Reduce, Re-Use, Recycle – what works for the environment also should be your marketing mantra.
Reduce – the quote has been attributed to many, but one of my favorite sayings is “sorry I didn’t have time to write you a short note”. It takes time to get the words right. But getting them right gives impact. You can’t be all things to all people, if you try, you are nothing to no one. Reduce the size of your target market. Reduce the messages you are sending to the essential few. Reduce the words you use to communicate to the critical, impactful ones.
Re-Use – Re-use your content – everywhere. If you are doing a web seminar, record it and post it on your site. If you are doing a direct mail offer, re-use it in an installed customer base program. If you are talking about a topic at a customer forum or user group, use the slides for a seminar. Creating new content is incredibly hard and expensive – use what works or what you have created over and over in as many vehicles, programs and audiences as makes practical sense.
Recycle – You don’t have to have all the original ideas. If a strategic partner or a similar company that serves a different geography has done a successful program, ask to recycle it for your use. Changing logos and colors is a lot easier and less expensive than starting from scratch. Recycle your programs that worked – reschedule them for later in the year or a different audience. Let others recycle what you did well.
All in all, save your money and your time – go marketing green!
What do you think? What other marketing tips, tools or ideas can fall into Reduce-ReUse-Recycle?