Each ton (2000 pounds) of recycled paper can save 17 trees, 380 gallons of oil, three cubic yards of landfill space, 4000 kilowatts of energy, and 7000 gallons of water. This represents a 64% energy savings, a 58% water savings, and 60 pounds less of air pollution!
I recently heard a story about the marketing efforts of Kellogg and Post during the Great Depression. During the Depression, Kellogg continued marketing, whereas close rival Post cut their marketing spending. Kellogg grew by 30% during that time, and to this day, Kellogg has more market share than Post.
What this story shows is that a company can thrive even in a slow economy. You need to keep your name in the public eye and communicate with customers what you have to offer. This will send a message of success and endurance. When customers are looking for services, they won’t wonder if you are still in business; they will know you are!
Here is a statistic I found interesting: <blockquote><em>Companies that continue or increase their marketing even in tough times grow an average of 275% in 5 years, compared to those with limited marketing which grow an average of 5% in the same time frame.</em> Source – McGraw Hill Laboratory of Advertising Performance (LAP) 1985</blockquote> Although the high-growth number differs slightly in the different sources I’ve read, all of them show a large increase in 5 years compared with companies that limit their marketing.
In order to use your marketing budget wisely, you must know your market and focus your company’s message. This will help you be more strategic with the information you put out there. Compelling marketing collateral design and strong writing can set you apart from your competition, and market research can help you gather information about your customers to help you be more on target.
Remember the lesson taught to us by Kellogg, and keep marketing even in tough times. It’s a lesson learned long ago, but when customers are ready for the services or products you offer they will know where to find you.
Welcome! My name is Susan Bateman, and I am the president and creative director of Zuli Creative.
After 14 years of working as a graphic designer, I launched Zuli Creative with the goal of helping companies stand out from their competition with design that is tailored to their needs. I chose to make it an environmentally responsible company, because I care about the environment and enjoy helping companies make sustainable decisions.
In my articles I share knowledge and ideas on a variety of topics such as graphic design, business, marketing, how to be green, and others.
To show our commitment to the environment, we have joined the Green Business Bureau. The GBB is a nationally recognized organization dedicated to helping companies assess and improve their environmental qualifications. We proudly display our GBB member seal and look forward to finding new ways to reduce our impact on the planet.