Creating Promo Campaigns the Sustainable Way
Ahead of Earth Month, Kris Robinson of Jackalope Kreative shares tips for highlighting sustainability with your self-promos and pitching eco-friendly merch to clients.
Kris Robinson, a member of ASI’s Promo for the Planet Editorial Advisory Board, has been an advocate for sustainability in promo since the early 2000s, when his then 5-year-old son admonished him for packing single-use plastic water bottles in his lunch, rather than reusable drinkware. Thus began the co-founder of Jackalope Kreative’s (asi/233246) mission to educate clients and the promo industry as a whole about the benefits of better, more eco-friendly products and practices.
In this episode of Promo Insiders, Robinson talks with Theresa Hegel, executive editor, special projects and sustainability at ASI, about some creative ideas for developing sustainable promo campaigns, perfect for Earth Month – and beyond.
Robinson believes creative self-promos using sustainable items – but also explaining what makes those items eco-friendly – is a great way for distributors to differentiate themselves from the competition. He also recommends leading with your best – and most sustainable – suggestions first. “Just keep pitching those ideas first,” he says. “It’ll be better not only for the Earth, but the industry as a whole. You and your company will be looked at as a valued resource bringing ideas to the table versus just selling products.”
Key Takeaways
• Importance of Sustainability in Promo: Kris Robinson of Jackalope Kreative (asi/233246) emphasizes the significance of incorporating sustainability into promotional campaigns. He shares his journey toward sustainability, inspired by his children’s awareness of environmental issues and the lack of eco-friendly products in the industry back in 2008.
• Educational Aspect: Educating clients about the sustainability of promotional products is crucial. Robinson highlights the need to inform recipients about the eco-friendly nature of the products, such as using recycled materials and sustainable packaging, to enhance their appreciation and understanding.
• Get Creative & Dimensional: Robinson suggests making self-promos stand out by being creative and dimensional. He advises using unique, eco-friendly items and ensuring the packaging and contents are made from recycled or sustainable materials. This approach not only captures attention but also reinforces the sustainability message.
• Popular Products: The podcast discusses various popular sustainable products, such as apparel made from recycled polyethylene terephthalate. He also suggests reusable items made of lower-impact materials, like a wheat straw bento box.
• Giving Back: Many clients are now seeking suppliers with giveback initiatives, where a portion of sales is donated to charitable causes. Robinson shares examples of suppliers with such programs, like Crystal D’s (asi/47759) Legacy Gallery, with the supplier donating a portion of sales from those products getting donated to various charities.