From a bad box to a Goodebox: sustainability in trial sampling

As I’ve been researching and learning, a good IMC program leads to increased brand awareness, and hopefully increased sales! But what might this look like for a sustainability–oriented product or idea? 

Obviously the Internet is where folks are these days – perhaps a little too much from a wellbeing standpoint, but that will be another post for another day. The bottom line is that sales promotions have exploded online, because that is where the target markets play.

Though some will disagree, I think we can actually discuss the plausibility of moving sustainability as a culture along very well if we can learn from those who can move products into consumer’s hands in a flash, create brand loyalty, and be change-agents in their field. Sustainability is not as easy to nail down as a product, though it can be a product with a philosophy of sustainability behind it, or a lifestyle idea such as the tiny house movement, and even nutrition.

The other day I was perusing a social media site when a beautifully shot ad appeared for something called Birchbox. The idea is simple, pay a monthly fee and receive a box of personal care products from a variety of brands. Customers can go to the website and personalize the box with their preferences, and choose one of three box sizes – more box, more goods. The business plan here is that Birchbox partners with these brands to promote them to potential customers in a ‘trial’ promotion that gets mailed out each month to subscribers.

The selling aspect of this promotional sampling tactic is clear to me, but not so much environmental aspect however, given that the box is made up of individual packages that tend to take up resources and space in landfills. Not to mention the questionable health risks of fragrance/paraben-laden products.

There had to be something else  - and there is, Goodebox! This is the same idea as Birchbox, but a more sustainable option in terms of personal/environmental health. It appears Goodebox is branching its product line out to include healthful snacks as well.

The ingenious part to me about these “box trials” is that they don’t sacrifice long term brand image by accidently cheapening their products through constant sales promotion, or create a ‘tragedy of the commons’ situation where all competitors must over-promote their products by running coupons and lowering prices to be competitive. From a sustainability standpoint, a host of supply chain issues are likely to ensue to meet this demand.

They simply share new products to let people get to sample and then choose favorites. From here, a loyal customer is born. Personally, I’m thrilled that sustainable health and wellness products have jumped on this bandwagon – what better way to show customers that there are even healthier and just as beautiful options out there.

sources:

Birchbox (2014). Retrieved from www.brichbox.com

Goodebox (2014). Retrieved from www.goodebox.com

Environmental Working Group (2014). Retrieved from http://www.ewg.org/skindeep/ingredient/702512/FRAGRANCE/

Tiny House Blog (2014). Retrieved from http://tinyhouseblog.com