Year of Change

With the winter holiday season rapidly approaching, this week I would like to discuss some timely new green marketing developments ready to be launched for the New Year. Times Square is globally one of the most notable and recognized locations for bright lights and over-the-top advertisements and billboards. In 1906 the section directly around Times Square in Manhattan was dubbed "The Great White Way" by the New York Evening Telegram, due to the fact the city is lit up by advertisements and bright store lights at night. On December 4th Ricoh is building the first ever green billboard in Times Square, across the street from the where the ball will be dropped on New Year's Eve. I found the announcement of this event on an interesting blog post titled "New York City Goes Green with an Eco-Friendly Billboard this Holiday Season." I found another interesting blog that addresses popular bamboo advertising tactics, and the potential overuse, titled "How Beneficial is the Bamboo Boom?" . I have linked to each of these blogs where my comments may be read in context, but for convenience I have also posted them below.

"How Beneficial is the Bamboo Boom?"

The use of Bamboo is a very significant topic, especially right now. I am glad that you address the serious environmental implications of using bamboo in a time where we see many advertisers and marketers “going green”, and many new products being environmentally friendly because they are bamboo. I have recently posted a blog about how the fashion industry has turned to using bamboo in some clothing lines. Another interesting current use for bamboo is physical advertising stands. There are many companies that are dedicated to selling inexpensive advertising options through what are known as eco-friendly bamboo stands. It is interesting to note that bamboo can be grown essentially with little to no chemicals or pesticides. In this sense bamboo is a very environmentally friendly option in terms of farming. However, you point out that in the production process many chemicals are used, which adds to the carbon footprint of using bamboo. Furthermore, your quote from Jim Bower that, “clearly, the green status currently accorded bamboo products needs serious re-evaluation” is very relevant. It is important to know how the resources are being recycled and reused after production. The companies that are promoting bamboo advertising stands do not reference any of this information, which leads one to think they are not wholly earth friendly. I am glad that you address both sides to this issue. Do you think that it is possible that some marketers are overusing bamboo in their efforts to go green? Furthermore do you think that there are other marketing implications that can be used with regard to bamboo? Personally, I think the use of bamboo for advertisers can be environmentally friendly; it just cannot be overused in a way that is misleading to the consumers being sold products.

"New York City Goes Green with an Eco-Friendly Billboard this Holiday Season"

This is such an interesting and relevant topic for the upcoming 2009 year of change. New York, especially Times Square is commonly known for their dazzling advertisements and billboards that light the streets for “the city that never sleeps.” And what is so interesting about the advertising that takes place in New York is that it sets trends and provides the framework for future campaigns to come. These timely developments from Ricoh we can only hope will set the stage for more green billboards and eco-friendly advertising. It is very interesting to note that the company has decided to take such a highly visible advertising space. The billboard is located directly across the street from where the ball will be dropped on New Years Eve, and with no back up generator, the company is investing a lot of money and assuming a lot of potential risk. With such a highly visible spot, blank ad space is an advertiser’s worst fear and liability. And with unpredictable weather, there is no way of predicting if the billboard will go blank, and if it will, for how long. I did some further research on the details and specifics of the project to find that there have been no specific numbers declared, but the advertisement has been purchased for a three-year spot for potentially six digit monthly fee. This is a high price to pay for such a risky investment, even if thousands will be saved due to energy costs. Furthermore, will the company be willing to invest in more green billboards across the nation? Since this billboard is green, it is powered by floodlights and will not have the same eye-catching appeal that most all other advertisements or billboards in New York have. Advertising is a particularly competitive field when it comes to visuals, especially with billboards, and one must have a competitive edge in order to stay in the market. When the initially excitement of the “first green billboard” is gone, how do you think the visual appeal will retain customers’ attention? I think that this was a bold and risky move; however, I think it is a step in the right direction, and others will follow.

No comments:

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License.