06.04.2009

Relay Insights: “Greening” events doesn’t necessarily mean spending more green

We are rapidly shifting into a “green” culture where consumers expect brands to embrace environmental responsibility in everything they do. The Reduce, Reuse, Recycle equation can be applied to your experiential marketing programs in a number of ways without significantly impacting your budget. Here are 10 action steps to get you started:

1. Minimize travel. Determine your key markets early in the planning process so you can create the most efficient routing schedule. You will reduce emissions and lower your fuel, mileage and maintenance expenses. Your field team will love you for it, too.

2. Use biodiesel. Most industrial diesel engines run on up to 20% biodiesel and it is now available nationwide. It is made from renewable resources and has lower emissions than standard diesel.

3. Conserve where you can. Use energy-efficient lighting (like LED) and select generators equipped with eco-throttles. While you are at it, avoid unnecessary water consumption by supporting tents with stakes or sand bags as opposed to using water ballasts.

4. Re-use what you can. It may be tempting to produce new event elements using bamboo or other eco-friendly materials, but it is often more responsible to re-use kiosks, signs and other event equipment.

5. Recycle. You spend a lot on event site fees, so leverage that investment and challenge event properties to offer recycling services. If not available, reach out to local non-profit groups to facilitate pick-up. Additionally, don’t forget to make recycling simple for your guests and easy for your field team (such as using clear-bag combination recycling containers).

6. Minimize waste. Donate left-over food, event supplies and landscaping whenever possible. If your food products qualify, arrange for food waste to be dropped off at local compost farms or picked up by local organizations. And, request bulk packaging when appropriate as a majority of event waste is due to product packaging.

7. Use eco-friendly event materials, giveaway items and cleaning products. From recycled, biodegradable and organic fabrics to soy and vegetable dyes and inks, the options for these products are growing and the prices are becoming competitive.

8. Ask for help. There are non-profit organizations specializing in reducing the environmental impact of events in most every city. These groups are available to assist and advise on everything from the recycling/composting materials such as cooking oils and grey waste water to providing green source information for event catering. They are typically funded via state and federal grants, and will often assist you in exchange for in-kind donations.

9. Don’t buy what you don’t need. Consider the importance and impact of every purchase decision. Will another activity, kiosk or sign truly add value to your experience and outweigh its environmental impact?

10. Selecting vendors. There’s an old saying, “you are only as good as the company you keep.” With that in mind, be sure to partner with groups who are equipped to help you meet your green standards.

The “green” movement is not a trend; it is a way of doing business that is here to stay. By incorporating some of these simple tactics into your experiential marketing programs, you can improve your “green” scorecard and provide further reason for people to connect with your brand.

We are Relay Worldwide.

Our mission and goal is to make brands a more meaningful part of people’s lives. As experts in brand consulting, sponsorships, lifestyle and experiential marketing, we use relevant insights to create real connections with people where they live, work and play. We are a part of the Publicis Groupe family and we serve a diverse roster of brands including Coca-Cola, Sharp Electronics, Kashi and Beam Global Spirits & Wine.

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