Aujourd’hui on le sait les attentes des consommateurs ont changé, et d’autant plus depuis la pandémie. Ils reviennent à une consommation plus simple, locale et respectueuse de l’environnement. Les marketeurs ont du s’adapter et le marketing écologique est maintenant indispensable pour les entreprises. La communication green a entrainé la naissance du street marketing éco-responsable.
Découvrez en certains dans cet article !
Le street marketingéco-responsable est une technique de communication qui se base sur le respect de l’environnement. Cela ne se limite pas à la distribution de flyers recyclés ou conçus avec des papiers recyclés. Il s’agit d’un véritable engagement envers l’environnement.
Le clean tag
Un des outils de street marketing éco-responsable est le clean tag. C’est un marquage conceptualisé à l’aide d’un pochoir personnalisable. Il permet d’impacter votre cible sur les axes les plus fréquentés de manière originale et inattendueS’il est placé aux bons endroits, il permet à l’enseigne de gagner en visibilité, et cela peut l’aider à attirer de nouveaux clients plus rapidement. En général, la durée de vie d’un clean tag est limitée à sept jours. C’est amplement suffisant pour mener à bien une campagne de street marketing. En ce qui concerne la durée de vie d’un Paint-Tag, elle est de deux à trois jours. Il est donc plus intéressant d’opter pour le clean tag afin de profiter d’un accroissement de la visibilité. Mais en quoi est-ce écologique ? Le clean tag est un marquage propre. En d’autres termes, il ne dégrade pas l’environnement. Il s’agit donc d’une technique de street marketing éco-responsable. Un simple jet d’eau à haute pression suffit d’ailleurs pour le nettoyer. Bien évidemment, cela est possible grâce à l’utilisation d’une peinture biodégradable. Cette dernière est de même employée pour la pose d’un Clay Tag, un autre outil de street marketing non négligeable.
La fameuse campagne WWF
Mais en plus d’outils de communication, certaines organisations vont plus loin que ça. Je pense notamment à l’action menée par WWF. A l’occasion de la journée mondiale de la terre, le 22 avril, WWF, qui est l’une des toutes premières organisations indépendantes de protection de l’environnement dans le monde,a souhaité faire une piqure de rappel des effets de la déforestation et de l’importance de l’ombre en ces temps de réchauffement climatique. Un arbre composé de plus de 100 parapluies a été réalisé pour apporter un peu d’hombre aux passants. Ho Chi Minh au Vitetnam. En plus d’avoir la possibilité de s’abriter à l’ombre de ces arbres, les passants pouvaient acheter l’un des parapluies pour se protéger du soleil. Les donations étaient destinées à la reforestation. La démarche a eu un franc succès, et une fois tous les parapluies vendus les dons ont continué.
Voilà un exemple de street marketing réussi !
Cette campagne montre bien que le marketing et l’écologie peuvent se concilier et que le marketing éco-responsable a encore de beaux jours devant lui !
Découvrez aussi comment passer une saint valentin écologique
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