Earth Friendly Trade Show Promotion Idea

I must confess that I have become somewhat of a minimalist and a quasi tree hugger. This probably would have been a more convenient and fashionable state of being in my college years. I could have participated in demonstrations, attended poetry readings and basked in youthful self-righteousness. Owning a minimal number of possessions in college is pretty common. I could have positioned myself as being liberally cool rather than just broke.

However, in my college years I was much more closely aligned with the Young Republicans crowd and concerned myself with making Phi Beta Kappa, the shine on my penny loafers and frat parties. The state of the world around me was fairly far from my mind.

This description of my youth is somewhat of an over exaggeration, but in recent years I have become progressively more concerned about environmental, ethical business, political and human rights issues.

My minimalist tendencies are probably in large part driven by the fatigue created by continually dealing with “stuff.” Constantly picking up the stuff in my house, trying to organize the stuff and spending time getting rid of the stuff I don’t use. Frankly, I am tired of stuff.

This “stuff management fatigue” does tie in nicely to my true concern about the state of our planet. We have become so obsessed by accumulating more and more possessions that it is taking a very real toll on our environment.

With this mindset I was incredibly heartened when earlier this year I met Healthcare Communications Group (HCG), a clinical trial patient recruitment company. At the Drug Information Association (DIA) Annual Meeting HCG featured their Ribbons for Research Memory Wall in their booth. In lieu of traditional trade show giveaways, HCG makes a donation to one of 16 different medical research organizations in the name of each individual who stops by their booth. In my opinion, this is a great way to engage potential customers in conversation, donate money to great causes, generate tradeshow leads and reduce the number of the petroleum-based chachkis that often hit our landfills shortly after they are acquired.

In 2007 HCG donated nearly $14,000 to the 16 different organizations included in Ribbons for Research.

More information about Ribbons for Research can be found at www.ribbonsforresearch.com. HGC encourages other companies to implement Ribbons for Research programs at various trade events and has created an easy to implement program for those who do not wish to reinvent the program already created.

I cast no judgment on the many great companies, including many of our clients, that take a more traditional approach to trade show premiums. We all need to do what we feel is most effective for our businesses. However, in past years I have taken home enough squishy balls and mouse pads to last me for the rest of my life.

While I pass no judgment, please do not be offended if I politely decline one of these items at the next trade show—my storage closets will thank you for your understanding.