Earth Day comes down to earth - retail discount houses' sales promotion plans for Earth Day

Discount Store News, April 6, 1992 by Jill Lettich

Where have all the flowers gone? Or the balloons? Or the big ticket sweepstakes?

Retailers are still looking for the right environmentally friendly formula for promoting Earth Day, April 22, but the big festivities that took place on the 20th anniversary of the event in 1990 seem to have disappeared.

During 1992, there are likely to be quieter Earth Day celebrations with fewer boisterous promotions. Retailers are relying more on product manufacturers to take the lead. And the retail corporate office is letting individual stores celebrate at their own pace.

The day will be characterized by some new "green" product introductions. In addition, coupons and other giveaway promotions for "green" products are being instituted by some manufacturers and retailers.

Rather than a sign of waning interest in the environment, these smaller efforts represent a shift of focus from single event marketing to more year-long efforts. Many manufacturers have directed their efforts inwards through educational efforts or internal recycling programs.

"Every day is Earth Day," said Jamie McNaughton, vice president, McNaughton Inc. "There is less hoopla about the day then there was two years ago, but the mentality we need to have is one that encompasses thinking about the environment all year long."

McNaughton manufactures a range of recycling accessories for home use. It is now marketing a planogramed section to retailers called "Make Recycling Easy." However, the company has no specific plans for special promotions on Earth Day.

Jane Aaron, public affairs, Wal-Mart, noted that individual stores are likely to work with their own communities in planning events for the day. There are no storewide festivities on the drawing board, however.

Target Stores, which has received numerous kudos for its Kids for Saving Earth environmental efforts, will have environmentally-related products available for Earth Week.

"We're going to have all the products in our opportunity bins in the front of the store," noted Ann Aronson, Target's environmental project manager. Throughout the week, a percentage of sales from that merchandise will be contributed to Kids for Saving Earth.

Among the products are recycled notebook paper and stationery, books and audio tapes on the environment and beach toys made of 100% recycled plastic. The latter will be marketed under the Kids for Saving Earth label. In the food department, Ben & Jerry's Rainforest Crunch ice cream and cookies will be available as well.

Target will feature the products in its circular during Earth Week, April 19.

Aronson also expects each store to have its own celebration. "I imagine many of them will have local Kids for Saving Earth clubs come in to display drawings, for instance," she noted.

In addition to its involvement with kids and the environment, Target will hold "a big bash" for Earth at headquarters, according to Aronson.

ShopKo is planning a limited promotion for that day, but also aims to educate its consumers. The retailer will be giving away evergreen seedlings to the first 330 customers in each store on Earth Day. The odd number is due to this being the chain's 30th anniversary year.

The chain will also encourage children to send in a picture of themselves with the planted seedling, which ShopKo will put on display. A bicycle will be given away as well. The promotion will be announced in its circular a week before Earth Day.

"We really want this to focus on children. We hope this will be an opportunity for parents to talk to their children about the environment," said Sheree Olson, public affairs manager, ShopKo.

George Bruce, vp, sales promotions, Venture Stores, said plans for Earth Day festivities at Venture have come to a halt because one of the sponsors pulled out. "We do have ongoing promotions mostly through signage, which we also use in our circular. The only thing we'll really be doing that week is picking up Rubbermaid's Earthview promotions for its recycling products."

Venture has had paper and aluminum recycling programs in place at headquarters for a number of years already.

Manufacturers are also bracing for Earth Day.

Among some of the new products being introduced in mid-April include American EcoWriter, a pencil with a 100% recycled newspaper and cardboard fiber barrel.

The Thermos Co. introduced vinyl lunch sacks as an alternative to "throw-away" paper bags. The sacks, featuring colorful characters and designs, are fully washable and reusable.

Although these were timed close to Earth Day, both these companies are actually vying for the Back-to-School market. Not surprisingly, most corporate educational efforts are aimed at children as well.

Webster Industries has introduced Renew 100% recycled plastic trash bags to the market. According to Cindy Drucker, head of environmental policy at Webster, the company is now mailing educational curriculum to schools for use around Earth Day.

Drucker noted that both in-school activities and take home information packets will be available for the children. Webster expects to reach over 1 million households through this effort.