Early in my career, I had the opportunity to work in the recruitment advertising arena. With clients like Hewlett-Packard, Fujitsu and Intel, their vast recruitment needs dictated a strict adherence to EEO (equal employment opportunity) language and hiring compliance guidelines. That was my first introduction to the term “diversity,” which seemed to be more closely aligned with affirmative action than creating a diverse workforce.

Now the term has evolved and has become a catch phrase that companies use to sell themselves to prospective candidates and promote themselves through corporate communications materials. 

But, what really is the goal or benefit of a diverse workforce? The depth to which the individual and collective talents of an organization can come together when leveraged properly is astounding. Every employee, while having specific skills to contribute, inherently brings a unique set of perspectives and strengths that, when tapped into through proactive sourcing and encouragement, can raise the overall performance of the company in ways not otherwise attainable.

At Canyon we work to harness the power of our team for the good of our clients. Each of us brings a set of professional and personal experiences that helps to strategize, solutionize and consistently deliver superior marketing communications support and service. That’s Diversity at work.

How does your company support diversity efforts?

Two of my favorite things in this world are: (1) the world itself (Planet Earth) and (2) guerilla marketing. So, when I stumbled across a way to sustain one by doing the other, I was super ecstatic!

There is a fairly new “natural media” called clean advertising, which works by literally cleaning your ad or message into almost any dirty, smut-caked wall or walkway. Think of it as reverse graffiti—a way to make earth-conscious, artistic advertising.

Clean advertising is created with custom, high-pressure washers that selectively remove dirt, creating a contrast between the dirty surface and the good-as-new original color of the pavement. One of the great things about clean advertising is that it can be highly targeted around events or toward a specific demographic.

Clean Advertising done by Curb, the world’s first natural media company.

Just when you thought sustainable guerilla advertising stops there, just wait until you read the next sentence! Other simple, yet brilliant methods gaining popularity include snow tagging, water art, mow ads, solar art and one of my other favorites—moss art.

It’s time to clean up AND have fun doing it!

What are your thoughts on clean advertising? Have you come across any yet?

I consider myself fortunate that my job allows me to feed my obsession with paper. Recently, my attention has turned to tree-free paper options—as they are becoming more affordable and honestly, more interesting. It seems the days of high-priced, tree-free papers are fading fast, as more companies are creating unique alternatives to wood fiber paper.

Some common and more popular sources of tree-free paper are kenaf, bamboo, jute and bagasse (sugar cane). These options are so common in fact, that there are crops grown specifically for the purpose of making paper (a great resource I’ve found for tree-free paper options is www.conservatree.com). While these are great options for making tree-free paper, my excitement really lies in some of the more unique sources for paper making.

In my opinion, elephant dung is one of the more fantastic options for making paper. I’m not sure why I find this so intriguing; it just is. The elephant’s diet is very fibrous, which makes it great for paper! A few more wonderful treeless options include abandoned birds’ nests, and my all time favorite, rocks.

My only struggle with these tree-free paper options is trying to find an appropriate way to tell a client we’d like to print their project on poop!

Photo courtesy of MrElliePoo.com

Are you printing with any unique tree-free papers? Please share some of your favorite wood fiber paper alternatives with me.

The recession has been a sobering reality for many businesses this past year. While we would all love to see things pick back up, there are inconsistent reports coming out daily that indicate a clean bill of economic health may not be within reach.

It’s no secret that when the economy declines, it is customary for businesses to pull back spending – particularly on marketing and communications. The fact is that in times like these, it is imperative for your business to provide even more distinction for its brand, its products and its services.

Now more than ever, your customers and prospects are being cautious about their purchasing decisions. The good new is that you can take control of the situation by providing clear, differentiating information to steer the decision-making process of potential buyers in your favor.

Organize Your B2B Marketing Approach

Focus on basic tenants to guide your marketing program:

1. Don’t get discouraged. Although our economic engine is getting a tune-up, there are still endless miles left in it. Opportunity is out there, but you will need to find new ways to manage the demand for your products.

2. Recognize your challenges. Take an honest look in the mirror to determine where your company can improve. Taking the time to uncover your pain points will help you to know where and how to invest your marketing dollars.

3. Understand your strengths. When was the last time you asked your customers what they uniquely value about your company? Figure out what you do well and use those things to your advantage.

4. Find out what your customers care about and start there. B2B customers need help making informed buying-decision for their business. Learning first-hand what customers value will help you generate marketing programs that will engage your customers well after the economy stabilizes.

5. Don’t get left behind. Reports show that one-third of B2B marketers have planned to increase their marketing investment this year. Those who are continuing to invest in marketing are sure to emerge as champions in their respective industries. Conceding market share and opportunity to your competitors, is not a risk any business should take.

It’s Ok To Seek Marketing Counsel
Of course there is still a need to be pragmatic in your approach. The best first step is to ensure that you have quality professionals leading the charge. Regardless of your industry, you should engage with marketing counsel who can help you drive business with thorough market assessment, well-grounded recommendations and tenacious management of your marketing and communications concerns. Engaging with an agency that demonstrates unending enthusiasm for the work will not only get your marketing program on the right track, it will also surely result in a positive upturn for your business.

What new marketing techniques have you adopted to propel your business forward?