High impact, low footprint product drops
By Katie Boyle, Account Director &Smyth
Product drops, media samples, whatever your preferred term may be, are a really effective, affordable way to engage with key audiences and their enduring popularity over the last few years is testament to this!
However, drops have come under fire (understandably so) for the proliferation of excess – resulting in waste and unnecessary packaging. So, if looking to execute this tactic, how can we approach it from an eco-lens?
Here are some of our top tips!
1. Think local
It sounds simple, and it is! This tip applies for raw materials, third-party suppliers e.g. couriers and any other items you might require to execute the drops. Supporting other local businesses helps communities to thrive, and even better if you can centre things around the region that your client/brand is based in. This first step will reduce the overall footprint of the drops significantly.
2. Think lean
While it can be tempting to shower recipients with huge swathes of products (or packaging), this can end up being wasteful, particularly if the product on offer has a shorter shelf-life. We always first assess if the product is intended to be used/consumed individually, or shared and we then prepare the contents with this in mind to make sure it is as useful as possible. This helps to narrow the focus of what the contents include and will help in managing budgets and reducing any unnecessary materials and waste. As an alternative, if might be a good idea to assess if there is a flagship premises associated with the brand and whether it might be an option to invite the recipient to experience this instead, providing an opportunity for a full brand immersion?
3. Think before printing
Reducing the number of printed materials is another simple, yet impactful way to lessen the carbon footprint of a product drop. While some brands may opt to print directly onto exterior packaging – this is not always conducive with materials that can be home-recycled which can be a bit of a headache for the recipient to manage (see more below). In place of this, there are lots of options to consider, and one of our favourites is to use plantable card to either handwrite or print messaging onto. The seeds woven through the card can be planted directly and will usually grow into a wildflower patch or a floral plant – what could be a lovelier gift! We love thepapershop.ie for its creations.
4. Think packaging
So, you have reduced the amount of packaging you need, now what materials are best to use? This will depend on the product and its durability. When planning, try to think of longevity e.g. a hardwearing keepsake that will provide future use to the recipient, especially for more premium products or if extra care is required. One lovely eco option here is to wrap items in textiles – these can be tied into elaborate designs, personalised using brand colours or embroidery and can be used as napkins, towels or other table-scaping ware in the future! Make sure to clearly state if packaging is recyclable, home compostable etc so that they are disposed of properly. One failsafe solution is to use biodegradable packing pellets which are typically made from starch and can be dissolved in any sink – also fun to use! These can be ordered in bulk from many Irish companies online.
5. Think technology
Another way to reduce the amount of printed materials is to embrace technology! The comeback of QR codes over the last few years is well-documented and for good reason. They allow you to include additional information, provide an interactive element to the pack (by seeding out to other platforms) and can allow for further amplification e.g competition entries. They are also really easy to create and many sites offer free versions; all of which offer metrics which will help with reporting on overall campaign efficacy!
6. Think green
Building further on the first point, opt for green delivery options where possible e.g. cargo e-bikes or larger electric vehicles. Most Irish couriers offer some electric fleet solutions, and it is worth shopping around to find the best match for your brand. Alternatively, if managing this aspect of the drop in-house, coincide deliveries with days that vehicles will already be on similar routes to maximise fuel efficiencies.
7. Think personal
Personalisation is key to a successful product drop – and this isn’t limited to the sample. Make sure to follow and engage with recipients in advance of any outreach, craft a thoughtful message to engage directly and register interest in sampling; and make sure to engage if they do share the drop on their channels. This will help to build long-term loyal members for your brand community, what could be more sustainable than that?