I recently attended a trade show where my client had a booth in the exhibit hall. This particular client is an environmentally focused manufacturer committed to reducing its carbon footprint and protecting the planet for future generations. They initiated a “green action” program more than 10 years ago, before “carbon footprint” and “sustainability” became the popular terms they are today. The program includes lean manufacturing initiatives to lesson energy consumption and eliminate material waste.
The show had a dedicated press room where exhibitors could place media materials to highlight existing products or announce new ones. When planning our public relations strategy for the show, we chose to provide our media materials on USB flash drives instead of supplying hard copy kits. This decision was an instinctive one in keeping with the client’s position as well as our own. Not only does it make sense environmentally, it also lightens the load for journalists attending the show.
When I stopped by the press room to drop off our flash drives, I was surprised to find a long table laden with stacks and stacks of traditional media kits – fancy folders and elaborate packages bulging with printed materials. Many of the companies’ materials ironically touted their commitment to the environment.
This experience made me think about the importance of considering all the ways a company communicates and staying true to the brand. Certainly, a slick media kit chock-full of dazzling graphic pieces grabs attention, but what message does that send about the company’s commitment to sustainable business practices?