Source : BtoB Online
Event marketers discover brand benefits in taking environmental responsibility.
Trends across the U.S. have consistently moved toward environmentally friendly options for house, home and work. The same is true for the event marketplace. Creating a green event means rethinking strategies from step one. A successful green event could be a boon to the brand, but marketers must carefully consider the message it sends and the variety of attendee opinions before embarking on greening any event.
First and foremost, said Scott Schenker, VP-program strategy and experience at George P. Johnson, an experience marketing firm, it is essential to ask: Why a green event? “Your brand is your identity. These are all extensions of your brand. Is being green an extension of your brand and, if so, how? Don’t do it just because it’s a fad,” he said. “I fear sometimes that some companies have just decided an event needs to be green and haven’t asked how does this [tie in strategically], and am I really doing the right thing for the organization.”
