Celebrate Earth Day in Your Own Way

Each April 22 is Earth Day, the annual commitment to environmental protection. Earth Day was created by Gaylord Nelson, then a U.S. Senator from Wisconsin, in 1970 after he witnessed the ravages of the 1969 oil spill in Santa Barbara, California. The forces mobilized by that first Earth Day were behind the formation of the U.S. Environmental Protection Agency and the Clean Air, Clean Water, and Endangered Species Acts.
     My guess is that there are retailers who don’t celebrate those accomplishment of Earth Day, viewing them as excessive federal intrusions on the conduct of business. And as an article in the Los Angeles Times pointed out, Earth Day, with the undertone of conservation, doesn’t seem a good fit for promoting retail purchases as is done on Mother’s Day and Black Friday.
     Still, the Times goes on to list what a few retailers do to commemorate Earth Day in their own ways. Here’s my adaptation of the list:

• The publicity and enthusiasm accompanying Earth Day can be used to add pizzazz to what would otherwise be a dull promotion. Some years ago, North Carolina retailers held a “Cash for Appliances” promotion funded by the state government. Purchases of qualifying energy-efficient refrigerators, freezers, clothes washers, and dishwashers got a 15% instant rebate. A prior event of this type had not pulled in much business. So for this one, the event was scheduled to start on Earth Day.
• Retailers selling cosmetics from Origins Natural Resources are, with manufacturer sponsorship, accepting a bottle of a skincare product of another brand in exchange for an Origins organic product. To keep the offer even cleaner, bottles and packaging will be recycled.
• Chipotle Mexican Grill has a real meal deal combo—you get a burrito and a lunch bag for the price of the lunch bag! Each lunch bag is made from recycled Chipotle billboard material.
• Every Target store is giving away a reusable shopping tote to each customer who asks at the guest services desk.

     How you mark Earth Day should be compatible with the degree of environmentally-friendly practices throughout your business. Going green will lead to misunderstandings with your shoppers if they expect more than you're willing to do. This can produce anger instead of good will. People feel you're claiming credentials you don't deserve.
     Lay your plans to celebrate Earth Day, as well as every other day you are ready to do business, in your own way.

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more:
Add Pizzazz to Dull Promotions
Be Clear What You Mean by Going Green