Comments on: Your Marketing’s Carbon Footprint: Does It Matter? http://philbernstein.wordpress.com/2008/07/06/your-marketings-carbon-footprint-does-it-matter/ Tell Your Story, Find More Customers and Make More Sales Wed, 04 Nov 2009 08:58:00 +0000 http://wordpress.com/ hourly 1 By: Beth Bengtson http://philbernstein.wordpress.com/2008/07/06/your-marketings-carbon-footprint-does-it-matter/#comment-791 Beth Bengtson Wed, 09 Jul 2008 01:49:02 +0000 http://philbernstein.wordpress.com/?p=149#comment-791 Phil, Thanks for your questions and I would love to reframe it slightly. In our perspective, the opportunity here is not so much about the offset but about starting the dialogue with our clients around this topic. We do need to start thinking about how we are impacting the environment and looking for ways to reduce that. And to echo Chris's point if we can do that more efficiently why wouldn't we - it is just good business sense. Phil,

Thanks for your questions and I would love to reframe it slightly.
In our perspective, the opportunity here is not so much about the offset but about starting the dialogue with our clients around this topic. We do need to start thinking about how we are impacting the environment and looking for ways to reduce that. And to echo Chris’s point if we can do that more efficiently why wouldn’t we – it is just good business sense.

]]> By: Don Carli http://philbernstein.wordpress.com/2008/07/06/your-marketings-carbon-footprint-does-it-matter/#comment-785 Don Carli Mon, 07 Jul 2008 15:56:56 +0000 http://philbernstein.wordpress.com/?p=149#comment-785 Chris: Many thanks for providing a case in point! Don Carli dcarli@sustaincom.org Chris:

Many thanks for providing a case in point!

Don Carli
dcarli@sustaincom.org

]]> By: Christopher Sewell http://philbernstein.wordpress.com/2008/07/06/your-marketings-carbon-footprint-does-it-matter/#comment-784 Christopher Sewell Mon, 07 Jul 2008 08:06:46 +0000 http://philbernstein.wordpress.com/?p=149#comment-784 The advertiser definitely has a responsibility for the carbon emissions that are created by their marketing communications. But firstly they need to understand them. We have developed a consistent methodology and calculator to help advertisers measure the amount of CO2 that is created in their marketing communications. Armed with this information the advertiser can then engage with their media buyers to discuss whether there is anything that can be done to reduce carbon while at the same time not adversely effect the strategic requirements of the media buy. As with all things in life if you are wasteful you will be emitting more CO2 than you have too. By measuring then reviewing the strategy advertisers will be able to do their bit to reduce emissions. The more targeted any advertiser is, the less impact they will have on the planet. This is not just good business sense it is good environmental practice. Sky writing is at the top of my list as well. Closely followed by any mobile (car or truck) billboard. The advertiser definitely has a responsibility for the carbon emissions that are created by their marketing communications. But firstly they need to understand them. We have developed a consistent methodology and calculator to help advertisers measure the amount of CO2 that is created in their marketing communications. Armed with this information the advertiser can then engage with their media buyers to discuss whether there is anything that can be done to reduce carbon while at the same time not adversely effect the strategic requirements of the media buy. As with all things in life if you are wasteful you will be emitting more CO2 than you have too. By measuring then reviewing the strategy advertisers will be able to do their bit to reduce emissions. The more targeted any advertiser is, the less impact they will have on the planet. This is not just good business sense it is good environmental practice. Sky writing is at the top of my list as well. Closely followed by any mobile (car or truck) billboard.

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