Recharger.com

Marketing Messages Go Green

by Wendy Zarganis · Recharger Magazine · March 1, 2008 - page(s): 78-86

Across industry lines, increased consumer awareness of environmental issues has prompted companies’ advertising campaigns to focus on “greener” qualities. After reviewing the results of our recent Marketing Survey, we found the imaging aftermarket is no different. The survey indicated environmentally conscious marketing messages making a significant increase in importance.

The usual marketing messages of quality, customer service and cost savings still reign as top messages sent out from aftermarket cartridge companies. But consumer concern about environmentally friendly products and services has prompted companies to highlight their green.

Environmental messages were the biggest shift in this year’s survey. However, interesting changes in other marketing methods and budgeting also differentiate this year’s survey from years past. We’ll look at these figures and others of interest.

The Marketing Survey was taken online at www.rechargermag.com by 91 respondents. The survey attempts to highlight marketing trends of the remanufacturing industry. Respondents on average have been in business for a little more than 10 years. Fifty-nine percent of respondents are U.S.-based companies. Respondents produce an average of 5,298 toner cartridges and 8,054 inkjet cartridges in-house per month. They outsource 1,088 laser cartridges and 3,672 inkjet cartridges monthly. Last year’s average production numbers were lower with those respondents producing a monthly average of 4,294 in-house toner cartridges and an average of 7,994 inkjets per month. Respondents in last year’s marketing survey outsourced 1,029 aftermarket toner cartridges per month and 1,905 aftermarket inkjet cartridges monthly.

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