Marketing gimmicks give marketing a bad name. The worst form of marketing gimmick is falsely promoting a cause to profit from it. These days, this tactic usually takes the form of “green marketing.” Take, for instance, this “Save the Earth Gum:”
“Buy this gum and save trees.” Yeah, right. Chewing gum and trees have so little to do with one another that this marketing gimmick is obviously ridiculous. (Also, the brand neglects to mention that trees are required to make their cardboard display box, along with the resources required to produce the plastic tubes and labels.)
Even supposed environmental organizations aren’t free from this marketing hypocrisy. At a local event, the Hamilton County Recycling representatives were trying to promote recycling at restaurants and bars… by handing out copious amounts of full-color, double-sided, aqueous-coated business cards. Not only did they avoid printing on recycled paper, but these waterproof cards would take years to decompose in a landfill.
In an attempt to maintain an appealing landscape, the maintenance crew for the EPA office down the street sprayed noxious chemicals through my open car windows. Along with the lungful of chemicals, they were spreading the message that green grass is more important than their mission.
If your business has a core philosophy and set of values, your marketing plan should highlight them and educate your customers. But companies using a thin veneer of popular “values” to hock products won’t succeed at it for very long. Fads are fickle, and customers are growing more skeptical every day.
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