Guest blog: 5 tips to sustainable sampling – Ella Newton, Kru Live
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“Today we have become the greatest threat to the health of our home but there’s still time for us to address the challenges we’ve created, if we act now. We need the world to pay attention.”
– Sir David Attenborough
We now, more than ever, share the collective responsibility to be sustainable.
For any business, the benefits are clear; improving health, saving money, reducing pollution and waste to landfill are just a few. Not to mention gaining stronger customer loyalty and support.
There is clearly room for improvement across every industry, including events and sampling campaigns. When activated on a large scale, these can be real culprits for unnecessary plastic and wastage.
Want to make your next campaign more sustainable?
1) Use biodegradable cups instead of plastic
Wet sampling requires the serve to be given live, often into smaller cups/containers as a taster to incentivise the purchase of the full size product. Biodegradable cups are a friendly alternative to plastic and there is no compromise in the function or taste.
(At home, you can reduce your water plastic consumption by supporting our friends @Sodastream)
2) Leverage your existing assets (where possible)
There is a tendency to always want something ‘new’ , but first why not see what existing assets you have and consider their suitability? With a fresh lick of paint, adaption or enhancement assets can look as good as new, maximising cost efficiency and doing your bit for the environment.
3) Efficient journey planning
Sampling roadshows travel the length and breadth of the country with the need for asset and transport of stock. Clever journey planning along with flexibility on activation dates will allow us to plan the most efficient route that will cut fuel emissions and save on petrol. Electric van and car hire options will also help to reduce your carbon footprint.
4) Reclaimed materials
Creating a new asset with reclaimed wood and other materials produces the same (if not even more creative!) outcomes. We have a valuable partner who specialises in just that, and the range of options may just surprise you!
If you do need a new asset, hiring and rebranding one that already exists can be a cost effective option depending on the duration of the campaign.
5) Waste not want not
From the outset, get clear on your strategy. What elements can be recycled or repurposed pre, during and post campaign? Choose sustainable partners to engage and challenge them to ensure they practice what they preach. It is imperative that all materials that can be recycled are and that perishable goods are not thrown away whenever it can be avoided. Charities and other organisations are grateful for assistance, should there be a product surplus or room for goodwill gesture.
Finally, don’t forget to share and shout about your sustainable efforts; your customers want to know what you are doing to help. Align social media and PR to tell your story authentically so it resonates and inspires others to make positive change.
Planning your next sampling campaign? ella@krulive.com
